Apr 29, 2025
IN CLEAR FOCUS: Tom Woodnutt of Feeling Mutual discusses the
evolution of online qualitative research. Tom explains how
asynchronous methods yield authentic insights by allowing
participants to share in real-world contexts without the social
pressure of focus groups. He explores maintaining engagement, AI's
impact on research, and the “qual at scale” trend. While embracing
AI as a powerful tool, Tom emphasizes the irreplaceable human
intuition that makes great qualitative research
possible.