Blog

The interpretation gap: what gets lost between the session and the analysis

The most revealing interpretive moment in qualitative research happens in the minutes after a session ends — and most studies let it slip by.The most revealing interpretive moment in qualitative research happens in the minutes after a session ends — and most studies let it slip by. We examine why the post-fieldwork debrief is a methodological step, not a formality.

Marin de Pralormo

June 15, 2026

What moderators hear when no one is speaking

In qualitative research, what participants don't say is often more revealing than what they do.In qualitative research, what participants don't say is often more revealing than what they do. We examine how skilled moderators read silence — and why that insight disappears the moment the session ends.

Marin de Pralormo

June 8, 2026

AI in qualitative research: what it changes, and what it cannot replace

AI is reshaping qualitative research — but confusing what it can automate with what it can replace comes at a real cost to insight quality. We examine where each belongs.

Marin de Pralormo

June 01, 2026

Why cultural fluency is a non-negotiable skill for qualitative moderators

When cultural nuance is overlooked, insights may appear coherent while quietly distorting reality. We examine why cultural fluency is a non-negotiable capability for moderators working across markets.