Research Methods
The research methods we use to reveal how people think, feel and live their lives
I was at a marketing conference recently, and I introduced myself to people as ‘a researcher’. The question I was asked was: ‘Qual or quant?’ I said ‘Both – and…
Empathy and mythology in this year’s Christmas magazines
Each year, Lynne Freeman and I do a visual analysis of major women’s magazines’ Christmas editions in the UK and Australia We do this because we believe that magazines in…
What cookbooks and magazines can tell us about Christmas in Australia
This is an article that I wrote for the old website in 2018, that proved very popular. I am reposting it here and will update it in 2022. Subscribe to…
Don’t test written content in focus groups
Do you want to know if your written content is working well? Then test it in one-on-one interviews, not in a group environment. I love focus groups, especially the in-person…
Sensemaking for qualitative insight
Sensemaking is a generous and innovative way to think about people. Sensemaking is a holistic way of thinking about people and how they live their lives and make the decisions…
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…
