Qualitative research in the metaverse, a primer

New technology can be a source of great optimism and a force for positive change in the research industry. As such, it is important to discuss the merits of emerging technology. In this research note, the emergent opportunity for qualitative research in the metaverse is discussed. This paper looks at how rich sensory virtual environments with multiple sensory modalities might help address some of the shortcomings of traditional online qualitative research. The importance of establishing social presence in virtual qualitative research is addressed. Then, how the metaverse might help remove some of the constraints of ‘big qual’ is debated. The potential for the metaverse to improve participant inclusivity is considered, before finally discussing the issue of research ethics in a decentralised virtual world.