Gone are the days when the term ‘qualitative research’ would conjure up images of groups of people sat around a table being watched by teams of researchers and clients from behind a mirror. Constant innovation in the field of qualitative research has led to huge advancements in the tools and techniques in use nowadays. And the need to innovate will only get greater as researchers strive to get more and more out of research.
So, how are researchers ensuring they stay ahead of the game when it comes to qualitative research? Our very own Melanie Rankin, a winner of the 20 Young Market Researcher Awards, shares her thoughts on the latest trends and innovations in qualitative research in this great article for Confirmit.