In her bestselling book “Quiet: the Power of Introverts in a World That Can’t Stop Talking”, Susan Cain argues it is the introverts who think the most deeply. At least one-third of the people we know are introverts. In fact, most creative people are introverts, partly because they are careful, reflective thinkers.

When doing qualitative work, listen to the quiet ones, not just the outspoken respondents. It can be misleading to listen only to the loudest voices.