Consumer Research: A Whole New World of Qualitative Analysis (e-book)
One of the biggest challenges of conducting online qualitative research is analysis. Digital qualitative studies produce an overwhelming amount of unstructured data including lengthy narrative text, imagery and video.
Many qualitative research consultants struggle with this avalanche of information.
This e-book suggests a new paradigm for the analysis of digital qualitative data that allows researchers to deal with this new world of data more efficiently and comprehensively.
Specifically, I explore the unique analytical challenges posed by online qualitative. I also address key differences between the face-to-face qualitative experience and the digital experience, and the implications of these differences for developing rich insights. And, finally, I suggest specific strategies for qualitative analysis in the digital age.
Let me know your thoughts.