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, Debbie Bray from Hook Research tells us how boys really feel about female superheroes.
“I don’t think it’s any secret that the industry is definitely gravitating towards female leads.”
That’s from Margot Robbie, the actress playing Harley Quinn in this summer’s newest superhero flick, Suicide Squad. Of the film’s many masked supervillains shooting across the screen, currently only Robbie’s character has been greenlit for her own standalone sequel (trumping male characters played by Jared Leto and Will Smith).
In the latest post in our series by industry experts, Moowa Masani tells us how to counter the challenges of carrying out online qual research in emerging markets, particularly in Africa
A few years ago I managed the West African leg of a global study commissioned by a European innovation agency. Fieldwork involved telephone interviews with local industry experts and social commentators. The young project coordinator, who was inexperienced in fieldwork in Africa, grew frustrated with the pace of the work despite having been told that his timelines were unrealistic and at one point made comparisons with work in Indonesia.
In a digital world where copy and creative can be quickly launched and dynamically A/B tested, some might wonder whether there’s still a role for qualitative pre-testing. In my view its value is as high as ever, if not higher. While behavioural data shows you how people interact with content, qual research takes your understanding to an even deeper level by helping you make sense of what people think, how they behave and how they feel.
These tips for creative development in online qual research can be applied to any piece of creative that you want to pre-test, from digital creative to social media content, TV advertising and more.
In the latest post in our series by industry experts, Laia Vinyeta tells us about the importance of cultural understanding when carrying out international research projects.
International projects have some specific needs that are sometimes unmet. Whenever many different people from different countries are involved in the same project, the leading and management become quite difficult. This is one of the reasons why it’s so important to consider online tools such as diaries or communities for qualitative research. Online diaries or communities have many strengths.
In part one of this two-part post, Brian Loeb from LeapVision showed how remote video helped with Ethnographies and In-depth interviews (IDIs), in this installment he highlights the benefits that remote video can bring to User Experience (UX) testing and Online/mobile communities.
In the first installment of this two-part post, Brian Loeb from LeapVision highlights the benefits of using remote video for ethnographies and in-depth interviews.
Thanks to the unrelenting advance of technology we can now interact face-to-face even when we are in another place. Video ubiquity provides great benefits to qualitative and UX research, and showing faces is just one side of it. Beyond the importance of seeing the participant’s face, researchers may be even more interested in seeing how they interact with products, services, devices, designs and content.
Our Masterminds sessions offer all the training and support you need to win new business, increase your profits and stay at the forefront of research innovation. In just one day you can learn how to design, run and sell inspiring online qual projects.
The next scheduled Masterminds training session will be on Friday 24th June 2016 in Shoreditch, London.
(CC Image courtesy of Anne Davis 773 on Flickr)
One of the biggest assets of online qualitative research also represents one of its biggest challenges, namely how to analyse large volumes of feedback. These seven tips will help moderators manage the load and make it easier to write a thorough and insightful report as quickly as possible.
(CC Image courtesy of areta ekarafi on Flickr)
Judy Bartkowiak from Kids Brands Europe – Kids Research, a specialist children’s research agency, felt that she may be able to get more intimate insight from kids using online qualitative research rather than traditional face-to-face focus groups. She wanted to directly compare the two methods and explore which one encouraged kids to give the most reflective, personal responses on emotional issues.
(Image courtesy of Cascadian Farm on Flickr)