In many parts of the world, the health crisis is beginning to subside thanks to the coverage of vaccination campaigns. Just over a year ago the first laboratories announced the launch of the first immunizations for emergency use. However, almost at the same time as their presentation, public opinion began to make value judgments on them based on very varied… Leer más →
One challenge that makes qualitative analysis more complex is reducing the noise produced by cognitive biases. These are biases of judgment resulting from our mind’s tendency to choose the easiest path in pursuit of more efficient and thrifty performance. Each process in the brain requires high energy consumption, so our nature forces us to «take shortcuts» and make things simpler;… Leer más →
Understanding people is one of the most exciting and complex tasks facing humanity. This is because, unlike the natural and exact sciences where subjects outside our own are studied, we are dealing with subjects studying subjects. In other words, in the sciences that study the human being, it is difficult to completely put aside empathy and rejection for what we… Leer más →
Understanding people’s consumption process is a never-ending task. The elements that make up this task are constantly changing and different patterns coexist at the same time and place. There are multiple parameters that people consider when systematizing the categories of products and services. On many occasions these parameters are not tacitly rationalized or verbalized. For example, custom and the environment… Leer más →
A reality that some of us who do market research face is the undervaluation that qualitative analysis suffers. There are analysts who believe that the data obtained through dozens or hundreds of interviews and the quantitative analyzes derived from them are more useful and practical. However, both approaches are not exclusive and feed into each other. We know that it… Leer más →
Delving into what people think and do not verbalize is often a complex task. The qualitative analyst is the expert to address this type of information need. Unlike quantitative analysis that requires a high number of respondents and predefined questions with pre-coded responses (in several cases), qualitative analysis seeks to learn about ideas through flexible, unstructured and open interviews. Since… Leer más →
