Confessions of a number cruncher...
A somewhat biographical coming of age story about a researcher who is trained to explain human nature with numbers but discovers the intricate beauty of qualitative research. Anecdotes of self-discovery will serve to fuel discussion on various techniques and new areas of qualitative research such as ethnography, usability testing, work session facilitation, and ideation sessions.
Vice-President – Consumer and Technology Research Practice Leger Marketing
With over 15 years of experience in marketing research and advertising, Scott brings an extensive North American experience consulting and personally executing projects for consumer electronics and retail clients. Until recently, Scott’s career was firmly grounded in quantitative research methods and high-level statistical techniques. However, a recent shift in his sector focus has resulted in much of his work being in qualitative research. Over the past 18 months, Scott has personally moderated close to 100 groups (including ideation work sessions), a significant number of CLTs, and well over 100 In-depth Interviews (including Usability Testing).
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