Abstract:

With breakthrough thinking emerging across the behavioural sciences, we have so much more insight today about human behavior than ever before. As qualitative researchers, who seek to explore and interpret behaviour, this is exciting but also at times challenging. Understanding how to apply this new learning in the context of our research approach and methods isn't always easy. It not only requires a sense of bravery to challenge the status quo, but also an appetite for trial and experimentation. This paper demonstrates how we've applied learning to broaden our qualitative toolkit, and considers the benefits and drawbacks that we've encountered in doing so.