Freelance Brand and Creative Strategist / Strategic Planner and Fractional Strategy Director
I started qualitative research training very early in my career and I’ve moderated dozens of my own focus groups and hundreds of depth interviews since then. But the more experienced I’ve become as a strategist-who-researches, the more I’ve realised that there is qual…and then there is qual. Really, really good qualitative research, the kind that … Continue reading Working with Qual researchers – what I wish I’d known
Before Christmas I ended up doing a lot of depth research interviews and it reminded me why I believe that Planners should, whenever possible, do their own qual research. The primary reason is, of course, that Insight can come from anywhere. If your involvement in the qual you’ve commissioned has been limited to what was … Continue reading Why Planners and Strategists should do their own qual