Research and Results recently published an article written by 20|20 Technology CEO Isaac Rogers.
“Learn and Earn: Three Intriguing Lessons from Online Qual” illustrates how online qualitative allows researchers to reach their consumers in new ways.
The following is a brief excerpt:
The conversation usually starts out something like this: “The project was fine. It just doesn’t feel any different to me. I think we came in under budget, and we got what we wanted, but we don’t see the difference versus traditional focus groups.” With all the best intentions, this marketer commissioned his most trusted research agency to take him into the new world of digital qualitative research, on the hunt for thought provoking new consumer insights he hasn’t found in more traditional focus groups or interviews. Yet, here sits that same marketer, weeks after the project began, staring at a presentation that looks and sounds familiar to the one from his last, traditional design. With a few changes to the way we approach new project engagements, clients can extract more value from their research, and researchers can be set free with a whole new set of capabilities.