Picture courtesy of the DLR German Aerospace Center
As we all know, qualitative research software only really began picking up demand recently. Bandwidth capabilities, increasing net literacy, and a slew of other factors make such programs more attractive each year. More affordable than in-person qualitative methods, online options also make connecting with participants far simpler and faster.
Markets and their expectations are changing at increasingly fast rates. Even more intrinsically, traditional qualitative timelines are failing to keep pace with these changes. Goes without saying, qualitative marketing research proposals have changed over the past five years. Effectiveness and opportunity both suffer from the inefficiency. Today’s customers expect responsive, culturally relevant products and content. The quicker the better too, as leveraging recent headlines always helps grab attention. Going in blind, however, rarely offers the same return as accurate market appeal.
Online qualitative market research is custom-suited to today’s content and agile product development cycles. Speed and participant access are intrinsic to the process, as is simplifying logistics. As qualitative research data collection picks up pace, so can market analysis and calibration. Online qualitative is perfect for Agile development methods, as well as traditional development cycles.
Online Qualitative Market Research: Five Prime Factors
The concepts behind qualitative research can seem simple: analyze customer opinion and their reaction to stimulus and in-depth questions. How this is done, to whom, and for what purpose all affect overall takeaway. Going to a qualitative research marketing agency is many enterprises’ best bet for valid data and direction. As mentioned, these increase in value depending on the speed the speed they arrive.
Online methods deliver more input with farther-reaching implications, sure, but only with the right process. Online qualitative research has steadily grown over the past five years, and there are certain standards that all agencies should uphold.
1. Speed
The internet allows instant input 24/7, not to mention feedback within 24 hours. Online qualitative research agencies should offer results within a far faster timeline than traditional firms. Discuss.io, for instance, can offer results in little as 48 hours after scheduling.
2. Validity
Every opinion matters in marketing, but there is a world of difference between central and periphery targets. Discuss.io and other credible agencies make sure to apply advanced screenings when finding participants. Screening is also faster and more effective, with platforms easily able to perform background checks and other assessments.
3. Range
The internet is global, with more and more users browsing websites each year. Discuss.io partners with local agencies to draw upon over 20 million verified panelists, offering instant access to unprecedented variety. Creating online qualitative research focus groups require more than just reviewing basic surveys, though. Expect screenings to include video articulation questions and other golden standards.
4. Detail
While more convenient and encompassing, any qualitative interview is only good as its detail. Streaming HD video is a must, and any platform should do so at minimum. Bandwidth efficiency matters as well, and researchers should expect video streams without any apparent delay.
5. Control
Real time inferences are vital for interviews, yes, but review makes all the difference as well. Platforms should always include the tools to record and examine reaction and opinion. For instance, Discuss.io includes auto-synched transcripts with keyword search, video clip maker, screen share, and other features to streamline data analysis in qualitative research.
