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.
Online communities are identified as a ‘key path to growth in market research’ in the new Green Book Report 2014, for very good reason. They combine the best of ad-hoc qualitative research with unparalleled speed and agility, and reduced recruitment costs. They are good for the brands who need fast access to insight and good for the agencies who provide regular consultation through them.
In this four-part feature we’ll explore the benefits, the problems, the options available and also look at the huge elephant in the room…
नमस्ते Namaste! We have now added Hindi, the official language of India, to the list of available languages on the Liveminds platform.
According to the BBC, nearly 425 million people speak Hindi as a first language and around 120 million as a second language. That’s another 550 million people you can now interact with on Liveminds!
CC Image courtesy of Wikipedia
Online qualitative has become an indispensible method for researchers today. More and more clients expect to see it used. The researchers who use it properly are better placed to uncover more vivid insights that are grounded in a real-world context. However, although online qual software is technically easy to use, getting the most out of it requires a degree of specialist skill and knowledge. The Masterminds course has been designed with this in mind. It will put you on a fast track to online qualitative mastery.
The course is designed to give you the knowledge and confidence you need to apply your personal style of qualitative research in an online context. Here are nine of the skills you would walk away with:
Video allows you to be there ‘in the moment’ with your participants as never before. But how do you ensure that you get the most from the video content they create and share? Keeping videos ‘short and sweet’ is the single most important thing. Here’s why:
Some participants may relish the opportunity to get in front of the camera, others may feel anxious about their screen debut. Suggesting a 30 second time limit on videos makes participants feel comfortable knowing what is expected of them.
CC Image courtesy of Gail Mrs Gray on Flickr.
We are big believers that every qualitative research method has it’s pros and cons. Researchers need to use the right ones at the right times to get the insights they need. Face-to-face research has the obvious advantage of enabling you to see the ‘whites of the participants eyes’ and read their body language. Online qualitative research enables participants to give greater consideration to their responses and go into greater depth. Mobile enables you be there ‘in the moment’ with participants and capture thoughts and experiences with rich, emotive media.
The odd one out is live online focus groups. They don’t enable you to do anything better, bar extending geographic reach.
Despite all the troubles, research in the country continues. We’ve now added Ukrainian to the list of available languages on the Liveminds platform. According to a March 2010 poll by Research & Branding Group, it is the native language of 65% of Ukraine’s population, with Russian at 33%. So that’s another 31 million people you can now interact with on Liveminds.
CC Image courtesy of Wikipedia.
The limitations of traditional market research, when applied to customer decision making are well documented. Face to face groups are subject to dominant voices, an instinct to please the questioner and the behavioural bias towards herding leading to collective views.
The effect of these limitations can to some extent be offset by clever facilitation. But the biggest problem remains – that groups are too far removed from actual customer experience. Even the use of clip board surveys at shop exists still do not get close enough to the moments that matter.
Google Glass Image from Wikipedia.org
Everyday we are confronted with a massive amount of information – emails and text messages and gas bills and Chinese takeaway menus and movie posters and newspaper articles – right down to the painted signs warning us to look left or right before stepping off the kerb on every major intersection in London.
Words are everywhere.
A study published in the journal Science found that “there is now 295 exabytes of data floating around the world – that’s 29,500,000,000,000,000,000,000 pieces of information.” (Yes, that’s a number with 20 zeroes in it.) On average, we consume about 100,000 words a day. That’s a lot of words to digest in a single day.
CC Image courtesy of Bobcatnorth on Flickr.
Recently, I was at dinner party and someone mentioned the Future Islands video that went viral last month. The video shows front man, Sam Herring, dancing like a mad man on David Letterman. The general reaction at the dinner table was laughter and the group unequivocally agreed that Herring was a corny buffoon.
Personally, I find that kind of passion refreshing. However, rather than state my opinion, I simply laughed with the rest of the group and went back to my steak & ale pie.
CC Image courtesy of Shawn Ahmed on Flickr
Most of us, at one point or another, have been in a situation where others have influenced our opinions. Imagine you were in a group where 9 out of 10 people didn’t share your point of view on a subject. Would you start doubting yourself? Or would you stand your ground?
As the meteoric rise of Google’s Chrome ‘fast’ browser has shown, speed is the most important thing to most web users. A new ad campaign by a Swedish broadband provider illustrates this brilliantly, using Facebook’s newly purchased VR technology Oculus Rift, to show how real life would be if you had to ‘live with lag.’
We’ve already made some big speed boosts to Liveminds over the last few months.
CC Image courtesy of www.GlynLowe.com on Flickr.