Cheaters and Repeaters

Working with qualitative methods inevitably requires that we consider issues of attention, sensory processing, and cognitive processes. In this article, veteran moderator and occasional magician Jeff Hecker discusses how magicians consider and leverage these same issues, with some fascinating implications for researchers. […]

The 4 “E”s of the Experience economy—Entertainment, Escapism, aEsthetics, and Entertainment—are all found within the great American pastime of baseball. In this article, human geographer and baseball fan Nick Wise discusses the range of experiences you can observe at baseball games this summer by using the 4 E’s framework, inspiring qualitative researchers to look differently at place in our work. […]

Ethnographic research allows us to observe behavior in natural settings, uncovering deep insights that traditional methods often miss. By blending into the environment with unobtrusive recording techniques, I can capture genuine reactions without participants feeling observed. This approach helps businesses better understand their customers’ decision-making processes, leading to practical solutions. In one project, we identified over 80 improvements for a restaurant chain—some small, others transformative—ultimately enhancing the customer experience in ways that executives often hadn’t considered […]