The Digitalisation of Qualitative Research: Embracing Online Tools

Digitalisation is an unavoidable phenomenon of our time, profoundly and sustainably transforming all aspects of society. In the digital age, online platforms have become essential tools for conducting qualitative research. This shift compels us to rethink our methodologies and approaches to traditional qualitative research.

Approaches and Methodologies for Online Qualitative Research

a. Videoconferencing Tools:

Videoconferencing is now part of our daily routine, making online one-to-one interviews or focus groups more common. Tools such as Teams, Zoom, and On-Qual Visio have adapted to meet our needs, offering features that replicate the in-person experience, including:

• Confidentiality Documents and Image Rights: Integrated within the tools.
• Waiting Rooms and Adjoining Observation Rooms: For a seamless and controlled interview process.

These enhancements help us provide an experience equivalent to classroom settings.

These platforms allow for extended qualitative studies without being overly intrusive. By engaging participants over a week, a month, or even a year, we can:

• Maintain Continuous Contact: With customers and prospects.
• Observe Long-Term Behavioural Changes: Understanding decision-making processes before purchases.

To keep participants engaged, online communities and forums can be enlivened with various exercises. The On-Qual platform, for example, offers:

• Individual or Group Exercises: For focused discussions on specific subjects.
• Mix of Methodologies: Including fill-in-the-blank text, questionnaires, live chat, and videoconferencing.

This approach makes qualitative research more comprehensive and engaging.

Online tools allow us to interview a diverse range of participants, including those in remote areas. This accessibility improves:

• Response and Participation Rates: Studies can be conducted at times convenient for participants.
• Comfort and Honesty: Participants may feel more comfortable sharing their opinions and experiences openly, particularly beneficial for home product use observations.

By eliminating the need for travel, online tools save time and money for both moderators and customers. Additionally, this approach has environmental benefits.

Online qualitative tools are particularly useful during periods when mobility is restricted, such as during strikes or major events like the Olympic Games. This adaptability ensures continuity in research activities.

The digitalisation of qualitative research offers numerous advantages and diversified methodologies for gathering insights. By embracing online tools, we can conduct effective and efficient research, no matter the circumstances.