Leveraging technology to capture and analyze qualitative data for insights that are more robust, reliable and rich.
RealityCheck’s AdvancedQual+ is a new approach to qualitative research—an advanced approach that leverages technology to deliver the deep human insights that qual is known for, but with the rigor, reliability and validity usually associated with quantitative analysis.
We combine asynchronous online data collection with AI-enabled coding and text analytics to deliver insights that are deep and richly textured, but also data-driven and robust so you and your stakeholders can act with confidence.
Why It’s Time for a New Approach to Qual
Qualitative market research is known for its unique ability to provide rich, deep contextual human insights. Nothing can make you feel closer to your consumers than listening first-hand to them tell their stories.
But qualitative research also is known for its lack of projectability and rigor. Qual analysis is often subjective and interpretative. And, for that reason, its findings are often considered preliminary and directional.
Part of the problem is that qualitative methods haven’t progressed much since the 1950s when the focus group became a staple of market research. And online bulletin boards barely scratch the surface of what new digital technologies can do.
In short, most qualitative practitioners have yet to take full advantage of what new technologies offer for advancements in study design, data collection and analysis.
How AdvancedQual+ Works:
Respondents are recruited nationally, or internationally, just as they would be for any type of qualitative research.
But instead of reporting to a focus group facility, online focus group or bulletin board, respondents log on to an engaging activity-based research platform. There, they answer questions and complete a series of research tasks. Tasks range from straightforward, open and closed-ended questions to creative, projective exercises like collage building, storytelling, perceptual mapping and concept mark-up.
Question types and tasks can be combined in a million different ways to create new study designs to fit any objective. Our moderators actively monitor activity, engage with respondents through the platform and probe along the way.
Client team members can log on and monitor activity too. Our moderators post respondent submissions that they find particularly insightful to a Client Newsfeed to give team members constant, manageable access to everything that’s happening during fieldwork.
Respondent interaction with the platform and our moderators is one-to-one. This is NOT an online bulletin board.
One-to-one interaction eliminates the groupthink that plagues focus groups and bulletin boards. And, for you methodologists out there, it means each respondent is a case, just like in quantitative analysis. This tees up the use of more sophisticated analytical techniques than traditional qualitative approaches.
Once data are collected, we use a variety of analytical software packages to organize, code and analyze the volumes of qualitative data we collect.
Our skilled analysts use AI enabled coding software and text analytics to find hidden themes in textual data that traditional qualitative analysis misses.
And once quantified, we apply statistical analysis to reveal relationships between key concepts and themes.
By combining the human intelligence of our analysts and strategists, with the artificial intelligence of text analytics software, we uncover insights that are deep and data-driven.
Data-driven Insights Stories
AdvancedQual+ allows us to tell data-driven stories that are both robust and rich. We bring your consumer to life by combining all sources of data—quantified themes, statistical analysis, rich text verbatims, even edited video from webcam interviews or that respondents upload themselves.
Your team will gain a deep, empathic understanding of your consumer just like with traditional qual. But you’ll also be able to act with confidence knowing that insights are data-driven and supported by a robust, comprehensive and objective analysis.
No more subjective qual “analysis.” No more disagreement over “what was heard.” No more focus group or bulletin board groupthink.
Just sound, solid, rigorous research.
It’s time to bring qualitative market research into the digital age.
Learn more about our full-service market research service here.