Archive for the ‘Online Qualitative’ Category



Recruiting Online Qualitative: Best Practices from the Trenches

Posted on: February 20th, 2018 by doyle

From the desk of Natanya Rubin

Online qualitative research is a terrific way to accomplish a national or even international recruit, save time and money on travel, and to gain deep insights from respondents.  But the success of a project can only be assured by getting the details of the recruit right.  We’d like to share some best practices that help ensure that your online project delivers!

Understand your recruiting target.  When you’re deciding whether to conduct mobile diaries, online communities, or webcam interviews, take a good look at your respondent profile and ask yourself, “What is the right method for this target? For example, you might find that with a youth-oriented recruit, you will get richer insights from a mobile journal, where respondents can speak intimately and in their own voice, versus a traditional online bulletin board where they may not have the patience to provide in-depth, written responses.

Be prepared to offer an appropriate incentive. Make sure your incentive is appropriate to the investment of time and effort you’re asking of the respondent, to reduce drop-off during the study and the need for more over-recruits.  Online qual often asks respondents to return to the platform on multiple occasions, since tracking behavior over time is one of the many benefits of the methodology.  The incentive must entice (as well as fairly reward) the respondents in order to get good completion rates.

Screen smart. Screeners for online qual should always include questions around technology ownership and user comfort with their devices, along with questions about online behaviors that ensure that they will be able to navigate the chosen platform. Additionally, we select recruiters who use recruiting methods that meet respondents on their own turf.  For example, a mobile pre-screening link is a natural method of outreach for respondents who spend a great deal of time on their smartphones, and who might be great candidates for a mobile journal.

Choose the right recruiter.  It’s important to select a recruiter with a substantial qualitative database for online methodologies.  Although there are some studies where a panel recruit might be appropriate, it is not recommended for online qual, as respondents who are more used to online surveys might not understand the robust commitment expected for an online qualitative study.

By taking a good look at your target, offering the right incentive, asking the right questions in the screener, and choosing a recruiting partner who can deliver committed respondents, you can ensure that your online study delivers rich, in-the-moment insights!

 

We can see clearly now! Tips and tricks for making the most of your qualitative webcam interview.

Posted on: October 26th, 2017 by doyle

From the desk of Natanya Rubin

Qualitative webcam interviews are an exciting opportunity to see a respondent in her native habitat, but there are plenty of tech pitfalls that can make that time less rewarding.  Here are some of the best practices that we and our platform partners employ to make sure the interview goes well:

The tech check is key.  We always recommend scheduling a live tech check prior to the interview, rather than relying on the respondent to complete an automated one.  This allows a technician to connect personally with the respondent to test bandwidth in the area where the respondent will do the interview, work with them to confirm that their audio functions well, and help them adjust their lighting (see below for more on both topics).

Separate audio and video allows for flexibility, should something go wrong.  Although advances in VOIP stability and clarity make it tempting to have both video and audio run through the respondent’s computer, we recommend that the audio for the qualitative interview be done through the respondent’s phone line.  That way, if the respondent’s internet is spotty and happens to go down during the interview (which sometimes happens despite best efforts to vet bandwidth in advance), the interview can still be salvaged using the separate audio.  During the tech check, we also instruct respondents to make sure their phones are charged and that the power cord is within reach, to ensure that there are no interruptions to the audio.

Lighting is a make or break proposition.  Ensuring good lighting is critical to the success of a qualitative webcam interview.  If the respondent is just a dark, backlit mass, it’s hard to read emotion or see details of their space.  During the tech check, we often help respondents adjust their lighting set-up by asking them to grab a desk or table lamp to get light on their faces, while closing drapes or turning off the lights behind them so they’re not silhouetted.  Then, on the day of the interview, they’re ready to be seen!

By preparing the respondent for the interview through a live tech check, separating audio and video as a safety net against bandwidth issues, and guiding the respondent to be sure they can be seen on-screen, Doyle Research ensures that each qualitative webcam interview is both technically seamless and rich in insights.

 

 

 

 

 

Costing Qualitative, Part 4: Can You Save Money by Conducting Your Research Online?

Posted on: August 3rd, 2016 by doyle

From the desk of Kathy Doyleproject-costing-image1

There is a perception among clients that online research is cheaper to conduct than in-person research. Is this really true? The answer is “It depends”. Let me explain…

Both online and in-person research studies include all of the same cost components: recruiting, incentives, moderating, report, and location fees (what you save on facility costs is spent on software licensing). So when comparing an in-person group to an online group, the costs are about the same.

Where the cost-savings come into play is in study design. Let’s say, for example, that you want to conduct research in 3 different regions of the country. With in-person research, you must travel to each of the 3 regions, and conduct a minimum of 2 groups per market (you should never rely on a single group), in order to achieve your research objectives. With online research, each group can be recruited to include a regional mix. So you may be able to conduct only 2-3 groups in order to achieve your research objectives. And therein lies the savings. Six in-person groups compared to only 3 online groups saves you almost 50% while still achieving your objectives.

So, can you save money by conducting your research online? It depends!

Wrapping up this 4-part series:

In sum, there is no standard qualitative bid.   Each project is unique and complex, with many variables to consider.   Understanding the variables that impact price can help you better design research projects that meet your budget constraints and minimize surprises.

