Let’s admit it… many market researchers are either uncomfortable with online qual or they didn’t get the results they expected and shy away from it. That’s too bad, because the new wave of online qual tools and techniques are producing incredible insights for clients who have discovered the benefits of both technology, and adopting best-practices based on years of learning. […]
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.
From mobile and social friendly platforms to in-the-moment feedback and embedded analytics, technology is transforming the marketing research process for both consumers and clients. And this transformation is leading to greater respondent compliance, higher client engagement, and to even deeper consumer insights. In this recent video interview, I share some insights on how and why […]
Online qualitative is a powerful tool. Used properly for creating a marketing research study, it can generate rich consumer insights from engaged and willing respondents. Used improperly it can create a mountain of useless data that was painful for the respondents to generate and is exponentially more tedious and time-consuming for consultants to analyze. The […]