There is no denying the trend — more market researchers, brand and corporate clients are beginning to use online qualitative research tools to help them design and quickly deploy a range of consumer and B2B research studies. The opportunity for using online qual is driven by brand clients who are increasingly challenged to respond to the market in near real-time. While big data is playing a larger role in that reality, there is also a need to rapidly innovate, test concepts, ideate, gain insights […]
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 […]
Online qual is obviously technology-driven. You got to bring a human element to it, and there’s a lot of different ways to do that.
The key thing really in the whole humanizing and online technology study is to have the moderator get involved right up front. A video presentation, introduction, hey, here’s who I am, here’s what I’m trying to do, this is my job, this is what I need you to do, very, very important in creating that human element right at the beginning.
Most of us have come from the traditional face-to-face focus group world. Obviously online is a technology-driven method, and it has some serious advantages over face-to-face qual in my opinion.
Like most things these days, it’s no surprise that mobile and social technologies have had a transformational impact on qualitative consumer research, especially online qual. From where, when, and how market researchers engage respondents to how easily consumers can share their lives with us, the next generation of online qual technologies are providing a deeper […]