Online Qual: Creating The Next Generation Platform for Consumer Research
At a recent conference on consumer insights and marketing research, I was asked more than a few times why we created our online qualitative research platform, Aha!, and why now. The answer was simple; in my past roles as a consumer insight research consultant at RealityCheck, in brand management at Pepsico, and as a former agency guy, I had experienced first hand the impact of technology on marketing research. Our ability to engage consumers using mobile and social media where they live, play, shop, and socialize has never been more efficient or effective in understanding their relationships with brands.
Working with a team of technology experts we developed and launched the Living Diary® online consumer research tool in 2007. The new Aha! platform represents several years of technical evolution resulting in dynamic respondent activities and enhanced analytic tools to deliver deeper, richer, and more personal insights. Brands, market research companies, consultants, and ad agencies can now quickly and easily create engaging consumer or B2B studies to get closer to the emotional relationship between consumers and the products they buy.