Innovation in Qualitative Studies Procedures: A Conceptual Model about Omnishopper Experience in Times of COVID-19 Pandemic

Abstract

COVID-19 pandemic is not just a public health issue; it is an event that is disrupting the social order in several dimensions. In the field of consumption, the changes imposed by quarantine and social distance promoted a rush to purchase via digital resources, forcing consumers and retailers to adapt quickly. In the wake of changes, channels and brands have become vulnerable, as consumers have switched to distance shopping via e-commerce or mobile apps, not always keeping the same previous preferences, but developing new and new experiences buying days. Knowing new behaviors is imperative for brands and channels and this article presents a model with key moments in the omnishopper experience that immediately adapts to the needs of scholars and specialists facing such a challenge. The model was developed from a qualitative study based on Grounded Theory, a methodology that allows the researcher to develop substantive theories that meet the need to understand the phenomena in which both the researcher and the participants are part of the actors involved in the scene. This study innovated in procedures, using the WhatsApp application in the interview phase, avoiding face-to-face meetings. This is another advance to be taken advantage of in studies to be carried out during the COVID-19 pandemic.