Awkward Silences # 174 - Qualitative Research's Enduring Impact with Nancy Baum of C+R Research LIVE
Oct 23, 2025
Nancy Baum, VP of Qualitative Research at C+R Research, has nearly two decades of experience in understanding customer behavior. She passionately defends the importance of qualitative research amidst the rise of AI tools and big data. Nancy shares how qualitative methods reveal the 'why' and 'how' behind consumer trends. She highlights the need for customization in deliverables to engage stakeholders and advocates for flexibility in research approaches. Deep listening and curiosity are essential skills for meaningful insights, ensuring qualitative research remains vital.
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Why Qualitative Research Still Matters
- Qualitative research primarily uncovers the "why" and "how" behind quantitative patterns.
- Nancy Baum says qual adds context and meaning that numbers alone can't provide.
Clarify Goals Before Choosing Methods
- Start stakeholder conversations early to clarify goals and choose the right method.
- Nancy Baum recommends consulting clients about whether qual, quant, or mixed methods fit their questions.
Words Carry Varied Meanings
- Words carry different meanings for different people and qualitative work reveals those meanings.
- Nancy Baum emphasizes meaning and context as central qual contributions.