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How Qual Has Evolved and What It Means to You

About This Webinar

If Family Feud’s Steve Harvey asked, “What is qualitative research?” by far the #1 “survey says” answer would be “focus groups.” Yes, focus groups are the backbone of qualitative research, but like many things, the styles and tools of qualitative research have morphed and expanded over the years. Some of these changes happened slowly (the adoption of ethnography), while others took the industry by storm (e.g., online video chats in 2020). Suppliers and buyers of qualitative research have taken it all in stride, sometimes with eagerness, other times with skepticism. In the grand scheme of things, how does this evolution impact us today, and what does it suggest about how qual may evolve and innovate in the future? Attend this informative session to reflect on the growth of qual, see the big picture of how it’s changed and walk away with excitement about what’s in store.

Featured Presenters
Webinar hosting presenter

Jeff Walkowski

President, QualCore
Jeff Walkowski is a marketing research veteran. He started out as a “quant jock,” but the past 30 years of his career have been devoted to qualitative research. He’s conducted over 1,500 focus groups and over 2,500 IDIs. Jeff’s passion is training. He co-founded the Online Moderator Training Institute, is a RIVA trainer and he was the lead developer of the MRII’s Online Principles Express course in qualitative research. He is known as one of the early adopters of online qualitative approaches and in 2023 he published “Mr. Online’s Playbook: 125 Pro Tips for Online Qualitative Projects.” Jeff loves donuts and he chose to live in Minneapolis partly because he loves cold weather.
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