Find the technique you need for every qualitative research challenge. Write more interesting proposals, get deeper insights.
Research participants can be frustrating. They are not very good at remembering details. Or explaining exactly why they do something. It’s their favourite brand because they ‘like it’. Obviously. And when you show them something new they pick on words or pictures to criticise.
So every researcher needs a toolbox of techniques to go beyond the obvious, to reach deeper, to help participants talk about the things they didn’t know they knew. Many people rely on their tried and trusted favourites, because its hard to find inspiration when you need it. And clients can be skeptical – are you sure its going to work to get the insights you require? Isn’t it easier just to ask the questions?
The Source is your go to for inspiration and explanation.
- Download and use immediately. Easily print out A4 pages of technique instructions for reference.
- Contains a 3 page guide to quickly identify the right technique and get to the instructions on how to use it.
- Be inspired by a list of over 30 tools and techniques for more creative proposals.
- Includes all the basics: Analogies, Personification, Collaging, Bubble drawings, Sentence completion, Guided visualisation, Mapping and Customer Journeys
- Plus less well known techniques like Self-scripts, Balloon Game, Snakes and Ladders and Me Maps
- The Source goes beyond traditional projectives to include the Implicit Association Test, Observation and Auto-ethnography and Enhanced Recall Interviewing.
- Learn about using these techniques online
- A short separate theory section that enables you to quickly explain terms like nonconscious, Systems 1 and 2 and heuristics
- Implications of behavioural economics for qualitative research
- External links to relevant papers
- Reading list
- Keep on your desktop for constant inspiration
The Sourcebook has been updated to reflect the latest thinking about the nonconscious.