Authors and authenticity

This Viewpoint argues that increased use of technology-enabled approaches in research is not solving the problem of poor standards in qualitative research.

Authors and authenticity

Rebecca Wynberg

TNS Global Qualitative

Our world is changing at an ever-accelerating rate, with data and method-agnostic approaches becoming the norm for business problem solving. The difference between qualitative and quantitative information is becoming more blurred in this new world.

Qualitative research is seeing a lot of change, witnessed by the increased use of technology, online communities, mobiles and wearable technology. It’s relatively easy now to draw verbatims and insights from social data, and to find technology-enabled ways to make quick and easy connections with consumers in real...

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