The Four Pillars of Great Qualitative Research


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It’s Not Getting Consumers To Tell the Truth
It’s Letting Consumers Tell the Truth

Online and mobile research methods can surpass traditional methodologies under one condition: If they deliver more candid and truthful insights – or, in Qualvu terms, simply The Truth.

The truth is the foundation of great products, creative ideas, concepts, and strategies. Only if you know what consumers are really thinking… only if you see how they act at the time they interact with your product, service or idea… only if they feel completely uninhibited and unrestrained in their feedback will they be completely honest with you – and only if they are completely honest with you will your communication with them succeed. The online and mobile video-based research dynamics have four elements that create these essential conditions. We call them the pillars of great qualitative research.

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  • Today, we are going to discuss what we believe are the four elements that that create the essential conditions for optimal research dynamics. We call them the pillars of consumer truth. Our goal is to show you why and how these four elements, when combined, can uncover consumers’ deepest thoughts, feelings, and behaviors and deliver what we call “victimless research,” which basically means that we put consumers in control and research is conducted on their terms.
  • Whether you like it or not, the Internet and social media have given consumers a voice. They blog, share their thoughts and what they consider valuable content on Facebook and Twitter, they share mobile video and photos of what they are experiencing right that moment, and they are not afraid to tell brands what they think about their products, services, and marketing. According to Mashable, 69% of mobile data shared is video. Facebook has recently reached 600 Million usersThere are 750 Million smartphone users globally70% of the world’s population owns a mobile phoneConsumers are already using technology and sharing their life over the Internet.Quant research has been conducted over the Internet for years. And finally the qualitative research industry is catching up.
  • There has been great innovation in technology in the industry. And what every technological advancement and methodology innovation is really about is improving things - making products, experiences, information, services, marketing better. Online and mobile video research aren’t just cool, hot topics. The researchers and businesses who are getting on board are winning because these technologies and methodologies (when properly used) deliver better, more candid, richer insights. They truly get to know their consumers because online and mobile (video) research provides those four elements that make optimal research. Clayton Christensen, author of "The Innovator's Dilemma," coined the term "disruptive innovation" to describe innovations that improve a product or service in ways that the market does not expect, typically by lowering price or designing for a different set of consumers. From What do burgers, focus groups and web conferencing have in common?
  • Individual Convenience, FlexibilityLet’s start with the element that nowadays consumers almost expect: convenience.
  • The convenience of online and mobile research methodologies. allows researchers and businesses to reach more (and hard to reach) consumers. It eliminates the logistics of driving to a facility, it allows professionals and other hard-to-reach demographics to share their vital insights from home, at work, or on the go, avoiding time constraints and ensuring that you get quality face time with themAnd convenience is also about allowing consumers to respond when they are in the right setting and the right moment. How many people do you know (especially when doing business) that prefer email over a phone call? The reason in many cases is that email allows you to respond in the moment that you have assigned to complete that task, have the information to answer questions, or are relaxed enough to add value. Are you willing to give up the opportunity to speak with experienced surgeons or full-time students because the time when you or other participants can connect doesn’t work for them? What if you could get all of those participants to respond. Wouldn’t your research be that much more valuable?
  • And this leads us to why Qualvu has chosen to only conduct asynchronous video research. We have tried live. We did not rule it out until we saw how it worked and could compare the results to what asynchronous research would allow us to deliver. We believe in this methodology solely because the data we gather is better. We have seen consumers openly share their feelings and deepest thoughts when allowed to respond in relaxed, stress-free conditions. When it was convenient for them to open up. Maybe after the kids had gone to bed and they could finally sit in front of the computer and give your question some thought. Or during lunch break at work. For kids studies, it was when their parents were available in the evening and after they had finished their homework. And even, better we have experienced that because of the convenience the asynchronous methodology offers, we are more likely to get event-driven feedback because consumers’ feelings and thoughts are triggered by their environment. We also know this methodology delivers better value because you virtually get one-on-one time with consumers and most researchers would agree that this is the most efficient way to connect with consumers.
  • Now let’s talk about privacy. This is the second pillar of consumer truth. Privacy speaks of no pressure, of being yourself, of avoiding the observer effect (and appealing to the observer). Anonymity gives the introvert a voice – but more importantly, a unique voice to share their thoughts openly and without interruptions.
  • Studies have shown that only 30% people are extroverts and 70% are introverts. Group dynamics (especially when sitting in a room full of strangers) play a big role in how consumers respond to questions and situations. Privacy, on the other hand, allows consumers to show their true feelings, passions, and dislikes. IDI’s have always been the preferred approach for qualitative because it allows you to learn not only what consumers think but also how they process information and behave. With online and mobile video research techniques, you can now make on-one-ones even more efficient by eliminating the one element that could affect the consumer’s feedback: the moderator, researcher, or psychologist. The added value of conducting one-on-ones over the Internet and without a moderator in the room is that it adds that “open mic” feeling and avoids intimidation.
  • I would like to share a quote from a cardio-thoracic surgeon that just participated in a B2B online asynchronous video research study. “I must tell you that I’ve done this type of research in the past, but not through video. I have been interviewed face-to-face by a psychologist and observed and videotaped by other psychologists behind a glass mirror. I felt like I was under the gun and that whatever I was saying, I was saying it wrong. This methodology has allowed me to take my time to discuss the concepts. I’ve taken my own opinion without getting messages, verbal or visual, from the examiner, which I think is good. It’s a camera, I don’t think that it’s too impersonal, and I love it. I have to congratulate you on it, because I think it’s a novel way of doing things, and I would encourage you to do it again, with other products, other concepts, other companies.” 
  • Unless your objective can only be achieved by observing group dynamics and influence, being able to hear the unique voice of your consumers will deliver the depth of insight you need to be able to make informed decisions. Consumers share their thoughts via video, while alone and in privacy – this is especially important when dealing with health-related studies. It allows consumers to be open about the topic. Get to know every consumer – in their own way, no time constraints or interruptions. This methodology allows consumers to be themselves, relax and enjoy sharing, and not to feel “under the gun,” like our surgeon participant mentioned. Data intensity
  • Relevant settingin the wild
  • The Internet and mobile devices are allowing businesses and researchers to get into consumers’ lives. This opportunity to be the “fly on the wall” is available for the first time and enables you to literally be in the moments and scenarios the “whys” are going through consumers’ minds.Consumers can respond from a familiar environment and researchers can observe how consumers interact with that environment. By keeping people in their element we add an ethnographic component to any research study and gain more relevant feedback because even the consumers themselves discover their habits as they show them. Some examples of what Qualvu has been able to observe through online and mobile video:Consumers testing new razor concepts via web- based video, right from their bathroomMoms talk about paper towels, right in their kitchens via flip cams during the bustle of family dinnerConsumers talking about their clogged drains the moment they occur – and showing us via video in graphic detailStudents talking about search engines and social networking from their dorm rooms at college, reacting to messaging strategies
  • Video is about being able to understand behavior and how consumers interact with their environment – that setting.
  • In the momentmoment-of-truthrecalling vs. reacting
  • Some examples of what Qualvu has been able to observe through online and mobile video:Consumers testing new razor concepts via web- based video, right from their bathroomMoms talk about paper towels, right in their kitchens via flip cams during the bustle of family dinnerConsumers talking about their clogged drains the moment they occur – and showing us via video in graphic detailStudents talking about search engines and social networking from their dorm rooms at college, reacting to messaging strategies
  • Memory tricks vs. unfiltered, unadulterated reactions when consumers are tasting, opening, or using the productAsynchronous video research delivers more candid (and sometimes surprising) insights that are not only truthful but also extremely relevant to your products, because unlike the methods of the past, this methodology doesn’t rely on memory or forced assessment.
  • The Four Pillars of Great Qualitative Research

