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

WEBINAR: QUICK READ RESEARCH - ENABLING TEAMS TO RAPIDLY ANSWER KEY BUSINESS QUESTIONS
April 22 at noon EDT, 2015
GutCheck will host a complimentary one-hour Webinar, themed 'Quick Read Research - Enabling Teams to Rapidly Answer Key Business Questions' on April 22 at noon EDT.
2015 CLEVELAND AMA MARKET RESEARCH CONFERENCE
April 23, 2015
The Cleveland AMA Market Research Conference will be held on April 23 at the Doubletree Hotel in Cleveland.

View more Related Events...

Related Articles

There are 1996 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

A look at sponsor involvement in ethnographic research
The pros and cons of various levels of sponsor involvement in ethnographic research are explored in detail.
A marketing segmentation tool for small-to-medium B2B firms
Data warehousing has taken market segmentation analysis to greater, more desirable levels, though it is often used with companies with thousands - even millions - of customers. This article discusses the Q-Q matrix as a segmentation tool for small-to-medium business-to-business companies, including how to use the matrix.
Penn State University conducts multi-level research to launch its online campus
Penn State University applied a wide range of research methods to determine the potential of its online learning program, the World Campus. The researchers used interviews, electronic questionnaires and e-mail surveys. Participants included associations, business leaders, students currently in or inquiring about its independent learning program, faculty and professionals in a variety of fields.
Designing screening questionnaires to minimize dishonest answers
The screening process for participants builds the foundation for reliable and valid data collection. This article describes how screening questionnaires should be designed to maximize the likelihood of obtaining honest answers from respondents to various selection criteria questions. Examples presented include the addition of a "dummy" termination question, the use of dummy variables or categories, and/or the use of an open-ended question instead of a closed-ended one.
Understanding European youth
The world of children and teenagers has changed a great deal during the last decade. In order to get a better understanding of young people in Europe, GfK Europe Ad hoc Research has established a continuous tracking survey entitled “Hopes and Fears: Young European Opinion Leaders.” This article discusses the survey, including its methodology, objectives and findings.

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