The following excerpts are from an article that appeared in RW Connect on March 12.
Welcome to the most exciting and challenging era in the history of qualitative research!
Qualitative research has experienced more change in the past 10 years than in the previous 50. And there is no sign that the pace of change will let up any time soon. For qualitative research professionals, the ride is exciting, but it is fraught with challenges and pitfalls.
Anecdotal evidence indicates that online qualitative research may have hit a tipping point in 2013. The tenor and tone of our conversations with clients has changed. At 20|20, we have passed from creating awareness of online qualitative to expanding the knowledge and applications for researchers already aware of — and interested in — the methods. Only 2-3 years ago, much of our user training centered on the introduction of digital qualitative methods to researchers with little awareness that these methods even existed. Today, virtually all researchers are aware of the basic digital methods and many are eager to learn how to use and apply the methods’ various strengths and weaknesses. It appears that online qualitative research as a research category became mainstream in 2013. Read More…