Liz (and others)
Would you buy into to the idea that research moves along a continuum from the more subjective to the more objective as research moves through the stages of discovery–definition–evaluation?
How do you deal with clients who want objective data? Do you, or have you, changed your research approach in order to capture more quantitative results (at any or all stages)? Is objectivity/subjectivity a variable that can be adjusted to suit the client?