Trends in Qualitative MR Mohammad Nibras P.K.

Agenda Understand 8 trends in Qualitative Market Research

Understand 8 trends in Qualitative Market Research

#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

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

#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.

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.

#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.

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.

#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

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

#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

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

#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.

It is highly appropriate to choose and adapt interviewing techniques creatively to maximize the likelihood of fulfilling the objectives of a particular research project.

#7 Online Groups MR organizations has active database of customers who share their opinions on certain products.

MR organizations has active database of customers who share their opinions on certain products.

#8 Unconventional Methods JD project – home work materials.

JD project – home work materials.

Summary Trends

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