The popularity of AI moderation tools, increased attention on "big" data sets (and streams), and the ongoing uncertainty in the research job market have (understandably) led some to wonder about the future of qualitative research. Our guest today, however, is bullish, and explains why.

Nancy Baum leads the qualitative research practice at C+R Research. She has nearly 20 years' experience in the field, exposing her to many ebbs and flows. Nancy believes that qualitative practitioners are vital to sifting through the mounds of data, information, and competing interests flooding many companies' attention. Focusing on and uncovering the "Why?" and "How?" still matters today.

Listen to learn ways to advocate for qual research, what Nancy thinks of AI-moderation, and how she's developing new researchers.

Highlights

• 09:19 How stakeholders misunderstand qualitative research
• 22:46 AI moderation complements quantitative surveys
• 32:32 Customizing deliverables for stakeholder impact
• 41:09 Flexibility navigates unpredictable human conversations
• 47:49 Deep listening trumps active listening
• 50:26 Early stakeholder conversations secure research value

Resources

• Try our qualitative sample size calculator
• The best qualitative research tools in 2025
• Qual vs. quant vs. mixed method approaches