And lessons for international qualitative research. It’s easy to romanticize the idea of traveling internationally for global qualitative studies, especially when those experiences seem so out of reach in our current locked down pandemic world. Conducting research in other cultures and time zones can be an enlightening...
There’s nothing like a pandemic to take the fun out of in person focus groups. Twelve focus groups across three markets in four days. Remember those days? It certainly seems the joys of team travel and the long days together in a dark room eating m&m’s...
Focus groups have always been fertile ground for the unexpected – a forum for new perspectives and surprising insights. But as we have had to transition to online qualitative, it’s the webcam format itself that can be the cause of the ‘unexpected’...