A BVM (Federal Association of German Market and Social Research) event on June 4th – online via Zoom.
Speaker: Henner Förstel, founder and managing partner of MANUFACTS Research & Dialog, Cologne.
Key questions of the lively discussion
| ■ | What is Qualitative Online Research 2.0? |
| ■ | How are the rules of the game changing in virtual qualitative research? |
| ■ | What methodological advantages can be derived from the media change? |
| ■ | Qualitative vs. quantitative research: are they still two worlds when online? |
It started with an impulse presentation on the question of how to adapt qualitative methods to the peculiarities of digital communication to make them work.
How can even better insights than before be generated in this way? But also, where are the limits?
Which digital tools have proven successful? Which ones didn’t?
These were the contents of an exciting discussion, followed by the question if it still makes sense to distinguish between qualitative and quantitative methods.
The final glimpse, which was no less intensely discussed, referred to how agile approaches can be implemented in virtual market research.
Market research in Germany is changing. And well on its way. That’s a good thing. Nobody wanted Corona, but it is undeniable that it also provides an accelerating impulse for long overdue changes in the way market research thinks and works in Germany.
BVM is always a reliable source for news, updates and background information on market research topics:
https://www.bvm.org/der-bvm/