Qualitative research is as needed as ever, and remains a valued aspect of marketing, even though it may be considered lo-tech when compared with the hi-tech analysis of big data. It is an important aspect of any company because it goes deeper than simply numbers. Qualitative research captures texture and nuances in the customers experience with the product, whether it is collected through one-on-one interviews, focus groups, or ethnographic research.
I found it especially interesting that this article emphasized the role that technology has played in the qualitative research profession. The rise of smartphones means that ethnographic research can be accessed on demand. Companies are able to gather data and near-instant footage about consumers and their activities from afar. Smaller focus groups are another key initiative for companies to take in their research because qualitative research gets to hidden layers that are not easily accessible, providing a complete picture of people in context, talking about their product in detail.
While qualitative research is time consuming and old fashioned, it can’t yield such detailed results when it is delegated to a machine. I think that this article is relevant when considering the qualitative research that we’ve all been conducting for our group projects. Witnessing information in this way allows us as researchers to understand the experience, knowledge, and perspective of our participants, and this method of gathering information is much more effective for this specific project than by any other means.
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