Gordon shared her experience in presentations filled with case studies and examples of successful work with which she has been associated and which she has taught all over the world.

The first day included information based on her many years in the industry and covered areas such as neuroscience, semiotics and ethnography. She broke down and explained all aspects of the subject matter in an attempt to get researchers to move beyond the conventional – and somewhat outdated – focus-group model of doing qualitative research.

On the second day, the delegates were given the task of actually doing what they had been taught the previous day. People spread out over six tables and even went out into the streets to conduct interviews and into the supermarkets to look at products and packaging.

The insight and understanding they displayed as they reported back on their work was praised by Gordon, who said that she had been “blown away” by the way in which the information from the first day had been used to actually do some real work and to arrive at useful conclusions.

Gordon said she felt “helpful and useful and energised by the response of the delegates”.

The conference was held at the Balalaika Hotel in Sandton, Johannesburg.

[12 Mar 2008 08:51]

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