Editor’s note: Shardooli Mann is manager at The Sound: Exploration, Strategy, Innovation, New York. 

Virtual qualitative research methodologies existed pre-COVID, and researchers have relied on them to achieve specific client objectives. If we needed to better understand people’s relationship with a category ... hello, digital diaries! Get perspectives from small business owners? I see you, virtual IDIs! Share packaging concepts? ... No thanks, virtual focus groups. We’re booking a flight! 

Because of COVID-19, the entire industry of research practitioners was forced to go all in with exclusively virtual research, like it or not. We collectively reassessed our relationships with it to make it work. 

The great news is that we are making it work virtually! In the last year, researchers have had amazing conversations and learned what was needed to find success. But with the vaccine rolling out, the ability to connect with people IRL is just around the corner (fingers crossed). While researchers have been surprised by what we can achieve virtually, there are some things that thrive in-person that we’re all clamoring to get back to.

Here’s a rundown of some of what I loved and loathed about virtual research, and how my team sees things playing out in the future.

What we loved:

What we loathed:

What we loved:

What we loathed:

What we loved:

What we loathed…

What we loved:

What we loathed:

Research during the COVID-19 pandemic put virtual methodologies to the test, forcing us to experience the limitations and strengths of these versions of research, but also allowing us to focus on our strategies for the future.

Though already steeped in virtual methods, researchers, like our participants, have been learning more about virtual research! 

Virtual research has been a success, but it’s also a mixed bag. Some things worked really well onli...