esomar apac 2015

Moving Boldly into the FutureA look at how qualitative market research is advancing via technology

Kyle HendersonFounder & Chief Product OfficerYouEye, Inc.

Dan ForemanNon-Executive DirectorYouEye, Inc.

THE PROMISE OF TOMORROW

The rapid evolution of human life in the last several centuries is unprecedented. The application of new technologies to our analog past is rapidly accelerating. Never before has the time

between dreaming of an idea and seeing it as a reality been so short.

PROOF IS IN THE PUDDING

But with so many new technologies and promises of better tomorrows, how are we as professionals supposed to make the right bets on new approaches?

FLOP

HIGH TECH + CONVENTIONAL QUAL

There are several technologies that enable more efficient qual analysis, including:HCI Models, CAQDAS, Natural Language Processing, Facial Recognition, Tonal

Sentiment Analysis, Distributed Democratic Professional Review

MORE DEFENDABLE INSIGHTS, LOWER COSTS

New technology is allowing collection of market feedback 10x to 15x faster than more traditional methods, such as focus groups. Participant sample sizes can also be increased 10x to 100x, allowing for quant-like statistical significance.

~22% Increase in Topics

Majority of Increase is Negative Feedback

Remote Participation Experience Rated Higher Than In-Person

HOW IT WORKS: REMOTE QUALITATIVE

Methods of remote research include surveying or recording behavior of participants in the comfort of their home as they respond to a discussion guide. Capture technology

enables the recording of audio, video and on-screen activity.

FRONT-FACING CAMERA

MICROPHONE

RECORD SCREEN

DISCUSSION GUIDE EXPERIENCE RECORDING

QUAL REPORTING MODEL

Share the qualitative insights as online data analysis and “tangible” experiences. Qualitative client deliverables can be more comprehensive, interactive, indexed, and

trended for future reference and data mining opportunities.

CRITICISMS OF REMOTE QUAL

● Confidentiality and anonymity● Conventional biases● Job loss● Market availability● Poor study design● Rate of adoption● Sample limitations● Technology access● Technology limitations● Technology failure

CASE STUDY

The study aimed to uncover the major drivers for and detractors of ecommerce and in-store shopping in the APAC market using the remote qual approach..

MAJOR DRIVERS

● Convenience, particularly in remote locations (>1 hour from nearest shopping center): 33/50 respondents

● Ease of price comparison between retailers offering same or similar products: 38/50 respondents

● In-store locations too crowded: 31/50 respondents

● Sales people too pushy: 13/50 respondents

MAJOR DETRACTORS

● Desire for physical contact with items: 25/50 respondents

● Social element of in-store shopping: 34/50 respondents

● Discomfort with return policy/satisfaction guaranteed online: 36/50 respondents 

IN-STORE: MAJOR DRIVERS

● Print advertising: 23/50 respondents

● Social media advertising/word-of-mouth: 19/50 respondents

● Digital advertising on non-social platforms: 12/50 respondents

● Ritualized behavior: 26/50 respondents

● Urgency of purchase: 24/50 respondents

FINAL THOUGHTS

Kyle HendersonFounder & Chief Product OfficerYouEye, Inc.

Dan ForemanNon-Executive DirectorYouEye, Inc.

New technology is disrupting the conventional research industry. It is our responsibility to bridge the world of futurists with the practicalities of today.

How will you deliver novel insights in new ways that excite clients and grow our industry?