Howdy Crow Friends! Hopefully you’re all enjoying / have enjoyed or are about to enjoy some precious staycation. We’ve had a few questions on #market#research and specifically when face to face qualitative research can begin again. The answer is now – viewing facilities are opening up in a Covid secure way (and need our support) and many hotels are happy to welcome you.
However, it’s important not to forget the needs and current feelings of participants. Many people are nervous about turning up to strange rooms with strange strangers (and equally strange moderators!) for obvious reasons.
And as well as that, many people are working from home, making a trip to do research ‘live’ a specific destination rather than a convenient add-on. As always, the best advice is to think mixed methodology – targeted face-to-face, targeted online as both have brilliant strengths. In fact, there’s no doubt that going forward, the opportunity to blend approaches to get more actionable insight is enhanced as participants who were nervous about online research previously, now feel fluent and confident.