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The Video Future of Qualitative Research - Webinar Hosted by ESOMAR
 

The Video Future of Qualitative Research - Webinar Hosted by ESOMAR

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New technologies, combined with newly empowered consumers who share insights from their private settings, are changing the way brands connect with their most important audiences. Importantly, these ...

New technologies, combined with newly empowered consumers who share insights from their private settings, are changing the way brands connect with their most important audiences. Importantly, these interactions are forming the basis for new level of depth in qualitative research, and are taking research out of the focus group and into the living room. Qualvu has worked with many of the world’s leading brands, such as Procter & Gamble, eBay, Yahoo!, Chrysler, Kellogg’s, and Disney, who are leveraging the company’s unique and innovative asynchronous video methodology, which utilizes webcams, flip cams, and even video-enabled smartphones to deliver insightful video reports and findings.

What you will get out of this webinar:

Learn how innovative technologies put brands directly into the candid and sometimes serendipitous moments in the lives of their consumers to drive decision making;
Understand the crucial evolution of the web-enabled consumer, and the implications for qualitative research
Learn how these new methods are allowing consumers to share vignettes from their lives that have not ever been seen by brand researchers, and which drive new levels of insight depth when properly applied
Gain insights into relevant case studies for this type of learning, viewed through the lens of some of the world’s leading brands.

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  • Help companies make better business decisions and differentiate themselves from the competitionGather insightsinvestigates the why and how of decision making, not just what, where, when
  • Help companies make better business decisions and differentiate themselves from the competitionGather insightsinvestigates the why and how of decision making, not just what, where, when
  • Help companies make better business decisions and differentiate themselves from the competitionGather insightsinvestigates the why and how of decision making, not just what, where, when
  • Transition to Anne-Marie

The Video Future of Qualitative Research - Webinar Hosted by ESOMAR The Video Future of Qualitative Research - Webinar Hosted by ESOMAR Presentation Transcript

