The document discusses the true unmet needs of qualitative researchers in 2017 according to Dr. John Whittle and Heather Williams. It identifies 5 main truths: 1) keeping up with technological accelerations is difficult, 2) technology has created tension between expectations and needs, 3) researchers sometimes have to sideline technology, 4) researchers feel overwhelmed by outputs, and 5) fully explaining digital methods to clients makes technology harder to sell. Overall, it argues that while qualitative researchers still have work to do in maximizing tools, developing better relationships with technologists and clearer definitions of needs could help address current issues.

1. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
What are the true unmet needs of qualita8ve researchers in 2017?
or…
Dr John Whi<le and Heather Williams
Dub

2. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Dub’s journey to releasing a new plaIorm

3. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Qualita8ve researchers are like snowflakes

4. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Truth #1: It turns out the age of
accelera8ons is hard to keep up with

5. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
• Overwhelmed by 8me,
abundance of choice, money and
a culture not primed for
experimenta8on at this pace
• Tech is built for the ‘hybrid
researcher’
• Uncertainty around how to best
translate our exper8se onto the
smartphone screen
Effect:

6. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Truth #2: Tech has created tension in
what people expect vs. what they need

7. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
• Clients want partner agencies to
catch up and to succeed – are we
living up to their expecta8ons?
• Uncertainty around ‘What exactly
will I get out of this new shiny
tool?’ (asks the researcher and
the client)
• The rise of the consultancy in tech
companies
Effect:

8. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Truth #3: The researcher some8mes
has no choice but to sideline tech

9. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Many 8mes, a brief would benefit from more than
one piece of soYware. Barriers to actually doing this
include:
1. ‘It’s too expensive’
2. ‘It takes too much 7me to learn / educate’
3. ‘There are too many data points to dig into’
4. ’It’s not ideal if this means more work for
respondents’

10. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
• Forces us to create work-
arounds
• Encourages us to rely on more
tradi8onal methods
• Doesn’t promote
experimenta8on
Effect:

11. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Truth #4: Put out with outputs

12. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
• Frustra8ons with ‘8me poor-
ness’
• Ques8ons raised:
- What is a good output?
- Are researchers making full use of the
analysis within plaForms, or are the
plaForms themselves the issue?
- Are we truly aware of what we are
lacking so that we can ask for the right
tools?
Effect:

13. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Truth #5: The struggle to fully
explain digital qualita8ve methods to
clients makes tech harder to sell in

14. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Effect:
• Not always having the language
to describe what the benefits
are
• Risk aversion to trial on a live
project
• Downplay in trust
• Growth of client internal
func8ons

15. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Qualita8ve researchers s8ll have work
to do when it comes to maximising tech
tools.
But there is hope for the
future…

16. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Truth #1: It turns out the age of accelera8ons is hard to keep up with
Truth #2: Tech has created tension in what people expect vs. what they
need
Truth #3: The researcher some8mes has no choice but to sideline tech
Truth #4: Put out with outputs
Truth #5: The struggle to fully explain technical aspects to clients makes
tech harder to sell in

17. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Ways forward?
• What would our world look like if we invested in R&D?
• More conversa8ons and a deeper rela8onship between
researchers and technologists
• A clearer defini8on of what we want and need
• Development of machine learning tools to help with
qualita8ve analysis
• Best prac8ce & industry standards

18. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Thank You!

19. What are the true unmet needs of qualita2ve researchers in 2017?
Dr John Whi*le, Dub and Heather Williams, Digital Qualita8ve Specialist
Maximizing
Mobile
Q & A
Heather Williams
Digital Qual Specialist
Dr John Whi*le
Dub
Ray Poynter
The Future Place