Seeking the human meaning in consumer behavior

Tag: Conversation

The Value Of Thick Experience

The Value Of Thick Experience

Recent research from the Basque Centre on Cognition, Brain, and Language found that as two people enter into conversation, their brainwaves gradually move into synchrony with each other. Thus, in-depth, one-on-one interviews of the sort conducted by qualitative researchers build a kind of intuitive empathy with their subjects that a quantitative survey can’t deliver.