The Thick Data Co: whii: A New Approach to Webcam Interviews Rooted in Trust and Scale

What if every participant got to choose their interviewer, and qualitative research improved as a result? Qualitative insight depends on trust, but most tools prioritise process over people. whii flips the model—giving participants control over who they speak to and when, while helping research teams scale interviews without losing depth.

This session explores how whii rethinks the form and function of webcam-based conversations, offering a flexible way to unlock richer insights through better alignment between participants and moderators. A practical walkthrough of how human connection, when designed into the workflow, can transform qualitative research at scale.