Making Online Qual Effortless
Get tips and inspiration for your online + mobile qualitative research
Written by our own experts and other leading thinkers in the market research industry, we’ll help you get the most from the new techniques and tools on offer for richer, faster insight.
So you’ve won the project. Now all you need to do is write a great discussion guide that inspires your participants to provide the quality of insight you promised in the proposal.
Discussion guides for online qual projects need to be different to those used in face-to-face projects. It’s important to find the simplest way to get your message across as participants can’t see your visual clues or hear your tone of voice.
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As with any piece of qualitative research, your outputs are only as good as your inputs. This means you have to get recruitment right. In asynchronous online qual the stakes are high. Not only because you need people to turn up a number of times over a few days, but also because you need them to be sufficiently motivated to contribute in full.
(CC Image courtesy of marfis75 on Flickr)
Global brands need in-depth insight into their customers and markets at home and away. Moving international research projects online makes it easier to reach out to people in other markets, saves money on travel costs and provides rich, cross-border insights that give your clients a better picture of themselves as a ‘global brand’.
(CC Image courtesy of friend JAD on Flickr)
Liveminds recently worked with global market research consultancy, The Futures Company, to help their client, AkzoNobel, the world’s largest paint manufacturer, to create a global repository of cultural insight to underpin their consumer, category and brand understanding.
(CC Image courtesy of Ming-Yueh Wang on Flickr)
The explorative nature of qualitative research makes social media networks the perfect environments to test reactions, recruit participants and engage with long-term communities online. Here are three of the most effective ways to use social media for qual research online:
(CC Image courtesy of Ognian Mladenov on Flickr)
Can you hear the screeching sound of worn-out wheels? It’s just the bandwagon passing, creaking under the strain of so many agencies claiming to be a part of the latest industry trends. From ‘co-creation’ to ‘agile research’ and ‘behavioural economics’ – gratuitous use of these buzzwords can irritate clients and come across as cynical attempts to appear progressive. They hear them coming a mile off.
(CC Image courtesy of Suresh Eswaran on Flickr)
When researchers first come to talk to us about online qual, they often say that they find it hard to get their group engaged in the same way they can with face-to-face research. We like to think we’ve created a really easy experience for participants new to the Liveminds platform. But the simple fact remains – they have to adjust to using it. More complex community platforms amplify this problem – more alien features, more things to learn, more confusion and frustration.
(CC Image courtesy of Sean O’Sullivan on Flickr)
Online methods have made global research projects easier, faster and cheaper. However, our clients tell us that recruitment for global qualitative research is a hit-and-miss affair. Currently they have two options:
1. Traditional recruitment methods
These depend on personal networks which can work well locally, with very firmly established, regular relationships. But on a global scale, too often they become too slow, too unreliable or too expensive – or all three.
Take your skills as a researcher to the next level, with a one-day masterclass in online qualitative techniques.
“…we as researchers focus on how to use technology to collect insights in a better way. Instead we should be thinking about the technologies we have available to us that can help us collect insights that we could never collect before…”
Stan Sthanunathan, Sr. Vice President – Consumer & Market Insights, Unilever
Online qual: the final frontier. These are the voyages of the starship Liveminds. Its continuing mission: to explore strange new concepts, to seek out new insights and new possibilities, to boldly go where no researcher has gone before…
We are pleased to announce our newest feature on the platform! You can now distinguish clearly, from the project dashboard, whether a question is currently published or waiting in the wings to go live.
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