Human Research?

I study subjective human experience. I do qualitative research in which my humanity is the instrument of inquiry. I think about modes of research that embrace the humanity of experience.

My research work is in the field of commerce, an arena which often pretends to objectivity and aspires to automation, yet remains thoroughly human. I’m exploring the opportunities that arise from that tension.

Jonathan Cook 1/14/26 Jonathan Cook 1/14/26

Making Sense Through Sensation In Qualitative Research

Engaging with the full sensory experience of physical context of consumer behavior enables researchers to get to the elegant balancing point of sense.