Trends In Qualitative Market Research / Marketing Research

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Trends In Qualitative Market Research / Marketing Research

  1. 1. Trends in Qualitative MR Mohammad Nibras P.K.
  2. 2. Agenda <ul><li>Understand 8 trends in Qualitative Market Research </li></ul>
  3. 3. #1 Remarkable Growth <ul><li>Qualitative research has become a more respected, less controversial methodology. </li></ul><ul><li>It is seen as complementary rather than competitive to quantitative research. </li></ul><ul><li>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 </li></ul>
  4. 4. #2 Expanding Application Areas <ul><li>Spread over all the industries </li></ul><ul><li>Hospitals sponsor research among cancer and AIDS patients. </li></ul><ul><li>Federal and local governments conduct focus groups on public policy issues. </li></ul><ul><li>Universities conduct focus groups among potential student enrollees. </li></ul><ul><li>Employer-employee tensions are subjected to focus group feedback prior to mediation. </li></ul><ul><li>Software, hardware and Web site development are explored in the qualitative setting, in traditional in-person as well as on-line venues. </li></ul>
  5. 5. #3 Faster, Faster and Faster <ul><li>Faster turnaround </li></ul><ul><li>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. </li></ul>
  6. 6. #4 Changing Analysis Format <ul><li>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. </li></ul><ul><li>Video presentation </li></ul>
  7. 7. #5 Increasing Role of Technology <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Qualitative Research using Wiki </li></ul>
  8. 8. #6 Pressure for New Techniques <ul><li>It is highly appropriate to choose and adapt interviewing techniques creatively to maximize the likelihood of fulfilling the objectives of a particular research project. </li></ul>
  9. 9. #7 Online Groups <ul><li>MR organizations has active database of customers who share their opinions on certain products. </li></ul>
  10. 10. #8 Unconventional Methods <ul><li>JD project – home work materials. </li></ul>
  11. 11. Summary Trends
  12. 12. Thank You

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