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On Demand

Aren't We All Just Quallies Under the Skin?

Total Credits: .5 Advance Credits

Average Rating:
Research Design
Peter Totman
24 Minutes
Audio and Video
Original Program Date:
Mar 24, 2023


UX and Qualitative research often assumed to be part of the same job, simply a difference in specialism, but people are beginning to question this assumption. This seems like a good time to explore whether the two are, like qualitative and quantitative, discrete disciplines demanding different skills, talents and even personality types.



Peter Totman Related Seminars and Products

Head of Qualitative Research

Jigsaw Research

Peter is an experienced/seasoned/veteran (take your pick) qualitative researcher with 30 years of experience. He is still getting to grips with what qualitative research actually is – which keeps him curious!  

Peter has worked in research and advertising agencies in the UK and US, and in 2005 he joined Jigsaw Research to head up its qualitative offering. Having worked across a wide range of different sectors, Peter particularly enjoys social and brand and communication work. Peter is a seasoned conference presenter and a familiar face to QRCA, MRS and ESOMAR audiences.