What is ‘real’ qualitative research? It is done by humans
Interview with Craig Griffin on his Campaign For Real Qual podcast. My argument: at its very core, real qualitative research exists to help businesses and governments do something new:
Qualitative Research
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Life’s hallways: the role of liminality in consumer decision-making
This is an extract from Susan Bell’s article in the magazine QRCA Views (Spring 2025). QRCA Views is published by the Qualitative Research Consultants Association.
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Liminality – a rich and versatile concept for researchers and marketers
An explanation of how to use the liminality concept in marketing and research
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Why we use one-on-one interviews
One on one interviews have long been a staple of most qualitative researchers’ portfolios, but they are often relegated to a minor role, used only for pre-survey work or B2B projects. In my view they have been vastly under-rated by the research profession.
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How to choose which qualitative method to use
The great thing about qualitative research is that there are so many different ways to do it. Find out more here
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How to use qualitative research for insights about retirement
What is qualitative research? Qualitative research is conversation-based exploratory research. We use it to understand the deep psychological and emotional drivers of behaviour. In this post, I explain what qualitative…
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Why and how to use stimulus material in qualitative research
What’s the best way to use stimulus material in qualitative research? Qualitative researchers can use a broad range of stimulus material to get much more out of the discussion or interview…
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Online or offline qual? Live or overtime?
How do you work out which qualitative research method to use? There are so many qualitative research techniques and methods available at the moment, it can be a challenge to…
