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
May 4-6, 2015
RIVA Training Institute will hold a course, themed 'Advanced Moderating,' on May 4-6 in Rockville, Md.
WEBINAR: THE QUANT+QUAL PARADIGM: 3 INTEGRATIVE STRATEGIES FOR TODAY
April 7 at 11 a.m. CDT, 2015
20/20 Research Inc. will host a complimentary one-hour Webinar, titled 'The Quant+Qual Paradigm: 3 Integrative Strategies for Today' on April 7 at 11 a.m. CDT.

View more Related Events...

Related Articles

There are 1988 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

How Latin American users think and feel about the Internet
TNS Market Development recently completed a research project to discover how Latin Americans feel about using the Internet, and their hopes and concerns for this powerful technology. This article details the study and its results.
A maker of work scheduling software uses a telephone survey to meet varied information needs
TCS Management Group conducted a telephone survey with current customers of its TeleCenter System, which helps companies optimize work schedules. The study’s main objectives were to update its customer database, measure the level of satisfaction among software users and their managers, and determine the likelihood of attendance at the upcoming Users Forum.
The future of research is online
The authors fielded a study to compare traditional research methods such as phone research and mail surveys to online methods. While online is not the ideal solution in all cases, it has many advantages over non-Web-based methods.
Research helps Discovery Channel chart a course for the future
Discovery Channel commissioned a three-phase hybrid research project to understand how TV fulfills unmet needs.
Does customer experience = market research insights + implementation?
After attending conferences in both the marketing research and customer experience realms this summer, Eric Whipkey wonders if researchers are in danger of having their roles usurped or co-opted by CX professionals.

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