Quantitative market researchers have never had qualms about using the latest technology to enhance the speed, efficiency and depth of insights in data collection and analysis. But for some reason, technology is still a dirty word among many qualitative folks. That’s because many qualitative researchers believe that technology is a barrier, rather than a pathway, […]
- Advertising Analysis
- Agile Research
- Brand Positioning
- Concept Testing
- Consumer Psychology
- Consumer Research
- Customer Experience (CX)
- Emotional Listening
- Human Insights
- Market Research
- MR ROI
- Narrative Identity
- Online Qual
- User Experience
Jim White is the co-founder of qualitative market research firm RealityCheck. Jim has more than 20 years of experience in consumer insights, marketing and strategy working for Fortune 500 brands. As an advocate of online qualitative research and analysis, he has been instrumental in the design and development of online research platforms and analytical approaches for RealityCheck.
Based on conducting hundreds of online qual studies, this is his take on using insights technology for both consumer and B2B market research studies.
Jim White, Co-founder and Human Insights Strategist at qualitative market research firm RealityCheck, shares five best practices for conducting online focus groups and IDIs.
Last year saw dramatic shifts in the world of consumer insights and market research. With face-to-face research such as focus groups and ethnography shut down, marketers shifted to online platforms and streaming services for many projects, and postponed others indefinitely.
For many, the first thing that comes to mind when they think of ethnographic research is an anthropologist deeply immersed in the environment of other people and cultures.
In market research, ethnography has meant researchers entering the homes, businesses and shopping environments of people to see firsthand how they live, work, shop and buy.
At RealityCheck, we’ve been doing online qualitative research for 15 years. We built our first online platform in 2005 and have since run hundreds of studies with thousands of respondents for Fortune 500 brands.
As more and more brands take their qualitative research online over the next few months, we thought it was a good time to share some things we’ve learned about the right way to do online qualitative to generate deep insights.
Here are three pieces of advice for brand insights managers and directors for conducting successful online qual projects…
There’s a steady rise in social media. A spread of high-speed internet. And, almost everyone uses some form of digital communication. But in spite of all that, a study has shown that only 6% of all qualitative research was conducted online last year.
The use of social media is pervasive. There’s an almost universal penetration of high-speed internet. And almost all consumers have access to some form of digital communication. But in spite of all that, studies still show that only a small percentage of qualitative research projects are conducted online.
Jim White, Human Insights Strategist at Market Research firm RealityCheck, on the advantages of using Online Qual for agile consumer and B2B research studies. RealityCheck Is More Than A Market Research Firm. We’re a global partnership of experienced creative facilitators, strategic conceptual analysts, and storytellers who believe in the power of human insight to make […]
So we’ve dusted off the RealityCheck crystal ball to see what’s in store for qualitative research in 2015. Here are our top 5 qual trends for this year.1. From Research to ExperienceMore and more clients will seek methods that deliver experiential learning that immerses them in their consumers’ worlds. For these clients, focus groups will […]
Okay… so maybe I’ve alienated you already.
Perhaps I should rephrase: I’ve been doing qualitative research for almost 20 years and when it comes to analysis I’ve been lazy.