Navigating the Online Qualitative Landscape

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This presentation gives you a look at the tools and techiques that makeup the online qualitative arena. This details the strenghts, weaknesses and applications of each approach.

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  • According to an article in Quirks by David Bradford, online qualitative started in 1994 with online focus groups By the mid 2000’s you had many players in the online space, online one-on-ones, communities, hybrid and virtual ethnography all on the scene Today online qual is growing leaps and bounds. Inside Research anticipates growth of 41%. For the fist time ever, ESOMAR is measuring online qual in their 2010 Global Market research Report
  • Identify customer needs Perceptions of marketing/communication messages Information obtained in quantitative study and to better understand the context/meaning of the data Uncover potential strategic directions for branding or communications programs Understand how people perceive a marketing message or communication piece Develop parameters (i.e., relevant questions, range of responses) for a quantitative study
  • Online qual is usually significantly cheaper – no travel, no facility, easier recruitment, etc… Quicker than most offline qual – Can take weeks to set up and conduct in-person FG as opposed to a few days or a week for many online qual approaches Not hamstrung by geographic boundaries. Online opens up a works of respondents all across the world, already using the online medium Technology enables things such as stimuli incorporation, seats behind the glass, etc… Online opens things up for mobile, social media platforms, streaming video, text, etc… Online is where people are conversing today. It is in their environment and ultimately more convenient
  • Online qualitative, especially over the past few years has grown leaps and bounds. With that comes new approaches, tools and companies. While all this leads to a bevy of choices for research consumers, it also leads to confusion and stress.
  • Choosing a research approach always starts with looking at your objectives. What are you looking to accomplish? And what type of tool, method, functionality, etc.. is best suited to help you get there.
  • Other benefits: Can be used for hybrid or stand-alone Real-time gives you top-of-mind responses Intimate, anonymous, one-on-one setting is ideal for eliciting candor One-on-ones offer more flexibility. Easy to pause, restart, customize length from interview to interview, etc…
  • Challenging moderation – Participants chatting at the same time makes for a tougher challenge online. Necessitates highly-skilled moderator, sometimes even two per project. Typically shorter than an offline group
  • Benefits: Conducive to hybrid – You can run lots of tasks in BBFG, including doing some quant exercises Limitations: For longer BBFG initiatives, need to come up with enough activities t keep respondents engaged
  • Many different types of MROC, short (ad hoc projects) vs. long term, open vs. closed, client vs. agency moderated, research vs hybrid (used for something else other than just for research purposes. They can be anywhere from 30 to 50,000 members so choosing a design can be extremely difficult. Often require both community managers and moderators. Benefits – Really lets consumers feel like they are making a difference, makes for brand ambassadors Great for a multitude of research activities
  • Navigating the Online Qualitative Landscape

