discover
About Us
Meet Kyle Bower
About Cardinal Direction
At Cardinal Direction, we believe research isn’t just for researchers. Led by Kyle Bower, a seasoned qualitative researcher with over 15 years of experience, we help individuals and organizations unlock the deeper meaning behind their data. Whether you’re an educator, healthcare innovator, product designer, or community advocate, our mission is to make qualitative research accessible, creative, and transformative.
Kyle’s journey began with a simple yet powerful question: Why are we only focusing on the middle of the bell curve? Traditional research often ignores the rich experiences of those on the margins—outliers with valuable insights. That curiosity led Kyle away from rigid academic structures and into applied qualitative research, where real people’s voices and lived experiences take center stage.
With expertise in qualitative data analysis software like Atlas.ti and MaxQDA, Kyle brings both rigor and efficiency to every project. She’s also a teacher at heart, making complex concepts clear and actionable for clients at all levels of expertise.
I feel immensely fortunate to have crossed paths with Dr. Bower; she is not only a stimulating intellectual collaborator but also an exceptionally gifted communicator.
— Client, CA
Our Approach
Research with a Creative Edge
At Cardinal Direction, we view qualitative research as more than just gathering and analyzing data—it’s an opportunity to uncover the deeper stories behind the numbers. We don’t just conduct traditional focus groups, interviews, and surveys; instead, we reimagine research by integrating innovative methodologies such as visual storytelling, journaling exercises, and creative participatory techniques to collect rich, nuanced data.
Too often, qualitative research is dismissed as "soft" or subjective, but we challenge that misconception by bringing strategy, structure, and intentionality to every project. We believe that curiosity-driven discomfort—that moment of questioning and uncertainty—is a key part of the discovery process. The best insights don’t always come from the easiest answers; rather, they emerge when we push beyond surface-level observations and explore the deeper context.
Our approach strikes a balance between human-centered inquiry and rigorous methodology, ensuring that you not only collect data but also develop a comprehensive understanding of its impact. We work closely with our clients to help them navigate this process, offering practical strategies to make qualitative research both engaging and effective.
Why Work With Us?
We Make Research Accessible: You don’t need a PhD to uncover powerful insights. We break down complex research methodologies into practical, applicable strategies that can be used by professionals across different industries.
We Go Beyond the Numbers: Data without context is just noise. We help organizations connect the dots between raw data and real human experiences, giving meaning to their findings.
We Customize the Process: We don’t believe in a one-size-fits-all approach. Every project is tailored to fit the unique needs of our clients, ensuring a strategic and effective research process that aligns with their goals.
We Embrace Curiosity & Complexity: The best insights don’t come from easy answers—they come from asking the right questions, challenging assumptions, and embracing the discomfort that comes with genuine discovery.