Gartner Research

Use Digital Techniques to Improve Qualitative Research

Published: 18 April 2014

ID: G00263540

Analyst(s): Nick Ingelbrecht , Richard Fouts


Digitally enabled, qualitative research techniques help marketers gain deeper insight into a range of activities from product design and pricing, to brand analysis and buyer sentiment. We review several approaches that have proven particularly valuable.

Table Of Contents


  • Option 1: Individual Interviews
  • Option 2: Group Interviews
  • Option 3: Content Analytics
  • Option 4: Direct Observation
  • Option 5: Community Reviews
  • Option 6: Narrative and Semiotic Analysis
  • Option 7: Online Journals
  • What to Do Next

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