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VIEWS Winter 2025 Humor
Book Reviews
Asking for Trouble: Understanding What People Think When You Can’t Trust What They Say by Jon Cohen, Wonder Wheel Publishing 2021
Reviewer Oana Popa Rengle explains why this is a must-read book for anyone involved in market research. She explores author Jon Cohen’s thesis of why asking people what they think is not always helpful because what people say may not a true reflection of what they feel or think. […]
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. […]
Schools of Thought
Making a Splash: How Artistic Swimming’s Reinvention Can Inspire Qualitative Research
Artistic Swimming was forced to reinvent itself to prevail as an Olympic Sport. Author Cynthia Tello compares this transformation to the one facing qualitative research, sharing lessons learned and offering ideas for qualitative researchers. […]
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