“After many engagements leading ethnographic investigations, the analogy I often used with clients is that the Quant is the scaffolding … the Qual (or thick data) is the clay.
—Kevin Bethune
I bias toward the latent side of Qual where ethnographic, contextual inquiry, and anthropological observations play in.
The Quant informs strategy and prioritization based on conclusive, statistically significant evidence.
The Qual informs the substance of the product experience.
We often drew this as two inverted triangles from one another, balancing small “n” and large “N” — a shallow depth of insight (conclusive) with deep insight (latent).”
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