Introduction
"The only thing that is constant is change".
Wise Greek words and certainly true when looking at the history of qualitative research. Triggered dominantly by new ways humans use to express themselves, qualitative research has gone through a lot of change in the latest decade. From offline focus groups and Freudian in-depth interviews, qualitative research has moved online.
Today, research communities in particular – also called consumer consulting boards – are an established and popular research method (GRIT, 20161)). Through this methodology, we typically engage a group of interesting and interested consumers in a closed, moderated online...