San Francisco, CA – What do crossed arms really mean? If the person sitting in front of you has their feet pointed toward the door, is she going to stay or leave? Author David M. Schneer reveals the answer to these dilemmas and more in his new book, Backbone: Surviving the Road Less Quantified–Toward a Better Understanding of Qualitative Research. This book is a behind-the-scenes look at the purpose and power of qualitative research (face-to-face research, like focus groups). Throughout the book Schneer sheds light on the critical importance of qualitative methods in an increasingly data-driven society. Through personal anecdotes revealing the author’s own resilience and grit and professional insights, Backbone challenges conventional views of market research and emphasizes the irreplaceable value of qualitative inquiry.
This book explores what Schneer calls “The Seven Salient Traits” every qualitative market researcher must cultivate to thrive in today’s fast-paced environment. With over three decades of experience in the field, Schneer delves into the real-world applications of qualitative research in a society consumed with data gathering. The chapter on AI and its application to qualitative research reflects the ongoing work Schneer does in this field, offering readers the very tools they need to reveal deeper consumer insights.
“Qualitative research has always been the key to understanding the ‘why’ behind consumer behavior. This book is my way of showcasing the value of human insights in a world where numbers alone aren’t enough.” – David M. Schneer, Ph.D.
“Wow! David has taken qualitative research to the next dimension.” – Regis McKenna.
Brief Author Bio:
David M. Schneer is a seasoned qualitative market researcher with over three decades of experience working with top-tier technology companies in the industry. He has authored numerous papers on the importance of qualitative research and is a sought-after speaker on the subject. Having undergone a journey of personal and professional growth, he now brings his wealth of knowledge to readers through Backbone: Surviving the Road Less Quantified–Toward a Better Understanding of Qualitative Research. David resides in the San Francisco Bay Area and is actively involved in the research community.
Conclusion:
Backbone: Surviving the Road Less Quantified is available now on Amazon in paperback or Kindle (ebook) versions. To learn more about the book or to purchase your copy, visit here. Don’t miss out on this essential guide to mastering qualitative research in today’s market.
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