Archive for January, 2019



Taking Research Online

Posted on: January 24th, 2019 by doyle

Today’s expansive research tool kit means we have the ability to conduct research any number of ways, whether it’s in-person or online.  This allows us to design the approach that best meets your needs, best meets the needs of your audience, and works within any budget or timing constraints you may have. 

When it comes to digital research in particular, here are eight common client needs and how we utilize our approaches to address them.

Get Information Quickly

We offer an option for an “in-the-box” quick-turn research solution with a turnaround time of just five to seven days for simple qualitative, quantitative or both. Additionally, we can plan, deploy and analyze a discussion based on one-on-one text chats or a bulletin board in as little as three weeks.

Gather Information Over Time

Using discussion boards, we can create flexible, nimble communities that allow you to track a customer’s journey, experiences, perceptions and feelings over periods of time as short as three days and as long as a year. Participants can come and go easily, answering on their own time.

Test Stimuli

If you’re doing quantitative stimuli testing but need some qualitative depth, we can easily append chats to your existing survey instrument, engaging in one-on-one text-based conversations with a select subset of respondents. We can also expose respondents to video, text, image or web-based stimuli using an online discussion board or series of webcam interviews.

Learn from a Hard-To-Reach Audience

An online discussion board is usually our preferred choice for hard-to-reach audiences because it allows them to answer on their own time. The format is unobtrusive, and we can set up a board and leave it open for a designated period of time, meaning that even participants with unpredictable schedules or limited availability can engage when it works best for them.

Observe Respondents on the Go

Our mobile solutions mean that participants can easily take photos and video of their surroundings and/or complete activities and upload them to our platforms. Shopping trips, restaurant visits, office workflows, even their commute can be filmed or photographed and uploaded.

See People – Observe Facial Expressions, Body Language, Respondent Surroundings and More

Video-based IDIs and focus groups provide the ability to engage with respondents face-to-face, just as you would in a physical facility. With this technology, we can capture facial expressions and body language, as well as observe interactions with products and people inside their home, office or other environment.

Take an Iterative “Test and Learn” Approach

We can create a “pop-up” community of respondents who can give feedback on different iterations of ideas, stimuli, and more over time. Participants can be in position to react to new creative, provide feedback on modified product ideas, or even discuss current events or timely topics, based on your objectives.

Blend Quantitative Rigor with Qualitative Depth

Video or text-based chats, or a discussion board, can easily link to the end of a quantitative survey. We can also recruit respondents from a quantitative survey to connect with us at a later date for a follow up interview.

Want to know more? Contact us for a conversation about your own unique needs.

 

 

The Role of the Qualitative Strategist in Mobile Research

Posted on: January 16th, 2019 by doyle

The widespread adoption of mobile phones is a great advantage for marketing researchers.  Mobile qualitative research gives us the ability to observe the customer experience when and where it occurs, providing in-the-moment reporting that helps surface rich insights. How much better to have the consumer record themselves each time they get a midnight snack than the alternative of waiting days or weeks and relying on recall when discussing their behavior with more traditional techniques.

Of course, mobile qualitative relies on participants operating somewhat independently of the researcher and outside of a research facility. So, what do we – as researchers – actually DO now that respondents are completing assignments without us?

In reality, respondents aren’t completing assignments without us. The role of the researcher in mobile qualitative is even more important precisely because the respondents are more independent. To complete qualitative research without losing participants midway through, and to keep participants engaged and thoughtful, researchers are needed to:

  • Design effective assignments that optimize the capture of critical moments. Identifying and then reacting to these moments is the key to successful mobile qualitative.
  • Provide instructions and guidelines for participation that keep the participant interested, willing and able to complete the research.
  • Build rapport and trust with the respondent. We have learned that it is always best to talk to the respondent before sending them out to complete the research assignment.  This creates a personal connection and encourages more robust engagement for the participants.
  • Capture and observe mobile responses (videos, photos, texts) from respondents and probe for additional information or modify subsequent assignments to reflect new learning.
  • Actively monitor responses for depth, accuracy and quality – and skillfully encourage maximum participation.
  • Engage stakeholders with highlights from ongoing respondent input. Periodic topline reports, daily briefings, or even high-level interim reports (depending on the length of engagement) can all be used to develop optimal outcomes.
  • Conduct follow-up interviews. After the mobile data collection, a follow-up phone or webcam interview to debrief with each respondent, as well as ask general follow-up questions, provides the opportunity to probe into specific observed behaviors.
  • Analyze responses to identify findings, implications, and meaningful insights.
  • Provide rich, multi-media final reports that bring the insights to life.

So while we are no longer in the presence of the respondent, or interacting with them in real time, our engagement is still significant and critical to the success of any mobile research study.  Questions? Contact Kathy.doyle@2020research.com