  • To watch the recoded webinar, CLICK HERE
  • webinar
    today’s webinar
    • Innovations put you directly into the candid lives of your consumers
    • Delivering new levels of insight beyond traditional methods
    • Evolution of consumer behavior presents opportunities for better engagement, and decision-making
    To watch the recoded webinar, CLICK HERE
  • Let’s talk:Qualitative Research
    To watch the recoded webinar, CLICK HERE
  • Qualitative Today
    Out-of-context Intelligence
    Face-to-face (ideal)
    Groups (not always ideal)
    Costly
    What are our online options?
    To watch the recoded webinar, CLICK HERE
  • optoins
    Qualitative Options
    • Focus Groups & IDIs
    • Current standard
    • Solid when group interaction & dynamics required
    • Online synchronous video
    • Global reach in IDI setting
    • F2F, non-verbal, richness of visual + voice
    • No travel
    • Limited scale, speed
    • Probing however human inhibitors + bias
    • Online asynchronous video
    • Global reach in personal diary setting
    • Highly scalable
    • Relies on personal, solo feedback for depth + richness
    • Mobile Cams enhance ethnographic observations
    • Online text-based options
    • Least expensive option
    • Highly scalable and global
    • Message board and live chat options
    • Text, image only restrictions
  • OPTIMAL
    Qualitative Options
    • Focus Groups & IDIs
    • Current standard
    • Solid when group interaction & dynamics required
    • Online synchronous video
    • Global reach in IDI setting
    • F2F, non-verbal, richness of visual + voice
    • No travel
    • Limited scale, speed
    • Probing however human inhibitors + bias
    • Online asynchronous video
    • Global reach in personal diary setting
    • Highly scalable
    • Relies on personal, solo feedback for depth + richness
    • Mobile Cams enhance ethnographic observations
    OPTIMAL
    VALUE
    • Online text-based options
    • Least expensive option
    • Highly scalable and global
    • Message board and live chat options
    • Text, image only restrictions
  • Asynchronous Internet Video
    Scalable
    Optimal participant dynamics
    Optimal qualitative setting
    Optimal data processing
    Enabling optimal analysis
    Optimal Value
    To watch the recoded webinar, CLICK HERE
  • How about key emerging trends amongconsumers?
    To watch the recoded webinar, CLICK HERE
  • Technology is changing Them too
    Mobile and web technology is transforming…
    …how consumers shop
    …how they communicate and interact with others
    …how consumers connect with brands
    …expectations on speed and convenience
  • Solid Incidence
    In 2010…
    …mobile subscribers surpassed 5 billion
    The world population is 6.8 billion
    Over 70% of the world’s population now have a mobile phone
    To watch the recoded webinar, CLICK HERE
    Source: The Growth of Mobile: Stats and figures that will shock you! By SybaseInc
  • How about the Changing needs ofresearchers?
    To watch the recoded webinar, CLICK HERE
  • researchers
    • More real research
    • Speed Matters
    • Global brands: More multi-country qual
    • Value
    To watch the recoded webinar, CLICK HERE
  • where it comes together
    New techniques to deliver insights faster, more cost effectively, and better than ever before.
    • Any moment is a market research opportunity
    • Face to face, ethnographic, private
    • Global, multi-country reach
    • Efficient dissemination of information
    • Higher level of consumer engagement
    • Faster and lower cost
  • Vision:qualvu
    To watch the recoded webinar, CLICK HERE
  • Implications for qualitative research
    PAST
    FUTURE
    Out-of-context
    Face-to-face in groups
    Offline reports, limited shelf life
    • During brand interaction; moments of truth
    • Consumers share privately on the go, from home, or work
    • Online, voice of the customer
    • Instantly accessible, Searchable video data
    To watch the recoded webinar, CLICK HERE
  • Easy, streamlined
    Video Search
    Qualvu Dashboard
    Vupoint + Videodiary
    Qualvu DIY Project Builder
    Qualvu Mobile Video Collection
    Qualvu Video Report
    Video Highlight Reels + Searchable Video
    + Written Report
  • qualvuin action
    To watch the recoded webinar, CLICK HERE
  • What Women Reveal about Shaving Helps Leading CPG Develop Product
    Exploring private routines
  • OBJECTIVE
    To understand first hand women’s shaving routines and their reasons for choosing razors so it could further develop a product – and what better way to do it through direct observation?
    METHODOLOGY
    This study deployed Qualvu’s Videodiary™ Blog, a consumer research tool that lets consumers tell their story – and comment on others’ experiences -- through a platform that leverages social media dynamics and interaction to gain unprecedented creative and free-flowing consumer insights. Researchers and moderators could easily moderate and probe participants by posting follow-ups to any video response or blog entry.
    STRATEGY
    • We observed the current shaving routine of 14 women around the UK
    • We asked participants to show the razor they currently use and describe why they chose it, how long they had been using it, and what was good and bad about it.
    • Next, we had participants open different razor boxes and describe initial reaction and thoughts of the product.
    • We asked them to show us how they prepared their skin for shaving, then to shave and describe what they were doing and why. When they finished, we asked them again to show us if they applied any moisturizers, or if they had to do anything later in the day.
    • And, as the final part of the exercise, we asked them to think about how their razor compared to the product we were testing – and in very specific terms.
    APPROACH BENEFITS
    Because of our asynchronous video platform and the opportunity to share insights from the comfort of their homes, participants felt comfortable in opening up a usually private part of their lives and in volunteering remarkably deep and valuable information. We were able to observe behaviors and habits of a very private act.
  • “Nobody but Qualvu is getting into someone’s bathroom at 6:30 in the morning to watch the routine.”
    • Client
    To watch the recoded webinar, CLICK HERE
  • Online Search Provider Observes Mobile and Internet Users’ Daily Habits
    The three week, three country plan
    To watch the recoded webinar, CLICK HERE
  • OBJECTIVE
    To gain all-access view of mobile and internet users’ daily habits to really get to know them not just from a technology perspective, but also from the perspective of various personality types.
    METHODOLOGY
    High-quality web-cams were delivered to each participant enlisted in the project. Each participant was given instructions and access to the Qualvu Videodiary Platform where they received, recorded and uploaded their video responses. The responses were then analyzed and organized by Qualvu’s team of researchers and given to our client to review online.
    STRATEGY
    • Qualvu enlisted 20 participants each from India, the UK and the US.
    • The demographic component for each country varied from light to heavy internet and mobile users, who were males and females ranging in age from 24-35.
    • The study was conducted over a three week period. Every day, participants logged into the Qualvu Platform and answered a set of questions.
    • Participants were asked to tell about their experiences and also to show their mobile and internet devices, how they used them, and what they did when they used them.
    APPROACH BENEFTIS
    Qualvu handled from recruitment to deployment to translation with no travel involved and offered the client team the ability to view and organize video responses at any time they chose.
    The average length of video was nearly eight minutes per participant per question. The Qualvu team of researchers analyzed and organized the data into an online presentation that included revealing video clips from users’ candid responses.
  • New innovations
    Enables smartphone-powered
    qualitative consumer research
  • Wrap-up
    Qualvu is in Europe!
    A better approach to qualitative
    Global brands
    Researchers
    Advertising Agencies
    Multi-language support
  • Thank you!
    Next Steps:
    Questions? Send to: qvmarketing@qualvu.com or on twitter (@qualvu)
    Request an Account!
    To watch the recoded webinar, CLICK HERE