To read the other posts in the series:

Part 1: Four Key Factors That Impact Price

Part 2: Apples to Apples Comparisons

Part 3: Hidden/Forgotten Costs

 

 

 

Kicking the Tires: The Automotive Path to Purchase

Posted on: May 14th, 2015 by doyle

From the desk of Alice Morgan

What We Did

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In the Summer of 2014, Doyle Research and DrivingSales, an automotive dealership consulting and training company, conducted a comprehensive research program to diagnose the automotive path to purchase and enhance the dealership experience.   We used cutting-edge GPS technology to intercept auto shoppers, at the dealership, to get authentic in the moment insights.   In addition, video diaries, ethnographies, dealership shopalongs and webcam interviews were all utilized to uncover the pivotal dealership communication touchpoints at each stage of the buying process.   An online quantitative survey was then conducted with 1,300 new vehicle purchasers.

What We Found

Many new vehicle shoppers find the car-purchasing experience stressful and unpleasant. Over half indicated they would buy new cars more frequently if it weren’t such a difficult, intimidating and unpleasant process.

Game Changers

Dealerships have gotten slightly better over the years. The problem is, other verticals have gotten substantially better. Other categories provide unfiltered reviews, pricing transparency and a low-pressure retail environment. Car dealerships don’t.

Poor Dealership Websites

They’re cluttered, confusing, hard to navigate, and shoppers don’t trust the information provided. Over half of new car shoppers don’t visit dealership websites at all. Shoppers rely on third party sites instead.

Outdated Communication Practices

Nowadays people don’t want to talk to their nearest and dearest, let alone to a car salesperson. Dealership contact forms requiring phone numbers and sales strategies emphasizing personal contact backfire, particularly among Millennials.

Too Little, Too Late

The result of all these barriers is that car shoppers avoid interacting with the dealership until very late in the process. When they do visit they often have a poor experience with a salesperson they just met and don’t trust.

Ripe for Disruption

The system is broken due to lack of trust and changed expectations. Car dealerships need to rethink engagement, provide greater transparency, and forge connections with new car shoppers earlier in the process. Old school car dealerships are ripe for disruption. If they don’t change to meet the needs of today’s car shoppers, they will be replaced.

Want to learn more? Doyle is presenting this research next month at IIeX in Atlanta. Hope to see you there!

 

In The Beginning … Getting to Inspired Qualitative Research Design

Posted on: December 16th, 2013 by doyle

from the desk of Alice Morgan

At Doyle, we love the beginning of the qualitative research process, when the sky’s the limit and we get to bounce around all sorts of ideas about how to achieve the business objective.  As experienced qualitative researchers know, every method has both advantages and disadvantages.  And the method selected depends on a number of factors, considerations, and implications.  In this blog post, we’d like to explain how we figure it all out – how, precisely, the sausage is made (ok the metaphor may be inelegant but what can I say – my husband owns a BBQ joint!).  To put it more elegantly, here’s how we get to inspired research design:

Alone Again, Naturally? (Cue the cheesy 70s music)

A key determinant in research design is whether the objective will be best achieved via an individual interview or some kind of group (pair, peer party, triad, mini-focus group, focus groups, panel, etc.)   Is it a sensitive topic, and/or one in which group dynamics can bias or impede sharing?  If so, an individual interview may be called for.  Or is this a topic – like branding, or ideation, or consumer wants and needs, where “sparky” group dynamics, the wisdom of crowds so to speak, will help?   In that case, we suggest some type of group.  Or it is it a topic in which both perspectives would be helpful?  Think mix – mixed method, that is.

 In-Person or Online?

At Doyle, half our research is conducted in-person and half is conducted online.  We truly love the in-person experience, and we are equally crazy about the reach, depth, and candor we get online.  We suggest in-person when there is a tactile element to the research (do people need to see and touch the product?) or if we are asking participants to embark upon unusual and complex creative projective exercises.  We suggest online and, increasingly, mobile for a variety of reasons including geographic reach, using smartphone videos to get at in-store or at-home experiences, or if we wish to observe reactions over time.  This brings us to …

Live or … Not Live?

As prior blog posts have noted (http://doyleresearch.com/qualitative-research-dead-asynchronous-or-alive/) qualitative research is either conducted in real time, or over an extended period.  Live research, which is conducted either in-person or online, makes sense when we want to know what people think – then and there, without overthinking it.  Communication checks, for example, are conducted live (and mostly online, via webcams).  However, it is often beneficial if people have time to, well, ruminate.  Asynchronous methods such as bulletin boards or video journals allow us to go deeper, to get at emotional drivers, need hierarchies, and to get the story behind the story.

And What About the Client?

Last, but not least, is you, Dear Reader.   What qualitative research approach will most engage you/your stakeholders?  We have clients who have been conducting qualitative research for many decades.  While not discounting the benefits of traditional methods, they are often open to creative approaches like ethnographies or mobile research.  In contrast, we have clients new to qualitative.  For newbies, we often suggest focus groups, as nothing beats seeing your customers up-close and personal.  You never forget your first time (watching a focus group that is).

Method to the Madness

So there you have it – the various factors we take into consideration when figuring out research design.  There are obviously lots of different approaches to qualitative research and careful consideration of the above will lead to stronger research and, thus,  better business decisions.