Online

20|20 and Resource/Ammirati Partner for Mobile Award

This week, 20|20 won the 2016 Award for Best Mobile Qualitative from Market Research in the Mobile World (MRMW).  We are honored to be recognized.  The MRMW Awards celebrate excellence in market research and those who contribute to achievements in mobile market research.  The awards were presented July 19 at the MRMW North America Conference in Fort Worth, Texas.

We also want to recognize our partner Resource/Ammirati for being willing to take a risk and try something new.  The winning project was conducted in partnership with Resource/Ammirati, a digitally focused creative agency. They approached us to assist with a study centered around baking, with the goal of tapping into the motivations of the modern baker.

20|20 used the QualBoard® discussion platform and QualBoard®Mobile™ app so that respondents could use pictures and videos to document their time in the kitchen throughout the week-long study. With the app, participants were able to upload an unlimited amount of media, which not only led to greater in-the-moment feedback, but also much more detailed insights into their experiences. So much so, in fact, that the findings were contrary to what was expected before the project began and resulted in completely different messaging for the creative work after the fact.

In accepting the award on behalf of 20|20, my colleague Isaac Rogers said it best, “Thank you to our clients for their willingness to take risks with us.” After all, the best innovations and forward momentum for the market research industry are born out of these sorts of partnerships.  It is through close collaboration and a willingness to try new things that we can uncover unmet needs and address them with new approaches.

So thanks to MRMW for the recognition, to all of our clients who support our innovation, and to the team at 20|20 who put so much effort every day into supporting our clients.  And, a special, heart-felt thanks to Resource/Ammirati for stepping out to partner with us to try new and revealing techniques.

To read more about the 2016 MRMW Awards and the other honorees, please click here: http://na.mrmw.net/blog-post/winners-of-the-2016-mrmw-mobile-research-awards-announced

 

The Coming of Quant+Qual Integrated Research

The days of the two phase research project are over!!!!

Well, not really, but they are becoming less necessary.  Typically, quantitative and qualitative research are conducted in two phases for many reasons.  Sometimes, there is a clear insight-related necessity for a two-phase research project, often there is not.  In many cases, quantitative and qualitative designs include two phases because of logistical reasons such as the time required for recruiting qualitative, the time required to analyze qualitative or the travel required to conduct qualitative in various cities.  Today’s qualitative researcher has tools available to eliminate each of these issues.

Todays digital research tools make integrated quantitative and qualitative research easier than ever while introducing some real advantages.

  1. Lower cost.  The survey does double-duty as the recruiting screener.
  2. Faster.  No wasted time between phases.  The quant/qual research design takes no longer than a quantitative survey.
  3. Deeper Quantitative Insights.  Depth qualitative conducted alongside the survey provides opportunity to get the reasons and motivators behind survey responses.
  4. More Engaging Reports.  Respondent video (webcam, mobile, etc.) enhances reports and presentations with powerful customer testimony.

Technology can link directly to almost any survey platform.  The link can select potential respondents based on survey answers and even send them through an additional screener if necessary.  The qualitative experience occur in the middle of a survey or after the survey has completed.  Once selected and opted-in, respondents can participate in virtually any qualitative experience.  Some of the most common are: webcam interviews, mobile interviews, chat interviews and QualBoard discussions with or without video uploads.

Quant/qual integration is a trend that is growing rapidly.  20|20’s CIO, Isaac Rogers, will present a Quirk’s webinar titled, “THE QUANT+QUAL PARADIGM: 3 Integrative Strategies for Today.”  It is free and will provide examples and hands-on techniques you can use immediately.  Click here to register.

Flight Cancellations Do Not Cancel Chicago IDIs

The weekend of September 28, the nation’s airways were rocked by a fire in the FAA control tower controlling the midwest, including O’Hare and Midway airports in Chicago.  Over 2000 flights were cancelled.  One of those included a moderator flying to Chicago on Sunday to conduct IDIs in a facility beginning Monday morning.  Here is the story of how the IDIs happened anyway as told through the email history of Sunday afternoon, September 28. Read More…

The Research Hype Cycle

Gartner recently released its Emerging Technology Hype Cycle for 2014.  The cycle phases themselves are as interesting as the technologies depicted.

  • Hype Cycle

Gartner’s research shows that there is an “Innovation Trigger” followed by the following four stages

  1. Peaks of Inflated Expectations
  2. Trough of Disillusionment
  3. Slope of Enlightenment
  4. Plateau of Productivity

Read More…

New Technology brings Emotion Research Online

Emotional understanding has always been the “holy grail” for qualitative research.  Focus groups, IDIs, ethnography and other methods have long been favored techniques to understand the emotional underpinnings of consumer decision-making.  Qualitative experts consider body language as a significant, and often more reliable, indicator of true feelings than the words people use.  Just how significant is hard to pin down.  In his paper “Silent Messages,” Albert Mehrabian contends that 55% of communication is through “facial liking.”  Whether this percentage is correct is debatable.  However, most agree that non-verbal interpretation plays a significant role in understanding emotional reactions to stimuli. Read More…

Facebook, Inc. Ethical Dilemma

What happens when a research study has 689,003 participants?

