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Schools of Thought

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

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

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. […]

Schools of Thought

What Can Magicians Teach Us about How Consumers Think?

Working with qualitative methods inevitably requires that we consider issues of attention, sensory processing, and cognitive processes. In this article, veteran moderator and occasional magician Jeff Hecker discusses how magicians consider and leverage these same issues, with some fascinating implications for researchers. […]

Schools of Thought

The Critical Need to Read Body Language in Qualitative Research

Qualitative research has long relied upon verbal responses to discussions/interview questions. This method appeared to work well, until it didn’t. It has become evident that what a research participant’s body language says is just as important, if not more important, than what they verbally say. It is time for qualitative researchers to add formal body language training to their professional toolbox. The good news is there are training and certification options to help you become a Micro Expression Practitioner or Micro Expression Master. […]

Schools of Thought

Morality: Looking through the Lens of Virtue

We live in an increasingly divided world; people are unable to find common ground on simple issues, conversations are fraught with tension and conflict. As conversations are a qualitative researcher’s stock-in-trade, it’s important to realize that at the root of this division lies morality, our sense of right and wrong. […]

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Schools of Thought

What Might a Picture “Sequence” Reveal for Deeper Insights?

Like many marketing researchers and facilitators, Mary Ellyn Vicksta uses photos and visuals during focus groups and facilitate meetings to prompt responses. The use of sequencing can be extremely helpful to get to a deeper meaning—whether that is with consumers or with clients as they develop products or services. This article explains sequencing and how to use it. […]