It’s been a while since I have had the time to blog about some of the excellent articles I am reading regarding trends in marketing and market research. Well, have a got a great one for you. It’s from the folks at GreenBook. I have relied on the GreenBook for my market research needs for more than a decade and they have really hit it out of the park with their new book entitled: New Qualitative Research. It’s the quintessential guide to qualitative research options today.
Here are some of the highlights that I think you will find interesting…
They break out qualitative research into two buckets:
- Real-time (live)
- Non-real-time (asynchronous)
Here’s what they are saying fit into these buckets:
Real-time (live) qualitative options
- Face-to-face one-on-one or group sessions, at research facilities or other locations
- Webcam/video one-on-ones or groups via computers or mobile devices
- Text chat, instant messaging, or SMS texting dialogues with individuals or groups, using computers or mobile devices
- Landline or mobile phone one-on-one or group discussions — with or without web support for showing multi-media information or concepts, collaborating with markup tools, sharing computer screens remotely, and more
Non-real-time (asynchronous) qualitative options
- Online discussion boards, forums, or collaboration platforms for one-on-one or group interactions that may include Q&A dialogues, projective or immersive activities, journaling/diaries,/blogs or other multi-media activities accessed via computers and/or mobile devices
- Longer-term insight communities, co-creation networks, or other longitudinal approaches
- Social media listening/observing, or engaging social media users in market research
Ok, now that you have the techniques…when do you use them. I say, read the article and decide for yourself what makes sense for your business. I am partial to focus groups and social media listening myself, but I am sure that I could gain a lot from building a discussion community. Ah if only I had the time and money!