Quirk and COVID-19: An Update

I’ve had a few queries from clients on the impact of COVID-19 on research, so I thought it the right time to send you a general update on what’s happening from our point of view.

I think it’s now clear that face-to-face qual is not really an option for the foreseeable future. Technically, as far as I can tell, we could still run in-depth interviews and mini-groups at viewing facilities as long as we follow the 4sqm per person guidelines. But my view is that any face-to-face research should be avoided.

So, we’ve already begun shifting some current projects online – using a mix of pre-tasks, built-for-purpose online / mobile research platforms and web-based conferencing. Just as we can work from home, we can do qual research from home. Recruiters tell us they are not having any problems finding participants.

That said, the fact is some projects can’t really be done effectively online, and probably shouldn’t be. I also acknowledge that some of you may feel that it wouldn’t be appropriate to conduct research in the current climate, and may decide to put research on hold.

With all that in mind, I wanted to let you know Quirk is still ‘open for business’ – albeit doing things a little differently. If you still have qual that needs to be done, we can help.

In the meantime, stay well.