Coping with the new reality imposed on qualitative studies
Niall McCaffrey on how the socially distanced moderator is coping with the new reality imposed on qualitative studies.
Feedback from other markets suggests that a return to groups is proving challenging for both respondents and moderators. While we are all becoming more familiar with masks, perspex screens and social distancing in retail and work environments, these measures, for now at least, appear to upset much of the comfort and engagement that moderators work hard to build in a focus group setting. To read the full article, please click the link below.
