By Lisa Bertelsen
The last two months feel like wasted time. Your advertising agency developed 20 names for your blockbuster product. However, half didn’t make it through trademark clearance. The remaining names can’t muster enough enthusiasm from the executive team. No one feels confident about the result. Despite this, the product is launching in eight weeks.
Understand the benefits of mobile diaries and how they helped Bulla Dairy Foods build their marketing strategy.
By Edward Appleton, Director of Global Marketing at Happy Thinking People GmbH
Qualitative research has changed radically over the past decade. The days where it was mainly about focus groups and in-depth interviews are long gone. A typical qualitative project in 2018 is likely to be multi-modal, involving any number of approaches – social media analysis, workshops, co-creation sessions, mobile ethnographies, semiotic decoding and cultural interpretation for example.
Organisational structures have also moved on: agencies with qualitative legacies are beefing up their analytics departments to offer seamless qual-quant solutions and having an in-house IT function is very common. Qualitative researchers are increasingly seeing analytics as a potential opportunity.
Conceptual thinking has also moved on to embrace contemporary theories of human behaviour and motivation such as Behavioural Economics. Triangulation is increasingly the norm. Digital qual has become mainstream – just think about MROCs (market research online communities).
Which is all perhaps witness to the strategic importance attached to qualitative research: getting to the bottom of the question “why?. This is an extremely valuable place to be, being tasked with the quest for causality, when so much in the market research space is in flux.
But how did we get there? And is qualitative research really on the path to a consultative space, advising strategically, becoming expert at the follow-through process via insights activation expertise?
Let’s look at the key phases of past development and how qual has been impacted by digital.
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“I am delighted to be chairing this session on The Future of Conversation at the Fusion Conference! We humans adapt readily to advances in technology, and as a result the digital revolution has caused a huge change in the way we communicate. Sarah is raising a big question that affects all of us involved in qualitative research, and the AQR is delighted to be collaborating with ESOMAR in exploring what best practice looks like in this new context.” -AQR Chair Lyn McGregor
There’s no doubt that the way we communicate has rapidly changed, with over half of the global population now having access to the internet and 42% using social media. We are increasingly using digital platforms to talk, share ideas and express our feelings. But what does this means for qualitative researchers?
In this three part series I will tell you: 1. the implications of an increase of the written word in digital communications; 2. how we can interpret and understand visual communication; 3. how we can best leverage all this user generated data.