In terms of subject matter, Digital Qual specifically focuses on consumers’ digital experiences – for example, experiences using the internet or digital devices. In terms of methodology, Digital Qual is about the use of digital media and research techniques involving online communities instead of group discussions in research facilities, or smartphone apps as opposed to paper consumer diaries. Digital Qual is characterized not only by a holistic and in-depth exploration of consumer experience, as is also the case in traditional qualitative research, but also by a greater focus on engaging, interactive and playful methods.

GfK applies Digital Qual in research about all areas of the customer journey, to drive innovation for its clients, and to help transform the relationship between companies and their customers.