The Challenges of Conducting Experimental Research on Live-Communication

Technological and social developments foster the implementation of digital and hybrid live-communication. The COVID-19 pandemic only accelerated the digitalization processes. Experiments are the proper data collection methods to investigate the effects of digital live-communication. However, there are challenges of conducting experimental research on digital and hybrid live-communication during business-to-business events. In these research notes, some of those challenges were pointed out with the aim of supporting future researchers who work on the effects of digital and hybrid live-communication. In particular the balance between internal and external validity has to be considered when conducting experiments. Digital tools can contribute to accurate data collection and analysis. Experiments need to consider ethical aspects.