But Do Your Insights Scale?

Key Insights

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  Taking calculated risks is essential for qualitative researchers to secure influence in organization-wide strategy discussions.

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  Small qualitative sample sizes can still deliver powerful impactful insights when paired with quantitative data and trust building.

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  Inviting stakeholders to interact directly with unfiltered qualitative data (e.g., video diaries) fosters genuine curiosity and advocacy.

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  Physicalizing data, such as printing quotes and charts in a shared workspace, promotes team engagement and collaborative sensemaking.

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  Converting one respected analyst into a research evangelist can change the conversations and perceptions of entire peer groups.

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  Low-stakes, incremental experiments to share insights reduce resistance and create momentum for organizational change.

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  Qualitative research offers deep understanding of user motivations and needs that quantitative data alone cannot provide.

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  Researchers’ empathy skills are strategic tools to understand and influence stakeholders’ fears, incentives, and motivations.

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  Successful qualitative efforts depend not just on methodology rigor but on bravery, leadership, and cultural positioning.

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  Embedding qualitative insights into yearly planning cycles can shift research from an add-on activity to a core strategy input.

Notable Quotes