Thanks really for your post. I am currently enrolled in a university and am doing my dissertation. I have finished my first 3 chapters (draft) using random sampling but as I had to change adviser, the new one advised me to switch from probability sampling to participant-observer study. She totally got me lost! I have read a lot of articles regarding the suggested methodology, to no avail. Then I have came upon yours, I have 75% confidence now that I can start the research (by now). Again thanks.

I feel much better about my thesis project after reading this post. You’re so right. How many is NOT important for qualitative research. What I’ve been trying to achieve with my thesis is pemeable description, rather than thick. Description that is rich, but still moves and can be moved.

Thanks for this amazing reminder.

Basically I would say it depends on what you’re trying to achieve. Generalizability? Then “how many” is probably the ONLY question you should ask. But designers rarely need to answer that need — they need to design innovative features that resonate deeply with social life. So “what does this mean?” is much more relevant. Down the road, you want generalize? Ok, sure, let’s do a survey or some form of analytics. But dammit, if I hear that question one more time BEFORE anyone knows anything about the subject at hand….why I…You know.