30 Years of
Published Thinking.

Five traits qualitative researchers and moderators share with novelists — and what each can learn from the other.

What happens when research goes sideways — and how the best moderators turn unexpected moments into the most valuable findings.

A challenge to the industry — and an argument for why the disruption of 2020 was the forcing function qual research needed.

Researching cannabis consumers requires a different mindset — and a willingness to challenge assumptions about who the audience really is.

How independent moderators can use accessible, affordable tools to improve recruiting quality and projective depth.

Why humor is an underused tool in business development — and how the right kind of levity builds the right kind of client trust.

What it really takes to leave a firm and build an independent qualitative practice — the practical and the psychological.

Many researchers say they use ethnography as a consumer insight tool. Here's a challenge to that notion — and what real ethnographic thinking looks like.

Most research validates ideas. A case for using consumer insights to inspire them — and why rigor in ideation produces better validation results.

The Dead's improvisational genius and the work of a great qualitative moderator have more in common than you'd expect.

Like Pink Floyd's wall, marketers build barriers between themselves and their consumers. An argument for tearing them down.

The obstacles that stand between aspiring moderators and a successful independent practice — and how to clear them.