Most organizations believe they keep their end user, audience, members or customers front of mind when they are creating new programs or service offerings. Yet often this is based on preconceived notions about members, beliefs developed from a staff member’s time in the field, or based on interactions with a few of their volunteer leaders. It is rarely based on an in depth exploration of the day-to-day work life of their members. Qualitative research digs into their experience and has the opportunity to uncover unmet needs.
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