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[MUSIC PLAYING]

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I did my PhD with a
quantitative study.

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It taught me how much or what.

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It didn't explain why.

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And a qualitative
piece of work allows

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you to delve into someone's mind
to find different connections

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that no survey I ever
designed is capable of doing.

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Qualitative research gives you
a totally different picture.

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It tells you stories.

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It tells you
experiences, feelings.

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It goes to a much deeper level
than quantitative research.

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Qualitative research
really allows

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you to understand what's
going on in relation

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to a particular phenomena.

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In many cases, we actually
have to do that groundwork

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to understand what's
happening in that space.

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So a lot of the research
that I do is around knowledge

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translation, which is around
the implementation of evidence

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into practise.

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And sometimes people think
they have a good idea for how

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we could go about
implementing research,

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but the trouble is is that they
skipped that step of really

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trying to understand the space.

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So qualitative
research in that sense

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is really important
to try and understand

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what both helps or hinders
somebody to do something.

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If we make
assumptions, then we're

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going to develop an intervention
that's unlikely to work.

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