Qualitative research has the objective of gathering an essential human and cultural understanding of how people relate to an idea, engage with a brand and the role a product proposition can play in their lives. There are many approaches to getting under the skin of our consumer. In current times, where the main priority is keeping people safe, we cannot physically interact with people in f2f groups or in their homes. However, this does not mean that we need to stop from gaining rich insights that steer crucial business decisions. In this session we will share how to create proximity and even intimacy through conversations in a digital environment, so consumer centricity does not come to a halt whilst moving business forward. Particularly, in times of crisis it is essential to keep the consumer’s voice alive.