Online Qualitative – Where We’ve Been and Where We’re Going: A Conversation with Jen Dale

This article demystifies conjoint analysis for qualitative researchers, showing how it enhances the work they already do by turning exploratory insights into structured, predictive decision models. It explains how qualitative research uncovers the “what” and “why,” while conjoint reveals the “how much” behind consumer preferences—crucial for product development, pricing, positioning, and segmentation. With a clear explanation of terminology, case studies, and caveats, the article equips qualitative professionals to confidently recommend or collaborate on conjoint projects. Whether you’re curious about how to prioritize product features or simulate market scenarios, this is a must-read primer. It’s part of QRCA VIEWS’ ongoing series that helps quallies better understand complex quant methods. […]

By Susan Fader, FaderFocus, New York Metro Area, susanfader@faderfocus.com […]

AI is capable of much more than transcribing interviews and summarizing findings. Qualitative researchers can use AI as coach, collaborator, and sandbox to expand their human powers of imagination and thought across every part of the qualitative research process, from the brief to the report. Ben Jenkins challenges us to think like philosophers, not afraid or encumbered in asking the “big questions.” […]