#31 - Thoughtful Data and the Challenge of Scaling Qual Research

MRX Lab

A rising demand for data and new technologies have both pushed qualitative research to new heights. But in the pursuit of speed and scale, have we lost some of what makes qual valuable? In this episode, we’re joined by Dr Matthew Farmer, Senior Research Associate at FlexMR, to discuss the challenges of scaling qual, and emerging thinking around thick data.

Over the course of 10 minutes, we investigate the purpose of depth interviews, focus groups and other, traditionally small-scale methodologies. We look at what scale really means, and discuss the implications of expanding depth instead of volume. And finally, we examine how qual research can better adapt to the needs of decision-makers and become a strategic driving force.

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Presented by: Chris Martin, CMO @ FlexMR (CJ_24K)

Featuring: Dr Matthew Farmer, Senior Research Associate @ FlexMR (LinkedIn)

For more info on FlexMR, visit www.flexmr.net

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