    1. 1. Navigating the Online Qualitative Space
    2. 2. The Growth of Online Qualitative OFG’s started in 1994 Mid 2000, an influx of companies and techniques In 2010, online qual is expected to grow 41%
    3. 3. Why Online Qual? To satisfy the same objectives as offline qual…
    4. 4. The Difference
    5. 5. So Many Choices OFG BBFG Social Media 1 on1 MROC
    6. 6. What Do Your Objectives Call For?
    7. 7. Traditional vs. Non-traditional
    8. 8. IDI
    9. 9. IDI Applications Sensitive subjects Quick insights To seamlessly add qual to quant
    10. 10. <ul><li>Client </li></ul><ul><li>National Retailer </li></ul><ul><li>Audience </li></ul><ul><li>Individuals who live within two miles of their location and have purchased a beverage there within the last 30 days </li></ul><ul><li>Background </li></ul><ul><li>This retailer wants to test the concept of incorporating a “beverage center” into their stores </li></ul><ul><li>Research objective(s) </li></ul><ul><li>See if they understand the concept of a beverage center as it is described to them </li></ul><ul><li>Understand the value, if any, that a beverage center would provide </li></ul><ul><li>Gauge whether having this beverage center would make them a “beverage destination” </li></ul>IDI Example
    11. 11. IDI Quick Hits
    12. 12. Online Focus Groups (OFG)
    13. 13. OFG Applications Ideation, brainstorming, concept and ad testing In-depth discussions on anything with focused moderation
    14. 14. <ul><li>Client </li></ul><ul><li>Media & Entertainment </li></ul><ul><li>Audience </li></ul><ul><li>Individuals 18 plus with cable or satellite television service who watch more than two hours of television a week </li></ul><ul><li>Background </li></ul><ul><li>This company want to start generating ideas for new sitcoms to launch in fall 2012 </li></ul><ul><li>Research objective(s) </li></ul><ul><li>Gather feedback on what sitcoms/characters they are attracted to </li></ul><ul><li>Uncover what is missing from the sitcom landscape </li></ul><ul><li>Generate fresh ideas to base further brainstorming on </li></ul>OFG Example
    15. 15. OFG Quick Hits
    16. 16. Bulletin Boards (BBFG)
    17. 17. BBFG Applications Letting ideas materialize over time Exhaustive, journal type research Product and packaging tests
    18. 18. <ul><li>Client </li></ul><ul><li>Publishing Company </li></ul><ul><li>Audience </li></ul><ul><li>Men and women who purchase three plus fiction books annually </li></ul><ul><li>Background </li></ul><ul><li>This company is publishing a new book of short stories and wants to get an idea of which ones resonate in order to promote it effectively </li></ul><ul><li>Research objective(s) </li></ul><ul><li>Assign 1 story every three days and gauge which stories are most enticing </li></ul><ul><li>Find out which stories mesh best with the author’s current image </li></ul>BBFG Example
    19. 19. BBFG Quick Hits Visible
    20. 20. Ethnographies
    21. 21. Ethnographies Applications Usage tests Uncovering unspoken patterns and habits Understanding experiences and relationships
    22. 22. Ethnographies Example <ul><li>Client </li></ul><ul><li>Consumer Packaged Goods Company </li></ul><ul><li>Audience </li></ul><ul><li>Mothers of children under the age of 15 who are the primary grocery shopper in the household </li></ul><ul><li>Background </li></ul><ul><li>This company has just redone their packaging for a popular children’s cereal and wants to test shopper’s reactions in a virtual grocery aisle </li></ul><ul><li>Research objective(s) </li></ul><ul><li>Understand if the brands cereal box is recognizable and stands out amongst the competition </li></ul><ul><li>Gauge the shopper’s overall reaction to the packaging while in the store </li></ul>
    23. 23. Ethnographies Quick Hits
    24. 24. Communities (MROC)
    25. 25. MROC Applications Getting consumers involved in your business Creating brand advocacy Innovation Finding out how your target interacts
    26. 26. (MROC) Example <ul><li>Client </li></ul><ul><li>National Beverage Retailer </li></ul><ul><li>Audience </li></ul><ul><li>Customers who frequent their establishment more than 3 times a week </li></ul><ul><li>Background </li></ul><ul><li>Out of a demand for more weekly coupons and deals, the company has decided to roll out a weekly “hot deal” on their beverages </li></ul><ul><li>Research objective(s) </li></ul><ul><li>Get qualitative feedback on their weekly “hot deals” before they are finalized as promotions </li></ul><ul><li>Understand how to best deliver these deals (what medium(s), channels to use every week) </li></ul>
    27. 27. MROC Quick Hits
    28. 28. Social Media
    29. 29. Social Media Applications Listening in on consumers Campaign tracking and measurement Identifying trends Brand management
    30. 30. Social Media Example <ul><li>Client </li></ul><ul><li>Electronic Company </li></ul><ul><li>Audience </li></ul><ul><li>General consumers </li></ul><ul><li>Background </li></ul><ul><li>This organization has recently undergone a brand makeover complete with new tagline, mission statement and consumer promise and has launched a huge multi-platform campaign to get their new messaging across </li></ul><ul><li>Research objective(s) </li></ul><ul><li>Track social media mentions and get a sense of people’s sentiments toward the campaign </li></ul><ul><li>Gauge if the campaign message is resonating or if people aren’t buying it </li></ul>
    31. 31. Social Media Quick Hits
    32. 32. Summary Online qualitative is on the rise thanks to factors such as speed, convenience, cost, technological advancement and communication preferences … and there are more approaches now than ever!

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