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.
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.
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“…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.
(CC Image courtesy of slworking2 on Flickr)
We humans sometimes struggle with change. So it’s quite possible that some of your colleagues view online qual with a degree of scepticism (and perhaps even trepidation). However, with a little reassurance and proper project planning you will be able to win them over and help your agency to progress and succeed.
(CC Image courtesy of UK Ministry of Defence on Flickr)
Leading marketing and insight professionals will soon be gathering at Insight ’15 to discover the cutting-edge solutions they need to understand consumer behaviour, increase customer satisfaction, drive sales and improve business performance.
(CC Image courtesy of Jun on Flickr)
Insight ’15, Europe’s leading event for insight professionals, is returning as a standalone event from 29-30 April 2015 at Olympia Central, London and we are attending as guests of our good friends at Trinity McQueen. Come along to Stand IA10 and say hello – I’m looking forward to catching up with old friends and making some new ones.
(CC Image courtesy of Leo Reynolds on Flickr)
All too often the old adage ‘under promise, over deliver’ only comes to mind in hindsight, by which point it’s too late! However, with a bit of foresight and these six tips, you will be perfectly placed to sell through online qual projects that meet everyone’s expectations. Leaving you with happier clients, participants and moderators.
(CC Image courtesy of Facundo Pramparo on Flickr)
A common misconception about online qualitative research is that you lose the rapport with participants. This is simply not true – you can develop great relationships in online groups, now that people are so used to communicating online via Facebook and other social networks. Online qual allows you to gather open, honest responses and get deeper, richer insights.
A client, new to online qual, recently told me that, after completing a week-long pre-task on the platform, she visited her participants for some at home in-depth interviews. She was welcomed into several participant’s homes with hugs, as if greeting old friends, because of the warm and trusting relationships she had formed online.
(CC Image courtesy of Alan on Flickr)