KEY TAKEAWAYS: While quantitative analytics provide data points from the customer journey, qualitative analytics will help you understand the deeper motives, behaviors, and other variables that affect the online process--the “why” behind the “what.” Conversion rates and KPIs vary by vertical, with significant differences between B2B and B2C companies. Interviewing customers and stakeholders is... Read More
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Build Your Customer Experience Strategy on Qualitative Research and Analytics
Genuinely listening to customers lies at the heart of solid business strategy, as Home Depot co-founder Arthur Blank can attest. Speaking with Investor's Business Daily, Blank related that he and co-founder Bernie Marcus would often stand outside Home Depot stores they visited to talk with customers. Blank stated: "I would always thank the customers that came... Read More
Online Interviews: A New Level of Intimacy in Consumer Research
Many aspects of life that were once handled in person have now moved online and, somewhat surprisingly, that move has yielded some positive results. The increase in the number of people taking advantage of teletherapy is a good example. Many therapists have noted that their patients have been more forthcoming during remote video sessions from their... Read More
What Is Qualitative Analytics, and Why Does It Matter?
Consumer-centric brands go to great lengths to understand and anticipate what consumers want and need at every stage of the customer or product lifecycle. With that goal clearly in mind, forward-thinking brands engage in both quantitative and qualitative analysis of consumer data to get at the what (quantitative) as well as the why (qualitative). Comparing Quantitative... Read More
Build Brand Advocates with Research Throughout the Customer Lifecycle
Today’s brands are more focused on going straight to their customers to get inside their minds and cater to their needs than ever before. They’re proactive in fostering relationships and earning loyalty rather than relying on their next big product or next big ad campaign to do the talking (and selling) for them. To build brand... Read More
3 Ways to Remove Bias from the Interview Process with Tech Tools
Bias isn’t always conscious. Try as you might to fight against personal predispositions, bias can still find its way into the interview process. According to a recent LinkedIn survey, 42% of talent professionals and hiring managers feel that interviewer bias is a problem. This isn’t just a social issue, either. When companies allow bias to affect hiring... Read More
What Is Online Qualitative Research and How Is It Done in 2020?
The focus group has gone digital. While face-to-face studies have proven excellent for gauging body language and real-time feedback, online qualitative research gives companies a way to scale their research and improve their speed and iteration. What’s more, an online approach can also help to keep research costs low without sacrificing results. In a recent interview,... Read More
How to Get the Right Participants for Your Next Online Market Research Initiative
Effective online market research hinges on the ability to accurately make sense of the data you collect. First, you need to consider the source of the data and whether it represents a holistic picture of the information you need. The right mix of participants is vital for every online market research initiative. Your first step is... Read More
