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Discover the sheer power of qualitative research (17 Jan 15)
Who they are - and what they think and feel - is often far more significant than how many people are included
Sometimes you don’t know much about a topic, or how people think and talk about it, so you want to do some initial exploratory work.
Sometimes you already have information, some statistics perhaps, and you want to find out what lies behind the figures.
Alternatively, you may already know a great deal about people’s views but you want to move forward and consult your pu…
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