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.
The mobile phone is a revolutionary tool for conducting qualitative research. The ubiquity of smartphones and the convenience they afford, has led to highly contextualised and media-rich feedback. It’s also such a personal device that it inspires more intimate disclosures.
(CC Image courtesy Allissa Richardson on Flickr)
Liveminds recently worked closely with forward thinking inc, a leading strategy consultancy, on a project for a top-flight Premier League football club. The challenge was to develop a clear, compelling strategic framework to inform and guide the club’s efforts in engaging with an audience central to the club’s future – its young fans. To accomplish this, the priority was to understand the needs, attitudes and behaviours of the club’s young fans, both at home and abroad.
(CC Image courtesy of Danumurthi Mahendra on Flickr)
Our next scheduled Masterminds training session, for more inspiring and profitable online qual, will be on Tuesday 6th October 2015 in Shoreditch.
Our goal is to help researchers win more business and get more value from online qual.
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Normally I try not to promote the idea that online qualitative research saves you money. This is because to get the most value you really need to invest in online qual properly (which means it’s not necessarily a cheaper option than face-to-face).
However, in this post on global online qual, I’m willing to change the record. Global online qual, when set-up properly, maximises what you learn as well as reducing costs. Here’s why…
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Today is the day! We’ve launched the new Liveminds branding, bringing a cleaner, more elegant and user-friendly look and feel to our platform.
Don’t be alarmed the next time you log in – nothing’s moved; all the features that you’ve come to rely on are still there, we’ve just given it a new lick of paint. We hope you enjoy the update as much as we do and please don’t hesitate to contact us if you need any assistance.
So you’ve won the project. Now all you need to do is write a great discussion guide that inspires your participants to provide the quality of insight you promised in the proposal.
Discussion guides for online qual projects need to be different to those used in face-to-face projects. It’s important to find the simplest way to get your message across as participants can’t see your visual clues or hear your tone of voice.
(CC Image courtesy of Bethan on Flickr)
As with any piece of qualitative research, your outputs are only as good as your inputs. This means you have to get recruitment right. In asynchronous online qual the stakes are high. Not only because you need people to turn up a number of times over a few days, but also because you need them to be sufficiently motivated to contribute in full.
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Global brands need in-depth insight into their customers and markets at home and away. Moving international research projects online makes it easier to reach out to people in other markets, saves money on travel costs and provides rich, cross-border insights that give your clients a better picture of themselves as a ‘global brand’.
(CC Image courtesy of friend JAD on Flickr)
Liveminds recently worked with global market research consultancy, The Futures Company, to help their client, AkzoNobel, the world’s largest paint manufacturer, to create a global repository of cultural insight to underpin their consumer, category and brand understanding.
(CC Image courtesy of Ming-Yueh Wang on Flickr)
The explorative nature of qualitative research makes social media networks the perfect environments to test reactions, recruit participants and engage with long-term communities online. Here are three of the most effective ways to use social media for qual research online:
(CC Image courtesy of Ognian Mladenov on Flickr)