Archive for the ‘Qualitative Research’ Category

Current Day Qualitative Market Research in a Nutshell…

ImageIt’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!

Happy Marketing!

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