Adjusting your approach to gain insights
Editor’s note: Jim Longo is the co-founder and chief strategy officer at Discuss.
When will inflation end? Are we in a recession? How are consumers feeling right now? Market researchers at leading agencies are answering the last question with qualitative research – a critical strategy during uncertain times. Researchers are taking the customers pulse on price sensitivity to help brands focus on building loyalty when it’s too costly to bring customers back after a recession. They are doing all of this with less, without compromising insight quality, through new tools to drive efficiency.
How has this impacted the businesses that these agencies serve? It has allowed companies to access more timely, relevant and context-rich information about people, their lifestyles, opinions and emotions. At a time when the consumer landscape is marked by economic uncertainty, the glut of quantitative customer data that organizations now have access to only tells part of the story. Quantitative data delivers facts, but emotions dominate consumer motivations, and that is where qualitative research comes in. It guides organizations to understand the “why” behind the behavior. Market research agencies know this, which is why they’re increasingly leveraging new online conversation tools and platforms that pull it all together.
In this article, I’ll explain how researchers are delivering actionable insights, impressing clients and winning over new ones.
1. They’re increasing engagement with respondents
Agency-based researchers understand that to generate quality insights from their qualitative sessions, they must keep respondents engaged and personally invested in the research they are taking part in. This means utilizing unique feedback methods both during and before a live conversation.
Pre-work can include self-captured video or image-based responses, mobile missions or personalized survey questions to break the ice. During a live session, researchers can ask poll questions, share stimuli for responses and use interactive whiteboards for concept or message testing. Even post-discussion, researchers are keeping their respondents engaged with personalized follow-ups.
2. They’re automating and scaling conversations
Automating manual tasks saves agencies several hours per interview and if account teams are conducting 100 interviews a month, this adds up to hundreds of hours saved. Advancements in research software have automated administrative tasks such as scheduling, moderation logistics and task and reporting. Today, online qualitative researchers are running more frequent and efficient interviews, quantifying voices and emotions that were previously viewed as ‘anecdotal.’
In addition, with the introduction of artificial intelligence to qualitative research, unstructured data can be searched and analyzed quickly and with less human error. For example, using machine learning, interview keywords and/or sentiment can easily be identified and tagged within interview transcriptions making it easy for researchers to quickly analyze the results.
3. They’re ditching the PowerPoint
Instead of relying on a PowerPoint presentation to present key findings and customer insights, researchers are sharing video-based insights captured directly from the customer to bring the voice of the customer to life. This has produced what some researchers call a “look up moment” where executives and business leaders stop what they’re doing and pay careful attention when they hear a customer’s voice, rather than getting lost in a slide deck.
Footage of real conversations also provides holistic insights into people’s experiences, transforming the brand/customer relationship. Using multimedia-based tools, researchers over-deliver by showcasing the customer voice more directly – sometimes sharing video clips to clients immediately after a session as a way of providing a final report teaser.
Today’s brands need timely, relevant customer intelligence that drives actionable business. Marketing researchers can show companies how to better communicate with customers, improve customer experience and build products and services that lead to better long-term customer satisfaction.