Qualitative Research Is Changing

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Key Takeaways
  • Where and why qualitative research is changing, including the impact that online tools and social media are playing
  • How feedback and decision making are evolving in the world of qualitative
  • How changes in processes and the workplace are both an opportunity and challenge to sustainable research success

Traditionally, qualitative data was gained through focus groups and in-person interviews in what was widely considered to be an expensive and time consuming process. Thanks to the evolution of technology - and the emergence of social media and mobile in particular- the qualitative research industry has been disrupted. From lean and agile teams to automation and online tools, qualitative research is fundamentally changing. Now, it's easier than ever for companies to get the qualitative data they need to inform their decisions.

 

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