Whatever hopes may be held for future understanding between academic and commercial-world researchers, we seem at present to have arrived at a point where qualitative research has evolved into three distinct versions (Bailey 2002) . Put simply, there is a version that is much exercised by how to establish a reliable ‘audit’ trail through the entire research process into the findings reported; a second that stresses the need for interviewer/moderator skills, and an ability to interpret findings; and a third that seeks confirmation of knowledge-based advice for the implementation of recommendations . These are broadly identifiable with academic psychology, market research, and management or marketing consultancy . For present purposes, the third version can safely be set aside as representing a commercial activity that does not necessarily require primary research at its core, although some authors foresee a convergence between consultancy and market research practice (Simmons & Lovejoy
2003; Keegan 2006) .