AvisThis book is not ology… not ethnography, anthropology or psychology. Other books have been written about the scientific foundations of qualitative research. This book offers what works. Principles, not rules. It tutors, simplifies, “cheats”, builds bridges and details effective, “can’t miss” tools. It integrates the ologies with practical experiences. Some of the approaches and techniques would be considered impure by academia. And that’s OK. Quals comes from a business point of view. Quals goes beyond the nuts and bolts of execution, giving you frameworks to custom design for your needs, tools to direct your team, and techniques and methods to analyze qualitative output. With Quals, you will…
Analyze deeper with mind mapping, deep metaphors, naked truths and napkin models.
Conduct denser encounters by 12 core activities for qualitative research, and super activities for powerful insight.
Design richer research by considering the research topic through the lenses of discovery vs. reaction, personal vs. cultural, and depth vs. efficiency vs. influence.
Collect truer output by excelling in the arts of listening, asking, hosting and directing.