Data collection is a constant puzzle from product development to marketing & sales, but put all the pieces in the right place, and strategies form a picture ready for action. For many desired outcomes, in-person qualitative research is the answer. While it may be more of an investment, qualitative work is worth the investment to get the actionable insights needed to help drive key business decisions.

Market researchers are pressed for time and can experience constricting budgets. This was true before we experienced a global pandemic. We're living in a time where focus groups and other qualitative projects need to go on, but teams are feeling pressure as online research is the only option. But not every digital collection method is a perfect fit.

Having a partner to help determine if your study is the right candidate for online collection can make all the difference. Considerations including ease of technology, confidentiality, and type of data collected should be a part of a strategic team discussion. Options seem limitless to gather marketing data and focused opinions of products, designs, marketing, and brand performance through quick surveys and online responses. Although online quantitative data collection can be fast and straightforward, it does come with some problematic issues of its own.

With our years of expertise in both in-person and online qualitative work, we offer some help as you assess the pros and cons of moving your qualitative project online.