Discuss Chief Strategy Officer Jim Longo in ResearchLive:
Last year saw an incredible amount of innovation due to the market research industry having to adapt to ongoing disruptions caused by the Covid-19 pandemic. With all the momentum the industry has witnessed recently, it remains to be seen what market research leaders can expect over the next 12 months, as Jim Longo outlines here.
The demand for online qualitative research had ebbed and flowed since the great recession, but these past two years have changed all that. Today, online qualitative research is not only lowering overhead costs by virtue of being virtual, but it’s also providing more value – it brings quantitative data to life, provides a window into consumers’ homes and lifestyles and is a key aspect of agile research methodologies.
This recent wave of interest is unique and not likely to reverse course anytime soon. In fact, online qualitative research is only increasing its importance as the technology and functionality of insight extraction have advanced, providing single platform solutions for customer experience (CX), user experience (UX) and insights teams.
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