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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands