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.
In the latest post in our series by industry experts, Martin Talks from Matomico tells us that despite the rise of artificial intelligence, it’s not game over yet for human market research.
Recently we heard about the death of Marvin Minsky, the artificial intelligence pioneer. He viewed the brain as a machine whose functions could be replicated in a computer. And he is not alone in this dream. Companies like Google, Facebook and IBM share it.
(CC Image courtesy of Chris Isherwood on Flickr)
One big advantage of text based online qualitative over face-to-face research, is that you get real-time transcripts of the conversation. On the one hand, this means you immediately have a wealth of content to extract valuable insights from. On the other, it means you have an embarrassment of riches to process.
Here are six tips for analysing online qual research in asynchronous projects more efficiently:
(CC Image courtesy of Marc Wathieu on Flickr)
In the latest post in our series by industry experts, Seelin Ho from ICM Unlimited asks: What was your favourite Christmas ad? Have you ever wondered why and what makes a good ad?
With Christmas being an emotionally charged time of year, brands race to produce nostalgia-loaded and tear-inducing content to woo the masses. In the battle for Christmas supremacy, ICM Unlimited found that Sainsbury’s Mog’s Christmas Calamity won, beating favourites John Lewis and their Man on the Moon to the top spot. While both ads demonstrated the qualities that make ads successful, why were audiences more drawn to Sainsbury’s?
(CC Image courtesy of Luke Wisley on Flickr)
The skills you need to moderate online qualitative research are similar to those that you need in face-to-face, namely:
- an appreciation of when to talk and when to listen
- being able to encourage people to open up
- keeping the conversation on track to answer the research objectives
However, the medium is different. You have to ask questions in a way that keeps people engaged and maximises the usefulness of their responses.
Here are six tips for moderating online qual:
Do you want to have greater control over when and where you work?
Are you losing business because you’re not confident pitching online research?
Enhance your expertise and increase your value by mastering online qual – an essential method for researchers in 2016.
(CC Image courtesy of BazaarBizarreSF on Flickr)
This year, instead of sending out cards that just gather dust or gifts that are soon forgotten, we asked our clients and friends to help us spread the seasonal goodwill by making a real difference to someone’s Christmas.
(CC Image courtesy of 佶子 熊 on Flickr)
They chose which of three charities they’d most like to support and we donated £500 proportionally between them. Today, we’ve tallied up the votes and this is what they asked us to buy:
In the latest post in our series by industry experts, Caroline Hayter from Acacia Avenue highlights the benefits of using online research in conjunction with more traditional methods.
Pretty much every marketing objective these days is to prompt some sort of behaviour change. In fact, it always has been. But it’s much more at the forefront of our thinking in this age of behavioural economics. New behaviour change agencies have been founded, behavioural research techniques have been developed and attitude is no longer the powerful measure that it once was.
(CC Image courtesy of Jason Taellious on Flickr)
In face-to-face qualitative research you have a captive audience. Once people sit down, they aren’t going anywhere (although, I did once have a cheeky chap go to the toilet never to return – he may still be there). This is not the case in online qual as respondents can drop out at any point. To keep them engaged and inspired you have to go the extra mile.
Here are ten ways to keep people interested:
(CC Image courtesy of Julia Bickerstaff on Flickr)
In the first of a new series of blog posts by industry experts, Judy Bartkowiak draws on her vast experience of working with children and shows how to get the best results:
I have been running kids focus groups for so many years and before that I ran a Montessori Nursery School so as well as having hands-on experience of kids as a mum of four myself, I have worked with them for over 25 years. They can be absolutely great, hilariously funny, uniquely insightful and very direct.
(CC Image courtesy of Devon Christopher Adams on Flickr)
This year we took the unique step of using Facebook’s unparalleled access to over 1 billion people, to recruit and run global research communities. The results have blown us away. We have discovered so much more in this approach that we’d anticipated.
So, one year on, I’d like to share the three most compelling reasons why you should start unlocking the vast wealth of insight waiting on the world’s largest social network:
(CC Image courtesy of Cakehead Loves on Flickr)