webcam response

In 2012, All Signs Point to Qualitative Research

In a recent Greenbook Blog post entitled “Will 2012 Be the End of the (MR) World as We Know It?”, Greenbook Editor-in-Chief and CEO of RockHopper Research Leonard Murphy gave his predictions for market research trends and changes in 2012. Lenny’s prediction that qualitative will become even more important dovetails nicely with our view. As access to data grows, understanding the meaning behind the data becomes ever more important. Here is Lenny’s eloquent delivery: “Qualies rejoice; your time to shine is nigh! The skill sets of storytelling, connecting disparate data points to form recommendations, and applying the social sciences to understand human behavior will grow in importance. Driven by the demand from brands to truly understand consumers and enabled by the growth of communities, virtual ethnography, ‘Big Data’ analytics, etc… some one will have to step up to make sense of the implications, and researchers grounded in qualitative techniques are well positioned to fill this need.”

At 20/20, we’re doing just that: rejoicing. With many of our online research technology products, we are already prepared to offer easy online qualitative solutions for many of Murphy’s predictions. Of the ten trends he identifies, we are very much on top of at least 3 of them.

1. Surveys get smart: Murphy predicts that surveys will move away from the traditional format of discrete ad hoc surveys that pose 30 questions or more in one sitting. He foresees surveys changing into “broad tracking systems that dynamically create targeted questions based on the synthesis of consumer data from social media, panelist profiles, CRM, POS, and any other data source we can get our hands on.” Already, 20/20’s technology product QualLink offers seamless integration of traditional quantitative surveys with a qualitative online bulletin board discussion. With this product, simple quantitative survey results are used to create hybrid quant-to-qual research, transforming a traditional survey’s capabilities and insights.

2. Once more, with feeling: “As technologies that help us understand emotional decision making mature and new approaches come to market, the merger with behavioral economics models will become the norm. Whether biometric/neuro/facial or cognitive modelling based, brands will be investing heavily in the quest for the Holy Grail: understanding the levers of choice and learning to optimize their offerings based on those drivers,” Murphy said. While stated opinions and preferences will still play a role in market research, technology like our QualBoard 3.0 that accommodates nonverbal, physical cues through webcam videos will help researchers gather all the richness of a participant’s response – body language, tone of voice and emotion.

3. Mobile, mobile, mobile: From Murphy’s viewpoint, mobile will be the defining technology of the next five years, which will greatly affect all market research. At 20/20, we’ve anticipated this trend by offering QualAnywhere, a mobile platform that allows researchers to collect real-time data through texting and picture messaging.

What Webcams Can Add to a Bulletin Board Focus Group

There’s online qualitative research and then there’s online qualitative research. The latter involves really embracing the various online research software platforms and all they can offer. Like webcam response, which is the newest addition to our bulletin board focus group platform, QualBoard.

It took no time for Heather Mitchell, a senior moderator at Bloomfield, Conn.-based The Pert Group, to give this new feature a try. We recently caught up with Heather to find out why she was so eager to use it and what her first impressions have been. Here’s a sample of what she had to say:

Testing the technology: Webcam response in a bulletin board focus group is “one of the hottest new technologies,” according to Heather, which means that The Pert Group wanted to be one of its first adopters. They tested several platforms, but she says QualBoard quickly became her firm’s go-to solution, thanks to its ability to “incorporate multimedia (including video) in flexible ways that I have not experienced in any other platforms.”

First impressions: “You see things they wouldn’t otherwise think to tell you about, so it takes the insight to another level,” Heather says. “Whereas respondents might talk in a focus group about where they store something at home, you can’t get a good sense of the space constraints without seeing it for yourself. Respondents can tell you where they keep a product and that it works or doesn’t work for them, but you can’t appreciate it until you see it.”

Read the full article at 2020Research.com.

Your Customers Can Make Your Reports Come Alive

Have you ever struggled to stay awake during a research presentation as bar chart after bar chart flashed across the screen? Have you ever struggled to make survey findings compelling so someone would actually notice and do something meaningful with the data?

I’m really excited about a new opportunity to make the reporting of quantitative data come alive.  Last week, 20/20 Technology unveiled a webcam response feature on its QualBoard bulletin board focus group platform. There are a lot of ways to use this feature. However, in my opinion, one of the most powerful is to drive home the most important points in a quantitative research presentation.

How compelling would it be to have real consumers explaining the bar charts to marketing executives?  A lot more compelling than a simple bar chart.

Here is how it can be done simply and inexpensively. Several months ago, 20/20 Technology introduced QualLink, which creates an opportunity for survey participants to opt in to a QualBoard after the survey. Once they opt in, respondents can answer qualitative questions, including webcam response questions. Collect those answers, develop a montage of the best responses, embed them in the research report. Voila! Consumers provide the reality behind the numbers.  It makes an impact.

The cost is very low and it requires no additional time in the research design. So, the value is high.

The key to good reporting is telling a compelling story.  Who better to communicate key points than the customers themselves?

Webcam Response With Bulletin Board Focus Group: A Game Changer?

Though this blog focuses generally on online qualitative research, we don’t blatantly brag on our new products.  This week, we make an exception. The new webcam response capability in QualBoard truly takes the bulletin board focus group to another level entirely. Webcam response with QualBoard is a game-changer.

The bulletin board focus group is one of the oldest forms of online qualitative research. There have been various innovations such as group tags, content tags, QuickView and others that make the bulletin board focus group easier to use and analyze. However, no single innovation gives bulletin boards the sheer power that a simple webcam response does.

The webcam-bulletin board combination creates a platform that is incredibly flexible for many uses and the visual connection so many qualitative researchers crave. Imagine the possibilities of connecting with respondents by leaving moderators instructions via webcam. Imagine a discussion of something like hand lotion then asking respondents to show their hand lotion on their webcam, tell why it is their favorite brand and even demonstrate applying it. Imagine simply seeing the respondent’s facial expressions as they describe their favorite restaurant. The possibilities for text and video insight combinations are endless. Check out 5 Great Uses for Webcam Response in a Bulletin Board Focus Group for more ideas. 

Estimates are that 35 percent of computer users have a webcam. As this number grows, webcam integration to other platforms will become the norm.  By themselves, webcams are interesting and helpful; combined with a full featured bulletin board focus group platform like QualBoard, they are incredibly powerful.

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