Before a single question is written or a methodology is chosen, there’s a prior step that determines whether a research project will deliver. Getting that step right and getting everyone aligned on it is what separates research that moves a business forward from research that generates a report.

Most qualitative research now happens online. Clients observe from laptops while emails pile up, and the back room has moved to a browser tab. Here’s how to protect the listening, and why it matters more than ever.

Researching sensitive topics (health crises, grief, racism, stigmatized experiences) requires research designed from the ground up to create the conditions for honesty. Here’s where that design work begins.

When research touches on cancer, grief, racism, or trauma, the quality of the conversation depends entirely on the environment you create before it begins. Here are the practices that make the difference between a surface-level exchange and a genuinely honest one.

Moderating research on illness, grief, racism, and loss takes an emotional toll that rarely gets discussed. After more than 20 years conducting sensitive topic research, here’s what I’ve learned about managing that weight — and staying present for the people who trust you with their stories.