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Journey Mapping That Drives Change: Best Practices for Qualitative Researchers

December 17, 2025 0

In a world where tight budgets and shrinking teams demand that research do more than enlighten—it must activate—this article reveals how journey mapping can transform insights into real organizational impact. Moving beyond pretty deliverables, it shows researchers how to use journey mapping as a collaborative, insight-driven process that aligns cross-functional partners, sharpens focus, and integrates seamlessly into decision-making. Through practical frameworks, examples, and lessons learned from more than 100 practitioners, the article demystifies what makes a journey map truly high-impact—and why the way you create it matters more than how it looks. For researchers hungry to see their work spark action rather than sit on a shelf, this piece is both a roadmap and a call to arms. […]

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Effective Tips for Conducting Research with Seriously Ill Patients

September 16, 2025 0

Conducting research with seriously ill patients demands more than solid methodology—it requires empathy, flexibility, and respect. Drawing from emotional insights studies by PJ Quinn, Inc., this article outlines practical strategies for qualitative researchers working with chronically or life-threateningly ill participants. From recruitment and discussion-guide design to projective techniques like “Magic Wand” and “Letter to Younger Self,” it shows how to elicit authentic patient voices without causing undue distress. Moderators will learn how to prepare, protect participant well-being, manage their own emotional resilience, and deliver insights that honor patient experiences while informing healthcare decisions. […]

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Taking Questions Upward, Sideways, and Forward Using Laddering and Scaffolding for Better Interview Outcomes

September 16, 2025 0

Laddering is one of qualitative research’s most established techniques—but it’s often misunderstood as rigid and formulaic. This article reframes laddering as a flexible, respondent-focused approach to uncovering deeper motivations and values. It also introduces scaffolding as a complementary technique that helps moderators guide respondents when laddering stalls, creating smoother interviews and richer insights. With real-world examples and question phrasing tips, readers will learn how to combine laddering and scaffolding to elicit self-reflection, avoid respondent fatigue, and produce more authentic, actionable data. […]

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Six Thinking Hats: The Power of Holistic Review

July 3, 2025 0

Tired of chaotic debriefs, endless wrap-ups, and dominant voices hijacking your research team meetings? This article introduces the Six Thinking Hats method—a simple yet powerful tool qualitative researchers and insights managers can use to run fast, focused, and inclusive discussions. You’ll learn how one insights leader used this structured approach to transform late-night, unproductive post-focus group meetings into efficient 30-minute power sessions. Whether you’re conducting in-the-field research or looking to boost collaboration and innovation across departments, the Hats offer a game-changing way to improve outcomes and decision-making. If you want to streamline your research process and make every team voice count, this is a must-read. […]

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Striking the Right Balance Between Human and AI Transcription for Qualitative Research

April 4, 2025 0

By now we all know AI transcription of interviews is anything but flawless–especially when cultural references are critical to insights, as they can easily be missed by machines. But, if used properly, AI transcription can add efficiency to projects. In this article, multilinguistic researcher Jill Kushner Bishop outlines a decision-making framework to help researchers decide when to consider human or blended human and AI solutions to optimize resources and maximize the quality of insights. […]

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How to Conduct Ethnography for Big Results and Real Impact

September 11, 2024 0

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 […]