In a recent article on RW Connect, Edward Appleton asked, Can Online Qualitative Research Be Potentially Misleading? Here Steve August presents his thoughts on the topic, arguing that in many cases we’re able to dig much deeper using online qualitative research.
A presentation at ESOMAR’s Qualitative Conference earlier this year on online versus offline identity got Edward Appleton thinking. Here he asks, can qualitative research be potentially misleading? And what can we do about it?