I have often been asked - what do qualitative researcher actually do? It is a confusing profession to explain to people. As a result the profession swings from being a poor cousin of quantitative research to being a distant cousin of something to do with media. But none of these really explain what we really do. Here is our take.

1. What your mother did
not tell you Qualitative
Research can …
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2. I am often asked
So what does a
qualitative researcher
actually do
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3. We get CURIOUS
And then poke around
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4. 4

5. We make ASSUMPTIONS
And then seek validations
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6. 6

7. We make EXCUSES
And see if consumers
challenge us
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9. We ask QUESTIONS.
All sorts of questions.
Don’t believe me
…Sample this?
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10. Emotions
Digging it deeper
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11. What is love
You talked about feeling
suicidal under stress,
can you elaborate
What makes you watch
Big Boss
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12. Awesome
Amplifying it further
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13. What is great about being
able to put your feet up when
your children have left home
How do you feel when the
remote is in your hand
Can you tell me a bit about
the moment when your
mother in law left after a
week long visit
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14. Concerns
Zooming in closer 14

15. What happens when
your trust is broken
When you are not able
to express how does
that make you feel
How do you see the
future standing where
you are
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16. Reasons Deconstructing
them further
Why
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17. We WORRY
And make a habit out of the
same
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19. Anything & everything is
worthy of worrying about
Too much data. Too little data
Talkative respondents. Silent Field,
Too much light. Too little snacks.
Too long DGs. Too short ppts.
Pptssssssssssssssss and now the new
burden of making visual ppts.
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20. As a result
We are naturally adept @
SCENARIO BUIDLING
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21. We acquire A
RIDICULOUS SENSE Of
HUMOUR
And then revel in the same
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23. As a result
We let the DATA SPEAK
TO US
No data is waste
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25. We live 9 LIVES IN A
YEAR…hmm actually in a
month
Hate it. Love it. But can
never let go off that HIGH!
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27. As a result
We SEE SOMETHING
everywhere & MAKE
CONNECTIONS even when
they are not apparent
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29. We have FUN.
After all which other
profession allows you to
ask questions that people
haven’t even thought
of…even the illicit ones?
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30. Do you really love Mum?
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31. We create MEANING
from information
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33. We find connections
where none exists so far
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34. info@connectingdots.in
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