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.
What was the challenge?
Liveminds recently helped VCCP, the award winning international advertising agency, with their pitch for a popular retailer. The aim of the research was to explore the rational and emotional hooks and barriers to carrying out home improvement projects. The challenge was to get into the real world of customers, to really understand the psychology behind DIY and the emotions that surround successful, and unsuccessful, projects.
(CC Image courtesy of Beth910 on Flickr)
Masterminds is the fast track to online qualitative research mastery. If you’re interested in developing your understanding of online qual in order to talk about it, sell it and ultimately run it more effectively, then this course is for you.
Taking place in London on Friday 13th March, this Masterminds course will give you the knowledge and confidence to apply your personal style of qual research in an online context.
You only have to mention online qualitative research to a staunchly traditionalist qualitative researcher and you will receive a defensive critique on how it is inferior to face-to-face qual. In my view, defaulting to a comparative mindset is not helpful because it’s usually most effective when seen as complementary rather than a competitor (as I’ve argued here). However, in the spirit of keeping the flames of debate alive, here’s how I think online qual research can be better than face-to-face qual research:
(CC Image courtesy of Andy Tyler on Flickr)
Here at Liveminds, we are frequently asked the easiest way to check how a project is progressing and the matrix is our way of freeing your mind.
The matrix provides a holistic view of each participant’s journey through your project. You can monitor the full chart of questions, all the participants and find out exactly who has responded allowing you to get a good overview of how your project is running.
(CC Image courtesy of *n3wjack’s world in pixels on Flickr)
The single biggest rule for achieving online qualitative success is costing it properly. That may sound obvious, but it’s amazing how often researchers will under cost online qual research projects. In order to get it right, we need to properly appreciate the benefits of online qual research and bust the myth that it is cheaper and quicker than face-to-face.
So why does this myth persist? In my experience, both researchers and clients hold three false beliefs which contribute to this misconception:
(CC Image courtesy of Zandru on Flickr)
Over the last few years, brands have spent millions building communities of fans on Facebook. However, this has generally been more about marketing to them rather than learning from them. And yet fans are so willing and able to share insights with the brands they love. This means that a large volume of potential insight has been left untapped in Facebook. With the launch of Liveminds Connect this is about to change.
Liveminds Connect allows brands and their agencies to invite people from their Facebook fan group into online qualitative conversations in Liveminds – all in just a few clicks. This is a big opportunity for brands and their research partners.
(CC Image courtesy of Daniel Lobo on Flickr)
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 research 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…