Back in 2005, Malcolm Gladwell told us that focus groups are dead. Just last November, Jim Bryson, CEO of 20/20 Research, questioned whether qualitative research was thriving or dying: “If we take a narrow, more traditional view that qualitative is defined by the methods of face-to-face focus groups or interviews, particularly those held in a qualitative facility, then the case can be easily made that qualitative is dying.”
To all of this, I say: wait, ....