Whether it be a new topic or a hypothesis not yet empirically proven, qualitative methods aid in interpreting correlations by means of unaltered and unprompted information. Qualitative research is appropriate when differentiated and extensive descriptions of individual opinions and impressions are needed. On request, we validate the results obtained with the help of a quantitative approach.
The Internet sidesteps the limits imposed by standard qualitative research approaches, such as face-to-face interviews that must take place in studios (with all the associated disadvantages such as geographical restrictions and the high cost and inconvenience of travelling to interview locations). Thanks to webcam and Skype, interviews can be conducted with ease over the Internet without losing the non-verbal communication of test persons.