Automation is set to be a game changer for market research in 2017, a view supported by the recent GRIT report which listed it as one of the top factors likely to disrupt ‘business as usual’ in 2017. Most of the discussion about Automation has focused, so far, on its impact in quantitative areas, such as survey design, analysis, and big data. But Automation is also threatening to disrupt, challenge, and change the way many aspects of qual are conducted.Read more >
Much has been written about, discussed, and broadcast about the apparent failure of public opinion and political polling in 2017.
To be clear, there was not an issue with the data in the U.S. election; almost all reputable polls were within the margin of error nationally. There were certainly issues with the interpretation of the results, and challenges associated with trying to translate national polls into state results for an Electoral College projection.Read more >
You’ve heard it said before – qualitative research gives you the “Why?” and quantitative gives you the “How much?” However, qualitative research also delivers so much more than simply the “why” of consumer behavior:Read more >
The market research industry is approaching an alarming crossroads. On one hand, DIY tools like SurveyMonkey and Google Consumer Surveys are taking off, making it possible for anyone to create their own survey for free. Research firms are left vying for work on more complex studies that require their expertise and scale, and client-side researchers are equally challenged, as budgets dry up and internal clients expect insights that are faster, cheaper and actionable.Read more >
Digital connectivity has changed the way we interact with one another – people no longer want to consume marketing, they want to participate in brands. To connect with people, brands must first develop a true understanding of how they interact with the world around them. The key for marketers is then engaging with people the way that they interact naturally: ceasing to market to consumers and instead inviting people to participate in the brand.Read more >
Qualitative research is a set of methodologies whose common goal is to explore and uncover the hows and whys of consumer behavior. It’s left to quantitative research to measure the “how much”. The categories of qualitative and quantitative have been easy monikers to differentiate the concepts of exploration compared to confirmation, depth of insight compared to breadth of insight, the immeasurable contrasted to the measurable.Read more >
Ethnographic market research aims to understand the consumer in her natural environment. Typical ethnographic research requires a skilled interviewer to conduct the research onsite or in the respondent’s home, but a growing trend in market research is to employ a technique known as Unobtrusive Observation, in which the ethnography takes place without the interviewer present. This method allows respondents to act naturally, uncovering deep insights into the motivational drivers of those behaviors.Read more >
Focus groups and other qualitative research techniques are often used to generate ideas for new product development. In spite of this frequent application, it is notoriously difficult to bring eight, ten or even twelve strangers together for a discussion. Add to that the need to get them to open up and “be creative” about your brand, messaging or products and services, and you have a real challenge.Read more >
Recently, technology has given marketers many new and innovative ways to tap in the customer psyche and create a stronger, more visceral understanding of the marketplace. And while these new market research tools have great promise, none has yet taken the place of the traditional focus groups in delivering valuable insight. As shown in the 2015 Greenbook Research Industry Trends (GRIT) report, 79% of respondents reported using qualitative research in the previous year - and traditional focus groups maintain their position as the most used qualitative methodology. In total, 68% of 2015 GRIT respondents reported using traditional, face-to-face focus groups, up from 59% in 2014.Read more >
Recently, L&E Research hosted a webinar with guest speaker David F. Harris, Founder of Insight & Measurement. David is the author of, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions.
David wrote his book to address the following concerns about market research and questionnaires:
- Research is rarely organized to support decision making
- Often, no qualitative research is conducted prior to questionnaire development
- Questions are often unclear, biased, or not answerable by the respondent
- Questionnaire pretesting is not practiced widely enough