Face-to-face with uncertainty: Moving qualitative research through and beyond COVID-19

Researcher Drago Djourov outlines how online methods can help brands make sense of what’s happening right now but makes the case for why we need to go back to face-to-face research post COVID-19.

Why it matters

Qualitative research is essential for a brand to make sense of what is happening right now in people’s lives and online methods are a practical alternative to the face-to-face variety in times of social distancing. However, brands shouldn’t be tempted to stay online post-pandemic as much is lost without the use of face-to-face research.


  • Continuous engagement with clients and research participants is even more important in online research.
  • An online focus group can help you optimise campaign concepts or even pick the best one, but F2F research is that doorman that can deliver the magic.
  • A...

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