Awkward Silences

The popularity of AI moderation tools, increased attention on "big" data sets (and streams), and the ongoing uncertainty in the research job market have (understandably) led some to wonder about the future of qualitative research. Our guest today, however, is bullish, and explains why.

Nancy Baum leads the qualitative research practice at C+R Research. She has nearly 20 years' experience in the field, exposing her to many ebbs and flows. Nancy believes that qualitative practitioners are vital to sifting through the mounds of data, information, and competing interests flooding many companies' attention. Focusing on and uncovering the "Why?" and "How?" still matters today.

Listen to learn ways to advocate for qual research, what Nancy thinks of AI-moderation, and how she's developing new researchers.

CHAPTERS
00:00 Intro
09:19 How stakeholders misunderstand qualitative research
22:46 AI moderation complements quantitative surveys
32:32 Customizing deliverables for stakeholder impact
41:09 Flexibility navigates unpredictable human conversations
47:49 Deep listening trumps active listening
50:26 Early stakeholder conversations secure research value

Resources
Try this qualitative sample size calculator: https://userintervie.ws/3R5Mk6A
The best qual research tools in 2025: https://userintervie.ws/4ncWFLv
Qual vs. quant vs. mixed methods research: https://bit.ly/3q3j1na