Structured sense-making: Integrating qualitative and quantitative methodologies through the analysis and synthesis process

Richard Radka

All research by whatever method needs structures analysis and interpretation to be insightful. Research projects are always intended to lead to action, and consist of a sequential process in seven stages; definition, planning, fieldwork, data organization, analysis, synthesis, and communication / application.

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...

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