As a marketer I’ve been thinking a lot about what I’d want from my qualitative researchers. How would I like to work with them? How would I like to feel about the insights they uncover? What’s going to make me feel inspired to make change? And I think it all comes down to empathy.
Firstly, I want the researchers I’ve trusted with my customers to care. Genuinely care about them (and me) and the challenges we face. Empathise with us and do everything you can to help make a difference.