International Journal of Market Research, Volume 66, Issue 5, Page 543-549, September 2024.
New technology can be a source of great optimism and a force for positive change in the research industry. As such, it is important to discuss the merits of emerging technology. In this research note, the emergent opportunity for qualitative research in the metaverse is discussed. This paper looks at how rich sensory virtual environments with multiple sensory modalities might help address some of the shortcomings of traditional online qualitative research. The importance of establishing social presence in virtual qualitative research is addressed. Then, how the metaverse might help remove some of the constraints of ‘big qual’ is debated. The potential for the metaverse to improve participant inclusivity is considered, before finally discussing the issue of research ethics in a decentralised virtual world.
International Journal of Market Research, Volume 66, Issue 5, Page 543-549, September 2024. <br/>New technology can be a source of great optimism and a force for positive change in the research industry. As such, it is important to discuss the merits of emerging technology. In this research note, the emergent opportunity for qualitative research in the metaverse is discussed. This paper looks at how rich sensory virtual environments with multiple sensory modalities might help address some of the shortcomings of traditional online qualitative research. The importance of establishing social presence in virtual qualitative research is addressed. Then, how the metaverse might help remove some of the constraints of ‘big qual’ is debated. The potential for the metaverse to improve participant inclusivity is considered, before finally discussing the issue of research ethics in a decentralised virtual world. Read More
Related posts:
Digital technologies meet soft laddering: A critical reflective perspective
How the Presence of Employee Avatars Affects Metaverse Shopping Behavior: “Can I Help You Buy Condoms?” Virtual Sales Promotions in Embarrassing Shopping Settings
Three little words: A pragmatic qualitative method to understand modern markets
Thinking big – here comes the sun
How Brand Managers Can Maximize Engagement with ASMR YouTube Content: Influencers Who Give You the “Tingles” through Autonomous Sensory Meridian Response Cues
Electronic Skin for Virtual Sensation Generation in Immersive Virtual and Augmented Reality