Qualitative market research is beyond measure. It recognizes that what truly counts cannot be counted, and that much in life is ambiguous, defying easy labels and scores. It values individuals over numbers, and talks of them as people not “consumers”. We favor methods that enable us to talk, actually talk to people in real time – by phone, in person or online. And we avoid making hasty judgments based on in-the-moment snapshots, preferring to look at context and the whole journey. This isn’t easy, but then anything worthwhile rarely is.