The future of qualitative research
How digital is the future of qualitative research? What new approaches are there? And which innovations could provide the most interesting insights in the future? Alexandra von Cukrowicz, Head of Bonsai Lab, offers answers to these questions in her latest expert article on marktforschung.de.
Alexandra von Cukrowicz is convinced: "The future will belong to agile and experimental qualitative researchers who are not afraid of setbacks, but simply try out new things, combine them with old things and thus gain the richest insights." Some examples:
Using virtual and augmented reality to exploit new possibilities of a technology for interaction whose peak has not yet been reached by a long way.
The increased use of artificial intelligence (AI), for example to carry out evaluations of large amounts of text and images and/or sentiment analyses.
Use Germany's most popular messenger service WhatsApp to get in touch with people on the side, intuitively and at eye level.
Support participatory observation with eye tracking, facial coding or tonality analyses - also to unmask socially desirable response behaviour.
