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Amy brings over 20 years of expertise as a qualitative researcher. She is a Quirk’s Award winner and is still just as passionate about talking to people now as she was all those years ago. She specializes in concept and product development, positioning and audience understanding. With a BA in psychology, her grasp of audience insights has benefited leading-edge clients like EA, PlayStation, Diageo, adidas, and Coca-Cola. Amy is the Co-Founder of The Research Heads, a non-agency agency committed to empowering clients by supporting them with any challenges, whether big or small, operational or strategic.

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Navigating Personal Disclosures in Qualitative Research: To Share or Not to Share?
Qualitative Research

Navigating Personal Disclosures in Qualitative Research: To Share or Not to Share?

Should qualitative moderators share personal info? Explore how balancing disclosures fosters empathy while avoiding bias to ensure genuine research in...

January 14, 2025

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The Fun and Games of Using VR in Qualitative Research
Qualitative Research

The Fun and Games of Using VR in Qualitative Research

Explore the benefits of using VR as a qualitative research tool. Learn why it's valuable and discover practical tips for implementation.

July 26, 2024

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Will AI Kill off the Moderator?
The Prompt

Will AI Kill off the Moderator?

Discover how AI is revolutionizing market research. Explore the impact on qualitative moderators' roles and the importance of human touch in research.

June 21, 2024

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