March 5-6, 2019

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The Renaissance of Qualitative Research in the Digital Age

Room 5 | 10:00-10:30 | Wednesday, March 6, 2019

It’s been over two years since Adam Rossow announced, “The qualitative research renaissance is in full swing.” Thanks to advances in AI and behavioral economics, it’s still going strong. Researchers are now able to conduct qualitative research at-scale. Join us as we explore how brands can and should incorporate cutting-edge qualitative tools into their 2019 research plans.

Presentation type:

  • Research Report

Subjects covered:

  • Mobile research
  • MROC/custom panel build
  • Ethnographic/observational research
  • New techniques – qualitative and quantitative


  1. Identify the barriers that keep researchers from conducting more qualitative research.
  2. The role of online communities and mobile ethnographies in the new qual toolkit.
  3. Clear understanding of how to combine technology and traditional qual methods for deeper, richer insights.


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