The Cost of Being Unprepared: A Lesson in Qualitative Research

By David Schneer, Author of Backbone: Surviving the Road Less Quantified - Toward a Deeper Understanding of Qualitative Research

Some of life’s hardest lessons come when we least expect them—when plans unravel, and we find ourselves in uncharted territory. It’s in these moments that we learn what truly matters. I experienced one of these turning points early in my career as a qualitative researcher, and the lesson has stayed with me ever since:

"I started the group well enough, but as the discussion became nuanced, I failed to probe effectively. I was asked questions I could not answer. One respondent dominated the group and soured it. His attitude toward the concepts shown was negative, and others in the group mimicked him. I could not control him. I lost track of time. I couldn’t wait for it to be over. Before I could get back in the observation room, Pat intercepted me in the hallway. The client had asked him to take back over. The blood drained from my face as I slipped back into the darkened observation room to observe. They had benched me! I sat in the back of the room, slouched, brooding, embarrassed, looking straight ahead. 'That will never happen again,' I said to myself. It propelled me to a rigorous routine of preparation. Never again would I be unprepared." - Excerpt from Backbone: Surviving the Road Less Quantified

Preparation: A Crucial Element in Business and Life

The consequences of being unprepared are not limited to focus groups—they ripple across all aspects of life and business. Sooner or later, you will come upon a moment when you are unprepared. It is inevitable. And when that happens, embrace it and learn from it. Whether in research or business, preparation is the key to navigating complexity and uncertainty. Whether in research or business, preparation is the key to navigating complexity and uncertainty.

Turning Setbacks into Strengths

Resilience in the face of setbacks has been a central theme of my journey, as explored in my book, Backbone. If this story resonates with you, I invite you to delve into the book, where I share more lessons learned from the uncharted road of qualitative research. And if it speaks to you, please consider leaving a review—your thoughts might just inspire someone else to embrace the power of preparation.