Recently, at a New England MRA chapter event, a fellow attendee told me that she had enjoyed my article here on The Qual Sandwich For Researchers On No-Carb Diets. As a recap, here’s a synopsis of its extended metaphor: “Once upon a time, when most research projects took three to six months to complete, we would sandwich large quantitative studies between two slices of qualitative research… With today’s tight timelines and even tighter budgets, many full-service researchers have gone on the Atkins diet: no carbs, no qual. Their study is just what they consider the meat: the quantitative research…. Just as the carb conscious can swap white bread for flatbreads, the budget conscious can save on qualitative research. Use online or mobile qualitative research to uncover initial insights about the market…”

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Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.