Everything you need to confidence, competence and creativity in qualitative market research.
QualitativeMind is Joanna Chrzanowska, Fellow of the Market Research Society and a lifelong qualitative market researcher
“Ask any fellow professional who trains and coaches in qualitative research who they most admire and the name played back to you, more than any other, is that of Joanna Chrzanowska. Much of our understanding about enriching the quality of qualitative encounters has originated with Joanna.
She has applied a breadth of learning from the fields of psychology, anthropology, linguistics and NLP to the commercial coalface. Very few in our profession have thought so deeply about how we do what we do and then disseminated that thinking with such passion and generosity.
Going beyond explaining how we do what we do she has also captured uniquely, how it feels when we are doing it; I urge you all to read ‘the inside story of a focus group’ from her inspirational book ‘ ‘Interviewing Groups and Individuals in Qualitative Market Research’.”
Geoff Bayley on behalf of the AQR