How companies can benefit from using qualitative research

From wired.com: an informative article about the benefits of including qualitative research into product design, product development, user research, and other organisational activities.

7 Things Your Company Gets Wrong About User Research

Stand-out quote: ‘Quantitative methods let us test our assumptions, and qualitative research lets us find out what we don’t know.’

Thanks to the brilliant Dr Anna Marie Trester, sociolinguist and storyteller, for the link.