You’ve got some important decisions to make about your products or services. But before you forge ahead, you want to make sure you really understand what makes the most sense for the people who make or break your business; your customers. The questions you have can’t be answered by checking a few boxes. You need in-depth answers to know how they are using your products currently, what features or benefits they really value, and how you can optimize your offering to gain their loyalty.
If you rely heavily on focus groups to conduct your research, you’re probably hesitant to experiment with online tools.
Recent industry blog posts lament that research has become a commodity and qualitative is on its last gasp. I agree that some research practices are being commoditized by online, mobile and big-data research approaches. But I actually believe that these tools will create strong growth in qualitative research in the next 5 years.
From saving you money, time and travel to yielding productive insights, online communities can benefit your company in many ways. But the unknown can be intimidating, so for you novices, let’s break down how to conduct online research with this revolutionary tool.
Afraid you will sacrifice that “human element” when choosing to use online research tools instead of a focus group? Don’t be. Here is how conducting online research still allows for human connection.
With a host of shiny, new online tools available for use, there is no doubt the entire face of qualitative marketing research is changing. So how can moderators keep up? Here are four ways to respond to this online evolution so you can best continue serving your clients.