Last week, researchers came a little closer to the holy grail of qualitative research: standing with consumers as they make the purchase decision.
20|20 and Doyle Research announced GeoStories, a new service utilizing geo-location technology to identify consumers at the point of purchase and interview them. The research service combines a mobile geo-location panel with 20|20’s proprietary screening technology and mobile interviewing software into a single seamless research service. GeoStories is an integrated, three-step process:
- Through geo-location, 20|20 identifies consumers at specific places, such as a store.
- Respondents opt-in and complete a short screener.
- Qualified respondents are immediately contacted by a researcher for an on-the-spot qualitative interview.
The entire process requires just a few minutes so multiple interviews can be conducted in a single day. The total time from initial project design to completion is dramatically shortened. GeoStories is fast and accurate since respondents discuss current or just-completed behavior. They no longer rely on memory to inform the researcher.
The GeoStories methodology was a collaborative effort with Doyle Research. Kathy Doyle reached out to 20|20 asking for a solution to a very specific client problem. The 20|20 team brainstormed available resources and potential solutions and developed a service combination to meet the client’s needs. The initial project went so well, Doyle and 20|20 decided to collaborate to develop a process that can be replicated with many different products and research needs. Thus, GeoStories was born.
Sometimes innovation means developing a ground-breaking new product. Sometimes, it is just using existing resources to solve a real problem.