Online qualitative research is here to stay
One outcome of COVID-19? A move towards more immediate, diverse and accessible research, writes Toluna ANZ country director Sej Patel.
There’s little COVID-19 hasn’t affected. Beyond the news headlines of toilet paper stampedes and Zoom faux pas, the pandemic has forced a massive number of changes across businesses. When it comes to market research, one of the biggest changes we saw in 2020 was the emergence of online qualitative research.
Traditionally conducted in person, qualitative market research requires select groups of participants to discuss their thoughts, perceptions, opinions and beliefs about products, brands, or even people. However, due to widespread lockdowns and indoor venue caps of one person to every four square metres, the pandemic rendered face to face discussion impossible.
Of course, online qualitative research existed pre-pandemic, but it’s only been over the last year that we’ve seen such widespread adoption. And for brands, a shifting qualitative research online opens up a world of opportunities.
