Research Arts is a small qualitative research firm founded by Frankie Johnson. Here you will find Frankie’s articles. They will give you a sense of our values and way of thinking.
Qualitative research is handcrafted and small. Our approach is honest and layered. We focus on the problem, not in a narrow way, but in the context of real world influences. We use the amazing new tools that now enable us to get closer and go deeper. And we deliver our findings via multi-media sites rather than short-lived reports. We are tech savvy but never forget we are talking about people not numbers.
Put simply, we love qualitative research.
How do we capture quantitatively the complexity of feelings and associations it may arouse in us? We can’t.
Qualitative is the type of research that doesn’t count – literally. No numbers, just listening to words, watching for the little things in pictures and films, looking for patterns, sometimes weaving in a little poetry. It attempts to understand people’s decision making in the context of the mess of their real lives. It recognizes that we live with ambiguity.
And, in the end, it illuminates and gets us a little closer to understanding what really matters – to seeing the world through someone else’s eyes. And, by seeing more clearly, we feel more confident in how we design and market our products and services. And shouldn’t that be the outcome of any research study?