On Your Radar

​Kendall Nash
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Key Takeaways

  • Technology is integrated in qualitative research in such a wide range of applications that even well-built tools must offer flexibility in order to satisfy the unique needs of varying research projects.
  • Smartphone penetration has become so high among mobile phone users that it is now realistic to have respondents actively participate in research at the moment when they are doing specific behaviors.
  • As technology affords us opportunities to have respondents easily share video, we’ll continue to see an uptick in video data collection. 

Qualitative research is nothing if not fast-paced and continuously evolving. We can’t forget social media research, which is finally finding its place, and we can’t ignore advancements in biometric research measures as these techniques become more feasible for research applications. However, here are five lesser-hyped trends to keep on your radar as we look ahead to what will assuredly be another exciting year in qualitative research.​​​​


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Author Bio:

​Kendall Nash
​Kendall Nash is president of the Qualitative Research Consultants Association (QRCA) and the senior qualitative consultant of decision sciences at Cincinnati-based Burke, Inc., where she conducts and oversees hundreds of in-person and online qualitative projects. She also teaches the Next Generation Qualitative Tools course through the Burke Institute. Contact her at kendall.nash@burke.com.