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Global
Crossing Over from Traditional Qualitative to User Experience Research: The Journey with a Thousand Faces
There is increasing demand for user experience (UX) research, and qualitative researchers’ unique expertise in understanding human behavior can help bring this type of research to the next level. The author focuses on the use of three frameworks that explain the “whys”—and this understanding is equally significant when consumers are interacting with technology as when they interact with other products and services. The author provides examples that have proven to be very useful in her experience exploring customer journeys within shopping apps and streaming platforms. […]
Dear Emeritus
Dear Emeritus: Using Qually Superpowers in Personal Life
Experienced quallies reflect on the “superpowers” they’ve acquired through a life of working in qualitative research, and how they successfully utilize them in their personal lives as well. By Sebastian Murdoch […]
Toolbox
Ethical Dilemmas in Studying Family Consumption
Conducting ethnographic research with families poses unique ethical challenges. While we need to find common ground and connect with the people we’re learning from, too great a degree of entanglement can compromise our research. […]