It’s no surprise that the use of technology-based tools and platforms for conducting market research has been on the rise for many years. Due to the pandemic this ascendancy has been exponentially accelerated. While in-person F2F and traditional focus groups will always have their place in the insights world, Online Qual has become the go-to method for conducting consumer and B2B research studies, and for good reason: Technology can get brands and corporations the high-quality insights they need faster, more efficiently and at lower cost. The bottom line is that Online Qual/Quant is no longer just an up-and-coming trend… it has become the new world order.
Posts by Ray Fischer:
Hard to believe it has been a year since we introduced Aha! Live Conversations™, the first-ever integration of Zoom’s Unified Communication Platform, as part of our comprehensive suite of market research tools. The integrated platform – featuring video, voice, content sharing, and backroom chat technologies – gives market researchers and corporations the ability to conduct live webcam conversations with respondents to gain a deeper understanding of the emotions, attitudes, and behaviors that drive buying decisions and product usage.
Aha!, a global insights technology platform for online qualitative market research, announced the promotions of Paula Kramer to Vice President of Project Management and Sach Joshi to Senior Project Manager. Additionally, the company has hired Lexi Lear and Adam Phillips as project managers.
Aha!, a strategic insights technology company, announced the launch of QuickSprint™ Studies — its latest agile market research approach. QuickSprint was developed to give brands and market researchers the ability to get in and out of the market in a more timely and cost-effective manner to foster rapid innovation, concept testing, mini-digital ethnographies to inform brand strategy, or to pulse-check cultural events that shape our rapidly changing world.
There is a lot of talk of agile research these days. While none of this is new, the advancement of mobile and other technology has certainly accelerated the ability of market researchers to get in and out of the market quickly and efficiently versus the time it takes to recruit and conduct multi-day studies.
It is no secret that agile market research methods are driven by the challenge to respond to marketplace opportunities in near real time. This increased sense of urgency has pushed brand managers, insight strategists, R&D teams and market research consultants to develop and deploy initiatives more efficiently and effectively, including concept testing in support of rapid innovation.
It is amazing how quickly things can change, or innovation can be accelerated, when your business model has been so severely disrupted. That’s what has happened to the market research and insights business. Covid-19 has accelerated the use of live webcam and virtual meeting technology to conduct qualitative consumer and B2B research. This is the “new normal.” Most qualitative market research suppliers have jumped on the bandwagon out of sheer necessity. But Aha! Insights Technology is no ‘Johnny come lately’ to the use of live webcam as part of its online qual platform. Fourteen months ago, Aha! became the world’s 1st integrated channel partner with Zoom. Not only the first research company to integrate Zoom but the first COMPANY in the world to build Zoom’s functionality into a proprietary standalone platform outside their own ecosystem. The point is, not all insight platforms using webcams or remote meeting technology are created equal. Here’s why…
Online qual and F2F research go together like Rock n’ Roll. This presentation demonstrates how a hybrid of the two methodologies can work in a complementary fashion to produce more robust insights than achievable by themselves. Over the past 15 years online qual has gone from a novelty to a bonafide and essential research methodology. Initially online was […]
Jim White, a founding partner of insights and strategy consulting company RealityCheck, and Ray Fischer, CEO of insights technology platform Aha!, discuss several best practices they’ve learned over 15 years of conducting online qualitative research.
Here is a great article from Jim White of RealityCheck on face-to-face market research vs. online qual.Read on — RayThe use of social media is pervasive. There’s an almost universal penetration of high-speed internet. And almost all consumers have access to some form of digital communication. But in spite of all that, studies still show that only a […]