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Qualitative Analysis Skills: A Primer Part 1

What does it mean to have an ‘analysis plan’ for qualitative research?

When you have an analysis plan you know who will do what and how you are going to deal with the information.

  • If you have several researchers working on a project, is everyone going to analyse their own interviews or groups independently or will you delegate it all to one person?  
  • Whether you are going to share the task, or if you are doing it all yourself, you need to know the answers  to questions like these

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The Power of Thinking Frameworks

What do you do when you really need to understand something? You need to think. Off the cuff, off the top of your head gut instinct is not going to work if you have a complex problem to solve. One great way to do that is to take the thinking frameworks created by people (like us) who have solved similar problems before.  The framework summarises a wealth of experience into a system of thinking that can be easily followed. This is not short-cut thinking; it is it taking advantage of the thinking that others have done.

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Forget focus groups for testing written communications. Here's what to do instead

It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.

Many clients still use focus groups, because that is how they have always tested advertising. 

I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.

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A discourse analysis of 'hope you are well?'

How to spot a fake: a discourse analysis of 'hope you are well?'

First of all - an apology

I recently -  carelessly  - allowed some people called University of Skills to access my LinkedIn address book. I now think that everyone I am (was?) connected to received an email from me saying something like this: 'Hey, Hope you are well ....' followed by a plug for the University of Skills website, which I wont repeat here. I apologise. I did not realise they would do that and I won't do it again.

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