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 5/27/25 Jonathan Cook 5/27/25

In My Line Of Work

Generative AI tempts us to give in to the fear that we ourselves are wrong, that our humanity is a defect. What if our value is held within our imperfections?

Jonathan Cook 5/22/25 Jonathan Cook 5/22/25

The Exercise Of Human Market Research

Market research is a form of exercise. As with all exercise, there are no shortcuts.