ABSTRACT
The fact that this process is hidden from non-practitioners is a cause of concern for some buyers and totally without interest to others. Concerned buyers are worried about thoroughness, lack of objectivity and the ability of the practitioner to reach below what people said to understand what people meant. One of the least visible parts of a research project is the on-going process of interpretation. Qualitative research, particularly the interpretation of what consumers said or did in the interviewing situations is not a science. Sensitive interpretation begins at the briefing and design of the survey and is obviously very dependent on how skillfully the qualitative interviewing is conducted. Interpretation is much more than a conscious process of thinking about the study. Since it helps us towards finding the most appropriate framework for our interpretation, we call this technique interpretive reframing. In this next section we consider the Timotei advertising from the point of view of life scripts.
