It seems as if we are cresting the tipping point in online qualitative research. Just a year ago, when the economic conditions were merely a sting on budgets and attitudes, there was less adoption of innovative web-based options. But now that the conditions have evolved to a full force body blow of budget pressure, we are noting significantly increased velocity in the adoption of online methodologies, as brands strain to do more with less. Today I caught an interesting study released by the Association of National Advertisers that illustrates the drivers behind this shift. Among the findings, a few stood out from my Qualvu perspective: * 81% of ANA members are reducing departmental travel and expenses * 71% are challenging agencies to reduce internal expenses and/or identify cost reductions Now the rub: Despite these belt-tightening reductions, fewer marketers are eliminating or delaying new projects. So you’ve got growing project volume, with severe restrictions on travel expenses. It’s a classic scenario of “do more with less.” This seems to explain the shift to online qualitative methods that is gathering steam. Researchers can deploy qualitative projects via web-based technologies, meet their brand research objectives, while eliminating costly travel. However a crucial question begs, “What about when budgets start growing again, and conditions allow for increased travel– will there be a swing back to more traditional forms of qualitative?” I suggest the answer is simple and conditional.  If solutions like VideoDiary are truly a breakthrough in qualitative methods, providing research that is more efficient AND deliver hard-hitting insights that enable more accurate business decisions, then we are seeing a significant and disruptive shift that will change the way qualitative is done. Current conditions are remarkable, and remind me of a modern proverb I think of in any challenging situation: Heat tempers the steel and melts the plastic. I believe the same principle applies to business – rough and difficult economic times temper the best in business – including industry-shifting methods and innovations – and enhance or replace those that provide less overall value. We hope you’ll deploy VideoDiary, and see for yourself how innovations can help you adapt to challenging times. We’re willing to bet that long after the recession is over, you’ll find you’ve already discovered the future of qualitative.