Digital qual, scalable qual, mobile qual….much has changed over the past 10 – 15 years. Mainly for the better – fusing approaches and data streams has shunted qual research up the value chain.

But clouds are on the horizon: getting to the why isn’t best done by just asking people directly, and it’s not the same as an open-ended question in a quant context.
Real qual – if such a thing exists – is about skilled practitioners with people understanding skills getting to the tensions, teasing out the nuances, listening to what people say and contrasting that with what they do.

We’ll give some examples of how this works well. Really. And yes, it involves talking to people.

Real Qual: Refreshing parts of client side companies that others don’t

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