As a result, new digital qualitative methodologies have emerged to begin to address these and other challenges. Based on the ESOMAR Global Market Research 2018 industry report, 43% of qualitative research is conducted using online methodologies (i.e. online qualitative, mobile qualitative and online research communities) world-wide. The 12 Latin American countries that provided spend by research method indicated an average of 23% of qualitative research conducted online. The total spend on online methods worldwide is estimated to be 6% of total spend, or $2,750 million USD. The 2018, the Q3 and Q4 Greenbook Report on Industry Trends (GRIT Report) reported that respondents see automation as the most significant game-changer in research. Webcam-based interviews and mobile ethnography continue to experience a high rate of year-on-year growth at 5% and 3% growth respectively, yet there remains a significant portion of the industry who have yet to adopt these methods. The following paper provides recommendations and best practices for those looking to adopt or expand their use of digital qualitative research and automation of processes.
As a result, new digital qualitative methodologies have emerged to begin to address these and other challenges. Based on the ESOMAR Global Market Research 2018 industry report, 43% of qualitative research is conducted using online methodologies (i.e. online qualitative, mobile qualitative and online research communities) worldwide. The 12 Latin American countries that provided spend by research method indicated an average of 23% of qualitative research conducted online. The total spend on online methods worldwide is estimated to be 6% of total spend, or $2,750 million USD. The 2018, the Q3 and Q4 Greenbook Report on Industry Trends (GRIT Report) reported that respondents see automation as the most significant game-changer in research. Webcam-based interviews and mobile ethnography continue to experience a high rate of year-on-year growth at 5% and 3% growth respectively, yet there remains a significant portion of the industry who have yet to adopt these methods. The following paper provides recommendations and best practices for those looking to adopt or expand their use of digital qualitative research and automation of processes.
At present only a handful of studies compare online and traditional qualitative techniques. Strategic Marketing Corporation (SMC) and Itracks International, Inc. (Itracks) conducted an original case study to compare face-to-face focus groups with both asynchronous (bulletin board) and synchronous (chat style) online groups. These groups, comprised of both patients and physicians, discussed the impact of consumer-targeted medical and health information on the physician-patient relationship. The findings from this case study match SMC's anecdotal experiences with face-to-face and online qualitative research and Itracks customer feedback about online studies, as well as the findings from the few other existing comparative studies.