Our digitalised culture offers many new opportunities for market research, but also a number of challenges.

To maintain our insight into the highly complex everyday and consumer culture, market research has many new digital touch points available to take the consumer’s psychological pulse.

With our morphological Qual Online Toolbox we can supply the appropriate research settings for a wide range of tasks.

Getting closer to the customer digitally

Qualitative online tools are often criticised for remoteness and superficiality. We believe this is wrong. By supplementing the classical interview techniques with our morphological qualitative online tools, we mobilise the special strengths of the internet for research.

Focus groups and individual face-to-face interviews permit special psychological insights. Qualitative online tools, by contrast, are frequently criticised for remoteness and superficiality. We believe this is wrong. By supplementing the classical interview techniques with our morphological qualitative online tools, we mobilise the special strengths of the internet for research.

Flexibility and efficiency:
Many studies require countrywide distribution of respondents, or particular attention to rural areas. If, for example, it is necessary to interview rural doctors throughout Germany, or opinion leader groups in the USA, webcam individual interviews have clear advantages in terms of speed and cost-effectiveness.

Utilising the dynamic of modern online discussion:
20 years of online chat culture have fundamentally changed our communication habits. In many cases, word of mouth has given way to word of chat. To make use of the different dynamic of online discussion for research purposes, we need to use new tools, such as Social Listening, Live Chats and Insight Communities.

Contemporary netnography:
Facebook, WhatsApp and the other social media are detailed logbooks which are part of new digital everyday life everywhere. For ethnographic everyday research, online diaries and insight communities provide a wealth of material to enrich the research process.

The morphological Qual Online Toolbox by concept m
Tools are as good as their use, and the value of a tool depends on how well it’s used in the research process. In the course of case-specific methodological planning of our morphological studies, we can call on a whole range of tried and tested basic tools, which we vary and combine depending on the purpose of our study.

The following Campus articles present the various morphological qualitative Online Tools in more detail.

Qual Online Tools (1):
Social Media Scan and Qual Social Listening:
tracking subconscious market trends

Qual Online Tools (2):
Online Diary and Qual Insight Community:
ethnographic insight research with digital media

Qual Online Tools (3):
Webcam Interview and Online Focus Group:
a digital renewal for classic depth exploration

Qual Online Tools (4):
Morphological Web UX Research
psychologically optimise surfing processes