prankmonky

What are your thoughts around qualitative research? Where would you say qual makes the biggest "hay"? Would love to hear any thoughts you have around the pros/cons and best uses of qualitative research. Thanks so much for doing this AMA!

Thanks for your thoughts!

It is indeed a niche, but still alive and kicking. The pandemic has increased interest in online platforms and made increasing sample size more manageable - obviously not near what quant provides.

Where/how do see most UX and marketing departments utilizing qual research right now?