Are you considering using qualitative research for strategic positioning, brand development, or customer experience projects? Do you also want to use the insights you have learnt from Behavioural Economics (B.E.) but worry whether B.E. is compatible with qualitative research?
Perhaps you have heard people say that qualitative research isn’t useful because ‘people don’t know why they do things’ for example, which has led some people to conduct research only about behaviour and not about what motivates people to behave as they do, or about how people think.