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.

20|20 Employees Investing in Children

 

Screenshot 2014-12-30 20.40.17Teach a man to fish and you feed him for a lifetime.  Teach a child to think and you change a nation.

In 2014, the employees and friends of 20|20, did many good things through the 20|20 Doing Good Initiative.  They volunteered for a cure to heart disease, walked for breast cancer, wrote Christmas cards to soldiers overseas, even donated socks to the homeless.  I’m proud of all these things.

I’m also very proud of the impact they are making on the future of the island nation of Haiti through their support of The Joseph School.  This year 20|20 employees donated clothing, medicine, diapers and other supplies that the poor and orphaned children of Haiti cannot afford.  Eight of us traveled to Haiti in June to see firsthand the work that needs to be done and to better understand the vision of The Joseph School.

As the year winds down, The Joseph School produced a slideshow of its activities in 2014.  We thought you might want to see it and get a glimpse of why we are so excited to be supporting this dream.  We want to help those who are most vulnerable today grasp the opportunity to be the leaders of tomorrow.

Doing good is not proprietary.  Good can’t be patented.  For good to blossom, it must be shared.  Click here then click on the picture to view The Joseph School’s slideshow.  Let us know if you would like to join us.  What will you do to change the world in 2015?

 

How Sex Launched Online Research

Note: While at the QRCA conference this fall, I picked up a new book Qual-Online the Essential Guide, by Jennifer Dale and Susan Abbott. I finally got around to reading it on a long flight. Fascinating. While in the Detroit airport waiting to change planes, I gave Jen a call to see if she would be willing to write a blog post about the very beginnings of online qual. She readily agreed. The following is the story she has uncovered. Read More…

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.

 

Qualitative Facial Expression Recognition Technology: How to use it

20|20 is very proud to be selected as the preferred partner for Affectiva’s new technology for qualitative research, Affdex Discovery.  Why is this important to qualitative researchers?  Put simply, it provides the first vivid, easy to use behavioral analysis tool that can be used in qualitative research in real time.  The technology actually informs the interviewer in during an interview allowing the interviewer to probe thoughts and emotions behind the reactions. Read More…

Simple Stimulating Statements: AQR/QRCA Conference in Tweets

Sometimes, the best reading is simple reading that makes you think.

Last week, I attended the AQR/QRCA World Qualitative Conference in Budapest, Hungary (a fabulous city by the way).  The Twitter feed (#aqr/qrca)was very active.  Here is a collection of tweets.  Maybe one or more will stimulate a thought that will change your day.

Relish Research[email protected] May 2

Interesting to use the word respondent. We only say participant now to see them more as an involved part of the process. #aqrqrca

Jim Bryson[email protected] May 2

Peter Totman “you owe it to your client to focus on the respondents” not the back room #aqrqrca #mrx Read More…

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