Moderating great qualitative research takes more than a discussion guide. A skilled moderator tracks the objective, reads body language or tone in written responses, listens for what’s unsaid, and decides in real time which thread is worth pulling on next. That’s a lot to hold at once, and it’s why great moderators are so hard […]
I recently had the chance to stand on stage at Quirk’s New York with Traver McLaughlin, VP, Programs and Professional Engagement Marketing from the American Diabetes Association (ADA), and talk about a partnership that’s shaped how I think about qualitative research more than almost anything else in my career. Our session was called “From Insight […]
For years, we’ve been asking consumers to explain their behavior. Why they bought something. Why they chose one brand over another. Why they stopped using a product they once loved. The problem is that most of the time, people don’t actually know. Not because they’re hiding anything, but because behavior is contextual, emotional, and often […]