Recently Facebook and Cornell University partnered to study the spread of emotions in social media.  They conducted typical A/B testing with one control group and another group where the news feeds were altered and to see how positive and negative emotions were altered based on Facebook’s changes in the news feed.  They found that users who saw more positive posts tended to post more positive messages; those who saw more negative posts tended to post more negative messages. Read More…

ESOMAR Global Pricing Study Out

ESOMAR recently released its Global Pricing Study.  Its mostly remarkable for the pricing stability that the global industry has seen over the past few years.  Even so, there were some nuggets to highlight.

  1. The US remains the most expensive market overall by a significant margin.  On the overall quant/qual mix the US is 20-30% more expensive than the major economies in western Europe.
  2. Developing countries are the least expensive, generally 15-50% of prices in the US and Europe.
  3. On the qualitative side, pricing appears to be pretty stable except that prices in developing countries are rising quickly.  The price for 4 focus groups in “Key Markets” consisting of the US, UK, France, Germany and Japan have risen less than the rate of inflation since 2010.  However, the rest of the world has experienced a 20% price increase.
  4. Online qualitative is now mainstream.  It is significant that ESOMAR included online qualitative in the Global Pricing Study for the first time in 2014.
  5. Online qualitative was less expensive than the “equivalent” face-to-face focus groups.  In those countries that reported pricing for both online and face-to-face, online averaged 82% of the cost of face-to-face.

Thanks to ESOMAR for conducting this study.  If you want to see the details or if you are interested in the quantitative research results in this study, go to the ESOMAR Publications Store for more data.

 

The Qualitative Explosion

The following excerpts are from an article that appeared in RW Connect on March 12.

Welcome to the most exciting and challenging era in the history of qualitative research!

Qualitative research has experienced more change in the past 10 years than in the previous 50.  And there is no sign that the pace of change will let up any time soon.  For qualitative research professionals, the ride is exciting, but it is fraught with challenges and pitfalls.

Anecdotal evidence indicates that online qualitative research may have hit a tipping point in 2013.  The tenor and tone of our conversations with clients has changed.  At 20|20, we have passed from creating awareness of online qualitative to expanding the knowledge and applications for researchers already aware of — and interested in — the methods.  Only 2-3 years ago, much of our user training centered on the introduction of digital qualitative methods to researchers with little awareness that these methods even existed.  Today, virtually all researchers are aware of the basic digital methods and many are eager to learn how to use and apply the methods’ various strengths and weaknesses.  It appears that online qualitative research as a research category became mainstream in 2013. Read More…

The Looming Smartphone Research Crisis: Meeting the Challenge

Mobile.  Mobile.  Mobile.  Everyone wants mobile research.  Mobile access can put research in context like never before.  It’s the ultimate in meeting the consumer where they are rather than bringing the customer to where we are.

For years, researchers have begged for more mobile.   We researchers see the promise and we love the idea of just-in-time feedback.  There is a beautiful synergy between researchers and respondents since both groups want to utilize mobile devices more.  Even so, mobile research is growing but it has never boomed.  Why not? Read More…

20|20’s Newest Innovation: Virtual Intercepts

One thing I love about working at 20|20 is that we are always working on something new for the marketing research community.  Its really fun!!!

Tuesday, 20|20 introduced “Virtual Intercepts.”  Very simply, its a method for moving respondents from one online space (think about social media such as Facebook, a survey, or any other place) to a screener where those who pass the screener can be invited to participate in a live webcam interview with a moderator.  Like mall intercepts, there is even a waiting room where they can hang out if the moderator is busy.  A technician/host moves them from the virtual waiting room to the interview room for their interview so the moderator stays busy with one interview after another.

Here are some ways researchers can use Virtual Intercepts that are very fast and extremely cost effective.

Interview Facebook followers.  Now researchers can utilize the pool of fans that flow through a brand’s Facebook page.   20|20’s proprietary technology makes the process simple:  (1) Embed a link on a brand’s Facebook page, (2) Screen the participants for specific attributes, (3) Participants opt-in and are allowed to wait in a virtual lobby for an available researcher (4) Researcher conducts live webcam interviews with eager, qualified participants.

Go Deep with Survey Participants.  20|20 has patent pending technology that allows researchers to interface with virtually any survey so only respondents providing specific responses are invited to participate in a webcam interview.  For instance, if a researcher only wants to talk to dissatisfied males between 18-34, those are the only respondents who are intercepted and invited to participate in the webcam interview.  No longer do researchers have to depend on a third-party or on text-baed chat techniques; the researcher controls the interview and conducts the analysis.

Interview Employees or other High Involvement Groups. An embed a directional link to a screener or to an opt-in invitation can be provided in a simple email.  The respondents click on the link, opt in, and presto!, they are in the virtual lobby ready for the moderator’s interview.  Its so easy.

Virtual Intercepts allow the researcher to gather depth from quantitative or otherwise difficult to access sources.  The researcher is in complete control of the live interview and each interview is recorded for analysis.  20|20 can even provide a video clipping service if desired.

In the past 3 months, 20|20 has introduced QualMeeting 2.0, Mobile In-Home Ethnography and Virtual Intercepts.  The ideas in the hopper are even more exciting.  We hope you are able to use our innovations to create better research leading to better products that enhance people’s lives.

 

1 2 3 15  Scroll to top