VIEWS Fall 2025 Humor

Qualitative data doesn’t make as many headlines as glitzy poll numbers during election cycles, but they too are assessed because they reveal the thoughts and values that determine how people vote. In what was 2024’s high-attention, too-close-to-call presidential election, the opinions of swing voters were of particular interest to pundits, politicians, and the public. Political qualitative researcher Rich Thau was among the moderators who delved deeper to understand the why behind the poll counts. […]

Is traditional qualitative research dead? A provocative question that seems to surface every now and then. With the proliferation of new tech tools and AI, it might feel this way sometimes, but it’s the combination of old and new methods that can help researchers increase their value to clients. Author Len Ferman identifies ideas from a brainstorming session with qualitative researchers to consider in our pursuit to add unique value to brands and businesses. […]

Semiotics highlights the vitality of objects as active contributors, challenging conventional views that prioritize individual decision-making. Author Sónia Marques advocates for recognizing the agency of things and emphasizes the need to observe their role in situ, urging researchers to adeptly engage with the language of objects for a comprehensive understanding of human behavior. […]