Face-to-face with uncertainty: Moving qualitative research through and beyond COVID-19

Researcher Drago Djourov outlines how online methods can help brands make sense of what’s happening right now but makes the case for why we need to go back to face-to-face research post COVID-19.

Why it matters

Qualitative research is essential for a brand to make sense of what is happening right now in people’s lives and online methods are a practical alternative to the face-to-face variety in times of social distancing. However, brands shouldn’t...