“We only count what we know to count, and that's strongly determined by where we stand and who we are.

I often hear people say that qualitative research isn't generalizable, by which they mean that they use "sample" that do not have the features necessary to make valid inferences about a known population.

Forget for a minute that most survey samples aren't truly random, that confidence intervals are often not included, and so on.

We're all operating with the kind of bias that makes it hard to find hay in the haystack. We're biased towards things that are already legible to us. Statistical methods make a virtue of that.

Qualitative research helps us to de-center our concepts, to expand our understanding of the frameworks and schema that operate in lesser examined corners of life.

Even numbers aren't simply a sequence of digits, but a continuum of rationality and irrationality, with the latter making up the grand majority.

Going Further is about changing your stance in ways that challenge our sense of what counts.”

Adam Talkington

Head of Ethnography at Further&Further

Embrace win-lose ideas

We like to see designing friction as a fundamental design principle when working with digital culture. Instead of following design ethics that strive to eliminate friction we suggest to not only allow, but embrace friction, facilitate it: design [products with] digital technology in a way that makes space for our humanness. Here friction is a core ingredient. Digital technology should create environments and situations in which we can truly connect with each other, as well as with the unknown, the uncontrolled, with all senses, all elements, all emotions. Create situations that are not calculated beforehand, predicted and measured; situations that result from and amount to the present moment.