BACKBONE: Surviving the Road Less Quantified—Toward a Deeper Understanding of Qualitative Research” by David M. Schneer is a seminal exploration of seven salient requirements for a qualitative researcher. Schneer’s gripping and hard-hitting narrative recounts a vicious Christmas Eve assault that left him paralyzed. After undergoing five brutal spinal surgeries from 2016 to 2023, the author describes his fight to stay out of a wheelchair. At the same time, he weaves his experiences with the necessary qualitative research traits of curiosity, extroversion, preparedness, synthesizing complexity, effective communications, grit, and venturousness. Schneer chronicles a life of serendipitous choices that led him to found a qualitative research practice. From his early formative, coast-to-coast travels, his education at SDSU, an early stint in journalism, a literary jaunt to Berkeley, and then earning a PhD. In theology, Schneer paints a powerfully emotional portrait of what it takes to succeed as a qualitative market research provider. This text provides a step-by-step look at how to blend effective questioning, body language and AI to reveal what others are truly thinking. Schneer takes us through a first-of-its kind qualitative research study that combines nonverbal intelligence and an AI backstop. Schneer, a high trained researcher and body language expert explains how his ability to identify facial micro expressions is backed up by an AI algorithm designed to detect the same human emotions. The author coins the phrase Qualitative Fault Tolerance to evoke the notion of preparedness and accuracy, not unlike wearing a belt and braces to keep your pants up. This unique application of body language and AI is as captivating as it is revealing and Schneer continues to explore the frontiers of qualitative research. This book is a must-read for anyone considering a career in market research, new product development, strategic communications, or body language.