Pandemic forced the brands to rewrite the rules of marketing as consumer preferences, journey and macro-economic circumstances had massively changed. They adapted the digital medium faster than anybody could have ever imagined. Brands realigned their marketing spends from ATL mediums to digital, as consumption on the latter had exponentially increased. While the situation is returning to normalcy, with markets, institutions, and other physical avenues getting opened, consumer habits have changed for the better. Overall, the brand-building exercise that was largely ATL-driven has gone through a massive transformation in the last 18 months. Consumers are seeking more personalized, empathetic, and relevant experiences from the communications. The idea for a one-to-many format of communications is fast shifting to one-to-one communications as the latter is more interactive. Digital is playing a key role in this transformation and today, no media mix is complete without the integration of these mediums. Brands are now relentlessly working towards creating a consistent customer experience across both physical and digital touch-points as consumer expectations have changed. Question: Taking into consideration above changes, organization wants to go ahead with qualitative research. Which technique would you suggest and Why?