Virtual interviewing and online focus groups were growing in usage for years before 2020, but the pandemic all but made virtual research the norm; a norm that has been holding, even as travel and in-person gatherings seem to be back. And while there are many benefits to opting for a virtual approach, you may be thinking about what you might be missing out on and if you should consider going back on the road. Here’s what to consider for a successful transition back to in-person research in 2022.

First consider the clear advantages to virtual research that emerged as we adapted to that clichéd “New Normal”.

• Accessibility & Flexibility: With in-person research traditionally limited to larger metropolitan areas, virtual interviews and groups allow marketers to reach new voices. Online opportunities improve participation from those often excluded, like customers living in smaller markets or those with physical or sensory disabilities. Virtual meeting platforms can bring together more diverse perspectives into a single conversation. Plus, a bonus of customers who are more willing to make themselves available during their workday hours because hopping to a new meeting link doesn’t entail the same commitment of a commute into a central facility.

• Equalizing: Virtual platforms also create a more equitable environment for a small group discussion. Participants see everyone’s face lined up on the screen, and virtual meeting culture means folks are less likely to talk over each other. Navigating the infamous mute button just seems like a small price we all must pay for this convenience. This equalizing effect also extends to sponsors of the conversation who can include many more observers in the live conversation without having to make the same time and travel spend. Virtual backroom chats for observers allow product and marketing teams to react in real time to customer feedback, increasing the accountability to listen and take action.

But online qual research also has its limitations and will not be the right fit for every project in the long term. In a virtual environment you may sacrifice:

Attention from your customers - Larger virtual discussion groups tend to drag on with fewer people willing to speak up when surrounded by too many peers. Technical issues or distractions in their surroundings occasionally take customers' attention away at critical times and can disrupt the conversation.

Social trust & empathy between customers – Virtual meeting culture eliminates body language and social cues, and even side conversations that often lead to the juicy feedback observers want to hear. Brainstorming and ideation exercises can fall flat when participants feel they might be judged for creative or out-of-the-box thinking. This vulnerability can make some less willing to share dissenting opinions or build upon others’ feedback in the more rigid structure of a virtual environment.

Empathy for your customers – Remote observers also miss out on the visual communication that tends to say more than what’s heard at surface. Plus, with on-screen work-related distractions, it’s hard to stay present as an observer. In-person interactions make for more compelling research artifacts that bring the voice of customer to life, like creative visual & audio deliverables that better catch the eyes and ears of decision-makers and leave a lasting impression.

The dilemma – should you stay or should you go?

Given the pros and cons of virtual qual research, how should you be thinking about meeting customers face-to-face in 2022? While there are many nuances that may affect how soon it will be possible, there are three considerations that you should prepare for as part of your planning.

1. Choose your customer audience wisely. If you’re looking speak with a niche group of professionals or groups of participants that are unlikely to want to share secrets with each other – virtual may continue to be the best option...for good. If you’re seeking to connect with a particular customer segment, like parents, consider impacting factors (like unvaccinated children) which may affect their willingness to connect in person. In-person engagements in 2022 may be best for easier-to-reach audiences so that you can be sure you can find enough participants willing to commit.

2. Consider the needs of your customers. Be respectful of customers masking and social distancing preferences. If you can, screen for their level of comfort and group participants that have similar preferences. Regardless, set the tone to be inclusive of all preferences and have a plan ready for any situations that might impact the health & safety of others.

3. Host the conversation in an inviting environment. Many of us haven’t sat in a conference room for over two years now. Sterile environments with two-way glass may heighten the social awkwardness that many of us are feeling as we enter back to previous in-person routines. Consider opting for a less traditional approach like a lounge setting at a focus group facility, or even a private room at a restaurant or a patio setting where participants may feel more comfortable. You may even try a flipped approach and head into the room to join the discussion, connecting sponsors and customers face-to-face in the same conversation.

In-person research is the ultimate way for marketers and product teams to build empathy for their customers. Empathy is what it takes to understand customers’ needs, hopes, aspirations, and challenges which will ultimately help you make better marketing and product decisions.

In 2022 and beyond, we still see virtual research having a part to play in the overall qualitative research process, but after two years of sitting behind screens, many people are craving some face-to-face connection, your customers included.