White Paper: Webcam interviews can save budget

20/20 Research recently released a white paper on potential cost savings with its webcam interviewing tool, QualMeeting versus F2F Focus groups.  To access the white paper go to:  http://www.2020research.com/Downloads/White-Paper-2009-11.pdf.  The conclusions are provided below.

 

1. Using QualMeeting™ as a replacement for in-person Focus Groups on an “average” project can result in a 25.9% decrease in costs – a savings of $15,600.

2. Using QualMeeting™ as a replacement for in-person IDIs on an “average” project can result in a 44.4% decrease in costs – a savings of $19,240.

3. What cannot be calculated here is the “lost opportunity” because of travel. How much productivity is lost (by the moderator and the clients) because of all the time spent on planes, in cabs and rental cars going to and from airports, time just sitting and waiting before, between and after the interviews take place and so on?

4. QualMeeting™ provides a cost-effective, valid alternative to in-person qualitative research by combining the best of both the real world and the virtual world. It provides the sights and sounds of in-person research, yet provides them in an online environment, where moderators, clients and the participants can take advantage of the benefits of working online.

You can run but you can’t hide.

I got this off the Ad Age site.  Its not qualitative but it is cool.  http://adage.com/digitalnext/post.php?article_id=134330

 

Google Takes Social Networking on the Road

Maps App Lets You Share Your Location with Friends

Google Latitude
Google Latitude

Google today announced yet another addition, called Latitude, to its mobile maps service. Latitude enables you to share your location with your friends, and see where your friends are (or at least where they want you to “think” they are). Through Latitude, you are able to connect with friends by sending them a text, chatting via Google talk or even getting directions to your friend’s location. It works on any phone that can run Google Maps My Location.

WPP to Emphasize “Insights”

This comes to us from www.mrweb.com.  Implications for qualitative?

Insight at the Heart of New WPP

January 22, 2009

Global communications group WPP is planning to move away from its role as a traditional media and advertising supplier, to concentrate on becoming a more insight-led organisation, says CEO Sir Martin Sorrell.

Sorrell says this change of direction will move the company away from the business models of rivals such as Omnicom, IPG and Publicis, towards those created by Nielsen, IPSOS, GfK and even Thomson-Reuters and Bloomberg.

Following last year’s buyout of TNS, WPP revenues currently stand at around £15bn, of which £4bn is generated by its consumer insight group of companies, which sit under its Kantar brand.

Sorrell supported the move by quoting recent research from IAB which highlighted that 87% of clients are looking for their agencies to provide value by offering ‘strategic consumer insight’.

‘Clients won’t move in the future unless they get quantitative justification for what they do,’ stated Sorrell. ‘We may not like it – creative departments of ad agencies certainly don’t – but that’s the way the world’s going.’

Sorrell founded WPP in 1985, and the group is now present in 106 countries with more than 150 companies.

Even Facebook wants in on the action

Facebook’s monetisation plan? Market research?

WORLD ECONOMIC FORUM ANNUAL MEETING 2009 - Mar...Image by World Economic Forum via Flickr

An article in today’s Daily Telegraph in London (Networking site cashes in on friends) reports that Facebook has plans to monetise in a way that it has been unable to do to date. It’s not advertising or charging for premium services. Rather Facebook is going to get it’s money from a rather more prosaic source: the market research industry.

The social network is trialling features that would allow firms to survey its 150 million members to find out their thoughts on their product or market, get insight into their lives or test new concepts with them. In fact they could test just about anything they wanted. And given the fact that Facebook collects vast volumes of profiling information, they would allow this research to be targeted based on location, gender, age, and just about anything.

Quant vs. Qual: A Good Basic Comparison (SigmaSurveys)

Sun, 25th January, 2009 – Posted by Adam

This article highlights the differences between qualitative and quantitative research, inherently showing the advantages and disadvantages of each method. It’s very similar in concept to the previous article of Primary versus Secondary Data.

What is Qualitative Research:
Research involving detailed, verbal descriptions of characteristics, cases, and settings. Qualitative research typically uses observation, interviewing, and document review to collect data.

Narratives: Storytelling as a Research Art

Leap into Narratives

Narratives, or storytelling, allow research participants to tell their story in an unstructured way that releases them from our structured questionning that sometimes suppresses key findings.  Such “unstructure” can lead to powerful, unexpected insights.  During narratives the participant expresses him/herself in ways that are unconventional and revealing of context, behaviour, relationships and emotions.  The researcher must employ a research design that gives the participant such freedom of expression yet creates a structure for collecting the narratives for later analysis.  Only after the narratives are collected is the process subjected to the rigor of analysis necessary to mine the deeper insights often divulged through storytelling narratives. 

Research World Logo.jpgResearch World published an interesting article on narratives in its November, 2008 edition.  That article can be found at http://viewer.zmags.com/showmag.php?mid=wwhgph&pageid=1#/page4/.

 

 

2009: New Methods Gain, Traditional Qual Loses

Forrester Industry Report Executive Summary

From December 2, 2008

Tough economic times will actually serve to turbocharge the “faster, cheaper, better” changes that have been revolutionizing the business of market research — but expect an increased emphasis on “cheaper.” To save dollars in 2009, more firms will use online survey tools themselves instead of outsourcing to full service firms. Large research firms will increase acquisitions as medium-size firms’ valuations are hammered down. Traditional qualitative research will see erosion as market research online communities (MROCs) and fusions of quantitative and qualitative research from firms such as Invoke Solutions gain steam. In short, everyone will be looking for ways to gain insights to succeed in a troubling market in as cost-effective a manner as possible. This means that newer research modes will gain traction and grab more share of stable or declining market research budgets — even among research buyers who have been more traditional in the past.

For the full report, go to www.forrester.com

 

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