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Interviews are important in the data gathering process because everyone sees the world differently. Yet, some common threads bind us together into distinct groups. These groups can be consumer...

While much of the work we do at PortMA is quantitative, we also conduct qualitative research from time to time. These qualitative research efforts most often take the form of...

In recent years, I’ve noticed considerably more blended approaches to research than when I first started in this industry. Back then, it was very clear which clients preferred qualitative...

Clients sometimes ask us how we recruit folks to participate in in-depth or follow-up interviews.  I was asked recently to provide a top-line overview of what I believe is the best way to recruit...