# 174 - Qualitative Research's Enduring Impact with Nancy Baum of C+R Research LIVE
Awkward Silences23 Loka 2025

# 174 - Qualitative Research's Enduring Impact with Nancy Baum of C+R Research LIVE

The popularity of AI moderation tools, increased attention on "big" data sets (and streams), and the ongoing uncertainty in the research job market have (understandably) led some to wonder about the future of qualitative research. Our guest today, however, is bullish, and explains why.

Nancy Baum leads the qualitative research practice at C+R Research. She has nearly 20 years' experience in the field, exposing her to many ebbs and flows. Nancy believes that qualitative practitioners are vital to sifting through the mounds of data, information, and competing interests flooding many companies' attention. Focusing on and uncovering the "Why?" and "How?" still matters today.

Listen to learn ways to advocate for qual research, what Nancy thinks of AI-moderation, and how she's developing new researchers.

Highlights

  • 09:19 How stakeholders misunderstand qualitative research
  • 22:46 AI moderation complements quantitative surveys
  • 32:32 Customizing deliverables for stakeholder impact
  • 41:09 Flexibility navigates unpredictable human conversations
  • 47:49 Deep listening trumps active listening
  • 50:26 Early stakeholder conversations secure research value

Resources

Jaksot(191)

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#185 - How to Use AI Without Losing Your Research Soul with Nikki Anderson of Drop in Research

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#184 - Use Context For More Influence with Kristen DeLap of Econify

#184 - Use Context For More Influence with Kristen DeLap of Econify

Ben talks with Kristen DeLap, fractional COO at Econify, to explore how UX'ers can build influence without formal authority. Kristen brings a unique perspective, having evolved from interior design to...

3 Maalis 39min

#183 - The Best Ways to Use AI in UX Research with Laura Klein of NN/g

#183 - The Best Ways to Use AI in UX Research with Laura Klein of NN/g

Erin and Ben chat with Laura Klein, Principal Experience Specialist at Nielsen Norman Group, about the practical realities of AI in user research. Laura teaches a class on AI for researchers and bring...

17 Helmi 48min

#182 - The Future of Research (In a Moment of Change)

#182 - The Future of Research (In a Moment of Change)

Ben sits down with Basel Fakhoury, CEO and Co-founder of User Interviews, and Baran Erkel, Chief Strategy Officer at UserTesting, for a conversation about the research industry's evolution. With AI re...

3 Helmi 40min

#181 - Why We Need Design Now More Than Ever with Karl Randay of 383

#181 - Why We Need Design Now More Than Ever with Karl Randay of 383

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20 Tammi 51min

#180 - What to Fix in '26 with Maria Rosala of NN/g & John Whalen of Brilliant Experience

#180 - What to Fix in '26 with Maria Rosala of NN/g & John Whalen of Brilliant Experience

Ben is joined by Maria Rosala from Nielsen Norman Group and John Whalen from Brilliant Experience to wrap up 2025 and make some predictions for 2026. Maria and John share practical insights on everyth...

6 Tammi 55min

#179 - The Future of Research Operations with Kate Towsey LIVE

#179 - The Future of Research Operations with Kate Towsey LIVE

Erin May sits down with Kate Towsey, founder of Cha Cha Club and author of Research That Scales, for Research Ops Appreciation Week. Kate shares insights from producing an audio documentary series on ...

22 Joulu 202555min

#178 - How to Measure What Matters with Lyndsi Lee of Turnitin

#178 - How to Measure What Matters with Lyndsi Lee of Turnitin

Ben talks with Lyndsi Lee, UX Manager at Turnitin, about moving beyond traditional metrics like NPS and CSAT to measure user experiences more effectively. The conversation centers on outcome-based ass...

9 Joulu 202547min

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