1. Regarding sharing qualitative insights – When we share our insights with clients, we want to keep it fresh, and keep them engaged throughout our journey. We heard directly from our expert panel during our June webinar “Qualitative Analysis and Insight Communication” about their experiences, and things they’ve learned. Here are just a few -

• Be sure to incorporate the use of multimedia to keep your presentation interesting.
• If you can, put yourself in the consumer’s shoes. Immerse yourself in their experience, go through their exercise, walk through it the way they would. By doing this, not only do you have the data to share, but you have a unique perspective to share your insights.

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 6 Steps to Perfect Qual Webinar Series Summary

Step 4 and 5 – Qualitative Analysis and Insight Communication Webinar – Webinar held on June 6, 2018

It’s going to be hard to top this one!  In this recent webinar in our series, focusing on Qualitative Analysis and Insight Communication, we had the opportunity to chat with three extremely knowledgeable panelists on these topics. First up, Shaun Stripling who most recently left Mullen Lowe as Chief Strategy Officer, and was the Global Director of an insight consultancy called Frank About Women where she oversaw six countries of female-focused marketing efforts. Next, we had Walt Barron, Chief Strategy Officer at McKinney. Walt was a journalist in a previous life until he switched over to advertising about 19 years ago. He went to the VCU Brandcenter and has worked in agencies ever since.  Last, but certainly not least, Joan Lewis. Joan started out with Procter & Gamble, doing everything from upstream innovation to brand work and advertising in media, along with partnerships with retailers. Most recently, she’s been doing Boards of Directors work for a variety of for-profit companies, including three companies in the research, insights and analytics industry.  All of this experience in the industry totaling about 30 years!! 

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6 Steps to Perfect Qual

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Step 5: Insight Communication

Once you’ve completed your qualitative research, it’s crucial to communicate the results in a way that motivates clients and stakeholders to take action. So, how can this be accomplished?

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Robots replacing humans is a fear that has been increasingly dominant in the media in recent years. The increasing presence of technology in everyday life and the decreasing need for humans in a variety of tasks has led to the fear that humanity will one day be rendered obsolete. Although technology has been present in quantitative data analysis, especially big data analysis, for a number of years, it is now increasingly being used in qualitative data analysis too, because of developments that allow robots to process natural language. Technology can help qualitative research by providing textual analysis, sentiment analysis, image and video analysis and voice recognition, leading to interview analysis, but to what extent can technology take over the role of qualitative researchers? Ultimately, what value do humans bring to the process?

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6 Steps to Perfect Qual

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Step 4: Qualitative Analysis

To get to the heart of qualitative analysis, you need to dig deep, as well as scope the bigger picture, to provide actionable insight for the client to address the problem.

This next L&E trust guide sets the scene for the current scale of qualitative data, and offers research consultants a way to grasp the large amount of information by using the latest thinking and technology.

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6 Steps to Perfect Qual - Free L&E Webinar Series (available via on-demand)

On June 6, 2018, L&E hosted our third webinar in our "Six Steps to Perfect Qual" webinar series for 2018 with Joan M. Lewis, Shaun Stripling and Walt Barron as our panelists. The focus was on steps 4 & 5: qualitative analysis and insights communications. 

• Guest Speakers: 
  • Joan M. Lewis, Former P&G Insights Director & Independent Advisor and Consultant 
  • Shaun Stripling, SVP, Chief Strategy Officer and Global Director of Frank About Women at Mullen
  • Walt Barron, Chief Strategy Officer, McKinney

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It’s no secret that qualitative data is harder to analyze than quantitative. The replacement of ticked boxes for a plethora of data from verbatim, videos, group conversations and observations means that participant answers are vastly more time consuming to categorize. Not only this, but the context and motivations of the individuals need to be considered in addition to their responses and behaviors. But the effort is worth it; you can work to really understand consumer behavior and get to the ‘why’ behind the ‘what’.

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