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[Podcast] Online Qualitative Research: Optimizing the Respondent Experience
The pandemic has accelerated the shift to digital for many industries, including market research. More specifically, qualitative research. In-person focus groups and face-to-face in-depth interviews (IDIs) have been replaced by online research methodologies that enable consumers to share their thoughts and attitudes from the safety of their homes. Essential to the success of online qualitative research, however, is the respondent experience. Selecting virtual platforms that are user-friendly yet effective reduces the friction that can result in respondent frustration and subsequent…
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