If Qualitative Data Analysis Software Can Get You in the Groove, Why Does it Get such a Bad Rap?
For consumer research to be effective and widely embraced it needs to be rich, accurate and current. In this Qcast, NVivo expert Kristi Jackson and UX Researcher Kay Corry Aubrey will show why Market and UX Researchers are starting to embrace Qualitative Data Analysis tools such as NVivo, MAXQDA, Dedoose and Quirkos to consolidate and reuse qualitative research insights. To prepare for this Qcast, Kristi and Kay spoke with qualitative researchers from a wide variety of industries to see how they leverage Qualitative Data Analysis Software (QDAS) into their process. They’ll present what they learned as a series of case studies. The featured researchers from the case studies will be on hand to chat with attendees about their experiences and to answer any questions.
You Will Learn:
- What these tools are about and how research organizations use them to enhance the quality of their work.
- The creative and practical ways they use these tools to consolidate, manage, and synthesize qualitative insights so they become part of the organization’s “IP”.
- How these tools help them challenge potentially erroneous first impressions of the data.
About the Presenters
Dr. Kristi Jackson is an internationally recognized expert in NVivo, one of the most popular Qualitative Data Analysis Software (QDAS). She focuses on the use of NVivo in a diverse array of health, education, public policy and corporate/commercial research via her role as consultant, coach, analyst, and principal investigator. She is co-author of Sage Publication's best-selling “Qualitative Data Analysis with NVivo” and founder of Queri, a qualitative research and training company. Kristi is the Chair of the Special Interest Group (SIG) on Digital Tools for Qualitative Research at the International Congress of Qualitative Inquiry and is part of the "Rotterdam Exchange Format Initiative," a group developing an XML protocol that will allow the exchange of data from one program to another.
Kay Corry Aubrey is a usability/UX researcher and trainer who shows her customers how to make their products more easily understandable to ordinary people. Kay went through the pain of learning QDAS; now, using these tools is second nature and she incorporates them into every aspect of her work. Kay leverages QDAS to manage complex research projects in longitudinal studies, ethnographies, user studies and customer journey mapping. In addition to her consulting work, Kay lectures in usability and design in health care for Northeastern University. She is a Feature Editor for the QRCA VIEWS magazine and is a RIVA-certified Master Moderator and trainer.