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Blending quant and qual to paint a new picture…
An approach to research which challenges our traditional thinking and considers both rational and emotional elements of decision making. One of my favourite projective techniques in qualitative research is De Bono’s Thinking Hats. For those who are not familiar with this approach, the respondent is asked to wear a series of different coloured “...
Blockchain, bots, and machine learning: Demystified
Simplifying intimidating technology words and their applications for healthcare research. The trouble with emerging tech...
The importance of Listening
“I bet you were quiet at school” said the careers advisor, eyeing me sympathetically. I nodded in sad acceptance. ...
Age Before Beauty… Can less senior physicians provide value in a market research setting?
We spend hours slaving over screeners and debating our sampling strategy: but can we think differently about the seniori...
Get real! A deep-dive into the world of dynamic stimulus as a tool to enhance research outcomes
Do we really reflect reality when we share traditional stimulus material in the market research setting? Jess Woodhead (...
The power of social media – it continues to surprise and delight
We know that social media is a powerful tool and that tapping into it for the likes of social media scraping or accessin...
Long live the IDI
Innovation vs. Classic The continued relevance of the IDI within the ever-changing qualitative landscape An inquisitive ...
Research Spotlight: Mixed Qualitative Methods
In this case study, we pick apart the recipe for a successful multi-method research project, and highlight some key tech...