Writing a high-quality screener is critical to getting the right respondents for your qualitative research project. Since screeners are actually short questionnaires, why not apply the same skills and techniques to developing your screeners? On May 12, 2017 at 1:15pm (ET), L&E will host a webinar with David F. Harris, author of, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions.Read more >
Quantitative and Qualitative – Not Much Longer.
Most that have been in the research industry for more than a couple of years have experienced the following situation as we’ve sat behind the glass with our client:
- Marketing: Did you hear what that person just said. That’s brilliant. That’s our solution.
- Researcher: That was good, but it’s just one voice. We are exploring right now. We’ll validate this idea in the next phase.
- Marketing: I think we have our answer.
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, 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
Take the time and struggle out of writing screeners and start getting the right respondents for your qualitative research.
Screeners are ultimately short questionnaires. But unless they are written extremely well, the quality of respondents will suffer. On May 13, 2016, L&E hosted a webinar with David F. Harris, author of, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions.Read more >
In qualitative research, variety is the spice of life. Moderators are particularly sensitive to the number of participants in their groups. Some firmly believe that twelve is the right number. Others are more comfortable with eight. The reasons for these preferences include:Read more >
You know the expression “Garbage In, Garbage Out?” Well, that applies to marketing research as well. One of the key pieces in any research project is the questionnaire. Whether it is in the form of a survey, a moderator’s guide or a one-on-one interview, the questions you ask are a critical success factor for developing insights and delivering meaningful, actionable results. So, if you aren’t asking the right questions, you won’t be able to meet the research objectives effectively.Read more >
“There is nothing like looking if you want to find something. You certainly usually find something, if you look, but it is not always quite the something you were after.” - J.R.R. Tolkien
All marketers struggle with scarce resources to address business challenges. Perhaps in no other marketing area are resources quite so limited as in market research. Management does not want to invest in high-quality research. Respondents don’t want to participate, and if they do participate, it is challenging to get them to give valuable information. Sometimes it seems as if insight is as rare as hen’s teeth.Read more >
Whether you’re conducting qualitative or quantitative market research, the quality of your respondents is the most critical factor in your project’s success. Excellent recruiting is a three-way street requiring strong communication and understanding between the client, the market researcher and the recruiter. And because there are so many moving parts to recruiting, there are many ways that it can go wrong.Read more >
We are wrong and we know it. Marketing research has always been plagued by error and assumptions; random sampling almost never is, all kinds of bias – observer, response, fatigue, scale. The list of issues goes on and on. Just as importantly, marketing research has been wrong by omission; that is to say that we could only ask questions – and evaluate the answers. At the end of the day, it is a calculated and reasonable “wrong”.Read more >