Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

The 4 new qualitative evolutions you need to know about



Article ID:
20140725-3
Published:
July 2014
Author:
Carl Van Ostrand

Article Abstract

Carl Van Ostrand looks at the evolving nature of qualitative market research, pointing out four new developments.

Editor’s note: Carl Van Ostrand is the sales director for YouEye, a Mountain View, Calif., research firm.

You can get sized for clothing (including a bra) using just your smartphone. It’s true, but there’s also a bigger picture here.

It shouldn’t come as news that consumers are spending more time engaged with digital and mobile content in every aspect of their lives. Shopping, banking, socializing, ordering meals, finding news, booking trips, streaming media, “hailing” taxis – but the point is, if consumers are moving their spending to a digital and mobile world, then qualitative researchers need a way to observe, ask the “why” questions and achieve deep insights.

There are some new developments that are helping researchers keep pace better than you may think:

1. Consumers’ front-facing cameras are now being utilized for more than uploading videos and one-on-one moderated sessions. New technology is allowing for the full video, audio and screen capture of a consumer experience in the moment, while being observed and/or prompted with tasks and questions. This means that we can expose just about any audience to any digital stimuli (desktop and mobile Web sites, product marketing, packaging/branding, advertising/media, mock-ups, etc.) and walk them through a qualitative session.

2. But let’s move past the digital stimulus. Ever imagine watching and recording a mother make a snack for her children without launching a full home ethnography study? You now have a consumer direct interviewing device with full experience capture.  

3. We’re starting to hear the rumblings of “big qual.”  The challenge of capturing high volumes of qualitative data has been lifting and that trend continues.  With the aforementioned remote experience capture technology, in-depth video interviews can now be executed as efficiently as an online survey (and in conjunction with one!). Load the prompt flow, source the respondents and capture the experience. The data can be automatically uploaded to the cloud for insights and collaboration.

4. Custom analytics engines can help researchers dissect piles of video and in-depth interviews. Automated transcriptions produce mineable text, code helps the researcher explore videos quickly and algorithms turn the researcher’s tagging/annotating into highlight reels and behavioral metrics. High volumes of rich qualitative data become recommendations in days instead of months.

Comment on this article

comments powered by Disqus

Related Glossary Terms

Search for more...

Related Events

PREDICTIVE ANALYTICS AND BUSINESS INSIGHTS 2014
September 23-24, 2014
Gateway Analytics Network will hold a conference, themed 'Predictive Analytics and Business Insights 2014,' on September 23-24 in Philadelphia.
NETWORKING EVENT BY THE RESEARCH CLUB
September 24th, 2014
The Research Club will host a networking event in conjunction with the MRMW conference on September 24th at the Riva Bar in Berlin, Germany.

View more Related Events...

Related Articles

There are 1927 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Focus group workshops and championships assist new product development process
This article explores obstacles that impede the consistent, efficient translation of focus group data to promising, fully-refined, testable marketing concepts. The author describes how to address these problems by having focus group observers discuss what they saw and heard in the focus group in a two-step follow-up process.
Conducting full-profile conjoint analysis over the Internet
This article discusses pros and cons of various types of text-based e-mail surveys and online surveys. It also reports on an online full-profile conjoint survey dealing with credit card preferences. This study used an Internet survey to compare the pairwise and single-concept approach for computerized FP conjoint analysis.
The Missouri Lottery tests new games with focus groups
The Missouri Lottery and research firm Market Directions tested new potential lottery games and monitored public attitudes toward the lottery in general by conducting numerous quantitative and qualitative studies. This article describes one focus group research effort aimed at choosing games for a particular year. Participants from several locations in the state were asked to "shop" among 15 mock-ups for $30 worth of tickets.
Telephone survey measures city's quality of life measures
Richfield, Minnesota, conducted a lengthy telephone survey of 400 randomly selected residents to assess how the city was doing in terms of service, aiming to satisfy long-term residents and draw new residents and new commercial developments.
Polaroid uses software package to enter new market
Polaroid Corp. used A-Cross, a cross-tabulation software, to prepare of its entry into the 35mm consumer film market. The software processed data from survey sampling of hundreds of consumers across the United States.

See more articles on this topic

Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

Industries

Conduct a detailed search of the entire Researcher SourceBook directory

Related Discussion Topics

Online Focus Group sessions
10/28/2013 by Sally Hooper
Market research report
08/20/2013 by Aarkstore Store
flow charts
08/06/2013 by Bill Kattner
Dragon Naturally Speaking
07/22/2013 by David J. Mangen
Flow Chart
07/22/2013 by David J. Mangen

View More