Introducing a New Service: Online Qualitative as a Business Advantage

Presented by:Jim LongoItracks Vice President, Sales and Marketing

Overview

• Online Qualitative - the opportunity is now

• Examples of the methodology and its benefits to the industry

• How to introduce online qualitative

History of Online Qualitative

• Began in the mid-nineties - Email, discussion groups such as CompuServe - Online chat with virtual back room - Development of OLBB’s allowed for rich qualitative data

• Has been gaining momentum as a methodology each year along with the proliferation of the Internet as a data collection tool and the rise in the use ofSocial Media

• Online qual will never replace face to face groups (but rather should be seen as a proven way to conduct many different kinds of studies impossible or impractical to do any other way)

The Online Qualitative Market

Market SizeExperiencing rapid growthGlobalization of brandsEmerging markets

- Explosion of computer usage for communication- Clients are asking about it and when appropriate to use- Industry survey reports 57% of qualitative researchers expect to increase the volume of online qualitative research in the next 12 months

Online Focus Groups

Synchronous or real-timeTop-of-mind discussion10-12 participantsElimination of group biasCommunicate privatelyPre-loaded moderator’s guideQuick-click probe questionsPrivate client viewingCustomizable screenerAutomated email invitesOnline booking facility Instant transcripts

Online Bulletin Boards

Asynchronous or extended timeframeIn-depth discussionOne-on-one interviewing capabilityForced response settingsElimination of group bias15-30 participantsReal-time activity reportsInstant transcriptsSignificant participant convenience

Advanced Qualitative Techniques

Concept Testing

Concept Testing

Treemaps• Easily visualize and drill into crosstab data

Video Timeline Analysis• Time-span data visualization (e.g. display all comments for first ten seconds of a video stream left by Females/18-35)

Word Analysis• Visualize word frequencies using text clouds• Search one or multi-word combinations• Segment by demographics

Heatmaps• Visualize respondent behavior in response to stimuli• Understand likes/dislikes in direct context of your concepts

Challenges

“I am not a technical person.”

“It can’t do what face to face groups do.”

“I miss the junk food”

The opportunity is in….

• The strategic value: consultative

• Adding a service line

• Increase productivity

• Integration of methods/multi-mode

• More of the team can participate in research process

• Capturing projects that you might not have done otherwise (small sample universe, sensitive topics, teens, etc)

Advantages of Online Qualitative

Online Focus Groups and Bulletin Boards open a world of possibilities for the traditional market researcher. Here are a few of he remarkable advantages:

Remote access from anywhere in the world

Multi-media capabilities

No geographic limitations (foreign language capable)

Significantly reduce travel costs (which can be put back into research)

Target hard-to-reach, low incidence targets

Respondent convenience

Higher degree of anonymity to respondents (sensitive topics)

Instantly available transcripts

Larger groups

Who’s using Online Qual?

1. Independent moderators2. Top MR 50 firms – 90%3. Market Research Departments of large

companies

More than just a dialogue

LongitudinalLess attrition, additional value in seeing other peoples responsiveness

DiariesBlog posting

Day in the life of a product or brand

Home Use TestHigher response rates to placements

Photo or video tasksShopping tasks

Breakout groupsDyads or triads

Precursor to QuantConsumer behavior

Problem solvingEmployee groups

Mix segmentsDoctors and Insurance companies

Utilizing in a Project

When can online qualitative be utilized in a project:- Before Quantitative

• Purchase behavior

•Ideation

•Concept tests

•Pretest Survey

•Build attributes

-During Quantitative

• Iterations

• design

• Packaging

• Advertising

- After Quantitative

• Support survey results

–Rich verbatim

• Drive additional research

–Recommend

• Gives consumers a voice

–Customer advocate

Increase revenue opportunity

In the past there was a lag as well as uncertainty if a Quantitative project required follow up qual due to some anomaly in data or outstanding issue.

Follow on Qualitative- provide additional insight into quantitative resultsvalue add- provide option to do follow on qual with proposalincremental revenue

Additional benefits- respondents higher on learning curve for iterations of concept- support quant results with verbatim which describe logic- support analysis with verbatim which makes results real with example

All you have to do is ask- opt in question for possible qual at end of survey- “from time to time we conduct follow up OBB with participants would you be willing to participate next Tuesday…”- reduces recruiting costs to only reminder calls/ emails - increases turnaround time from survey data collection to actual group results`

Why Itracks’ Online Qualitative?

Itracks’ powers the online qualitative research of Independent Moderators, MR agencies, End clients, Media companies

1. Patent-protected & industry leader2. Experienced Qualitative Administrators3. 24/7 live toll-free Technical Support

3 Steps

How to add online qual in 3 easy steps! (No, really!)

1. Get educated

2. Propose it

3. Close it

www.moderatorcommunity.com

Next Webinar: With Pierre Belisle

The End