you complete me:why every quant needs a little qual
DESCRIPTION
This 20-minute webinar power point is part of iModerate's Coffee Break Webinar Series. The presentation is a call to arms of sorts for researchers to add qualitative research to quantitative research through a hybrid approach. The presentation also looks at some popular hybrid methods. This is best viewed with the audio as a recording at http://www.imoderate.com/cms_images/file_308.wmvTRANSCRIPT
You Complete Me: Why Every Quant Needs A Little Qual
Rob TregenzaVP, Client ServicesiModerate3.9.2011
Your Online Survey Can Only Do So Much
Can’t Expect the Impossible
Online Survey Limitations…
Engage respondents
Give you the consumer narrative
Deliver the complete story
Have to Be A Superhero
Your research needs to do it all…
So qualitative isn’t a nice to have, it’s a must-have!
Complete Your Quant
Qual & QuantQuant & Qual
What is Hybrid?A combination of online quantitative and qualitative methodologies that are used concurrently
Rising Popularity
83% said that they were somewhat or very familiar with hybrid research
75% of the researchers have personally used hybrid approaches
30% rely on it for some or most of their projects
Hybrid Research Uses
“We didn’t understand why a certain concept had won in the quant—it was not a good fit for the brand. Follow up qual revealed that consumers liked the ad, but that it didn’t send the message we were after.”
Concept Message Ad Naming Package0%
10%
20%
30%
40%
50%
60%
70%64%
55%49%
42%38%
Why Do You Need Hybrid?
Greater insight makes you wiser
Key issues deserve more attention
Deeper feedback is necessary to clarify & strengthen
The consumers’ voice helps back up the data
“Clients want more than numbers—the information presented to them needs to not have such a sterile feel. [Hybrid] adds color/texture to inform decision making at the higher levels.”
Why Do You Need Hybrid?
You need the voice and a story
Data alone doesn’t promote action
Brings the research to life
Forces you to reconcile & scrutinize
Gives you the language of your consumers
Example
What does “Reliable” mean???
It gets my child to daycare in
the snowIt’s never in the
shop
Why Do You Need Hybrid?
Respondents are bored & tired
Surveys are getting longer & more tedious
Only 1-way communication, no interaction
Unengaged respondents are bad respondents
Is anyone really listening?
Why Do You Need Hybrid?
Efficiency is paramount
Only have 1 shot at things Cost-effective & quicker than
doing it separate
“Since the economy is strained right now, businesses have to get "it right" the first time. Therefore, the more detail you can get straight from the horse's mouth the better.”
How Do I Decide?
Ask yourself these questions…
What stage is my research in?
Do I need offline or can I do it all online?
Do I need one-on-ones or a group?
Do I need robust qualitative?
Do I need concurrent or sequential?
Do I need dynamic qual based on quant?
Hybrid Research Solutions
Online survey with real-time, one-on-
one, IM chat intercept
Live research event that combines
intermittent qual and quant
Online survey that feeds into a BBFG or
OFG
Online communities which utilize qual and
quant
Your Quant is Waiting…
We don’t care how you do it…
We just want you to start taking steps to complete your quant today
