Technology is enabling us to triangulate findings more quickly than ever before. The old U&A two step process sometimes led to qualitative assumptions or patterns that shifted with the greater volume of data gathered in a quant survey. Increasingly it is easier to use qualitative to illuminate data with context; stories and answering some of the ‘why” questions. Quant data gathered in community sessions or through netnography gives more detail about who, what and how.
Below is a presentation by Face (who continue to do very interesting work) on Augmented Research.
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on Sunday, March 6th, 2011 at 9:02 pm and is filed under digital.
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