Toolbox
Getting It Right with SEGMENTATION STUDIES: A Qualitative Guide
This article explores best practices for conducting segmentation studies, avoiding common pitfalls, and maximizing the impact of your findings. […]
segmentation
Schools of Thought
Morality: Looking through the Lens of Virtue
We live in an increasingly divided world; people are unable to find common ground on simple issues, conversations are fraught with tension and conflict. As conversations are a qualitative researcher’s stock-in-trade, it’s important to realize that at the root of this division lies morality, our sense of right and wrong. […]