Qualitative research theories and approaches have evolved significantly, with the advance and adoption of behavioural economic thinking. This has put greater emphasis upon human behaviour and context rather than motivations and attitudes. There is a growing reliance on digital approaches, with technology such as VR, mobile apps, voice, chatbots and online communities enabling the capture of participants’ everyday behaviours, or brand interactions, in the moment. The increasing use of AI and machine learning is blurring the lines between qualitative and quantitative research, and enabling faster results.
Definition
Qualitative Research is a broad methodological approach that is used to gain an...