{"product_id":"between-the-lines-and-laughs-the-human-and-hilarious-side-of-qualitative-research-9798902961789","title":"Between the Lines and Laughs: The Human and Hilarious side of Qualitative Research","description":"\u003cp\u003e • Author(s): Geetika Singh | Ashwini Sirsikar\u003cbr\u003e • Publisher: Notion Press\u003cbr\u003e • Publisher Imprint: Notion Press\u003cbr\u003e • BISAC: Research \u0026amp; Methodology\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn the world of Qualitative Research, every insight has a backstory, and every decade has its quirks.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eDrawing from their own experience in the field, the authors bring to life Maya, Sonal, Ayesha, Priya and Rhea - five researchers from five eras, each shaped by the tools, chaos and cultural codes of her time. From tape recorders that chewed up cassettes to AI-analysed outputs that spit out themes in seconds, their worlds collide during one unforgettable evening on a Goan beach. What begins as a casual conversation turns into a spirited clash of perspectives - slow listening versus real-time analytics, handcrafted insights versus 'snackable' decks, instinct versus algorithm.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eBeneath the humour, nostalgia and gentle jabs lies a bigger question: what does it truly mean to understand people - then, now, and in a future rushing toward us?\u003c\/p\u003e\u003cp\u003eWarm, witty and sharply observant, this book invites marketers, researchers, creators - and anyone who's ever sat behind the viewing mirror - into 30 years of real stories, mishaps, wisdom and wonder, distilled from lived experience.\u003c\/p\u003e","brand":"Notion Press","offers":[{"title":"Paperback","offer_id":47570859327639,"sku":"9798902961789","price":1129.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9798902961789.webp?v=1774884748","url":"https:\/\/atlanticbooks.com\/products\/between-the-lines-and-laughs-the-human-and-hilarious-side-of-qualitative-research-9798902961789","provider":"Atlantic Books","version":"1.0","type":"link"}