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Between the Lines and Laughs: The Human and Hilarious side of Qualitative Research
Paperback
Publisher: Notion Press
Published: Jan 28 2026
Pages: 138
Weight: 0.37
Height: 0.32 Width: 5.50 Depth: 8.50
Language: English
In the world of Qualitative Research, every insight has a backstory, and every decade has its quirks.
Drawing from their own experience in the field, the authors bring to life Maya, Sonal, Ayesha, Priya and Rhea - five researchers from five eras, each shaped by the tools, chaos and cultural codes of her time. From tape recorders that chewed up cassettes to AI-analysed outputs that spit out themes in seconds, their worlds collide during one unforgettable evening on a Goan beach. What begins as a casual conversation turns into a spirited clash of perspectives - slow listening versus real-time analytics, handcrafted insights versus 'snackable' decks, instinct versus algorithm.
Beneath the humour, nostalgia and gentle jabs lies a bigger question: what does it truly mean to understand people - then, now, and in a future rushing toward us?
Warm, witty and sharply observant, this book invites marketers, researchers, creators - and anyone who's ever sat behind the viewing mirror - into 30 years of real stories, mishaps, wisdom and wonder, distilled from lived experience.
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