Qualitative Research During COVID-19 and Beyond
Updated: Apr 16
Bob Lederer of RFL communications invited me to talk about conducting qualitative research during this chaotic time. As everyone knows, we've transitioned to talking to consumers online. But that's not that different than what's been happening globally over the past 10 years. More and more research is being conducted via video conferencing: focus groups, one-one ones, dyads, triads, etc.
There are 2 key questions.
1. Aside from asking specifically about coronavirus, does it make sense to conduct research now when people's attitudes are so colored by the COVID-19 pandemic?
2. Perhaps more importantly, how can we invite people to talk from their hearts using a remote medium?
Watch the video here.