Article:
In with the old and in with the new
by Susan Thornhill
“New Qual” is sweeping the qualitative research industry. Online, video, audio and mobile formats have made the qualitative world incredibly more robust.
“New Qual” is sweeping the qualitative research industry. Online, video, audio and mobile formats have made the qualitative world incredibly more robust.
I recently stumbled across a notebook from the Qualitative Research Consultants Association’s 14th Annual Conference in 1999, where one workshop, “Using Technology Efficiently” by David Nelems, presented new technologies such as digital telephones, Microsoft Excel, Lotus, Corel WordPerfect, CD-R devices and the revolutionary idea of video conferencing. The conversation has certainly progressed since then!
While traditional methods of focus groups will always have a place, there is a plethora of blogs, directories, articles, presentations and conversations focused on an unparalleled variety of new and exciting qualitative methods, tools and applications.
In its recent studies, Pew Internet, a project of the Pew Research Center, found that 65% of adults online use social networking, 32% of Internet users have posted online product comments and 46% of American adults use Smartphones. The dramatic evolution of a comfort level and openness with sharing, along with the tools to basically share any time and anywhere have been a remarkable windfall for market research. In a recent study I conducted with homeowners of varying ages, a screener question identified the types of things people were comfortable doing on the internet. Uploading photos, videos, SMS texting, email with attachments, shopping, bill paying, web browsing, and even communicating via webcam or Skype seem to have become commonplace for many. Research participants in the study very easily and quickly shared pictures and videos, “virtually” taking my clients into their homes, garages and back yards to tell rich, revealing and important stories.
The project that was recently selected as the 2012 QRCA Qually Award winner used online discussion boards, as QRCA member Layla Shea strategically designed a qualitative study that would allow respondents to feel more comfortable revealing and discussing details of their struggle with a disease.
Ilka Kuhagen, a QRCA member in Munich, Germany, shared findings from recent research she conducted at the Qualitative Research 360 Merlien Conference in Milan titled, Integrating Online and Mobile Research. Talking with young adults (18-22) on nutrition, she compared responses using SMS texting, email, webcams, online forum discussions, online diaries and voicemail.
Some very intriguing hands-on use of new innovation was described by QRCA members Dana Slaughter and Kristin Schwitzer in a very interesting article and blog post on the topic NewQual Diaries. They explain how capturing respondents’ thoughts and feelings in the moment allows researchers to get closer to the actual consumer experience.
I feel with qualitative research, it’s “in with the old and in with the new.” The expansion of methods, tools and techniques that we experience today makes 2012 a very exciting time for qualitative research. The creative research designs afforded by these tools provide for a richness of insights only dreamed of in 1999. Perhaps David Nelems had a crystal ball when he said,
“For as much hype that has been written about the Internet, it does not even scratch the surface of how it will change the way all companies do business. It will continue to evolve rapidly and cause profound changes in our life and our work practice.”
Susan Thornhill is president of the Qualitative Research Consultants Association. She founded Thornhill Research in 1984 in the Los Angeles area and has more than 20 years of experience as a professional consultant, interviewer and researcher, consulting with a broad range of clients in diverse industries.
Other content shared by Qualitative Research Consultants Association
Qualitative Research: The Ultimate Reality
by Chris Shields Kann, QRCA
Qualitative research consultants have the privilege of having a unique glimpse at the lives of real people. Reality television shows are a reminder of the reasons for pursuing qualitative research. Read Article »
QRCA Field Research Provides Top Recruiting Tips
by Judy Langer, QRCA
Below are the top “Dozen Dos,” emerging from the QRCA Field Committee study for recruiting desired respondents. Read Article »
MROCs: Qualitatively Speaking to Your Target 24/7/365
by Holly M. O’Neill, QRCA
Market Research Online Communities (MROCs) combine key aspects of social media with the rigor of marketing research, all in one online portal. Read Article »
Qualitative Research Consultants Association Elects New Board of Directors
by QRCA
The Qualitative Research Consultants Association has elected a new Board of Directors for 2011-12, led by President Susan Thornhill joined by eight experienced qualitative researchers. Read Article »
QRCA Requests Speaker Proposals
by Qualitative Research Consultants Association
The Qualitative Research Consultants Association is accepting presentation proposals for its 2012 annual conference. Read Article »
Making Behavioural Economics a Qualitative Reality
by Ken Parker, QRCA
What data collection methods are best to address the underpinning pillars of behavioural economics? Read Article »
Winner Announced for Second Annual QRCA Qually Award
by Qualitative Research Consultants Association
The Qually Award recognizes and promotes excellence in qualitative research on an International level. A qualitative research study by Upwords Marketing Solutions and The Crohn’s and Colitis Foundation of Canada (CCFC) has just been selected as this year's recipient. Read Article »
Beyond Polls and Pundits: Hearing the Real Voices From Our Communities
by Rhonda Scott, QRCA
Most people are willing to sit down and have serious discussions about issues that affect their communities if you invite them to the table. In addition to moderating focus groups, you become the field anthropologist/ethnographer able to explore cultural practices, generational differences, family and intra-cultural dynamics with your experts sitting right there with you. Read Article »
US Latinos and Innovation in Qualitative Research
by Isabel Aneyba, QRCA
Authentic, innovative research shows us how products fit into the consumers’ lives and what those products mean to them. Understanding the US-Hispanic family relation is a way to see who they are; in turn US companies can seize new market opportunities. Read Article »
Qualitative Research Consultants Association Elects New Board of Directors
by Qualitative Research Consultants Association
The nine-member board is led by President Susan Saurage-Altenloh, founder of Saurage Research in Houston, TX. She is joined by 8 experienced qualitative researchers. Read Article »
Immerse Yourself in Qualitative Research Trends
by Caryn Goldsmith
The 2012 QRCA Annual Conference, held in Montreal in October, offered qualitative researchers from around the world a myriad of ways to learn the latest in methods and techniques and to identify the trends that which will impact our practices in the coming year and beyond. Read Article »
Inspiring Adoration from Your Clients
by Connie Chesner & Peg Moulton-Abbott of QRCA
If only the courtship between researcher and client was apparent and enduring. What if you could create a sense of togetherness and teamwork that has your name and insights as MUST HAVES for every project? Keep reading for three tips that work to do just that. Read Article »
The Strengths and Weaknesses of Facebook in Recruitment
by Jeff Henn, QRCA
Using Facebook for recruiting qualitative studies is a great method for staying engaged with younger segments. It enhances our ability to provide a higher caliber qualitative research product, especially when targeting those in the Generation X & Y segments Read Article »
Moving Projective Techniques to Online Bulletin Boards
by Caroline Volpe, QRCA
Projective techniques are a key element of the qualitative toolkit. But, what are the pros and cons of incorporating them into online methodologies? What needs to be considered as specific techniques are chosen? Read Article »
What’s the Interest in Pinterest: Leveraging Pinterest for Qualitative Market Research Through Secret Boards
by Diane M. Harris, QRCA
In 2012, Pinterest unveiled a new feature – Secret Boards. Secret Boards can be applied in a multitude of ways and can aid in the execution of qualitative research. Read Article »
