Post-Pandemic Qualitative Shift & Outlook

Revisit our recorded webinar to hear learnings from this big pivot and what it means for the future of qualitative research across business sectors and objectives.

The author(s)

  • Victoria Guyatt Head of Healthcare Ethnography, NA
  • Karin O'Neill Senior Vice President, US, Ipsos UU
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Qualitative researchers generate insight via authentic human connection. While online research has been a part of the toolkit for years, face-to-face touchpoints remained critical for many objectives until March 2020 – when it became clear that in most cases, we needed to pull our researchers out of the field, overnight. What happened next was not simply a shift to online data collection, but a greater shift in the nature of connection.

Qual researchers, known for their agility and creative problem solving, devised new ways of delivering and even elevating the empathic research and deep insight they’re known for. Doing research while everyone was in their own homes, in the midst of real life, opened new opportunities for genuine 2-way personal connection.

Revisit our recorded webinar to hear learnings from this big pivot and what it means for the future of qualitative research across business sectors and objectives. Listen in for these key take-aways:

  • Prior to the pandemic, many qualitative researchers were dedicated to in-person research as the best way to get to the human insights that inspire action.
  • As the pandemic made in-person research impossible at times, we learned that, with the right preparation and techniques, it is possible to get to truly deep insights from online qualitative – in some cases even elevated versus what we have traditionally learned in person. 
  • Going forward, we predict that qualitative research will not revert back to its pre-pandemic reliance on in-person fieldwork. While there will still be a crucial role for in-person work, many projects will take blended approaches to get to the strongest insights.

To view our digital qualitative case studies, please click here.

The author(s)

  • Victoria Guyatt Head of Healthcare Ethnography, NA
  • Karin O'Neill Senior Vice President, US, Ipsos UU

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