How to Use Online Qualitative Research for Co-Creation

This week Jim Bryson mentioned to me that he loves the moment when a researcher first discovers how a 20|20 Technology platform can expand their ability to create meaningful insights. These researchers often are reluctant to try new methodologies, so the “aha moment” is particularly revealing and invigorating. Recent experiences have shown how the new QualLaborate concept evaluation tool can be used in Qualboard for co-creation to generate those “aha moments” researchers long for. The new how-to we’ve posted in the 20|20 Research Learning Center will explain how to use online qualitative research tools for co-creation.

Developing new products with consumer input has long been considered one of the best ways to develop new products. The underlying presumption is that consumers are better at creating products for consumers than marketers are. But companies haven’t always been eager to use the methodology, mainly because it has been a tedious and expensive process typically conducted at a location that is convenient to the product development team but not to the vast majority of consumers. Not anymore, though, thanks to online qualitative research. Read the full article to see exactly how it works.

The article is the first in a new series. We’re planning to outline how to utilize online qualitative research tools for at least three other methodologies. Check back soon for the next installment.

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