QRCA Views Magazine, Winter 2018

18 QRCA VIEWS Winter 2018 www.qrca.org n ONLINE QUAL/TECH TALK n Managing the Shift from In-Person to Online By Monika Wingate n CEO and Co-Founder n Digsite Inc. n Madison, WI n monika@digsite.com But a lot has changed in the past few years. The use of social media and mobile devices has matured along with the use of consumer insights communities that don’t require in-person moderation or travel. According to the Fall 2017 GreenBook GRIT report, online communities have been adopted by 60% of researchers, while webcam interviews and mobile ethnography have exceeded 40% adoption. Client teams want to tap into the power of online qualitative to capture in-context experiences, quickly understand prob- lems, and iterate solutions. And more importantly, they are looking to technology to help them address the challenges they face with timelines and budgets. If your clients are missing the advantages of newer quali- tative methodologies, becoming familiar with the advantages that these methodologies offer may help you sell them in. What Can Online Qualitative Accomplish? Whether your focus is marketing, innovation, or cus- tomer experience, many of the research objectives you traditionally achieved through in-person research can now be satisfied in an online environment—often with better results and at a lower cost. M ost of us have spent the better part of our careers using in-person research to drive deeper consumer insights and empathy. Whether we were at a focus group facility or watching people in-market, there is power in observing facial expressions and body language.