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In-Person Qualitative Research

The In-Person Qualitative Research Evolution: Powered by COVID-19

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.

Qualitative Research

A Timely Discussion About Qualitative Research

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: 

Kat Figatner, Senior Vice President

On March 11 and 12, 2020, I had typical days as a qualitative moderator. One day, I assisted a colleague who was conducting research with consumers to test a new haircare device; the next, I was moderating groups for a clothing brand where respondents tried on various outerwear styles. COVID-19 was high on everyone’s minds (professional sports were just suspended; Tom Hanks announced he had it), but it was mostly business as usual.

Zoe Honeycutt, Qualitative Analytical Support Specialist

A few months ago—pre-COVID19—we highlighted three trends that we felt could have the biggest impact on consumer behavior and spending in 2020. Although the Coronavirus pandemic has since won that distinction, we wanted to revisit these trends—sustainability, Gen Z, and qualitative research—to examine how they are faring in the pandemic.

Online Qualitative

How to Leverage Online Qual for Real Consumer Connections

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. 

Zoe Honeycutt, Qualitative Analytical Support Specialist

With the beginning of a new year (and decade) comes the inevitable slew of articles predicting what trends will influence consumers’ habits in 2020. There’s a dizzying array, many of which don’t seem like news at all.  Here’s our take on what could have the biggest impact on consumer behavior and spending in the coming year.

Kayla Myhre, Online Qualitative Analyst

When market research started back in the 1920s, quantitative research was the name of the game. It seemed to be the only way to gather accurate insights—that is, until qualitative research started to gain popularity in the 1950s and 60s. 

receipt data tracking research

Illuminator: How to Get Clearer Shopper Insights for your Brands

The crossroads of attitudes and behaviors has always been a key focus to aid us in understanding the trajectory of brands and to keep pace with evolving shopper patterns.  In the past, the connection between these two components were mainly accomplished indirectly, and many times with assumptions attached. Now, we have the ability to bridge this gap with our new shopper insights product, Illuminator®.

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