Qualitative research demand is shifting to more rigorous methods and analysis approaches. My hypothesis is that over the next year, we will see strong demand for qualitative research…but it will skew to what we might call hard-core qual. Thus, market researchers will be expected to deliver projects that meet the ever-increasing needs for scale and speed, while also being rigorous. What do you think? Are you seeing something similar...or different?

In this conversation, Kathryn Korostoff shares her observations on this important market research trend...and its implications.

This episode relates to a detailed article, Rigor, Speed & Scale for Hard-core Qualitative Research, published last week: https://www.researchrockstar.com/qual...