Qualitative research interviews are in-depth interviews that elicit detailed feedback from your customers and leads. Unstructured interviews often reveal why people make certain decisions or react in a particular way. Qualitative research is especially helpful for understanding why a piece of educational technology works for some disciplines but not for others.
If researchers want to identify their customer’s needs, they must clarify their market message and generate ideas for their educational technology brand and its products.
Step 1: Improving with Technology
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