Programme

Morning

• The broad context: social and technological trends
• Speed-sharing discussion: Local trends
• Technology in interviewing
• Harnessing Web 2.0 for qualitative research

Afternoon

• Ethnographic research and its evolution
• Relaying research and results
• Technology in data collection and analysis
• Roundtable discussion and predictions for the future

Testimonials

Some of the feedback received from past participants:

“A good insight on what is the current trend employed by researchers”

“A lot of topics covered in a short time”

“A lot of new tools which will help qualitative research”

“Good ideas and interesting to know about do's and don't”

“Very useful. The whole day has cemented some of my thoughts and opened my mind to new things.”

“Comprehensive information from experts”

CURRENT AND EMERGING TRENDS IN QUALITATIVE RESEARCH

What is affecting our daily work?

Workshop overview

Qualitative research is in the process of rapid change. Some of the trends we are seeing include breaking out of geographic and time boundaries, moving from the “respondent” to “participant” model, greater client engagement, hybrid qual/quant approaches, dual directions of high tech and high touch, and the continued push to faster/cheaper research.

The aim of this workshop is to help qualitative practitioners to stay current with and to evaluate emerging methods and trends. You will have demonstrations of a range of services currently on offer and get to try some out too. We will be reviewing products with a critical eye to assess how valuable they are to the qualitative researcher, their pro’s/con’s and appropriate uses, what they might add to projects. Cutting-edge methods on the horizon will also be explored.

• Technological developments – such as online bulletin boards and live chats, mobile phone real-time interviews, handheld voting machines, hybrid qual/quant live online groups, blogs, user-generated content (webnography, social networking), participant video diaries.
• Ethnography revival – what's behind its growing use, what it is (and isn't), how it can be used to add value to projects.
• “Traditional” qualitative techniques changes – new types of focus groups (deliberative, etc.) and depth interviews, use of projective’s.
• Tie-ins to physiological measurements (voice analysis, eye tracking, etc.).
• Analysis challenges – making sense of the massive amounts of data collected, analysis software developments.

The workshop will be highly interactive: we'll be discussing what is driving the changes, participants will be encouraged to share qualitative research trends in their countries and brainstorm effective uses of new approaches. Participants will go away with a clear sense of the trends affecting qualitative research now, as well as those just around the corner.

Level

Intermediate to Advanced

 

Workshop leaders

Sharon Dimoldenberg
Director, GfK, UK

Judy Langer
President, Langer Qualitative, USA

ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.