“Emergent inquiry” : A practitioner's reflections on the development of qualitative research

Purpose – The purpose of this paper is to address the emerging way in which qualitative research is now carried out within the commercial world, the influences of shifting paradigms and the importance of theoretical understanding for current practice. Design/methodology/approach – The “method” underpinning this paper is qualitative observation drawn from research across a wide range of client companies during more than 30 years of commercial qualitative practice, as well as from recent, ongoing conversations with other commercial practitioners and academics, and from the academic and literature. Findings – Commercial qualitative research has, largely, moved away from a classic scientific paradigm towards a social constructionist perspective. The paper explores how the concept of emergence derived from complexity sciences and the contribution of neuroscience to understanding the role of emotion in judgement and decision making, can help make sense of current commercial practice. Practical implications – The implications for commercial practitioners are highlighted. Training in analytical skills and emotional awareness as reflection‐in‐action is needed in order that analysis and interpretation are embedded within the ongoing research process, i.e. training needs to include qualitative thinking as much as practice. Originality/value – The paper highlights the creative potential of “emergent inquiry”, improvisation “in the moment” and the particular skills required.