We are left, on the one hand, with a version of qualitative research driven by a mild obsession to know what exactly should we do? (academic sphere) and another version suffering anxiety to know what does it all mean? (commercial world) . And, yet, it seems patently obvious that, somewhere back in time, both strands must have sprung from an academic source aware of the commercial value of applied psychology, and drawing upon techniques that seek to explore and explain human behaviour .