Archive for the ‘Online Qualitative’ Category

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


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 ( 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.

Make Your Qualitative Market Research New Year Resolutions!

Posted on: December 2nd, 2013 by doyle

From the desk of Jo-Ann Ryan

As 2013 is nearing an end, and 2014 is just around the corner, it’s not too early to make your qualitative market research resolutions for next year.  Doyle Research can assist you with setting priorities and getting the most bang for your buck.  And maybe in the New Year, it’s time to try some new methods.  Here are some options to consider:

Online Qualitative Research

If you want to explore a category; discuss a concept, product, or communications; surface associated issues; and/or bring people of different geographies together, online qualitative research is a great option.  Depending on your objectives and audience, we would recommend a real-time method (e.g., online focus groups, mini-groups, dyads, triads, decision pairs, individual depth interviews) or an asynchronous method (bulletin boards, online immersion, video diaries).

Mobile Qualitative Research

If you’d like to capture your customer’s stream of consciousness “in the moment” perceptions or reactions during a relevant behavior (e.g., making a purchase decision at a store, choosing a meal at a restaurant, etc.), then mobile qualitative may fit the bill.  We can have customers call in or text their reactions as well as snap some photos or create brief videos.

Ethnographic Qualitative Research

If you’d like to capture the customer experience in the “natural” environment during or after s/he’s making decisions (e.g., and have a researcher observe and probe on the experience in real time), ethnographic/observational research can provide invaluable insights.  Such research could take place in-home (e.g., applying cosmetics, doing laundry, cooking meals), in-store (e.g., observe decision making and/or to gain feedback on categories, products, displays, packaging, bundling, retailer service), or on-site (e.g., organizing a desk at the office, cleaning the car).

QuickQual: Online Qualitative Research

This method is a quick and affordable text-based online tool that can provide you with early/directional inputs for the concept development and refinement process (e.g., for products, packaging, communications, etc.), and to ensure language accurately reflects the concept.  This method offers a same-day study kick-off, immediate recruitment of high-incidence respondents and 48 hours to results.

MineSights: Qualitative Meta Analysis

Take another look at market research that’s been conducted throughout your organization in 2013 or before — with a new perspective or purpose.  If you don’t have the time or you want a fresh projective, then consider Doyle’s MineSights.  We not only will provide new insights but also identify gaps of knowledge for future research initiatives.

We can make it happen

Doyle Research can help you to keep your research resolutions!  We have 17 proven qualitative market research methods and counting that will enable us to effectively address any research needs that you have.