By Gordon Rugg
You can get a fair amount of information out of what people tell you in interviews and questionnaires and focus groups. However, you can’t get at all the information in a person’s head using those methods. The result is that you often have to use different methods, and/or that you have to glean more information out of what you got with the interviews or questionnaires or focus groups.
One very rich source of information is small, apparently insignificant words that people use; words that often get left out of transcripts because they’re not “real words” or because they’re swearwords or whatever.
This article is about how you can use these words to get an extra dimension of information about real-world problems.