Qualitative Research: It’s Good to Talk…Now More than Ever

Published by: Aoife Marron

2020.03.21

From ‘face-to-face’ to ‘screen-to-screen’

Firstly, we want to recognise the fearless frontline staff operating across Ireland.  They and their families are in our hearts and minds at this unprecedented time.

Secondly, our primary priority throughout all of this is the health and safety of our staff, clients and research participants.  People are integral to the work we do and as such, are our top concern always.

As the Taoiseach said during his address to the nation on St Patrick’s Day, we need to find safe and creative ways to do business.

But of course we also need to be help keep the Irish economy going during this time.  Our teams have adapted where necessary, to ensure our clients can still understand consumer needs and behaviour, and make informed decisions for their business.

Within our qualitative research department, we have a number of effective digital approaches which we have been using as research solutions long before the coronavirus pandemic hit Ireland.

These have been recently and extensively used by the team at RED C for major brands such as Aer Lingus,  National Lottery, RTÉ and Disney and – coupled with more remote traditional approaches such as teledepths –  enable RED C to keep close to consumers while keeping a physical distance.

lt’s important to remember at this time that qualitative research is not about a methodology but rather depth of information explored and insight uncovered.

While we may lose some of the theatre associated with classical solutions, we will maintain the value through careful planning, considered analysis and clear thinking to bring you clarity.

In times such as these, it’s important that we talk to consumers and the market to understand and bring structure to uncertainty.

Talk to RED C today to see how our expert and clear thinking can help you.

info@redcresearch.ie

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