While facts and figures engage a small area of the brain, stories engage multiple brain regions that work together to build colorful, rich three-dimensional images and emotional responses. As we read stories we quickly begin to feel as if what’s happening out there is actually happening in here. Each sensory image, sound, texture, color, sensation and emotion provides a hook for our brain as the story draws us in and maintains our attention effortlessly.

Doing more than just preparing the funder and/or user of the research on what to expect from qualitative research

Explaining why a discussion or interview guide is designed the way it is, why topical areas and related questions are formatted a certain way or are in a certain sequence

Conducting better debriefs

Five Trends Gaining Traction in Digital Qualitative Research

Focus groups make sense when the primary goals of the research are to:

A synonym for mobile ethnography is self-ethnography

in an era when consumers don’t trust the government, don’t trust corporations, don’t trust the Internet – they still trust their cameras. Implicitly, they trust us to use what we learn from their cameras for the best.

Benefits of Introversion for Focus Group Moderators