Close

News

Qualitative research and digital transformation: what’s next?

Posted on 15th February 2019 by Berlin in Uncategorized

There are two notable trends in qualitative research currently: digital tools offer a whole range of new options to exploring and understanding, such as access to people’s lives on the go with mobile ethnography, or the ability to stay in touch with participants over the period of days or week with MROCs.

Ethnographies and immersions on the other hand arguably deliver a more contextual sense of how people live their lives, reveal social aspects more clearly, and are culturally richer.

They’re different – complementary.

But what about newer forms of “digital qual”?

How can augmented reality help a mobile ethnography, for example – by encouraging the use of filters, buttons and the like? Or virtual reality – is that an option, doing focus groups with avatars in a virtual room?

Another aspect – how can artificial intelligence help qualitative research cope in a world where results need to be above all fast: what sort of toplines can a machine produce? How do we best profit from, co-operate with “robots”?

We’re hosting a track on precisely these topics at the upcoming GOR 2019, with presentations from

    Dr. Michael Björn

…..from Ericsson ConsumerLab on VR and its potential use in qualitative research,

    Julia Görnandt

…. on AI in qual, SKIM’s Country Manager for Germany is presenting on how AI helped with a video-based ethnography project, and our very own

    Anton Kozka and Sarah Jin

….will be presenting a paper on how augmented reality helped a multi-country mobile study.

Join us in Cologne on Friday 8th March – if you come a few days early, it’s Carnival time, so bring your costume with you!

See you there – or get in touch!


 
Like what you see?
 



Happy Thinking People GmbH
Blumenstr. 28, D-80331 München
Tel: +49 89 290040 4000
Fax: +49 89 290040 4027
Email:

Happy Thinking People GmbH
Rosenstr. 17, D-10178 Berlin
Tel: +49 30 327986 8600
Fax: +49 30 327986 8620
Email:

Happy Thinking People AG
Stauffacherstr. 101, CH-8004 Zürich
Tel: +41 44 204 16 26
Fax: +41 44 204 16 27
Email:

Happy Thinking People Pvt. Ltd., 201, Sai Nara Building, 21 North Avenue,
Linking Road (Above Kotak Mahindra Bank), Santacruz (West), Mumbai, 400 054
Tel: +91 226 6905400
Fax: +91 226 6905454
Email:

Happy Thinking People France SAS
20, rue des Capucines, F-75002 Paris
Tel: +33 1 53 66 60 95
Fax: +33 1 46 27 05 35
Email: