Qualitative Quality: How to Delight Clients with Insights They Can Defend

With all the focus on big data and analytics, we know that decision makers need qualitative now more than ever to find meaning within their metrics. But qualitative is increasingly challenged in a research world dominated by large data sets and continuing DIY trends.

In this presentation, cultural anthropologist Paitra Russell, UX researcher Mary Sorber, and design strategist Joeffrey Trimmingham explore approaches that qualitative researchers can use to speak to the issue of quality. This includes effective strategies for communicating trustworthiness and generating output that you and your clients can defend. We will also cover ways to address quality from the beginning to the end of the engagement.

We will draw on our own experiences and primary research with quallies and clients to deliver a view of what it takes to get qualitative to the point where trustworthiness is not questioned.