ABSTRACT
Academic psychologists use qualitative methods either because they believe qualitative methods are superior to quantitative methods or because they use qualitative methods in support of quantitative methods - for example, in questionnaire development. In both cases the methodology has its roots in the sociology of social constructionism. Grounded theory shows the need to limit theoretical speculation and rely on data; interpretative phenomenological analysis draws attention to the potential of bias when interpreting data. Thematic analysis and conversational analysis are examples of different techniques that provide useable information. Commercial qualitative research has its roots in psychoanalytic theory. Unlike their academic colleagues, commercial qualitative researchers are unconcerned about the scientific status of what they do; they do not aim for replication, but are concerned about practical outcomes from their research. They are more theoretically speculative and have a far wider range of techniques compared to academic researchers, including but not limited to projective techniques. Called ‘account planners’ they influence marketing strategy and product development. Hermeneutic psychology is based on the premise that understanding people should be intuitive and identifies criteria that assist this aim. Critical psychology examines political impact within psychology including power relations between men and women.
