Qualitative Tools for Generative Design Research: A Conversation with Liz Sanders

In this wide-ranging interview, behavioral strategist and author Mark Earls unpacks the thinking behind his groundbreaking book HERD, which explores how mass behavior is shaped more by social influence than individual choice. Earls critiques outdated models of marketing and research that focus too narrowly on rational decision-making, and instead urges researchers to consider the social and emotional dynamics at play. He introduces a practical 2×2 framework that helps marketers and insight professionals diagnose decision types—and design smarter, more human-centered research. From copycat behavior to unconscious peer influence, this conversation challenges conventional thinking and offers fresh tools for driving real behavior change. A must-read for anyone involved in marketing strategy, qualitative insights, or behavior design. […]

Organizations often rely on user feedback to drive innovation, but this approach frequently misses the unarticulated needs hidden within daily routines and clever workarounds. To uncover these deeper insights, researchers must apply an “Anthropologist’s Eye” to capture the holistic realities of users rather than relying on isolated, one-off engagements that create disconnected “Insight Islands.” Although this longitudinal approach faces structural client barriers like tight budgets and timelines, researchers can act as strategic partners to secure executive buy-in. By reframing qualitative research as risk mitigation and fostering stakeholder empathy, practitioners can overcome these hurdles and transform continuous observation into actionable strategy. […]

Liz Van Patten is a veteran qualitative research consultant with more than 25 years’ experience discovering insights for dozens of client companies, advertising agencies, […]