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The art of listening
Real qual is not about off- or online research, it is not about the amount of groups, it is not about fancy new techniques. It is about the art of listening well. Being able to connect the dots, read between the lines and have the guts to build a story around one remark. Because it illustrates a shared belief, behaviour or frustration, leading to a differentiating solution not thought of before. In short: real qual is about people making sense of people.