Qualitative research consultants (QRCs) are experts at delivering customer experience-based insight. A sister discipline, Design Thinking (DT) grapples with the conundrum of how to inspire design, stirring the pot enough to generate fresh new approaches. QRCA members Marta Villanueva and Ellen Koronet write that when QRCs integrate DT processes into qualitative research, we reach whole new levels of insight. In their article in the Spring 2016 issue of QRCA VIEWS magazine, Marta and Ellen talked to Ela Ben-Ur, a DT expert and former IDEO team leader, to explain more.
They note that insight and empathy are critical elements of qualitative research and design thinking. The intention of both is to integrate visceral or empathic connections into the process of observing, exploring, coming up with new views, and then taking the next step into designing solutions. This requires tapping into three main modes of expression: Visual, Verbal and Physical.
Read the full article here.