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Graeme Trayner on How Qualitative Researchers Can Shed Light on Our “Post-Truth” Era

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This article was originally published on GPG.com

With all that polarizes the American electorate, it’s essential that researchers take the time to understand the audience’s worldview. That means immersive qualitative research and asking broad, open-ended questions to better understand a complex and variable population. GPG Managing Director Graeme Trayner offers insight on how qualitative researchers can best help candidates, causes, and brands make their case when information alone is not enough.

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