These are uncertain times for qualitative research. The old paradigm of mediated, researcher-led insight is being challenged by new models of engagement that enable brands to interact directly with their consumers. But how far does this shift in approach go? Is qualitative research facing a revolution or are we involved in the ongoing process of adapting to a changing technological and consumer landscape?
The challenge of bringing together two seemingly contrasting worlds of Big Data and Qualitative Analysis is the focus of this presentation, which examines how the Big Data world of size, dynamic data, vastness trends, patterns and predictions can combine with a contrasting world of in-depth enquiry, causality and descriptions. How qualitative analysis can address data diversity and bridge the socio technical gaps that quantitative analytics (regressions/ algorithms/ models) canât address is illustrated. The need to adopt a new mindset, retain the quintessential research approach and suspend the âTraditional Qualitative Agendaâ to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
The challenge of bringing together two seemingly contrasting worlds of Big Data and Qualitative Analysis is the focus of this presentation, which examines how the Big Data world of size, dynamic data, vastness trends, patterns and predictions can combine with a contrasting world of in-depth enquiry, causality and descriptions. How qualitative analysis can address data diversity and bridge the socio technical gaps that quantitative analytics (regressions/ algorithms/ models) canât address is illustrated. The need to adopt a new mindset, retain the quintessential research approach and suspend the âTraditional Qualitative Agendaâ to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
As the world changes, humans evolve to new consumption and communication modes. Formats like t20 cricket, tequila shots, speed dating, mobisodes, express delivery, BBM and twitter symbolize this evolution. in this new world, clients need quick, concise and digestible information for decision-making. time- poor respondents, overloaded with information, have limited capacity for introspection and sharing. However, qualitative research continues to be a long conversation with an impatient respondent and a verbose report for an eager client. Loading Qualitative 2.0 (beta) is an approach that is cognizant of these changes, to help research be in-tune with real world dynamics.