Social research into cream – a “tool kit”approach

Describes a “tool kit” approach to applied social research into food and nutritional issues. Briefly describes the main differences between qualitative and quantitative research styles in terms of outlook and methods. Using the example of research into cream and its consumption in the context of health promotion, argues that different research methods and styles are appropriate to different issues and the type of findings required. Illustrates a distinction between findings about structure and findings about process. Concludes that an open‐minded approach and a pragmatic view of research methods as a potential range of options (a “tool kit”) are desirable in applied research settings.