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Business Matters
Stop Relying on Others for Your Success… Take Charge of Your Business
Many small business owners avoid sales and marketing because they’re uncomfortable with them and unsure how to implement them effectively. But like every other aspect of business, there’s a process to them. This article lays out that process for you with proven, real-world examples of how to get started. […]
Trends
Return of the Big Idea Can AI philosophy agents make qual more valuable?
AI is capable of much more than transcribing interviews and summarizing findings. Qualitative researchers can use AI as coach, collaborator, and sandbox to expand their human powers of imagination and thought across every part of the qualitative research process, from the brief to the report. Ben Jenkins challenges us to think like philosophers, not afraid or encumbered in asking the “big questions.” […]
Industry Focus
When Grocery Shoppers Say One Thing but Buy Another—A Qualitative Research Approach to Decoding Clean Eating Contradictions
Research expert Carly Fink presents an innovative qualitative framework for understanding the complex contradictions between a consumer’s stated desires for clean, sustainable grocery products and their actual purchasing behaviors. Drawing from extensive industry experience, she provides actionable methodologies, including System 1 techniques, ethnographic interviews, and journey mapping to help brands build authentic trust. Readers will learn practical strategies for designing research that capture real-life decision-making contexts and translating consumer insights into business solutions that align stated values with shopping cart reality. […]