Getting intimate with our world: Increasing our value by increasing our awareness quotient
Keren SolomonIntuit, United States
INTRODUCTION
Researchers rely on data. The data may be quantitative or qualitative, but it is almost always provided by the people we are studying. Our research participants tell us how they feel about specific products, how they behave in certain situations, and what they think about the brands they encounter every day. We capture what the participants say and do, and we analyze it. We then present our “findings and recommendations” to our clients in the manner of dispassionate scientists, talking about...