QualLaborate

How to Optimize Online Concept Testing

We love it when we hear good things about one of our online qualitative research tools. The latest comes from Chris Efken, a qualitative research specialist at Chicago-based Doyle Research Associates. She recently put QualLaborate 2.0, our new image markup and concept evaluation tool designed specifically for qualitative research, to the test. Chris was in the middle of planning out a pair of concept testing projects with her client, a major food manufacturer, when QualLaborate launched. It was perfect timing.

So how did QualLaborate perform? You’ll have to read the full case study, “QualLaborate Adds Insight, Speed to Concept Evaluation,” for all the details, but here’s the bottom line from Chris: “QualLaborate takes concept testing to the next level.”

Participants seemed to enjoy using the tool, and both Efken and her client were impressed with how quickly QualLaborate helped them narrow down the concepts.

“Before QualLaborate, you really had to read through the transcripts to get to the bottom of it,” which can be a time-consuming process, she says. “With QualLaborate, all you have to do is look at the heat maps to see what’s working and what isn’t. It’s a really great visual tool in that it makes it that much easier to see what pops. You could literally see the energy behind the concepts.”

Observations From Day 1 of ESOMAR

The following is a guest post from Steve Henke, 20|20 President, who is in Amsterdam this week at ESOMAR Congress.

Today was another very busy day for us… with a slew of researchers visiting our booth all day long. Isaac Rogers and I had a blast!

A few observations:

1. As I mentioned in yesterday’s post, nearly everyone who has stopped by the booth has had no experience with online qualitative research. The good news, though, is that their sentiment is that they need to know about it. Contrast that with ESOMAR in Athens last year when there was more of the “We’re not ready for it yet” feedback. The fact is, they know it’s coming and they need to get on board.

2. While 20|20 has an array of online research software platforms to fit most any need, the two that seem to be generating the most interest here are QualAnywhere for mobile qualitative research (a great platform for those countries with low Internet penetration) and QualLaborate, a new addition to our Qualboard platform that provides for true qualitative concept testing and image mark-up.

3. Larry Gold from Inside Research came up to me and said that 20|20 was “infamous!” Concerned, I asked why he said that. His response was that we had quickly grown to become a worldwide leader in online qualitative research. It was kind of nice to hear that – unsolicited – from someone outside the company.

Our ESOMAR contact told me that they had well over 1,000 registered delegates for this event! That’s great news.

The only bad news so far… no info on where next year’s ESOMAR Congress takes place. Stay tuned…

How to Use Online Qualitative Research for Co-Creation

This week Jim Bryson mentioned to me that he loves the moment when a researcher first discovers how a 20|20 Technology platform can expand their ability to create meaningful insights. These researchers often are reluctant to try new methodologies, so the “aha moment” is particularly revealing and invigorating. Recent experiences have shown how the new QualLaborate concept evaluation tool can be used in Qualboard for co-creation to generate those “aha moments” researchers long for. The new how-to we’ve posted in the 20|20 Research Learning Center will explain how to use online qualitative research tools for co-creation.

Developing new products with consumer input has long been considered one of the best ways to develop new products. The underlying presumption is that consumers are better at creating products for consumers than marketers are. But companies haven’t always been eager to use the methodology, mainly because it has been a tedious and expensive process typically conducted at a location that is convenient to the product development team but not to the vast majority of consumers. Not anymore, though, thanks to online qualitative research. Read the full article to see exactly how it works.

The article is the first in a new series. We’re planning to outline how to utilize online qualitative research tools for at least three other methodologies. Check back soon for the next installment.

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