More than ever, qualitative research is in the process of rapid change. Not only is technology playing a greater role at all stages of our research, so are new techniques and methodologies. Some of the trends influencing change are: the proliferation of online methodologies, with resulting hybrid qual/quant approaches; a shift from the “respondent” to “participant” model; the impact of neuroscience and physiological measurement; the continued push to faster/ cheaper research. At the same time, with the growth of social media we are seeing consumers more willing and able to share their lives, which extend the opportunities for us to dive into their world.

The aim of this workshop is to help practitioners and clients to stay current with and evaluate emerging methods and trends. You will have demonstrations of a range of services currently on offer and get to try some out too. We will be reviewing developments with a critical eye to assess their value to research, pros/cons and appropriate uses. Cutting-edge methods on the horizon will also be explored. Topics covered during the day will include:

A review of key trends influencing the development of qualitative research.

The ethnography revival – what's behind its growing use, what it is (and isn't).

Developments in “traditional” qualitative techniques – new types of focus groups (such as deliberative) and depth interviews (including via mobile phones), the expanded use of projective techniques.

Technological developments – online tools (bulletin boards, live chats/ groups, immersive research, blogs), handheld voting machines, user-generated content (webnography, social networking), video diaries.

Tie-ins to physiological measurements (voice analysis, eye tracking, etc.).

New forms of analysis: the role of semiotics, analysis software, developments in discourse analysis.

The workshop will be highly interactive: we'll be discussing what is driving the changes, participants will be encouraged to share qualitative research trends in their countries and brainstorm effective uses of new approaches. Participants will go away with a clear sense of the trends affecting qualitative research now, as well as those just around the corner.

Participants of this workshop will go away with an understanding of how the qualitative toolbox is expanding and ideas on which tools they can apply to their research.

This workshop naturally links with Moderating online immersive qualitative research: ethnographic inspired online approaches where some of the developments touched on are demonstrated in greater detail.

Please note: The workshop Current and Emerging Trends in Qualitative Research on WORKSHOP DAY 1 is combined with the workshop Moderating online Immersive Qualitative Research on WORKSHOP DAY 2. Delegates are not required to attend both workshops.

Workshop Homepage

Look also in combination with Innovate 2010, Barcelona, Spain (15 November 2010)