Walt Whitman wrote, “I am large, I contain multitudes.” In qualitative social science, this applies as both a celebration of what makes us human and as a warning of the limitations of using artificial ...

Lacking a holistic understanding of their target audience limits marketers’ ability to create the most effective strategies. Yet they often prioritize the concrete metrics of quantitative data, such ...

Opinions expressed by Entrepreneur contributors are their own. 2020 was a turbulent year for most industries, including the qualitative research industry. Many brands and agencies that had previously ...