International Journal of Market Research, Ahead of Print.
This study contributes to the academic discourse on the evolution of virtual qualitative enquiries in the wake of the accelerated adoption of digital technology following the COVID-19 pandemic. Employing a critical-reflection approach, this study explored the experiences of investigators who conducted 150 soft laddering interviews, either online or face-to-face. The research provides a theoretical reflection on online soft laddering and its application with new technological tools, such as video conferencing and social media, demonstrating how these tools mitigate logistical and relational limitations while enhancing data collection scope and reach. The findings indicate that technological advancements are fostering a gradual hybridisation of digital and physical methods, particularly those utilising synchronous interviews. As the physical and digital realms converge, this trend leads to the phygitalisation of qualitative research.
International Journal of Market Research, Ahead of Print. <br/>This study contributes to the academic discourse on the evolution of virtual qualitative enquiries in the wake of the accelerated adoption of digital technology following the COVID-19 pandemic. Employing a critical-reflection approach, this study explored the experiences of investigators who conducted 150 soft laddering interviews, either online or face-to-face. The research provides a theoretical reflection on online soft laddering and its application with new technological tools, such as video conferencing and social media, demonstrating how these tools mitigate logistical and relational limitations while enhancing data collection scope and reach. The findings indicate that technological advancements are fostering a gradual hybridisation of digital and physical methods, particularly those utilising synchronous interviews. As the physical and digital realms converge, this trend leads to the phygitalisation of qualitative research. Read More
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