Digsite Webinar: Webinar: 5 Surprising Ways Your Business Could (and Should) Be Using Online Qualitative Research 11/13/19

1. 5 Surprising Ways Your
Business Could (and Should)
Be Using Online Qual Research

2. About Digsite
Results in as Little as 24 Hours:
ü Live Video Sprints
ü CX and UX Sprints
ü Product Optimization Sprints
ü And more…
Smarter, Faster Qualitative Research

3. Your Speakers
Monika Wingate
CEO and Co-Founder
Digsite
Jill Meneilley
Founder and Researcher
Mobius Solution Lab

4. Evolution of Online Qualitative
2009 2019
Live Video Interviews
Online Discussion Groups
Bulletin Boards

5. Fill-In-the-Blank Questions
Open-ended responses or drop-down lists
Whiteboard Image Mark-upVoting (text, photos or videos)
Online Groups
Video Responses
Video responses with automated transcription

6. My Path

7. 5 Surprising Ways
Your Business Could
(and Should) Be Using Online
Qualitative Research

8. #1: Support
Your Product
Testing
Efforts

9. 9
Case Study:
Product Testing
Goal: Understand
context-specific
product consumption
behavior
Solution: Participants
took video of
themselves in specific
snacking situations,
followed by survey
tasks to provide
diagnostics

10. Benefits
• Geographic dispersed
• Cost effective
• Captured consumption
in real life settings

11. #2: Delve
Into a
Sensitive
Topic

12. Case Study:
Delving into
Sensitive Topic
• Goal: Understand target
consumer’s attitudes,
habits and emotions
• Solution: Ask consumers
to tell stories with videos,
photos, and fill-in-the-
blank exercises

13. #3: Build
Empathy
Among
Your Team

14. Case Study: Deeply
Understanding Users
to Build Empathy
• Goal: Understand
emotional state of category
shoppers
• Solution: Ask participants
to share images to represent
emotions in usage occasion
and to describe how images
represent how they felt in
that moment
I was worried…it felt like I was
hiding some dirty secret.
A turtle’s armor is its shell, and I
felt like my shell had been taken
and I was left unprotected.

15. The Impact
• Client team collected
participant-shared
images and quotes in
a room to immerse
team members in
their experience and
perspective

16. #4: Better
Understand
a Shopping
Experience

17. Case Study:
Shopping Experience
• Goal: Understand shopping
occasion for a product category
• Solution: Participants visit store,
take video, and explain decision
process at shelf

18. #5:
Collaborate
With Your
Users to Solve
Innovation
Challenges

19. Innovation Process Can Be Expensive and Time Consuming
Qualitative Research to explore needs $$
Ideation Sessions $$
Develop Concepts $$
Concept exploration research $$
Concept prioritization $$
Total $$$$

20. Design Online Qual Study to Combine Multiple
Steps Into One Study
Empathy
Building consumer
empathy –
needs and ideals
Iteration
Developing and
iterating solutions
Feedback
Feedback and
prioritization of
solutions

21. Case Study:
Innovation
Development
Goal: Agile innovation process
grounded in consumer needs
Solution:
• Fill-in-the-blank stories
on challenges
• Users developing solutions
• Voting to prioritize
top solutions
“My least favorite part is cleaning
the xxx - this is especially true
when I use my xxx. In fact, I
bought the smaller xxx just
because I got so tired of cleaning
the xx everyday..”

22. So what should I do
differently tomorrow?

23. ü Complex recruit
ü Broad geographic representation
ü Busy, younger target
ü Short recruiting timeline
When to Consider Online Qualitative
WHO
Who you want to talk to
1
WHAT
Needs related to the
business question
2
HOW
Logistical considerations
and limitations
3

24. When to Consider Online Qualitative
WHO
Who you want to talk to
1
WHAT
Needs related to the
business question
2
HOW
Logistical considerations
and limitations
3
ü Interact with various stimuli
ü Extends over a time period
ü Iterative
ü In Home - ethnographic elements
ü Real-time insights
ü Sensitive topic
ü Going deeper, but cost effectively

25. When to Consider Online Qualitative
WHO
Who you want to talk to
1
WHAT
Needs related to the
business question
2
HOW
Logistical considerations
and limitations
3
ü Fast Turnaround
ü Time, budget, travel limitations

26. When to Consider Trade-Offs Between
In-Person and Online Qual
1. You want participants to engage in activities
or use stimuli that are only available in person
2. Issue requires the moderator to read body
language in conjunction with hearing responses
3. Your target is not comfortable engaging online (but
be careful about making assumptions about this!)

27. New Ways to Get More out of Online Qualitative
Mobile Engagement Video
Analysis
Automated
Reporting
Combine groups with
video Interviews

28. Questions?
Jill Meneilley
jill@mobiussolutionlab.com
Monika Wingate
monika@digsite.com
+1 844-344-7483 x700