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

RIVA COURSE 303: ADVANCED MODERATING
October 27-29, 2014
RIVA Training Institute will hold a course, themed 'Advanced Moderating,' on October 27-29 in Rockville, Md.
MOBILE SHOPPING 2014
October 28-30, 2014
Worldwide Business Research will hold its mobile shopping conference on October 28-30 at The Wigwam, Litchfield Park, in Phoenix.

View more Related Events...

Related Articles

There are 1935 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

The art and science of effective qualitative interviews
To get the right results, you need the right tool. This article discusses in-depth interviews, including appropriateness, researcher selection, benefits and drawbacks, respondent recruitment, pricing and data analysis.
Online surveys help Paramount Parks keep respondents and visitors happy
The director of research for theme-park company Paramount Parks details his use of online and other surveys to measure guest satisfaction.
When fake brands are used to get real data
Peter Gold reports on a research-on-research project that examined the impact on data quality of including bogus brand names in survey response lists.
How qualitative can help define the new value proposition
As the information age evolves into the innovation age, qualitative researchers must adapt their methods to emphasize consumer anthropology; creativity and co-creation; and action and/or strategic planning to look beyond product attributes by asking - and answering - the questions of ‘So what?’ and ‘Now what?’
Enhancing focus groups with wireless group response systems
Wireless group response systems are becoming a frequent sight in focus groups. This article discusses use of wireless group response systems, including benefits.

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