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Jack Ramsay from VisionsLive talks to Serra Bozkurt in Istanbul at the Qual 360 event. Check out the Twitter list of those who took part here: http://vl.io/1lWpCYb & more interview statistics here: http://vl.io/1hNFqKa Jack (0:07): Hello and welcome to Qualitative 360 in Istanbul. I'm delighted to be joined by Serra Bozkurt. Thanks for joining me, would you like to give a brief introduction of yourself? Serra (0:15): Sure, I've been in Market Research for about 21 years now. I've got quite significant international experience, working in London for a long time. My specialist area is healthcare and I've set up my own business now based in Istanbul serving healthcare and consumer clients. I love qualitative research and moderation as well. Jack (0:37): Awesome! So you were doing a paper at this event, can you tell us a little bit more about that? Serra (0:41): Yeah sure, the paper is in one of my expertise areas, patient research. I've done a lot of work in Turkey concerning chronic conditions. In this specific paper we were talking about obesity, using observation and immersion interviews to really understand the patient journey and what they are going through. It looks at their emotions to get answers in the moment. It was a very interesting study to conduct and I believe the future of qualitative is really going towards more observational and longitudinal work. Jack (1:51): Okay great! We have had a few presentations from the healthcare industry. It's obviously quite big area in qualitative research, have there been any other papers that caught your eye? Serra (2:06): The cognitive viewing really caught my eye. As qualitative researchers we always have to ask why. Sometimes we need to step back and have more of a holistic point of view. Cognitive interviewing is like going with the flow, understand where a person is coming from. It brings a different perspective. Jack (3:00): Brilliant. Serra thanks for joining me and enjoy the rest of the conference!