Making complex decisions that are too important to trust to a spreadsheet? Qualitative research can help.
- We seek to explain the why and how of human behavior in systems, not just the what, when and where. We use smaller, more focused sample sizes, and then reconcile the outcomes with analysis of quantitative data.
- We gather qualitative data through the use of direct observation and reflection, shadowing, interviewing, group discussions and collecting/studying digital and physical artifacts.
- We create visualizations of cause and effect, influential variables, and potentially invisible systems (such as culture or decision-making assumptions) and test them with different stakeholders.
- We produce the visual data needed to facilitate groups through analyzing, interpreting and diagnosing problems collaboratively.