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Zlatko Vucetic
President, FocusVision
"In the modern world we have invented ways of speeding up invention, and people’s lives change so fast that a person born into one kind of world grows up in another, and by the time his children are growing up, lives in still a different world.” - Margaret Mead
I love this quote because it remains relevant after 30 years. When I speak with my team at FocusVision about the state of the digital qualitative industry, one word continually comes up: transformation. Digital qualitative research is a powerful tool. It gives researchers the ability to constantly zoom in and out and engage with participants in ways that provide rich and unique insights. However, this method of research has been slow to transform because the data collected varies greatly: text, images, video, etc.
Contrast that with what we see now: bots and artificial intelligence, with accuracy and algorithms complex enough to handle vast amounts of digital qualitative data. The emergence of such is a truly transformative force, which will demand that all research technology platforms evolve – and quickly.
Forces of digital qualitative transformation
When thinking about the next level – the 2.0 of digital qualitative research – three universal forces of transformation will be at work:
Technological breakthroughs: Chat bots, machine learning and computer vision all create exciting analysis opportunities for the types of engagements that regularly occur in digital qualitative research.
Demographic changes: Our population is shifting, which has implications on how we engage participants. Today’s younger generations have extremely high expectations for technology in both form and function. Research technology features like mobile data collection and offline modes are no longer value-add benefits but required table stakes.
Shifts in economic power: The free markets are all interconnected. Rises in power and growth in the western world require attention from brands and researchers alike in order to stay relevant.
Clarifying the co-existence of AI and digital qual
Terms like artificial intelligence have become overused, misused and even devalued. In fact, the value that AI brings to digital qualitative research is quite unclear. This is in part because qualitative research inherently answers the “why” of a given challenge. And understanding the “why” is not one of AI’s strong suits. For example, deep neural networks (DNN) are a subset of machine learning in AI. They are capable of unsupervised learning using unstructured or unlabeled data. However, DNNs have no way to explain the output of their data analysis to humans; only through technology. In short, they cannot explain the “why.” This is important as we enter a period when the complex data types collected through digital qualitative research will use DNN algorithms.
This example doesn’t discount the fascinating developments being made in AI. It is just a challenge to be addressed. These developments and their related challenges will truly transform our industry and we must clarify the path to co-existence. FocusVision has already begun doing so.
Adapting to the now culture
Invoking a classic Queen song, today’s culture wants it all and they want it now. And, thanks to omnipresent mobile technology, people can have it all right now. A wealth of information is immediately available to consumers via their mobile devices. In turn, they yield a vast amount of data at a near-constant pace. Savvy consumers understand the treasure trove of personal data they produce and are highly sensitive about privacy. This challenges researchers to rethink methodologies to accommodate both immediacy and data security while working faster than ever to deliver results.
The beauty of digital qualitative research is its asynchronous nature. Things don’t need to happen in parallel. This helps researchers pivot and adapt to constantly-moving cultural and business demands. FocusVision’s integrated approach to research technology addresses this with both qualitative and quantitative solutions. For instance, our Revelation and FV Decipher platforms have been designed from the ground up for mobile usability and capture exciting in-the-moment insights. When coupled with analysis tools like FV Video Insights, researchers can quickly collect and evaluate authentic consumer data. This holistic approach ensures that all research data lives within a single, secure source.
Empowering the full stack professional
The immediate, mobile nature of today’s research environment also requires a Swiss army knife approach to execution. Researchers must be able to operate in different arenas and understand multiple methodologies. I refer to this as the full stack researcher. These individuals are well-versed in a combination of business, research and technology methods and strategies. They are “uber generalists” with the knowledge and skill to drill down into specific areas when needed.
At FocusVision, this idea is embodied by our research strategy team. Their role is fluid by design. Led by Zoe Dowling, Ph.D., the group has deep expertise in research design and execution. They are also highly experienced in technology, operations and marketing. This enables them to connect with our clients and internal teams alike to drive innovation and transformation.
FocusVision: Intelligently moving forward
Transformation is complex. We are now in a period where new technologies like AI are breaking old benchmarks and creating new ones. As elements of AI, business/consumer culture and market research converge, our industry must react. FocusVision is poised to lead this charge. We have reimagined how we do business and how we empower researchers. We have rethought our entire suite of qualitative and quantitative solutions to better address the needs of our customers, technological advances and a “gotta have it now” mobile mentality. We are poised to partner with research teams of all levels as our industry evolves. I look forward to sharing these developments with you.
FocusVision.com
zvucetic@focusvision.com
844-712-6777