Digital qualitative research – online… and upwards!
Can online qual deliver robust outcomes for projects that are more complex, strategic, even creative?
Digital ethnographies allow researchers to get close from a distance. However, they require a different approach and set-up as we will outline in a case study we're presenting with Leifheit at the Qual360 Europe Conference 2021.
We’re presenting at the upcoming Qual360 Europe event on how digital ethnographies deliver granular and actionable insights.
The conference runs over 3 days from 3 -5 March, is fully virtual. You can read more about the full event here: Qual 360 2021 Europe
Our presentation is at midday on Day 1 – who needs lunch when you have tasty insights? – and is a case study presented jointly with our wonderful client Thomas Diehl at Leifheit.
It’s based on an ethnography project we conducted jointly in 2020.
Ethnographies – or in-homes – in particular are/ were traditionally seen as only possible F2F. A major question over a potential switch to digital ethnos existed: was online able to deliver equally inspiring and granular insights as F2F – could we get close from a distance?
The short answer is “yes” – if you know how. If you’re interested in finding out more details, and what it took to get there, join us at the Qual360!