Insights from the 2025 GRIT Insights Practice Report
Qualitative research has long been defined by its traditional methods: in-person focus groups, in-depth interviews and highly moderated sessions. These formats still have their place—but today, the landscape is shifting.
In the 2025 GRIT Insights Practice Report, Recollective’s VP of Research, Laura Pulito, shares how qualitative research is evolving—not just by moving online, but by fundamentally rethinking how technology can enhance and extend what qual makes possible.
Not a Digital Translation—A Rethinking of What Qual Can Be
The transition to digital isn’t about replication—it’s about reinvention.
Rather than recreating legacy approaches in an online setting, today’s leading platforms are empowering researchers to engage participants in new and more meaningful ways. With features like asynchronous activities, interactive task design and AI-powered support, the process of gathering insights has become faster, smarter and more adaptive.
It’s not just about speed. These advancements offer greater flexibility, broader reach and more inclusive participation. All whilst still preserving the depth, nuance and empathy that define great qualitative research.
AI That Enhances—Not Replaces—the Researcher
AI has become a critical piece of the modern qual toolkit. As Laura emphasizes, it’s not about replacing researchers, it’s about supporting them.
With AI-enabled transcription, theme detection and real-time synthesis, research teams can move from raw input to strategic insight faster than ever before. These innovations are making qualitative research more accessible for lean teams and more efficient for experienced ones.
By integrating AI as a partner in the process, researchers are gaining more time to focus on interpretation, storytelling and action.
Accessibility Without Trade-Offs
One of the most promising aspects of this shift is that qualitative research is no longer limited to teams with deep experience or large resources.
Platforms like Recollective are built to support researchers at every level—whether they’re traditionalists looking to modernize or innovators eager to experiment. Studies can be designed, launched and analyzed more easily, with built-in guidance that ensures participants stay engaged and insights stay sharp.
This kind of access doesn’t compromise on quality, it raises the bar.
The Future of Qual Is Already Here
As Laura Pulito puts it, digital qualitative research isn’t just an alternative to in-person methods—it’s a more dynamic, collaborative and powerful way forward.
With the right technology, researchers can do more than just adapt, they can evolve. As tools like Recollective continue to expand what’s possible, qualitative research will only become more essential to how organizations understand people, make decisions and drive growth.
Watch the Full Panel Recording & Access the GRIT Report
Get more perspectives from the 2025 GRIT Forum panel and Report on the evolving methodological landscape. Click here.
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