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Online Qualitative Research: Tried, Tested and True

You might think online qualitative research is new and leading edge, even though it’s been around in some form for roughly two decades. As with many technology developments in commercial marketing research, our industry repurposed and modified technologies to meet our own needs.

Online qualitative really started with the online focus group, live text-chat sessions that were conducted in AOL chat rooms. The first known such session was conducted by Marian Salzman in 1992, but competitors quickly followed, and private chat rooms were not far behind.

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