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Trends In Qualitative Market Research / Marketing Research

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  • 1. Trends in Qualitative MR Mohammad Nibras P.K.
  • 2. Agenda
    • Understand 8 trends in Qualitative Market Research
  • 3. #1 Remarkable Growth
    • Qualitative research has become a more respected, less controversial methodology.
    • It is seen as complementary rather than competitive to quantitative research.
    • Even hardcore quantitative shops (ACNielsen, for example) have launched qualitative research departments in the past few years -- as an additional profit center, as input for modeling and custom research design, and as a way to sharpen quant questionnaires and elucidate quant findings
  • 4. #2 Expanding Application Areas
    • Spread over all the industries
    • Hospitals sponsor research among cancer and AIDS patients.
    • Federal and local governments conduct focus groups on public policy issues.
    • Universities conduct focus groups among potential student enrollees.
    • Employer-employee tensions are subjected to focus group feedback prior to mediation.
    • Software, hardware and Web site development are explored in the qualitative setting, in traditional in-person as well as on-line venues.
  • 5. #3 Faster, Faster and Faster
    • Faster turnaround
    • It is certainly richer to write a qualitative research debriefing and report when the comments and body language of respondents are still fresh and vivid, rather than weeks later when these impressions have dimmed.
  • 6. #4 Changing Analysis Format
    • Reports are shorter but highly strategic, with reportage of verbatim more often punctuating the conclusions as key sound bites, rather than strung together endlessly as stream of consciousness.
    • Video presentation
  • 7. #5 Increasing Role of Technology
    • The increase in videoconferencing of qualitative research seems in direct proportion to the number of research agencies and facilities worldwide who now have state-of-the-art equipment.
    • Video reports or video clips are increasingly popular ways to give non-attending management a glimpse of the affect and body language of consumers as they react to concepts or advertising or handle prototypes.
    • Qualitative Research using Wiki
  • 8. #6 Pressure for New Techniques
    • It is highly appropriate to choose and adapt interviewing techniques creatively to maximize the likelihood of fulfilling the objectives of a particular research project.
  • 9. #7 Online Groups
    • MR organizations has active database of customers who share their opinions on certain products.
  • 10. #8 Unconventional Methods
    • JD project – home work materials.
  • 11. Summary Trends
  • 12. Thank You