Hourglass analysis: Flow between top-down and bottom-up thinking for better customer insights
Break free from analysis paralysis. Hourglass Analysis is a pragmatic approach to qualitative data analysis that intentionally incorporates top-down (deductive) and bottom-up (inductive) thinking. Katherine will share a recent case study about how she has applied this framework to research on how Wise customers use the Swift network, which led to a mindset shift in […]