As Americans glimpse the light at the end of the COVID tunnel, they are beginning to reenter the world. While this return may not be a predictable, straight line, it does represent a big change in consumer behavior. And because qualitative research is at its best when connecting with consumers in a natural way, marketers should consider what this behavioral shift means for their learning plans.
That’s not to say we should flip a switch and move all qualitative back to face-to-face. There’s no need to jettison highly effective digital techniques, and not all consumers and companies are ready to go back in person. So, in what circumstances should you choose in-person qualitative, and how do you ensure it’s a success? We have 3 tips:
- Understand where your target is, physically and emotionally
- Consider your objective
- Plan for safety and success
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