Human comes first, and only then - technology

As professionals, we constantly strive to know more, not only in our field but also beyond it. The COVID-19 pandemic became a catalyst for online platforms, followed by the rapid development of artificial intelligence

However, despite the active development of new tools, there remain time-tested approaches and experience that should not be neglected

Modern tools undoubtedly open up opportunities, simplify and speed up processes. But when it comes to a deep, nuanced understanding of the specifics and reasons behind the behavior, reactions, perceptions and attitudes of various target audiences, traditional qualitative research methods such as focus groups, in-depth interviews, home visits, accompanied visits to points of sale, etc., retain their unique and irreplaceable advantages

Data does not mean Understanding

Modern technologies have made access to data easier. However, the result of qualitative research is not just data. It is the ability to deeply understand and feel your target customers, uncover cause-and-effect relationships and capture the subtlest nuances of their behavior. And it is precisely this goal that often remains unattainable for the latest tools, including AI

You can have a sea of data, but without a deep understanding and the ability to feel your target audience, it is impossible to build an effective marketing strategy or a strong brand. Therefore, traditional qualitative methods – focus groups, in-depth interviews, ethnographic research (home visits, accompanied visits) – remain no less, and sometimes even more, relevant in today's technological world

Unique advantages of 'live' qualitative research

The foundation of traditional qualitative research is close interaction between people, which is lost in virtual or synthetic approaches

Deeper contact and trust: Live communication allows the moderator to better establish interaction, build trust and engage participants. Remember how we used to worry that the table separated the moderator and respondents? Now they are separated by a screen, and this is a much more significant barrier to sincerity and frankness, which is much harder to influence remotely

The power of nonverbal communication: A huge part of communication is body language. Live research formats provide a unique opportunity to observe and interpret the subtlest facial expressions, gestures, posture. An experienced moderator 'reads' genuine emotions that may complement or even contradict words, and instantly reacts, probing what really matters

Flexibility and adaptability: Qualitative research requires the ability to improvise and capture the unexpected. An experienced researcher, who often collaborates with the client for years and deeply understands the business context, market and brand evolution, can instantly recognize the value of a random comment and dig deeper up to an important insight. Algorithms cannot do this

Context analysis: A qualified researcher 'reads between the lines', using cultural understanding, critical thinking, and empathy. This interpretative process goes beyond the capabilities of AI, which currently cannot cope with nuanced thematic analysis from a human perspective

Emotional intelligence and empathy: AI is not capable of authentic empathy or ethical judgment. Synthetic avatars cannot reproduce the emotional depth of human experience or establish a genuine connection. We feel this more than anyone in Ukraine right now, during the war, when the researcher's ability to show compassion, adapt to the emotional state of the participant and create a safe space is critical

Understanding local specifics: Online research and AI may seem cheaper. But ineffective marketing initiatives cost much more than a good traditional qual! The results of international projects where the researcher observed groups through a laptop screen from their bed at home, and those where they were directly present in the field in each country, differ like three chords on a guitar and a classical symphony. Understanding local cultural codes and mentality requires presence at place

And in conclusion:

The dynamic development of technology should not negate the value of live interaction. It is the soul of qualitative research. Let's keep qual alive and human. This, of course, does not exclude the use of new technologies where they are appropriate - in other research methods or to support individual stages of our work