Business research methods cover a variety of contexts, scenarios, and strategies. Sometimes researchers are covering the field, other times they are calculating unique market segments. So what exactly is research? From the get-go, there are two major sections to consider.
- Qualitative research assesses interpersonal reactions to products or content, as well investigates a target market’s consumer choices and lifestyle
- Quantitative research, meanwhile, uses numerical methods to analyze performance and reception from a large sample pool
Each type has its own strengths and weaknesses. Qualitative data is a good starting point to inform product direction, as it helps designers conceptualize the project’s target market. While excellent for averaging a central market, however, qualitative data is also time-intensive: average interviews last 45 minutes or more, and typically with less participants. Those looking for larger metrics turn to quantitative assessments, which typically analyze a large number of participants who, in turn, provide snippets of input via surveys or other means.
Qualitative Research: A New Presence on the Web
Business methodology itself is changing strides, and research methods must follow suit. Market opinions are changing at perpetually faster and faster rates. Staying relevant requires staying active online as much, if not more, as offline. Quantitative research immediately blossomed in this new environment, thanks both to large subject pools and internet-exclusive rebates. Qualitative research, however, requires emotive detail. Only recently available, HD-streaming video with the same observational quality as the human eye now makes online qualitative methods far more feasible.
New found applicability is the prime benefit of online streaming video qualitative research. Content and product creation are exceedingly faster than traditional qualitative research, which requires weeks of juggling logistics like travel and facility rentals. Through the net, qualitative methods of research can again inform direction, features lists, and other project elements. If today’s market is any indication, customer engagement needs to leverage new trends or concerns in smaller and smaller timeframes. Development teams have the specialized tools they require to keep pace with market demand, and now so does market research.
Updating technology enables researchers to access insight faster. Best applying said insight, however, also requires more dynamic processes. Once the domain of software developers, Agile processes are becoming more mainstream with each passing year. A system of iterative releases that use customer feedback to adjust and improve, Agile methods center on addressing customer’s immediate, web 2.0-influenced opinions and reactions. Implementing such processes can be complex, but the addition of online qualitative research is a major asset.
Much like technology, market expectations will likely stay in a perpetual rate of faster uptake and greater democratization. Online qualitative insight delivers the information that developers, Agile or otherwise, require to ensure their products and content are relevant to their markets. View our demo or about page to learn more about taking your market research methods to the next level.