    1. 1. It’s Not Getting Consumers To Tell the TruthIt’s Letting Consumers Tell the Truth<br />Presenter:<br />John Williamson<br />CEO, Qualvu<br />Watch the recoded webinar!<br />
    2. 2. What’s in today’s webinar for you?<br /><ul><li>You need feedback you can trust
    3. 3. Your decisions depend on it
    4. 4. We’ll show you how you can gain unparalleled candor, honesty, and insights to move your business forward
    5. 5. You gain feedback you can trust</li></ul>Watch the recoded webinar!<br />
    6. 6. Watch the recoded webinar!<br />
    7. 7. Optimal research. Better insights.<br />Watch the recoded webinar!<br />
    8. 8. Watch the recoded webinar!<br />
    9. 9. Watch the recoded webinar!<br />
    10. 10. Now shave!<br />Watch the recoded webinar!<br />
    11. 11. Watch the recoded webinar!<br />
    12. 12. convenience<br />Watch the recoded webinar!<br />
    13. 13. Watch the recoded webinar!<br />
    14. 14. Asynchronous vs. live<br />More Candor<br />relaxed, stress-free conditions<br />Moments of Truth<br />event-driven feedback<br />Insights Anywhere<br />anywhere relevant <br />Better Value<br />In-depth, consumer-driven “one on one’s”<br />VS.<br />Watch the recoded webinar!<br />
    15. 15. privacy<br />Watch the recoded webinar!<br />
    16. 16. Watch the recoded webinar!<br />
    17. 17. Cardio-Thoracic Surgeon<br />(Age 50+, West Coast)<br />Reaction to self-directed, web-based video creative concept testing<br />Watch the recoded webinar!<br />
    18. 18. unique voice vs. groupthink<br />Consumers share their thoughts via video, while alone and in privacy<br />Get to know every consumer – in their own way, no time constraints or interruptions<br />Data intensity<br />VS.<br />Watch the recoded webinar!<br />
    19. 19. setting<br />Watch the recoded webinar!<br />
    20. 20. Watch the recoded webinar!<br />
    21. 21. Video vs. text<br />Video…<br /><ul><li>Visual, spoken
    22. 22. Natural events, natural settings, ethnographic
    23. 23. It’s about trusted content</li></ul>Watch the recoded webinar!<br />
    24. 24. In the moment<br />Watch the recoded webinar!<br />
    25. 25. Watch the recoded webinar!<br />
    26. 26. Recalling vs. reacting<br />Memory tricks vs. in-the-moment stream of consciousness<br />Instant reactions caught on camera<br />Serendipitous – expect the unexpected<br />An expression … a gesture … a thousand words.<br />Watch the recoded webinar!<br />
    27. 27. The four pillars<br /><ul><li>You need feedback you can trust
    28. 28. Seek solutions that empower trusted dynamics</li></ul>Convenience<br />Setting<br />Privacy<br />In-the-Moment<br />Watch the recoded webinar!<br />
    29. 29. Questions?Email: sales@qualvu.comTwitter: @QualvuRequest a demo at<br />Watch the recoded webinar!<br />
    30. 30. Watch the recoded webinar!<br />