Monthly Archives: December 2011

Year in Review: Most visited 20|20 research content of 2011

In addition to our three very popular eBooks published in 2012, 20|20 has been compiling a learning center full of white papers, case studies, a glossary and articles that are designed to provide research professionals resources to do better research. Here are the five most-visited links in our Learning Center in 2011. Beginner tips, a glossary of terms and case studies providing examples of other professionals doing research were at the top.

1. Qualitative Research Glossary
Our glossary is updated constantly and includes key qualitative research terms, from Interactive Voice Response (IVR) research to open-ended questions to chat room focus groups.

2. Case Study: GfK Healthcare and 20|20 Partner on Online Diary to Gauge Patients’ Feelings About Medication
To gain qualitative insights on why certain patients take their medication regularly and others do not, GfK Healthcare and 20|20 needed to develop a space where patients could honestly reveal their reasoning on their own terms. They used 20|20’s bulletin board focus group product QualBoard where each patient could express him or herself with a Flip video camera in an intimate, online diary setting. The project results were highly successful. Read on for a more in-depth look.

3. Using Online Qualitative Research Tools for Co-Creation
20|20’s online products QualBoard and QualLaborate can improve the co-creation process of developing new products with consumer input. By allowing you the space online to reach across cities and states to reach key consumers, the entire research process has better and more affordable access to your target consumer market. Check out the rest of 20|20’s break down to understand how online tools can aid your qualitative research initiatives.

4. Beginner Tips for Online Qualitative Research
It’s not always easy to transition from traditional qualitative research methods to online tools, but the benefits of merging the two can be enormous. Follow Betsy Hoag and Katerina Makatouni’s tips to excel at online qualitative research like a pro.

5. Case Study: Country Music Association Gleans Real-Time Event Feedback with Mobile Qualitative Research
The Country Music Association (CMA) Music Festival wanted qualitative research insights from the attendees, so they used 20|20’s mobile qualitative research platform QualAnywhere for a multi-day mobile focus group. The group was moderated through text messages and was able to record the attendees’ experiences as they occurred during the event. Read on for a look at the successful results!

Year in Review: Best QualBlog Posts of 2011

Before we turn the page to 2012, we wanted to provide you the highlights from the 20|20 QualBlog in 2011. Here are the five most popular blog posts from 2011. If I can see a pattern from the most popular posts, I’d say you are interested in research methodology, saving money on research, and understanding what is going on in our industry conferences. Have a wonderful 2012, as we look forward to continuing to provide you the tools and content support to do better research.

1. Brand Creative Testing Using Mind Clouds
Struggling with how to reveal your advertising during qualitative research sessions? This post reveals the limitations of showing your ads first, and it offers an innovative solution. Read on for a method that exposes both the subject’s opinion of a brand before exposure to advertising and the degree to which your ads can change pre-existing notions.

2. Brainstorming with Word Clouds
If you didn’t add word clouds to your brainstorming repertoire this year, you may be missing out on an innovative new tool. View this post to discover the possibilities of word clouds for your qualitative research and your business.

3. MRA Conference Hits a Home Run
Our favorite conferences make an impact on the listeners through well-researched, timely and high level content. This post details one of the best we attended in 2011, and it could provide some tips on how to focus conferences in the future.

4. New eBook: How to Save Time and Money on Your Qualitative Research Projects
Looking for a tutorial that will open your mind to online research and new methodologies? Of all of our 2011 eBooks, this one was perhaps the most innovative.

5. Taco Bell Qualitative Research: Fast, Cheap and Internal
Striving to learn from other companies’ qualitative research techniques, we often include new methodologies in our blogs. This one highlights Taco Bell’s Facebook research community, which has enabled them to perform qualitative research on a quick, internal scale.

What Decisions Have You Made as a Result of Research?

Jim recently attended a conference where a speaker was touting his support of social media use in the qualitative research industry. The research buyer stated that he and others were backing off of social media.  We blogged about that on QualBlog and received some Twitter attention that was, how should we say…..less than supportive.  So we asked the question, “Can you name one decision that has been made primarily using social media?”  It was so quiet, you could have heard crickets.

Like I wrote in a blog post last August, one of the biggest challenges in our industry deals with how to best demonstrate return-on-investment to clients. We all know it doesn’t matter how much high-quality research you perform if you can’t prove the worth, but this pressure often ends up producing a large amount of (sometimes unnecessary) charts, graphs and presentations that jumble the true substance of our findings.

To find ROI that really shows value to the client, Brett Hagins Read More…

Why Researchers Shouldn’t Be Afraid of DIY Research

Ask most any researcher what they think of DIY research and the answer will probably involve some grunts and groans and maybe even an expletive or two. That’s because most professional researchers are afraid of it. They see DIY research—in which client-side researchers conduct research projects without the assistance of an outside market research professional—as a threat to their careers, not to mention a joke to their profession (despite the fact that many client-side researchers have experience in the market research industry.)

But it’s time to stop being so negative about DIY research, explains Dana Stanley in a recent post on the Research Access blog. “Enabling customers to make choices is a very good thing,” she says. “Thanks to the Internet and technology, we are in a new age of customer empowerment. Some form of DIY is an inevitability in nearly every industry.” (Driving that inevitability in ours is online research software, as well as other online qualitative research tools.)

But that doesn’t mean DIY research will replace the need for market research professionals. “There will always be an important role for trained research consultants,” she says. “Smart companies know when to bring them in and when they are superfluous.”

And when they get it wrong? Well, they’ll pay for it— “Those who misuse DIY research will fail just as do those who misuse assisted research.”

What Client-Side Researchers Are Looking for

Client-side researchers have a lot of choices when it comes to deciding which market research firm to work with. Some go with what they know, no matter how old-school or overpriced it may be. Others, like Tiffany McNeil, strategy and insights manager at Del Monte Foods, have a checklist. Earlier this month, she shared her criteria with Ray Poynter on Radio NewMR. (Credit goes to Dana Stanley of Research Access for first posting about this informative segment—and doing the dirty work of transcribing McNeil’s tips.)

At the top of McNeil’s list is innovation, which she defines as “just a general willingness to be flexible and try things,” even if it means using a tool not currently in the researcher’s toolbox. She also says it’s important for research firms to be fast, efficient and engaged throughout the entire process—not “really engaged when you’re trying to win the work and they disappear once you get it.”

She also has a sales tip for research firms trying to get on a client-side researcher’s radar: Don’t leave a voicemail and don’t send scripted emails. She says she relies heavily on word of mouth. Does that mean your best sales strategy should be to just continue doing good work for your other clients?

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