Schools of Thought

Schools of Thought

Co-Moderating the Future: Embracing AI without Losing the Human Spark

September 16, 2025 0

This personal essay chronicles a qualitative researcher’s pivotal moment in embracing AI moderation. What began as fear—a client’s unexpected request for AI-led IDIs—transformed into curiosity and confidence through hands-on exploration of AI platforms. The article outlines where AI moderation works (structured, low-emotion contexts; large sample sizes; hybrid models) and where human moderators remain indispensable (emotionally nuanced, culturally complex conversations). It also shares practical hybrid use cases, key questions for evaluating AI platforms, and a call for moderators to evolve from “resisters” to “meaning makers” who blend human intuition with AI’s efficiency to serve clients better. […]

Schools of Thought

Getting Real with Gen Z: Sensitivity, Neurodivergence, and the Search for Meaning

July 3, 2025 0

This powerful article offers a deeply human portrait of Generation Z—one that challenges common stereotypes and reveals a generation driven by intuition, authenticity, and a search for meaning. Based on years of qualitative and quantitative research, it explores how Gen Z’s feelings of “not fitting in” are often rooted in their sensitivity, neurodivergence, and emotional depth. From spiritual experiences to early identity crises, this generation is pushing back on outdated systems and demanding more honest, empathetic engagement—from brands, educators, and researchers alike. For marketers and researchers looking to connect with Gen Z in ways that truly resonate, this piece is both a wake-up call and a guide. […]

Schools of Thought

Life’s Hallways: The Role of Liminality in Consumer Decision-Making A new way of thinking about customer journeys

April 4, 2025 0

As consumers transition through life’s milestones—whether turning 50, becoming a parent, or retiring—they enter a liminal state, caught between who they were and who they are becoming. This fascinating article explores how these threshold experiences shape decision-making and behavior, often creating moments of uncertainty or hesitation. By understanding liminality, market researchers can uncover deeper consumer motivations, enhance customer journey mapping, and identify new opportunities to support consumers in these transitional phases. From hallways cluttered with old shoes to the design of luxury resorts, this piece reveals how physical and symbolic spaces impact identity shifts—and how brands can leverage these insights for more meaningful engagement. […]

Schools of Thought

The Power of Kintsugi: Breaking Insights to Build Masterpieces

December 4, 2024 0

This article presents a unique perspective of tying the Japanese artform of Kintsugi (golden joinery of broken pottery pieces) to the development of more powerful insights in marketing research. The author shares her journey learning that less pristine insights can actually result in more effective brand partnerships. The article presents three readily deployable frameworks that enhance the strategic thinking of qualitative researchers. […]

Schools of Thought

From Qual Insights to Place Branding: How a Small Northern Swedish Town Became a Hotspot for Talent Attraction

September 11, 2024 0

In the northern reaches of Sweden, the winter sun barely graces the sky, yet the small city of Skellefteå is attracting new residents by the thousands. With a combination of rural charm, a shift in work-life values, and the rise of green industries, Skellefteå is experiencing a population surge. Once a town struggling with depopulation, it’s now a hub for innovation, thanks to its creative “Sorry Sweden” campaign, driven by qualitative research. This transformation highlights the power of place branding and the growing importance of attracting talent to meet the demands of emerging industries. […]

Schools of Thought

How Consumers and Things “Co-Do”: Listening to the Language of Objects

June 12, 2024 0

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. […]

an image of Sigmund Freud psychanalyzing a female patient
Schools of Thought

How Techniques from Psychoanalysis Can Provide Deeper Insights

March 8, 2024 0

Darren Harvey draws from his psychoanalytic training to explain how leaning into research participants’ defensive behaviors and anxiety can provide valuable material for understanding their world. When one’s true self is seen, validated, and brought into the space, participants can enjoy a more enriching and satisfying experience, and our clients can net deeper and more meaningful insights from consumers. […]

An illustration of a group of people in a circle surrounded by vibrant colors
Schools of Thought

Joy in Research: Nurturing Participant Enjoyment & Researcher Well-Being

December 6, 2023 0

Grounded in data and real-world experiences from the Year of Joy initiative, joy can be integrated into qualitative research as both a quantifiable metric and an intervention tool in research methodologies. Learn how the dual role of joy is setting new standards in participant engagement, data quality, and overall well-being, and providing actionable tips and insights for researchers and individuals to cultivate joy in various aspects of life. […]

Schools of Thought

So Big They Are Almost Invisible: 4 Roles of Brand Rituals and What They Mean for Researchers

June 14, 2023 0

The profound impact of rituals makes them a rich opportunity for marketers. This article discusses the “invisible” power of ritual on people’s lives and some of the ways brands capitalize on these behaviors. Discover how brands tap into the human affinity for ritual through cookies, sports jerseys, beer, and flight attendant safety speeches. The authors close with suggestions for how qualitative researchers can adopt a ritual lens to develop a deeper understanding of consumer behavior. […]