Over the past year, the pandemic changed many things, especially the way qualitative research is conducted. In-person focus groups, in-home interviews, and in-store shop-alongs that are synonymous with “traditional” qualitative research have been put on hold due to safety concerns. However, despite social distancing requirements and travel restrictions, businesses still need to connect personally with consumers and obtain deep insights.

Over the past year, the Coronavirus pandemic has changed how market researchers conduct qualitative research. This was particularly true for “traditional” or “in-person” qualitative researchers who had to become even more agile and creative with how they helped businesses reach consumers. At C+R, this has meant reframing our “in-person” qualitative team to our “live” qualitative team and capitalizing more on digital technologies while developing innovative new ways to transition some traditionally in-person qualitative methodologies into the online space – specifically for: 

I’ve been at C+R Research for most of my professional career, and it’s hard to believe how many changes I’ve seen over the years -- for us as a company, as well as the entire research industry. To be honest, I marvel at the way that C+R always remains nimble and how we keep pace with meeting our clients’ needs through innovation.

Leading-edge tools and technologies created for qualitative research have helped us immerse with consumers in new ways.  We are now able to uncover behaviors unobtrusively, dive deep into emotions, and explore attitudes and perceptions from multiple angles.  Online qualitative methods have helped our clients to understand their core consumers in ways that help them build brand strategies, create new products, optimize messaging, and more. 

This eBook provides an insightful guide to designing immersive and impactful online qualitative. Backed by 60 years of research experience, this eBook walks you through the myriad of customizable tools and applications that C+R can implement to humanize your research. It addresses key questions throughout the entire online qual process from identifying the best approach, execution, engagement, and more.

The initial shock of the COVID-19 pandemic has mostly passed and panic has, to some extent plateaued, according to recently published research by The Ad Council. The threats are now known, and most Americans have shifted into coping mode; and unfortunately for many, survival mode.

Travel has been cancelled; in-person market research is indefinitely postponed. Industries have been greatly impacted by social distancing and new restrictions, which seem to change nearly every day. None of us expected a quarantine situation at the start of this year, but here we are.

Businesses nationwide are adjusting their purchase processes to meet home-bound consumers’ needs, by offering digital alternatives in this new normal, ramping up home deliveries, and adding parking lot pick-ups to encourage individuals to develop safer new habits. 

Someone breaks into a deep cough on a crowded street corner. Another person sneezes on a train. Everyone stares.  We are living in the era of the novel coronavirus, officially known as COVID-19. There are still many unknown factors of this disease, including how contagious it is, and when there might be a solution for global containment.