The value of qualitative research for business stakeholders

Описание: Brief:
Do you want to learn ways to uplift qualitative researchers and value their skill sets as business assets?

In an effort to make “data-driven” decisions, business leaders look to research for guidance. However, there is often an implicit priority for quantitative research over qualitative research. Often, even if qualitative research is funded and the findings are valued, the qualitative researcher and their skill sets can feel under-appreciated at an organizational or business unit level.

Let’s uplift the qualitative researcher and honor the craft of qualitative research as a
transferable skill set. In this talk we will discuss:
Theories about why business leaders have a hard time thinking about qualitative research findings as “data”
Techniques for navigating the quant vs. qual conversation with non-research minded stakeholders — with an emphasis on not pitting research methods against each other.
The importance of modeling qualitative researcher behaviors in other business contexts.
How thinking like a qualitative researcher can close organizational gaps and aid in consensus building
Tips for demonstrating the value of thinking and acting like qualitative researchers

Bio:
Jennifer is a business generalist with UX Research and Information Architecture chops. She spent six years at Factor, an Information Architecture Consulting Firm, where she most recently held the Chief of Staff role. Jennifer has an MBA, a certificate of UX design from School of Visual Concepts in Seattle, and Bachelor of Arts in Theatre. She strongly believes in building stakeholder consensus and adding depth to projects through careful exploration. She lives in Washington State near the U.S./Canadian border and loves hiking in the North Cascades with her family and their German Shepherd mutt.