Fieldwork Webwork and Anywhere

Fieldwork Webwork and Anywhere

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Kelsey Duca
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Blog: 4 REASONS NOT TO CUT CORNERS ON VIRTUAL MARKET RESEARCH by Fieldwork
Published 08/09/2020

Market research has been a great industry for innovation. Technology, tools and DIY platforms have helped brands reach consumers more quickly and source gut-checking insights to help drive key business decisions. No matter how those insights may be sourced though, the bedrock of market research is truly understanding human behavior and opinion. Many methodologies enable that understanding, but ultimately consumers need to be seen and heard in an up-close and personal way. Savvy researchers have always known that open-ended queries, surprise interactions and unscripted learnings arise from in-person research in a way no other methodology compares.

Enter a global pandemic. Clients and moderators already pressed for time and budgets, needed to quickly shift qualitative work online to keep research progressing forward. It is no wonder some began playing with self-directed, online options like Zoom, Google Meet, Skype and more. While these options are budget-friendly, we offer a cautionary list as to why cutting corners for virtual market research is not recommended.


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