Online qualitative research is an established methodology that is widely practiced around the world by researchers, planners and strategists. In fact, it’s used to great effect by anyone who needs to understand what people (consumers) think, feel and do.
It’s an exciting area to be involved in. New technologies are making it easier
to get consumer insights at a pace that modern businesses demand. Most notably, online qualitative research allows researchers to “be with” consumers almost 24/7 without having to physically be there – thanks to the advent of smartphones and other connected devices. Contrary to common beliefs, online qualitative research is complementary (rather than alternative) to traditional in-person or offline qualitative research.