The Best of Both Worlds: Leveraging Digital and In-Person Qualitative Research
By Marty Molloy
As qualitative researchers, we at W5 have been preaching “the right tool for the job” since our inception. This debate has become more pointed post-COVID as we move past using digital qualitative out of necessity, and into thoughtfully choosing the best approach for each client's insight needs. While each approach has challenges ranging from tech issues to travel, they both offer unique opportunities and advantages to uncover insights.
Digital qualitative research offers several key advantages that can be crucial in uncovering the right insights and gaining a deeper understanding of how people think and behave:
Geographic coverage: Provides the opportunity to include markets that might not make it into traditional, in-person qualitative. From rural participants to including a broader array of markets in one study, it allows a broader representation of people, regions, and potential market realities.
Flexibility: Without additional travel time, online qualitative allows for remote observation, and lets participants maximize time efficiencies to attend sessions without having to travel to a central location.
Exploration: Digital qualitative research is good for conversation and exploration. Digital IDIs feel very similar to in-person IDIs except participants can find documents, examples, etc. to reference what they’re talking about in real time if needed. Additionally, it allows B2B participants to conduct research from their office or job site which can be a complex and difficult ask for in-person research.
Time: For asynchronous studies, virtual research allows W5 ethnographers to be in people’s homes or businesses at the times they are actually behaving in a certain way without forcing it. If you need to ask about mealtime or morning routines, it allows participants to respond in real-time without an artificial showing for researchers whose presence may bias the activity.
When it comes to gaining nuanced understanding and immersive, real-world context, In-Person qualitative research offers several key benefits:
Focus: When asking participants to review creative, prototypes, etc., in-person research not only allows for handling of items but requires participants to leave their day-to-day life and focus on the questions at hand.
Creativity: For more indirect questioning, in-person research allows moderators and researchers to use creative techniques to get at insights. Worksheets, writing of responses, and gamification are all in play and easier in person than they might be virtually.
In-the-moment research: In-context research can provide a real-world backdrop for research, providing real store shelves, scenarios, etc., that individuals might not be able to recall via virtual interviews. This real-world environment can be paramount to understanding how they actually behave.
Unspoken cues: Being physically present in the same room allows researchers to observe body language, written responses, in-context interaction , and interplay between participants in a way that is not possible via digital research. This reading between the lines is often where key insights for certain client objectives arise.
Both digital and in-person research have their place in W5’s toolbox, but ultimately, the key to successful research lies in choosing the right tool for the job. By understanding each client's unique objectives, we ensure that the most effective qualitative approach is used.
Are you facing this decision with current projects and teams? W5 can help you navigate the options and pick the right approach for your insights needs. We’d be happy to discuss it with you further, feel free to reach out!