Observing and Listening in BusinessApplied qualitative research methods are terribly underrated and underrepresented. One obvious domain is business. Sam Walton is famous for having said that he visited more of his major competitor’s stores than any of their managers. I love the story where he went to see some small-chain competitor’s store together with some of his senior management and afterwards they all trash-talked about how badly set-up it was. Sam Walton’s point of view? ‘Yes, but did you see the candle display? The candle display was fantastic.’ 1 As the CEO of Walmart, he would spend significant parts of...