Tackling difficult questions is all in a day’s work for B2B qualitative market researchers. After all, the ultimate goal in research is to help clients reveal answers that solving vexing challenges and provide strategic direction. But what about those questions of a more philosophical variety — such as, “are we in control of our own destinies?” Is this type of existential exploration meaningful for B2B qual research and the marketers who use it? In a word, yes.
