Peter Spear started his career at Tattoo in San Francisco, where he fell in love with qualitative research and has been a practitioner ever since. We discussed the importance of talking to people to learn the hows and whys that data can't explain. How, in recent times, talking to strangers has become a challenge, and how to overcome those challenges.  In short, this episode celebrates the art of qualitative research and advocates for it in a world that is seemingly becoming more data and machine-obsessed with less time and interest in understanding people and their thoughts, values, ideas, and motivations.