We posted a new case study over at 2020research.com and we encourage you to check it out. It provides a glimpse at just one of the many outside-of-the-box ways you can use our online qualitative research tools. In this case, we’re talking about QualBoard, but the project wasn’t your typical bulletin board focus group.
Our client, GfK Healthcare, approached us because they wanted to get to the bottom of medication adherence — an issue that can be life or death for patients living with chronic illnesses. But because a chronic illness can be manageable one day and out-of-control the next, they knew a typical bulletin board focus group wouldn’t provide the depth of insight they were seeking: “The reactions could be very different over a period of time where factors beyond point-in-time emotions drive their behavior,” explains Carla Penel, GfK Healthcare’s director of research and consulting. “[We wanted to record] things in daily life that affect them physically and emotionally.”
Instead of an interactive board, GfK wanted participants to share the moments of their daily lives with a moderator. Participants were sent Flip video cameras to express themselves in that medium. Penel and her team checked in and monitored the daily feedback, including what was required of each participant, which was at least one video per day.
The project was a success, giving respondents the ability to express a depth of emotion they might not have been able to convey in writing and giving GfK helpful insights that were used to develop an adherence program.
“We came out with some very actionable results,” Penel says. “We’ve already proposed two additional studies with other clients.”