Schools of Thought

Schools of Thought

The Critical Need to Read Body Language in Qualitative Research

September 4, 2022 0

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

July 11, 2022 0

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. […]

photo sequence
Schools of Thought

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

September 28, 2021 0

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. […]