Have you ever struggled to stay awake during a research presentation as bar chart after bar chart flashed across the screen? Have you ever struggled to make survey findings compelling so someone would actually notice and do something meaningful with the data?
I’m really excited about a new opportunity to make the reporting of quantitative data come alive. Last week, 20/20 Technology unveiled a webcam response feature on its QualBoard bulletin board focus group platform. There are a lot of ways to use this feature. However, in my opinion, one of the most powerful is to drive home the most important points in a quantitative research presentation.
How compelling would it be to have real consumers explaining the bar charts to marketing executives? A lot more compelling than a simple bar chart.
Here is how it can be done simply and inexpensively. Several months ago, 20/20 Technology introduced QualLink, which creates an opportunity for survey participants to opt in to a QualBoard after the survey. Once they opt in, respondents can answer qualitative questions, including webcam response questions. Collect those answers, develop a montage of the best responses, embed them in the research report. Voila! Consumers provide the reality behind the numbers. It makes an impact.
The cost is very low and it requires no additional time in the research design. So, the value is high.
The key to good reporting is telling a compelling story. Who better to communicate key points than the customers themselves?