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You complete Me:Why Every Quant Needs a Little Qual


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This 20-minute webinar power point is part of iModerate's Coffee Break Webinar Series. The presentation is a call to arms of sorts for researchers to add qualitative research to quantitative research through a hybrid approach. The presentation also looks at some popular hybrid methods. This is best viewed with the audio as a recording at

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You complete Me:Why Every Quant Needs a Little Qual

  1. 1. You Complete Me: Why Every Quant Needs A Little Qual<br />Rob Tregenza<br />VP, Client Services<br />iModerate<br />3.9.2011<br />
  2. 2. Your Online Survey Can Only Do So Much<br />
  3. 3. Can’t Expect the Impossible<br />Online Survey Limitations…<br /><ul><li>Engage respondents
  4. 4. Give you the consumer narrative
  5. 5. Deliver the complete story</li></li></ul><li>Have to Be A Superhero<br />Your research needs to do it all…<br />So qualitative isn’t a nice to have, it’s a must-have!<br />
  6. 6. Complete Your Quant<br />Qual & Quant<br />Quant & Qual<br />
  7. 7. What is Hybrid?<br />A combination of online quantitative and qualitative methodologies <br />that are used concurrently<br />Rising Popularity83% said that they were somewhat or very familiar with hybrid research<br />75% of the researchers have personally used hybrid approaches<br />30% rely on it for some or most of their projects <br />Quant<br />Qual<br />
  8. 8. Hybrid Research Uses<br />“We didn’t understand why a certain concept had won in the quant—it was not a good fit for the brand. Follow up qual revealed that consumers liked the ad, but that it didn’t send the message we were after.”<br />
  9. 9. Why Do You Need Hybrid?<br />Greater insight makes you wiser<br /><ul><li>Key issues deserve more attention
  10. 10. Deeper feedback is necessary to clarify & strengthen
  11. 11. The consumers’ voice helps back up the data</li></ul>“Clients want more than numbers—the information presented to them needs to not have such a sterile feel. [Hybrid] adds color/texture to inform decision making at the higher levels.”<br />
  12. 12. Why Do You Need Hybrid?<br />You need the voice and a story<br /><ul><li> Data alone doesn’t promote action
  13. 13. Brings the research to life
  14. 14. Forces you to reconcile & scrutinize
  15. 15. Gives you the language of your consumers</li></li></ul><li>Example<br />What does “Reliable”mean???<br />It gets my child to daycare in the snow<br />It’s never in the shop<br />
  16. 16. Why Do You Need Hybrid?<br />Respondents are bored & tired<br /><ul><li>Surveys are getting longer & more tedious
  17. 17. Only 1-way communication, no interaction
  18. 18. Unengaged respondents are bad respondents
  19. 19. Is anyone really listening?</li></li></ul><li>Why Do You Need Hybrid?<br />Efficiency is paramount<br /><ul><li> Only have 1 shot at things
  20. 20. Cost-effective & quicker than doing it separate</li></ul>“Since the economy is strained right now, businesses have to get "it right" the first time. Therefore, the more detail you can get straight from the horse's mouth the better.” <br />
  21. 21. How Do I Decide?<br />Ask yourself these questions…<br /><ul><li> What stage is my research in?
  22. 22. Do I need offline or can I do it all online?
  23. 23. Do I need one-on-ones or a group?
  24. 24. Do I need robust qualitative?
  25. 25. Do I need concurrent or sequential?
  26. 26. Do I need dynamic qual based on quant?</li></li></ul><li>Hybrid Research Solutions<br />
  27. 27. Your Quant is Waiting…<br />We don’t care how you do it…<br />We just want you to start taking steps to complete your quant today<br />
  28. 28. Questions<br />Contact<br />Rob Tregenza, iModerate<br /><br /> <br />