Qualitative

Schools of Thought

The Power of Kintsugi: Breaking Insights to Build Masterpieces

December 4, 2024 0

This article presents a unique perspective of tying the Japanese artform of Kintsugi (golden joinery of broken pottery pieces) to the development of more powerful insights in marketing research. The author shares her journey learning that less pristine insights can actually result in more effective brand partnerships. The article presents three readily deployable frameworks that enhance the strategic thinking of qualitative researchers. […]

Luminaries

The Art of Seeing: How Network Mapping Unveiled Insights and Opportunities with Glenna Crooks

December 4, 2024 0

The Network Sage, Glenna Crooks, PhD, shares her work on network mapping, and the value of becoming aware of the shape and scope of your personal and professional networks. Her journey will inspire you to examine your own networks in order to unlock opportunities to improve your health and well-being. This is not just about adding to your networks—you might be surprised to discover you need to cut some connections loose. […]

Travelwise

Exploration is Curiosity Put into Action

December 4, 2024 0

Ready to embark on a wild adventure that blurs the lines between art and research? Join qualitative market researcher Natalia Tafur as she dives into the weird and wonderful world of Meow Wolf, where surprises lurk around every corner and creativity knows no bounds. From navigating trippy rooms to discovering hidden treasures, her experience offers unexpected lessons for qualitative researchers—like embracing the unknown and bringing a thought partner along for the ride. With stories of scavenger hunts, offbeat discoveries, and a sprinkle of storytelling magic, this article explores how a quirky art exhibit can transform how you think about qualitative research. […]

Toolbox

Demystifying Semiotics: A Primer on How to Do Semiotic Decoding

March 22, 2023 0

In this how-to article, SemioFest co-founder Hamsini Shivakumar demystifies semiotics. She explains: what semiotics is; how it is different from voice-of-the-customer research; and how semiotics-based insights help your customers improve their marketing. Hamsini also provides an introductory how-to on conducting semiotics analyses so that you can consider how you might incorporate semiotics into your practice or business. […]