A method of inquiry in which researchers seek an in-depth understanding of human behavior and the reasons that govern such behavior. Qualitative Analysis investigates the why and how of decision making, not just what, where, when.

What Are Doctors Smoking These Days?

Blood-letting was a common practice up to the late 19th Century, and doctors were depicted smoking cigarettes well into the 20th Century. ┬áCan you imagine what current medical practices we’ll shake our heads in disbelief at 50 years from now?