Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Fall 2019

36 QRCA VIEWS Fall 2019 www.qrca.org n TOOLBOX n Avoiding Lip Service Input W hat is Leonardo da Vinci’s Mona Lisa feeling? The answer is happiness, sadness, anger and, most intriguing of all, contempt. When we talk about Mona Lisa’s smile, we should really be talking about her smirk instead. I know because for twenty years now I’ve been using a tool called facial coding. When I started introducing it to clients, I felt a bit like a missionary trying to convert people. by Reading Lips and More

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