In my history as both a brand manager and market research consultant I’ve witnessed the adoption of technology for conducting marketing research studies grow at an amazing pace. From mobile activities and video capture to collages and social media exercises, there are no lack of tools and options in the marketplace. While online tools are truly changing the way we engage with consumers to develop insights in real-time, in places we could never reach them before, this technological revolution is also creating a few challenging issues for brands and market research organizations:
- Many of the current tools are just one-offs with limited capabilities. This might mean you have to aggregate activities and data from multiple sources to create a single report. It’s inefficient.
- Many brand teams or internal marketing people are not using the same platforms. Those that rely on using outside consultants use the tools that a particular research consultant may recommend. You could have a dozen teams using a dozen different tools. That creates a lot of organizational inconsistency including activity types, analytics, and reporting…and no standardization.
Here are 5 good reasons why your brands or company should adopt one online research platform across your entire organization.
1. Consistent Expectations
Developing and standardizing online qualitative testing methods using a single platform across your organization creates consistent expectations. If you do a lot of concept testing or segment humanization these approaches will always be structurally similar or identical to your previous studies. Your team/clients will know what to expect and you will develop a comfort level amongst the users of the analysis.
2. Standardized Activities
By using a single platform and standardized activities such as collages, perceptual maps, video inter-activity and social media tools your teams will have a set of approaches that are accepted across the organization. Over time this will give your company the ability to establish benchmarks for comparative purposes.
3. Customized Methods and Approaches
Many times, custom methods are required for concept testing, copy testing and idea generation. By adopting a single comprehensive platform you will have the ability to create new methods and approaches customized specifically for your organization that you can execute over and over across brands and divisions within your company.
4. Faster In-field Execution and Consistent Reporting
Having pre-built methods/approaches will save you time (and $) in getting in and out of the field quickly. Your study data and all of your methods should be stored in your own private, secure library for as long as you want it stored. Over time this library will evolve into “Big Data” – a repository that can be mined in aggregate should you wish to explore the historical data in total at some point in time.
5. Platform Familiarity Leads to Better Insights
Familiarity with a single environment and its analytic tools will allow the entire organization to become adept at using the observation filters to see respondent data in just about any data cut imaginable – at the activity level, segments, respondents, specific key questions, demographics, and more. Not only will your analysts be able to master the data mining for better insights but they will also have tools to help them build consistently dynamic reports.
Why Aha! Should Be Your One Online Qualitative Research Platform
Aha! is the next generation of online qual technology that is well-suited for large brands and companies. The tools are highly intuitive and incredibly easy to master so you can create consistent execution across you organization without re-inventing the wheel each time. The comprehensive suite of pre-built activities allows you to create studies quickly and efficiently. You can customize your methods and preferences so the entire organization is benefiting from standard approaches, whatever the research objectives might be. Entire studies, activities, and individual components from previous studies can also be replicated and deployed with the click of a mouse. We can take your current methods/approaches and replicate them on our platform quickly and easily, and add some of our proprietary components to make them even better.
Aha’s comprehensive suite of interactive activities and methods includes:
- Image + Text Collage Builder
- Innovative Video Upload Tools
- Webcam Integration
- Concept Testing Methods
- In Home Use Test Approaches
- Mobile App for In-Moment
- Quant Components
- Social Media Activities
- Robust Analytics
Our experienced team provides study design, project management, recruiting and analytic consulting, plus hands-on training and tech support. We can also train/support your many in-house or contract consultants to educate them on the technology and support them from beginning to end.
To talk more about how Aha! can help your entire company or to schedule a demo, call Ray Fischer at 1-810-599-9440.