There’s been a growing buzz about the "Great Qual Resurgence" — the renewed focus on in-person qualitative research. The industry is rediscovering the undeniable value of face-to-face interactions. This resurgence is more than just a trend; it’s a strategic evolution. After over 4 decades of facilitating research projects across multiple industries, we’ve crafted this list.
Five Essential Considerations to Keep in Mind as You Plan Your Next Qualitative Research Project:
1. The Quality of Your Participants Matters
In qualitative research, who you’re talking to is as important as what you’re asking. The success of your study depends on engaging the right participants. Poorly recruited participants can derail your research, making it difficult to draw meaningful conclusions.
This is why selecting a recruitment partner who not only understands the importance of participant quality but has a rigorous protocol in place to ensure it is essential. A top-tier recruitment partner will screen, select, and manage participants who fit your exact audience, ensuring your insights are both relevant and actionable.
2. In-Depth Insights Are Worth the Investment
While virtual research has its advantages, nothing matches the richness of in-person sessions. The body language, real-time reactions, and interpersonal dynamics are irreplaceable. Yes, it might require a larger budget, but the benefits — from more authentic participant responses to the competitive edge that comes with richer data — make it a sound investment. In an era where data is everywhere, in-person research provides that crucial layer of depth. Qualitative research helps you understand the "why" behind consumer actions, leading to breakthroughs in strategy, product development, or messaging.
3. Leave the Logistics to the Experts
Managing a qualitative study involves countless details, from confirming respondents to distributing incentives. It’s easy to get bogged down in logistics when your focus should be on the research itself. A research support partner can handle everything from scheduling to check-ins, ensuring participants show up on time and leave satisfied. This allows you to concentrate on the insights, not the operational details.
4. Choose the Right Venue for Your Research
Where you conduct your research matters just as much as who you talk to. Whether you choose a traditional focus group facility, your own lab, or an offsite location, the venue plays a key role in setting the stage for productive sessions. The right venue should offer all the amenities your clients and respondents need: comfortable rooms, modern technology, and a welcoming atmosphere. Luckily, spaces that check all those boxes do exist — and choosing the right one can make a significant impact on the quality of your research.
5. Don’t Underestimate the “Back Room Magic”
One often overlooked benefit of in-person research is what happens “behind the glass.” The side conversations with colleagues, the spontaneous brainstorming, and the casual discussions that happen while grabbing another coffee all contribute to deeper, richer insights. Being physically present with your team allows for shared reflections and critical moments of alignment that aren’t easily replicated in a virtual setting.
Ready to get back to qual?
Fieldwork is here to help!
