Key Takeaways:Resurgence of In-Person Research: After a significant shift to digital methodologies during COVID, there’s renewed interest in face-to-face research. In-person settings provide unique, nuanced insights that are difficult to replicate online.Balancing Methods: While digital research is efficient and cost-effective, in-person research adds a layer of emotional and physical context, offering richer insights, particularly in complex projects.Challenges of In-Person Research: Logistical issues, such as the travel and coordination involved, remain significant barriers, but the payoff can be substantial in terms of stakeholder alignment and deeper insights.Predictions for the Future: Maggie and Chuck predict that 75% of qualitative research will remain digital, but critical projects requiring deep human connection and consensus will continue to rely on in-person methods.Quotes“In-person research adds a depth you can’t get digitally, even if it’s not written directly into the objectives, but it enriches the context and overall quality of insights.” – Maggie Bright“The best people at the best companies know the value of being in person for critical discussions and decisions, and that won’t go away.” - Chuck Murphy“The pendulum is swinging back to in-person research. There’s something about being there that connects us more deeply to the research and the people involved.” – Maggie Bright

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