Often viewed as the polar opposite of data-driven quantitative research, qualitative analysis is, Schneer argues, just as crucial to the business world, particularly in its recognition of the nonverbal intelligence and emotions that power decisions. He dedicates much space to his seven different qualitative researcher characteristics—curiosity, on preparedness, extroversion, synthesizing complexity, listening with your eyes, grit, on being venturous—and sprinkles in discerning snippets, such as curiosity being the spark that fuels qualitative research, or the need to be a “people person” for a successful research career, while drawing on personal and professional examples for further clarity.
Schneer tackles the role of Artificial Intelligence in qualitative research as well, deviating from similar resources to expound on how AI can “help identify changes in emotion based on stimuli”; research accuracy, he asserts, can be improved by “combining qualitative research with body language and backed up by Artificial Intelligence.” Schneer’s friendly tone infuses this quest to enhance personal communication with warmth, something sorely needed in an age of nonpersonal, machine-driven interaction, and he motivates readers to leave their professional field better than they found it, writing that “there is no giving up, only getting up.”
Takeaway: Inviting, easy-to-grasp study on qualitative research, with contemporary insights.
Comparable Titles: Annette Lareau’s Listening to People, John W. Creswell and Johanna Creswell Báez’s 30 Essential Skills for the Qualitative Researcher.
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