Online qualitative: Where to from here?

With nearly three decades of experience in the online qualitative arena, Jeff has witnessed the evolution of online qualitative platforms and the somewhat rocky adoption curve of those capabilities. His breadth of experience as a moderator and moderator trainer have earned him the title of “Mr. Online.” Jeff will select a handful of tips from his recently-published “Mr. Online’s Playbook – 125 Pro Tips for Online Qualitative Projects” – highlighting and expanding on those that he would like to see practitioners and buyers/users of qualitative research services truly embrace. His goal with the “Playbook” and this presentation is to open the research community’s eyes to ALL online and in-person qualitative research tools. By keeping an open mind to the many tools available, both online and in-person methods will thrive, and buyers will get the best possible information to help them make sound business decisions.

Key takeaways:

1. Realize that there’s more to online qualitative than Zoom interviews and focus groups.
2. Understand that ALL online methods belong in researchers’ toolkits.
3. Appreciate the flexibility and comprehensiveness provided by multi-method qualitative projects those that include a mix of in-person and/or online approaches.