The Association for Qualitative Research
The Hub of Qualitative Excellence

Tapping into communities

From Y-Plan and City Mapper through to WhatsApp and iPlayer apps are fast become a big part of my everyday life, helping me find information, stay in contact with friends and keeping me entertained during my commute to work.

But there is potential for so much more. Apps, by their very nature, create communities by connecting like-minded individuals together. This could have huge implications for our industry, helping us identify and tap into specific communities of people for the purpose of qualitative research.

From using apps to contact potential respondents, to partnering with developers to conduct research within the app, it seems this technology is one to keep tabs on in future.

More information

City Mapper
Whats App


Kirsty Yeomans
Head of Qualitative Research, The Forge

This article was first published in InBrief magazine, November 2013
Copyright © Association for Qualitative Research, 2013