Structured sense-making: Integrating qualitative and quantitative methodologies through the analysis and synthesis process
Richard RadkaNode in Barcelona, Spain
INTRODUCTION
Why do we conduct research in a business context? I suggest a simple answer: as providers of “research,” we conduct inquiry and develop consumer insights in order to provide guidance and increase confidence in business decision-making. Our goal is essentially to help companies imagine the future and determine the paths their businesses should or could follow into that future. Well-designed research allows us to forecast what will happen next with a high level of accuracy. Good research outputs help us...