Qualitative Research in the 21st Century
Methods or mindset?
Anne Kirah
Abstract
In this presentation, we will explore the qualitative tool kit, a dynamic kit that changes with the context of what we need to understand. We must continue to explore and create new ways to do research in order to come up with concepts that are meaningful and relevant to the needs of people in their everyday and not so everyday lives. However, more important than the qualitative toolkit is our mindset. Too often we are blinded by our education, our methodologies and the company’s we work for. To truly come up with meaningful and relevant concepts whether at early stages of development, mid-development, during marketing or sales strategy development, we must be willing to take off our blinders and experience the world far beyond what we believe our ‘users’ are thinking about.
Anne Kirah
Dean, 180º Academy and former Senior Design Anthropologist, Microsoft Corporation
Anne Kirah is dean and faculty member of 180º Academy, an international school for radical innovation created by a consortium of Danish industry leaders. She is responsible for running the front-end research phase in a non-linear educational programme of concept making. The curriculum combines research, design, development and commercialization of products, services and organizational change to meet the needs of a rapidly growing global world.
Prior to joining 180, Kirah served as the senior design anthropologist for the Microsoft Corporation. Kirah was responsible for global field research and participatory design both within the Windows division and MSN. Kirah’s primary focus is on people-centered research, future product innovation, and strategy. In 2004, she won the award for MSN Contributor of the Year, in 2006 she was recognized for her contributions to strategic geopolitical strategy.
Kirah also consults on radical innovation processes with companies wanting to approach the rapidly paced global world we live in either through direct consulting or “training the trainer”.
Kirah holds an undergraduate degree in Cultural Anthropology (with minors in the Sociology of Education and Developmental Psychology) from the University of Oslo, Norway. She has a graduate degree in Cultural Anthropology, also from the University of Oslo and a graduate degree in Psychology from the University of Washington.
Kirah has lived and worked extensively in Europe and Asia and is fluent in English and Norwegian. She also has a working knowledge of French. Kirah has written award-winning newspaper articles in Japan, edited and written books about contemporary Norwegian society and won several research grants, fellowships and scholarships.
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