Four Ways to Use On-Demand Qualitative Research

Four Ways to Use On-Demand Qualitative Research

As a marketing executive or brand manager you’re faced with decisions all day long that might effect the short- or long-term survival of your product or brand. Wouldn’t it be great to have on-demand qualitative research at your fingertips to help make those decisions?

Here’s some ways you might use on-demand qualitative research to improve your company’s success in the marketplace.

Information about a new concept with directional feedback . .

You find yourself in an important meeting, not unlike the ones who sit through much of the day In this particular meeting, though, a new concept was discussed. Or maybe it was just a shift in messaging regarding your product.

You know you’re going to need to know more about how your target audience will react, if you hope to stay ahead of things. Someone suggests they will just ask some colleagues in the office or their neighbors what they think, but you wonder if  friends and associates might give you a biased view. Wouldn’t be better if you could interview your target audience instead? What if your Researcher could reach our target audience in hours ? Now you can execute the research and share results in days?

It’s just this sort of on-demand qualitative research–involving agile market research with a self-service feel–that can make or break you here.

Conduct in-depth interviews to understand survey results . .

After completing a broad quantitative survey project, you got results you didn’t expect–and can’t understand. One segment is not in favor of the concept or its spokesman. What you need to do is conduct follow-up interviews–in a matter of hours–that are in-depth enough to answer why this particular segment thinks like they do.

Self-service, on-demand online qualitative research helps you here, bringing high-quality on-demand qualitative research results to bear with minimal delay.

Describe an unmet need in an online community . .

Maybe you’re the online manager for an insight community where an unmet need has surfaced in a thread. Before trying to address this need, and perhaps going off in the wrong direction or with the wrong level of intensity, you want to know more about it. Best would be if you could have a deeper dicussion and share view videos of community members discussing this unmet need to the community sponsor.

On-demand qualitative research is the answer here, too. With self-service agile market research, combined with online qualitative research, you can get to the bottom of the community’s concern, and identify its key aspects so you can best address it.

Make a marketing research proposal stand out . .

Let’s say you’re working up a proposal for a client, demonstrating the reasons why their organization needs to conduct market research. At the same time you’re trying to demonstrate your expertise in the area. Ideally you want to make your proposal really shine.

This is where on-demand qualitative research can come to the rescue again. Online qualitative research, matched with agile market research, can provide you with the visual aides you need to make your proposal stand out–while helping you make the clear case of the importance of market research in this case. How?

By running a number of different analyses and sharing the video in your proposal with likely results, all quickly and professionally.

Recruit participants and analyze results quickly . .

On-demand qualitative research gives you the ability to recruit participants for your market research quickly and carefully. Agile market research, supported by online qualitative research makes capturing your target group of customers on video easy and affordable, with keyword searchable transcripts that allow for creating useful video clips for sharing and presentations.

On-demand surveys have been available as an option for you to use with your market researchers for some time, but now you have an additional service to apply. Now you can utilize on-demand qualitative research involving in-depth interviews and focus groups.

  • Hi Jim: I like the brevity and focus of this piece. Proposals, recruitment, unmet needs in a community, directional focus…these sound good.

    How about analysis and reporting? When lots of bits of information come in at the moment that someone in a consumer population does it, and especially if the behavior or action is only reported but not with a lot of understanding of what was happening, the context, thinking, motivations, because it tends to be self-selected, short, and on the go, then how ultimately do you like to analyze the data? Do you use a clustering process of frequently arising themes? Do you look at key behaviors? Do you seek out discourse that accompanies spontaneous behaviors? Do you compare by what you’ve learned before? I know there are transcripts but suppose there are hundreds of pieces of behavior or quick hits — how do you handle this? I’m working on this right now but interested in other researchers and theorists’ perspectives

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