I am honored to have co-authored an article with Jessica Ritzo of Insights in Marketing that appears in the July issue of Quirk’s Marketing Research magazine. I’m not sure how I was listed first as author as Jessica did most of the heavy lifting. The article is titled, “Be There Now. Leveraging mobile and online qualitative to get inside shopper’s heads.”
Here is a quick abstract of the article and a link where you can read it in full.
Consumers’ use of technology and researchers’ understanding of how to use that technology have opened new frontiers for all types of research, including shopper research. When planned and executed carefully, the technology boom can eliminate the need for a researcher to be physically present with the shopper for some shopper research while gathering rich, in-the-moment data. The article outlined a three-phase methodology that includes a text-based online discussion platform combined with a mobile in-store phase and ends with an online discussion follow-up.
- Phase 1 — Pre-Shopping Discussion. Questions help the researcher understand pre-shopping opinions, expectations and ideas. Respondents answer questions individually or as a group at the researcher’s discretion. This format also gives the researcher and opportunity to set the stage and expectations for Phase 2.
- Phase 2 — In-Store Mobile Methodology — Researchers give shoppers a streamlined list of tasks to accomplish while shopping. Shoppers often take pictures and add commentary related to their preferences, observations and reactions. Data can be rich with visuals accompanied by shopper insights.
- Phase 3 — Post-Shopping Engagement — Using a discussion platform, the researcher has the opportunity to probe issues related to the shopping data collected during Phase 2. As with Phase 1, these discussions can be private, one-on-one discussions, or be a discussion among groups of shoppers. Because the respondent provides thoughtful, post-shopping feedback on actual shopping behavior, the learning from this phase can be richly insightful.
The article concluded with a case study from the beverage industry to highlight the methods and a use case. To access the entire article click here.
This entire project can be conducted on the20|20 QualBoard(R) Discussion Platform utilizing its online discussion and mobile capabilities.