Abstract:

With the advance of globalization and the new demands imposed by the reality of the 21st Century, the search for new routes for the development of Market Research has become imperative, and the opportunity to conduct online research has been one of the main turning points of this new perspective. Recherche, the author's company, has developed many projects involving online qualitative methodologies in the past four years, having introduced to the Brazilian market the Recherche Boards, its version of Bulletin Boards. This paper reflects Latin America's position in this context, while providing a critical analysis of the opportunities that may derive from a more consistent application of online Qualitative Research, sharing the experience obtained by the author in these years using this type of methodology.