Dr Sheila Keegan is a Business Consultant and Chartered Psychologist. She is a Founding Partner of Campbell Keegan Ltd, which she set up with Rosie Campbell in 1983, working with private and public sector clients within the areas of change and communication. CKL works with organisations to generate new thinking and new strategies; developing brands, products and services, internal communications and corporate strategy. Sheila is also a trainer in qualitative market research techniques and a Master Practitioner of NLP.
As well as academic writing, Sheila has written travel and feature pieces, for example, visiting, researching and writing about Bhutan's policy on Gross National Happiness and writing about her travels through Asia with her young daughter. She has written and presented several programmes for Radio 4 on topics as diverse as Bunnykins plates, 'Love Rats' and 'The Battle of the Bogside'. She is also a photographer and her work has been published in the Telegraph, Mensa magazine, OK! Magazine and the British Journal of Photography magazine.
Sheila is a regular speaker at conferences, universities and to government and commercial bodies and acts as an advisor on cultural trends and consumer psychology to companies, ad agencies, think tanks, public service companies and others. She is also a media commentator on national radio and TV, including BBC Breakfast, BBC One Show, Radio 4 Money Box and Vanessa Feltz's phone ins.
Review of Qualitative Research: Good decision making through understanding people, cultures and markets (Kogan Page, 2009)
This is a must-read for anyone involved in buying, using or practicing qualitative research in either an academic or a commercial context. It is concise and most importantly it is up to date. It's simple and yet manages to educate and inform those new to the discipline as well as reminding old hands about key principles. Sheila's book gently guides rather than lectures and brings qualitative research thinking to life through the use of International case histories. Don't hesitate.
Keegan's book, part of the Market Research Society's Market Research in Practice Series, will become a staple text for any introductory course on qualitative market research or an illuminative primer for anyone wishing to take a behind-the scenes journey to this exciting and expanding world of qualitative inquiry.
(Dr Ronald J. Chenail, Nova Southeastern University (US)
Highly recommended. General readers, upper-division undergraduate and graduate students, researchers/faculty, and practitioners.
(Choice Association of College and Research Libraries)
Keegan has produced an excellent text for those who are new to qualitative research, providing an engaging insight into where it fits, how it works and the difference it can, and should, make to the decision making process. Sold!
(International Journal of Market Research)
This book needs to be in the library of every student of qualitative research and of every junior researcher. It also offers many new ways of thinking to those who have been around the industry for many years.
(Qualitative Research Consultants Association (QRCA, US)
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