You’re ready to embark on a qualitative research study. Your team has the chance to investigate people’s behaviors, and you find yourself receiving questions from all directions. The questions sometimes feel haphazard, opportunistic, and misplaced – and put the credibility of research output at risk. Some of the questions are meaningful, but many are not related to the study objectives. You want to help stakeholders understand the intricacies behind good research, and promote good practices within the organization. This goal can get sidelined with the needs of the business, creating a lack of appreciation for the broader potential and application of qualitative research.
This pre-conference course is centered around an alignment framework designed specifically for qualitative research. The framework is a successfully implemented tool that builds consensus around research inputs and outputs. It results in a rationale-driven research roadmap with actionable next steps.
