The key success factors for an online qual research project according to LIVELY INSIGHTS
Online qual research is an agile solution for running market research projects loaded with powerful meaningful insights. However, in order for the online qual research project to succeed, there are several rules that need to be respected:
1/ A modular platform, ergonomic, easy to use and available in local language
> Indeed, it is mandatory that all community members understand well the questions and can naturally & easily answer them.
2/ The right design, structure, duration, language and questions for the online community… in line with both consumer behavior and brands objectives and expectations
> The tasks outline and questions formulation from an online qual platform are not the same as in a classic face-to-face group. Several adjustments are required.
> It is also very important to take note of the fact that even though online qual research seems to be able to answer all sorts of needs and objectives (usage, client experience, customer journey, product / service test, brand perception, communications tests, issues related to specific targets or age groups), online qual research isn’t always a good replacement for traditional qual methods.
3/ A quality recruitment with a highly motivated target able to post several thoughts, ideas and images
> Participants need to be familiar with digital tools & platforms and be available. If not, there is a great risk of project abandon.
> They also need to be a little bit creative and willing to speak up in order to avoid deceptive flat results.
4/ A moderator-analyst able to create a warm and trustworthy relationship with consumers and who interacts with each participant in order to ensure content richness and answers relevance / quality
> For a successful online qual research project, it is mandatory to have a hybrid profile moderator/analyst. This way, he/she will be able to be actively involved, read each participant answers and probe when necessary (in case of unclear / incomplete answers).
5/ A both in-depth & synthetic / operational analysis that exploits the content richness without however losing sight of the final strategic and business objectives
> Online qual research communities can source a large amount of interesting verbatim, ideas, thoughts and pictures. But it is highly required to sort them out, organize them, analyse them and put them into perspective versus the company’s needs. An exhaustive inventory without the business contextualization may not always help the marketing teams move forward with their projects.
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