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.
A recurring conversation I’ve had with clients over the last few years starts with the question ‘if everyone’s on Facebook, why don’t we just run online communities within it?’
In all that time, I’ve always pushed back and argued in favour of using specialist online qualitative or community software instead. However, with the launch of Liveminds Connect things are about to change.
Facebook could soon become an online qualitative researcher’s best friend.
CC Image courtesy of Pixgood
In my last post, we looked at the 7 compelling reasons why brands should create their own online research community. The benefits of speed, cost and depth of research are certainly very attractive.
However, researchers often tell me that the current reality is that there are also some very big hurdles to get over. These are stopping a lot of brands from creating their own communities, and preventing those that do, from getting real value from them.
CC Image courtesy of Sipgraph
The 3 big problems that clients and agencies have shared with me in conversation are:
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!
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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