Jesse Caesar on Qualitative Research, Human Truths and the Future of Insight

Описание: In this episode of Wise Tech for Wise Money, Gary Wayne speaks with Jesse Caesar, a qualitative market researcher who describes his work as “sense‑making”—getting to the fundamental human truths behind customer behaviour so businesses can make better decisions. With a background in psychology, anthropology, branding, and a side career in comedy, Jesse has spent two decades moderating conversations, running foundational studies, and helping companies “fall in love” with their customers.

Jesse explains what qualitative research really is (and is not), why true insight requires live back‑and‑forth rather than static surveys or scraped comments, and how immersive fieldwork—being with customers in their living rooms, offices or shopping aisles—reveals what people would never think to say out loud. He walks through his end‑to‑end process, from clarifying the client’s real problem to designing the methodology, building screeners and discussion guides, moderating sessions, and turning messy conversations into clear, actionable recommendations.
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The conversation also covers pricing and ROI in “squishy” work, how to handle uncomfortable truths, the emotional patterns he sees across industries, and why he believes we make decisions emotionally and only rationalise them after. Jesse shares how AI is changing research (including where it helps and where it falls short), why he started his “How to Be Human” Substack, and why he believes the demand for deeply human, empathy‑led research will only grow in an AI‑first world. Founders, consultants, and operators will come away with a simple message: invest early in good qualitative research to reduce risk, inspire better ideas, and build a more honest relationship with your customers.
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