Introduction to Qualitative Research Methods: A Guidebook and Resource - Tapa dura

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Steven Taylor, PhD is professor of cultural foundations of education, centennial professor of disability studies, and co-director of Syracuse University's Center on Disability Studies, Law, and Human Policy. He is the author of numerous books and articles  He was the recipient of the 1997 Research Award of the American Association on Mental Retardation, the 2003 Syracuse University Chancellor's Citation for Exceptional Academic Achievement, and the 2008 Senior Scholar Award of the Society for Disability Studies.

Robert Bogdan, PhD is a Distinguished Professor Emeritus of Social Science and Education at Syracuse University. After serving as a Peace Corps volunteer in Nigeria (1964-1966) he went to graduate school in sociology. He joined the faculty at Syracuse University in 1971. He has won many awards for his writing and teaching including an honorary doctorate degree from Stockholm University.

Marjorie DeVault, PhD is the Maxwell Professor of Teaching Excellence and the undergraduate director of the department of Sociology at Syracuse University. Her special areas of interest include gender studies, qualitative methodology, feminist studies, and social interaction. She maintains an IE website at http://faculty.maxwell.syr.edu/mdevault/Default.htm.

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EXPERIENCE IS THE MOST IMPORTANT THING IN BUSINESS.

YET, MOST EXECUTIVES AND ENTREPRENEURS NEGLECT THE VALUE OF DESIGNING EXPERIENCES FROM THE ONSET. THEY TALK, BUILD, AND SELL AROUND IT, WHILE STILL MISSING IT. WITH X, YOU WILL LEARN THE IMPORTANCE OF EXPERIENCE AND HOW TO DESIGN EXPERIENCES. WHY? BECAUSE EXPERIENCE IS EVERYTHING. EXPERIENCE IS HUMAN. EXPERIENCE IS SENSORY. THAT'S WHY THE FUTURE OF BRANDING IS EXPERIENCE ARCHITECTURE. IT'S PERSONAL. IT'S CULTURALLY AND CONTEXTUALLY RELEVANT. IT'S ASPIRATIONAL. AS YOU READ THIS BOOK YOU'LL QUICKLY REALIZE THAT IT'S INTENDED TO DELIVER A THOUGHTFUL AND INTENTIONAL EXPERIENCE. AND THAT'S THE POINT.

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X=EXPERIENCE

Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you're not around?

Without defining experiences, brands will become victim to whatever people feel and share. In an always-on world where everyone is connected to information and also one another, customer experience is your brand.

Great products are no longer good enough to win in business. Creative marketing and delightful customer service too are not enough to succeed. Success and the future of business is experiential and this is the time to learn how to create and cultivate meaningful experiences.

This isn't your ordinary business book. It was actually designed to be a sensational experience. Its aesthetic is meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And the design of this book, along with what fills its pages, was done using the principles shared within.

Welcome to a new era of business in which your brand is defined by those who experience it.

The future of business lies in experience architecture and you are the architect.