Conducting Qualitative Market Research with social distancing. A study on the online laddering technique

The purpose of this study is to explore the online qualitative research methods which make use of synchronous interviews with a focus on the soft laddering technique. The aim is to understand the validity of such technique conducted online through digital platforms to study consumer behavior as compared to the face to face mode, and to provide suggestions for possibly usage from researchers and practitioners in compliance with social distancing regulations during the COVID 19 pandemic. Semi-structured online synchronous interviews were conducted among a panel of twenty-five young consumers. Findings show that the online soft laddering technique proves an efficient qualitative research technique as it follows the evolution of the always connected consumers and it bridges the critical aspects of qualitative research in the presence of social distancing measures. Online qualitative methodologies also provide managers with efficient and smart tools to study consumer behavior as it evolves in presence of external shocks in order to implement adaptive marketing strategies.