Information is only as useful as how it’s collected and interpreted. Algorithms are only as good as the scope and reliability of the data sets to which they are applied. So, too, the findings of a qualitative researcher are only as good as that individual’s neutrality, perceptiveness, and skill at eliciting anecdote and emotion—in other words, how well the qualitative researcher listens. At best, a quant can give you broad brushstrokes while a good qual can provide finer detail. Both approaches are valid and when used in concert can be extremely revealing. But when it comes to human
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