Is There a Future For "Real" Qualitative Market Research Interviewing in the Digital Age?

Qualitative market research interviewing (qMRi) used to be about exploring respondents' innermost feelings in the framework of Freudian psychology.

Is There a Future For “Real” Qualitative Market Research Interviewing in the Digital Age?

Neil McPhee

PREFACE

The research world is full of coverage and discussion about the usage and value of the New Digital Media, including Social Networking sites, for research, and no less in the arena of Qualitative interviewing than in quantitative research.

This paper examines the possibilities for qualitative Market Research interviewing (qMRi) and poses the question of whether real qMRi is possible using the new digital media and Computer Mediated interviewing (Cmi).

The answer, inasmuch as there is an answer, lies in what we mean by...

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