Uploaded byLiz Van Patten
VANPATTEN THE NEW QUALITATIVE
The document discusses the changing landscape of qualitative research and how researchers need to adapt. It provides advice from interviews with qualitative practitioners and research buyers. The key themes are: 1) "New qualitative" refers to innovative methods like online/mobile research that better immerse clients in customers' experiences. 2) Both practitioners and clients see opportunities in new qualitative methods but also challenges from trends like data consolidation. 3) To succeed, researchers need to explore new technologies, collaborate with others, educate themselves continuously, and find creative ways to add value for clients.
VANPATTEN THE NEW QUALITATIVE
- 1. The New Qualitative:! Finding the Pony Liz Van Patten 2014 QRCA Conference October 15, 2014
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- 3. 3 Phone interviews Qualita3ve prac33oners (9) In-‐person Observa3onal Online Mobile User experience Social media listening Research buyers (6) CPG eCommerce Home appliances Financial services Using: In-‐person Online/mobile Observa3onal
- 4. What does “The NewQualitative” mean to you? 4
- 5. New qual isinnovative; it’s hybrid. It’s more about immersing the client in the customer’s world. New qual allows people to participate in their own environment. Anything that happens outside a focus group room. We no longer think of in-person; most of what we do is online. The difference between qualitative and quantitative is disappearing, and that’s an opportunity for qualitative. Instead of asking people what they think we are watching what they do. 5 New qualitative is a reflection of the multi-screen world we live in.
- 6. Consolida3on Globaliza3on Trends challenging solo prac33oners 6
- 7. Everything is changing How we communicate How consumers make decisions How our industry works How clients find us How clients choose How we collect and analyze data How we define “qualita3ve” How we define “data” How we report findings 7
- 8. Good news! Clients say qualita3ve is here to stay Incorpora3ng more new qualita3ve Always need deeper insights But they see a shi[ (fewer focus groups) Opportunity: qualify and understand big data 8 I’m a risk taker. I will take a leap of faith to get something better.
- 9. And they are excited about New Qual Compelling data • Get closer to targets for deeper insights More efficient • Faster • Cheaper • Less effort • Less travel Easier targe3ng • Reach high-‐ value targets & influencers Broader reach • Geographical barriers disappearing 9
- 10. Get busy! Start digging! Find out what’s happening Stay current Scoop up everything you can Scout opportuni3es 10
- 11. Do some soul searching Assess your skills and interests Figure out what you’re good at Focus on what you like to do Iden3fy what you don’t want to do 11
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- 13. Define who you are Differen3ate yourself Own yourself (including your flaws) Reposi3on yourself as more than a moderator 13
- 14. 14 Tell a compelling story about your work Focus on outcomes, not methods Feature the work you have done and why it majered
- 15. Broaden your horizons Network beyond research Read what research buyers are reading Hint: Design Thinking and Behavioral Economics Ajend and speak at conferences Learn from plakorm vendors and social media aggregators 15
- 16. 16 Capitalize on what you already know Use your knowledge of specific industries Keep up with client connec3ons Talk to clients about what they need Send updates about new things you are doing
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- 18. Educate yourself For free Webinars Websites Vendor tutorials Invest in yourself QRCA events, Qcasts, SIGs & Chapters Conferences (QRCA, IIeX, ARF Expo, etc.) Online courses and training Universi3es and community colleges Seminars RIVA Burke 18
- 19. Say yes to technology Become a technology user Poke around the Internet Hang out with techies Make friends with tech vendors Keep up with what’s happening 19
- 20. 20 Collaborate Build rela3onships Develop partnerships Create a support network/resource list Ask a colleague to mentor you Find a team you can work with Look for global partners
- 21. 21 Think smarter Find the most crea3ve approach Look for ways to add value for clients Facilitate geqng clients to the next step
- 22. Get your feet wet Give yourself license to play Collaborate with a mentor/partner Invest in a “friends and family” project Demo new ideas for clients Host private webinars for clients 22
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- 24. Thanks to the QRCs and research buyers who shared their knowledge Kay Corry Aubrey Rosalia Barnes Daniel Berkal Claudia Del Lucchese Lynn Greenberg Kevin Kinch Betsy Leichliter Hania Mirza Carole Schmidt Wayne Steele Brianna Sylver Endee Tate Susan Thornhill Jeff Walkowski Todd Wehmann 24
- 25. Now go find that pony! 25