---
title: Best Practices in IVA and CVA Market Research
description: IVAs/CVAs testing research, which was traditionally conducted through IDI, swiftly was forced to transition to virtual encounters during the pandemic.
image: https://resources.think-gen.com/hubfs/ThinkGen-BestPracticesInIVA-Whitepaper5112021_Page_01-0a7cdc32.webp
---

# Best Practices in IVA and CVA Market Research

With the emergence of the COVID-19 pandemic in March 2020, the market research community rapidly adopted online research as its primary mode of data collection. Interactive Visual Aids (IVA)/Core Visual Aids (CVA) testing research, which was traditionally conducted through in-person depth interview (IDI), swiftly was forced to transition to virtual encounters.

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