Qualitative researchers face an increasing variety of new methods and tools over the last two years. What is the impact of the post pandemic possibilities on qualitative research and what are the challenges for researchers to provide the best methodological solution?

In the keynote I want to address the digital influences on qualitative research on two levels: One is the level of the actual data collection. What is really the benefit of online-interviews or online-focus groups for our clients, now that we can conduct research online and offline again? What is the methodological contribution of these new possibilities in qualitative research? Can we also gain further advantages or methodological innovations from the digital push in the last two years? More variety definitely doesn’t make things easier, and I want to focus on the challenges but also the chances for researchers to choose and to justify the most target-oriented and cost-effective method.

The other level is on the analysis side with always new technological and digital innovations. Here we are also confronted with new tools, technologies and methods which challenge institutes to find the best and most result-orientated way. I want to rise the question what artificial intelligence can really contribute to qualitative research and where the limits are. How can automatization or standardisation can be brought in line with qualitative research, who’s purpose is to explore open, adaptive and flexible? By showing examples or sharing my reflections I can hopefully stimulate a discussion or inspire the audience to have a more differentiated view on the various digital possibilities in qualitative research and how to use them without losing our purpose.