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.