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Perspectives

Enhancing the Value of Digital Qualitative Research

By Alex Ain and Amy Weiser

Qualitative research enables powerful conversations, whether it takes place in-person or virtually. COVID-19 has required a digital transformation across the market research industry, causing teams to adjust their research methodologies.

What will happen after this pandemic is unclear. While research methodologies may need to shift, the need for efficient, impactful conversations to generate valuable consumer insights will not.

Our team recently hosted a webinar discussing strategies and approaches to add value to your digital qualitative research engagements. Key takeaways included:

  • Impact of COVID-19 on in-person qualitative research and perspectives on how to move forward
  • Best practices for applying digital technologies to research projects (and not viewing digital as a substitute for in-person projects)
  • Real-world use cases

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