Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
Summary
This presentation addresses the contextuality problem of generating rich yet generalizable observations. It examines the contrasting approaches of qualitative and quantitative research in capturing user context and offers a pragmatic model for building meaningful connections between the two methods using the concepts of the 'context of discovery' and 'contexts of justification.
Key Insights
-
•
Context in research is complex, multi-dimensional, and dynamic rather than stable and easily separable from phenomena.
-
•
Quantitative research treats context as a container to abstract away complexity for generalizability, focusing on a few controlled variables.
-
•
Qualitative research embraces context's fluidity and social construction to generate thick, contextualized understanding but faces challenges in broader generalization.
-
•
Balancing uncertainty (lack of information) and complexity (too much information) is a core challenge in combining qual and quant research.
-
•
Popper’s distinction between context of discovery (qual, inductive) and context of justification (quant, deductive) offers a pragmatic framework for integrating methods.
-
•
Rich qualitative data helps explain why and how phenomena occur, complementing quantitative data that identifies what is happening.
-
•
Pragmatism prioritizes practical utility over philosophical differences in epistemology when mixing research paradigms.
-
•
Innovation and detecting weak signals benefit from qualitative probing and quantitative detection of anomalies.
-
•
User behaviors, especially informal workarounds and innovations, are often invisible to purely quantitative measures but revealed through qualitative methods.
-
•
Multiple stakeholders in real-world contexts have divergent interests, making perfect solutions rare; negotiation and social intelligence are essential.
Notable Quotes
"In research, it depends; it’s never yes or no — it really depends on the context and the job."
"The AI system might excel at narrow tasks, but putting things into context — especially tone and holistic understanding — is uniquely human."
"Context is not a container; it’s a continuous, incomplete duality with the people who inhabit it."
"Quantitative research seeks parsimonious models — simple, generalizable explanations that often lose deeper contextual uncertainty."
"Qualitative research embraces complexity, generating thick descriptions to capture as much context as possible without aiming for generalization."
"The phenomenon of interest cannot be separated from the context in qualitative research because everything is interconnected."
"The question is not about which paradigm is right, but what works best pragmatically for the problem at hand."
"Innovation often happens in informal workarounds and practices invisible to quantitative data but visible through qualitative observation."
"There’s no perfect truth or solution; it’s about negotiation and deciding what’s good enough for the stakeholders we serve."
"If we balance qualitative depth and quantitative breadth, we get a yin-yang harmony that strengthens research and practice."
Dig deeper—ask the Rosenbot:
















More Videos

"Reflection in action involves noticing surprise, questioning assumptions, experimenting, and reflecting on the move."
Yoel SumitroActions and Reflections: Bridging the Skills Gap among Researchers
March 9, 2022

"Jobs are always asking me for three references; I might start asking for three happy employees."
Zariah CameronReDesigning Wellbeing for Equitable Care in the Workplace
September 23, 2024

"Our essential skill in this next era will be managing disruptive change."
Doug PowellDesignOps and the Next Frontier: Leading Through Unpredictable Change
September 11, 2025

"It takes at least one member of a team to choose to set healthy standards for collaboration."
Darian DavisLessons from a Toxic Work Relationship
January 8, 2024

"We’re not in the business to make friends, we’re in this business to help companies make better decisions—even if that means killing ideas."
Mike OrenWhy Pharmaceutical's Research Model Should Replace Design Thinking
March 28, 2023

"System thinking is the cornerstone competency of design operations."
Jacqui FreyScale is Social Work
March 19, 2020

"Showing gratitude through Slack workflows is a low effort, high impact way to build community and recognize everyday wins."
Kim Holt Emma Wylds Pearl Koppenhaver Maisee XiongA Salesforce Panel Discussion on Values-Driven DesignOps
September 8, 2022

"It can cost up to 200 times more to remediate and retrofit a solution as opposed to designing it correctly in the first place."
Samuel ProulxFrom Standards to Innovation: Why Inclusive Design Wins
September 10, 2025

"Senior employees should hold difficult conversations questioning processes that may be harmful to others."
Laine Riley ProkayHow DesignOps can Drive Inclusive Career Ladders for All
September 30, 2021