The Second Gap in Qualitative Research
The Second Gap in Qualitative Research
Abstract
In today’s digital economy, reputation is a business’s most valuable—and vulnerable—asset, fundamentally shaping SEO outcomes. While numbers like reviews and rankings are plentiful, there’s a major gap: little qualitative research explores how reputations are actually built and understood online. This abstract summarises current measurement methods, recognises the rise of AI-driven sentiment analysis, and underscores the urgent need for deeper, narrative-driven study of how trust and authority develop in digital spaces.