Why it matters
Qualitative research is essential for a brand to make sense of what is happening right now in people’s lives and online methods are a practical alternative to the face-to-face variety in times of social distancing. However, brands shouldn’t be tempted to stay online post-pandemic as much is lost without the use of face-to-face research.
Takeaways
- Continuous engagement with clients and research participants is even more important in online research.
- An online focus group can help you optimise campaign concepts or even pick the best one, but F2F research is that doorman that can deliver the magic.
- A...