Greenbook recently published an article written by 20|20’s CEO Jim Bryson.
“Is Qual Evolving to Extinction” gives researchers a prediction of where the industry is going in the years to come, whether it will be seen thriving or dying.
The following is a brief excerpt:
We all know that focus groups are not dead. Such a statement is hyperbolic at best. Even so, there is no doubt that even the traditional method of conduction focus groups in research facilities is waning. Today’s qualitative researcher must be so much more than a “focus group moderator”.