Moving boldly into the future: A look at how qualitative market research is advancing via technology

This article examines how technology has impacted qualitative research and offers a framework for conducting remote qualitative research, along with a case study from Asia Pacific.

Moving boldly into the future: A look at how qualitative market research is advancing via technology

Kyle Henderson and Dan ForemanYouEye

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Introduction

In approximately the past 20 years, the rise and adoption of quantitative data as a preferred method of data collection by businesses has had a dramatic impact on the use of qualitative research.

This can be attributed largely to the Internet and public use of the World Wide Web in the early 1990s, which, over time, dramatically shifted how businesses interacted and communicated with their target market.

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