In qualitative research, we don’t just ask what is happening; we ask why, how, and what is happening now. But turning those questions into strategicRead More »What is the Theory-of-Change Alignment Framework?
Stakeholders once considered peripheral are now central to how we define success. Employees, suppliers, customers, and communities are asking harder questions: Whose voices are heard?Read More »What is the Stakeholder Equity Audit Framework?
Every project starts with a goal: a change you want to make, a result you hope to see. But between vision and reality? There’s almostRead More »What is the Outcome-Barrier Matrix Framework
Every phrase we put into the world, from a campaign slogan to a feature description, doesn’t merely communicate an idea; it attempts to embed itselfRead More »What is the Message-Resonance Scan Framework?
Language is more than a vehicle for communication. It’s a tool that shapes our perception of the world. The words we choose, the metaphors weRead More »What is the Framing & Discourse Analysis?
If you’ve ever read a customer review, conducted a user interview, or scanned open-ended survey responses, you know one thing for certain: emotions don’t arriveRead More »What Is the Sentiment & Emotion Spectrum Framework?
Despite the best intentions of product teams, designers, and researchers, far too many systems still fail for the very users they’re meant to serve. Why?Read More »What is the Persona Stem & Task Flow Framework?
If you’re a researcher helping clients improve their customer experience, you’ve likely faced a familiar challenge: clients know something’s broken, but not where, why, or how to fixRead More »What is the Customer-Journey Pain‑Points Mapping Framework?
Interviews are the heart of qualitative research; they bring out human experiences, emotions, and perspectives that no other method can capture as deeply or authentically.Read More »Structured vs. Unstructured Interview: Which is Better?
Most market research tells you what customers do. But what if you could understand what it feels like to be your customer in the momentRead More »What is the Phenomenological Essence Framework?