So why are so many qualitative studies still being done face-to-face? Online qualitative technology now allows us to do quality market research from our homes or offices.
And it is a more efficient way to reach respondents without traveling from market to market, to focus group facilities or into people’s homes. It allows us to get to the shopping, brand usage and decision-making moments we want to understand without the disruption of a hovering research team.
Face-to-face fieldwork can be very interesting, even exhilarating.īut having used digital insights technology for several years now, my colleagues and I at Realit圜heck are firm believers that the new generation of online qual offers some great advantages. Online qualitative technology improves our reach and increases the amount of real-time data we can collect. I’ve shadowed consumers in stores, hung out with them at work, and followed them around their homes, camera guy and clients in tow. I’ve moderated what seems like a million focus groups in a thousand different cities.
#Face2face marketing professional
I’ve spent much of my professional life on planes. I’ve been doing qualitative research for almost 25 years. But in spite of all that, studies still show that only a small percentage of qualitative research projects are conducted online. And almost all consumers have access to some form of digital communication. There’s an almost universal penetration of high-speed internet. Here is a great article from Jim White of Reality Check on face-to-face market research vs.
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