How do you plan a qualitative research study when there are more methods, platforms and AI tools than ever? This free, one-hour course module shows you how to design modern online qualitative research, from defining what participants need to do, to choosing the right method and technology, to deciding where AI should and shouldn’t help.

Module 1 of the six-part Digital Qual Masterclass Series is taught by Laura Pulito, Vice President of Research at Recollective, and is free to watch on demand thanks to the support of Recollective. It’s a practical foundation for anyone new to online qual, and a timely refresher for experienced researchers.

What you’ll learn

By the end of this module, you’ll be able to:

Who this course is for

What’s covered in Module 1

How qualitative research has changed since 2020

In 2020 the question was how to move in-person research online. Today digital is the default, research has spread beyond the insights department, and AI touches almost every stage of a project. The challenge now is making the right choices.

A framework for planning a modern qualitative study

Laura introduces the framework used throughout the series: start with the business question, objectives, audience and constraints, then ask what participants need to do, which approach supports that, who the participants are, what technology you need, where AI can help, how to create an engaging experience, and what you need for analysis and reporting.

Choosing and blending qualitative methods

A practical guide to matching approaches to participant tasks, such as reflecting, showing something in the moment, reacting in real time, building ideas together or tracking change over time, and to combining phases within a single study.

Participant fraud and integrity in online qual

How to layer identity, device and location checks, screener validation, in-field monitoring and source vetting, plus the questions synthetic personas raise. The key principle: who you learn from matters as much as what you ask.

How to evaluate research technology

A four-part evaluation lens for qualitative research platforms and AI-native tools: what participants can do, what you get out of it, how it works for participants, researchers and stakeholders, and whether it fits your organisation on data privacy, support, vendor stability and true cost.

Where AI fits in qualitative research

A clear way to decide which tasks to hand to AI, which to do in collaboration with AI, and which require human judgement, accountability and participant care.

Creative research design and participant experience

Why creativity is about making it easier for participants to express themselves, not making research “fun”, with a before-and-after example of rewording a standard satisfaction question.

About the Digital Qual Masterclass Series

The Digital Qual Masterclass Series is a free, six-module course on modern online qualitative research, hosted by Insight Platforms and supported by Recollective. It refreshes the popular 2020 Fundamentals of Online Qualitative Research course for a world of new platforms, blended methods and AI.

Frequently asked questions

Is this qualitative research course free?
Yes. All six modules of the Digital Qual Masterclass Series are free to watch on demand, supported by Recollective.

Do I need research experience to take this course?
No. Module 1 is a foundation for the series and suits newcomers to online qualitative research as well as experienced researchers who want an update on today’s methods, tools and AI.

How long is Module 1?
About one hour. You can also read the full edited transcript as a downloadable PDF.

What is the first step in planning a qualitative research study?
Once you know the business question, objectives, audience and constraints, the first step is deciding what participants actually need to do, such as reflect, show, demonstrate, react, collaborate or track change over time. That choice then shapes the method, technology and AI decisions.

How should I evaluate a qualitative research platform?
Look at four areas: capabilities (what participants can do), outputs (what you can analyse and reuse), experience (how easy it is for participants, researchers and stakeholders) and organisational fit (data privacy, support, vendor stability and total cost). Then demo, and pilot on a real but low-risk project.

Can AI replace qualitative researchers?
The module argues no. AI can take on repetitive, low-risk tasks and act as a collaborator on drafting, probing and theme-finding, but final objectives, methodology, participant quality, interpretation and recommendations require human judgement and accountability.

Is the course specific to Recollective’s platform?
No. The content covers the broader qualitative research landscape and applies regardless of the platform or technology you use.