The Social Side of Research
Comments have been edited for clarity and brevity.
What new skills do you see as critical for market research today?
Posted by Monika Wingate in The Marketing Research & Insights Group
Linking back to her own article, this discussion asks whether researchers’ skills align with the demands of branding and innovation in 2013. With the new reality of leaner marketing departments, it isn’t too big a leap to predict that new investments in social media and big data will lead to cuts in traditional marketing expenditures. So how do marketers and market researchers thrive in this new environment? Wingate offers her own suggestions and opens the floor for others to weigh in.
“Critical thinking skills. Without them all other skills have little value.” – Terry Grapentine
“I agree with the sentiment of the infographic comment. If you can't say it with (on) a single slide then you're over complicating the key takeaway.” – James Wiltshire
What is the best DIY survey platform right now?
Posted by Andy Whittaker in The Marketing Research & Insights Group
Whittaker asks: “Any strong opinions about SurveyGizmo vs. QuestionPro? Is there a better one on the market for great respondent experience (e.g., drag and drop ranking) – and also easy to integrate with an existing database via API or other simple coding?”
This discussion received over 28 comments, detailing the virtues and drawbacks of various DIY platforms, including Confirmit, Fluid Surveys, Qualtrics and the two previously mentioned.
“SurveyGizmo's tech support has been amazing. Even over the weekend.” – Ben Grill
“As far as my experience goes with cloud-based survey programming tools, I agree that SurveyGizmo is great value for money and the best choice for a low budget solution. Qualtrics is probably the best one out there in terms of capabilities, but also comes with a big price tag.” – Julian Schlingensiepen
Why there's no replacement for face-to-face research
Posted by Emily Goon in Marketing Research Association
Linking back to one of Quirk’s own e-newsletter articles by Jennifer Karsh, researchers discuss the everlasting value of in-person research.
“I've lost count of how many obituaries I've read for focus groups, IDI's, ethnography and so on, over the past decade. Yet companies still use them.” – John Mitchell
“I disagree. I am a very strong believer in online communities, which I think do a much better job at creating customer insight than focus group or other qual. Numerous reasons for this.” – Matt King
This discussion also continues in the The Qualitative Market Research Forum LinkedIn group.
Know of a discussion worthy of being featured? Contact Quirk's Content Editor Emily Goon at emily@quirks.com.