digsite webinar - how to be a qualitative hero
TRANSCRIPT
HowtoBeaQualitative
Hero
AboutYourHost
IntroducingSmartReporting!
Better,FasterQualitative
MonikaWingateCEOandCo-FounderofDigsite
AboutYourSpeaker
TheWorldofMarketing&InnovationIsChanging
TheNewVillains
Obstaclesformarketresearchers
TheNewHeroes
People,Tools,Organizations
BecomingaHero
Start,Stop,Change
Agenda
TheWorldofMarketing&InnovationIs
Changing
CompaniesThatRespondQuicklyWinBig
http://www.digsite.com/blog/lean-agile-teams-insights
ProvingThatAgileApproachesOfferBetterValue
https://luis-goncalves.com/what-is-agile-methodology/
DrivingDemandforQuickInsights
Quicklybuildteamalignmentongoals
andstrategies Userapid,iterativedevelopmentprocesses
forproductsandmarketinginitiatives Embedconsumer
feedback/validationatalldevelopmentstages
AndDemocratizedResearchAccessandUsage
https://medium.com/airbnb-engineering/how-airbnb-democratizes-data-science-with-data-university-3eccc71e073a
TheNewVillainsObstaclesforMarketResearchers
SlowAdoptionofNewTechnology
Researchersincompaniesthatfellintothelatemajorityandlaggardcategoriesforadoptionofresearchtechnologyhadamuchbroaderlistofchallengesthanthoseinmoreforward-thinkingcompanies.
QuirksCorporateResearchReportSurvey2017
LackofKnowledge/Training
“Surveyplatformshavealloweduntrainedpeopleinsideacompanytotakeoverthemarketresearchfunction.Theyhavebeenencouragedtodosobythesurveyplatformcompanies,whosay,"withourtoolyoucandothisallyourself"anddonotneedresearchconsultingortrainedinternalstaff.”
“Thefactthateveryoneaskingpollorsurveyquestionsfeelstheyarequalifiedtoconductandanalyzemarketresearch. ”
QuirksCorporateResearchReportSurvey2017
OutdatedResearchProcesses
I'veseenthatMarketResearch(atleastinmycompany)isabitdisconnectedfromtherealityofourbusiness.Theyareintheirown'bubble',sortoftheivorytower…Someofthisisjustimprovingcommunications,butsomeofitisreorientingMarketResearchtobemoreresponsivetotheimmediateneedsofthebusiness.
Speedisstillaproblem.somerequestsfrombusinesspartnersareunrealisticatthebestoftimes,buttheyhaveneedstoturnresearcharoundindays/weeksnotweeks/months.Weneedtobebetteraboutthat.It'sslowlychanging- andit'sonusasanindustrytopushback-butthereneedstobemoredone.
QuirksCorporateResearchReportSurvey2017
VendorApproval&Management
“Vendorsrefusingtogrowwithus– intermsofcapabilitiesandreports.Doingwhatworkedfiveyearsagoisnotwhatisneededtoday.Agilityandchangearekey.”
“Recruitingandgettingqualityresultsfromnon-customersorcompetitorcustomers.”
“Thelegalandregulatoryhoopswehavetojumpthroughaswellasallthedocumentationweneed-- weoftenseemtobehandcuffedbyprocessratherthanfreetoexperimentwithmethodologiesandvendorsthatmightgiveushigher-qualityinsights.”
QuirksCorporateResearchReportSurvey2017
TheNewHeroesPeople,Tools,Organizations
TransactionData
SurveyDataQualitativeData
MoreandBetterAccesstoData
http://www.digsite.com/blog/why-data-is-the-next-gold-mine
AgileResearchProcesses
NEWIDEAS CONCEPT&PRODUCT
DEVELOPMENT&TESTING
USAGE&EXPERIENCES
NewContextOrientedTechnology
https://www.quirks.com/storage/Q-Report_2017.pdf
AgilePlatforms&Vendors
BecomingaHeroStart,Stop,Change
YouAlreadyUnderstandtheRoleofQualitative
“Theteamcertainlycitesallofthenumbersfromthequantstudytojustifykeydecisionsbeingmade,butitisthequalthathasgeneratedthestories,situationsandlivesofourconsumersthatareoftendiscussedinmeetings.”
“Qualitativeresearchishelpingustogatherdeeperinformationaboutthecustomersthatquantitativedatacannotprovide.Wearelearningaboutpriorities,perspectives,opinions,experiences,andchangingattitudesofourcustomersandwecanseehowthesefactorsinfluencebehavior.”
DigsiteQualitativeResearchDecisionMakerStudy,2017
START: Preparingtobemoreresponsive
DigsiteQualitativeResearchDecisionMakerStudy,2017
ü Helpyourteaminjectsmallerqual.researchprojectsthatallowyoutoiterate
ü Empoweryourteamwithdataforlowriskdecisionsthatdon’trequirenewresearch
ü Usestandardizedonlinequal.approachesthattakedays,notweekstoimplement
ü Lookformeaningfulautomationthatspeed’sandsimplifiesreporting
ü Collaboratewithconsultants/vendorstosolvegapsinspeed,qualityorcosts
Whenshouldyouuseonlinequalitative?
Onlinequalitativeisbestfor…• Audienceswhohavelesstimeto
giveandarehardertoschedule• Superquickturnaroundprojectsata
lowcost• Collectingalargernumberof
responses,acrosswidergeography• Havingparticipantsspendmoretime
withmedia,content orproduct• Exploringbroaderquestionsor
multipletopics• Capturingin-contextlearningacross
severaldays/weeks
In-personqualitativeisbestfor...• Observingorsharingstimulithatneed
hands-onevaluation• Makingobservationsintheir
environmentthataren’teasilycapturedviaphoto/video
• Certainaudienceswhereonlineengagementislow
• Sharingconfidentialmaterialswheretheimagefileneededtobedestroyed
DigsiteQualitativeResearchDecisionMakerStudy,2017
STOP:Doingthesamethingsandexpectingdifferentresults
DigsiteQualitativeResearchDecisionMakerStudy,2017
☓ Workingnightsandweekendstobe“agile”ratherthanusingagilemethods
☓ Respondingwithapproachesthattake4weeksandcost$30,000
☓ Usingthesameoldvendorsormethodsthatcan’tdeliverfast,agileresearch
☓ Tryingtoget100%accuracywhen80%willdo
☓ Tryingtotakeawayresearchtoolsfromyourpeers
AccesstoGoodData=BetterResearchQuestions
Change:EmbracetheAgileMindset
https://hbr.org/2016/05/embracing-agile
• Buildyourherostatuswithmotivatedindividualsreadytoembracechange
• Proposedailystand-upswithyourteamtoembracechangingpriorities
• Breakyourresearchroadmapinto2-4weeksSprints– reducingriskforeachproject
• Testsmallworkingprototypesofpartoralloftheofferingwithafewcustomersforshortperiodsoftime
• Reservequantitativeresearchfortrulyhigh-riskpriorities
FASTFLEXIBLE TECH-SAVVY
ACCURATEREADYTOHELP
BeaQualitativeHero
ThankYou! AnyQuestions?
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