Nancy Baum

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.