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décembre 2023

Big Quali traduit en anglais avec en sous-titre "scaling qualitative research"


In the age of Big Data and new technologies, every company has access to a mass of qualitative data - photos, videos, testimonials, etc. - that can be used to improve the quality of its communications.

What is the value and economic interest of this qualitative data?
How can we produce and exploit this material without drowning in it?

Part of the answer lies in a new dimension of qualitative research: Big Qual. This approach goes beyond traditional qualitative research in several respects:

- larger samples - forums, communities, social listening;

- longer interrogation times - up to several weeks.

- automated interactions enhanced by technology - software, sensors, smartphones, video, etc.;

- expanded documentary databases.

What are the keys to the success of Big Qual?

  • Produce quality data on a large scale, in cooperation with the public - provided you know how to stimulate them.
  • Analyzing this data with a human and cultural approach, when artificial intelligence is limited to identifying and classifying data.
  • Promoting ownership of the results through inspiring deliverables.

The aim of this book is to use examples to illustrate the transformation of qualitative research via digital technology and to demonstrate its full potential. Shaking up traditional research approaches, Big Qual is an effective method that is accessible to everyone - marketing professionals as well as managers and decision-makers thinking about the future of their company and their brands - and within a limited time budget. 

Daniel Bô, HEC and SciencesCom, CEO and founder of the QualiQuanti research institute, is a pioneer of online panels and qualitative and quantitative research. The author of blogs and white papers on research, he has published articles on brand content and brand culture with Dunod. With Big Qual, he offers an illustrated overview of digital methodologies and reflects on the power of qualitative research.