Qualitative Research and Web 2.0

Web 2.0 tools: more insight at lower cost

Create more ways to engage with participants, using blogging, apps, and project websites. These tools add more value to face-to-face research - at low cost.

Web 2.0 tools let participants tell their stories - complementing face-to-face research.

Face-to-face qualitative research often takes place in a formal setting. Ideas can be tested and developed effectively. But because the facilitator drives the agenda, the things that are most important to participants in everyday life can be missed.

Ethnographic and observational approaches, either face-to-face or online, allow participants to set the agenda - but can be time-consuming and costly.