Digital Qual – the new normal, or the road to Marketing Myopia?


There’s an ongoing shift towards digital – in all fields of life and business, including the humble territory of qualitative research.

Some benefits are obvious – speed of data collection, geographic reach, seemingly lower cost for example.

But do brands actually fall into a trap? And is digital qual really lower cost when done to a comparable level as legacy methods?

It’s easy to generate digital data fast – thousands of videos uploaded across the world, for example, with AI helping to an extent in the sifting and sorting process.

But what about the insights generation proceses?

And the time needed for analysis that generates a good level of understanding with plenty of detail?

This has total cost implications – not to mention the danger of brands losing emotional closeness.

Join us in a discussion next week at the 3rd Research Plus Event in Berlin on this very topic.
Details here: Research Plus Berlin

If you can’t make it, drop us a line –

We’d love to hear from you!

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