See how you can use Liveminds to follow your customers journey and visualise how they make their purchase decisions.
The role of online qual
- To capture what people think, feel and do before, during and after purchase
How it works
- Recruit the relevant target ensuring they have access to a PC and are comfortable uploading content
- Explain that the task will involve secretly recording how they feel at various points in the day via mobile phone videos and private entries on liveminds
- Get them to upload their mobile video films and answer the questions and probes that are posted on Liveminds
- Structure the conversation clearly, so they know when they need to respond and in how much detail
What you get
- A sense of what goes through chocolate lovers’ minds at different times of the day
- A story – in consumers words – about how chocolate plays a role in their moods and routines
Why it Works
- Some of the research effect imposed by having a videographer is removed by having self-taken film
- Feedback from the participant that has not been influenced by others and can be potentially more frank and honest
- Enhances the value of subsequent face to face research, by helping people remember what they do and how they feel, rather than expecting them to remember in the heat of a face to face group