Speed of turnaround is one of the most powerful factors driving change in Market Research, both qual and quant – for better or for worse.
We operate at the speed of digital. Digital disciplines such as email Marketing or web campaigns often set the pace – online campaigns can be tested in a matter of hours or days. Maybe it’s not surprising that online options are often seen as default MR options – Skype interviews for example, mobile ethnographies maybe, or even Social Media Analysis. Quick, cost-effective. But panaceas?
How suitable and sensitive are the digital tools at our disposal? Fit-for-purpose, or simply convenient? What depth of people understanding do they deliver?
If, as McKinsey re-states in a piece on agility in Marketing (Agile Marketing. A step-by-step-guide, the consumer is at the heart of every agile process, to what extent are digital tools the best options for these kind of insight challenges:
“The insights should aim to identify anomalies, pain points, issues, or opportunities in the decision journeys of key customer or prospect segments.”
How powerful is the picture of someone’s face you see in a Skype interview, for example – is the light good enough so you can really catch their facial expression?
What about their body language? Or again: how quickly do you grasp that a task you set a bunch of younger men in an online community doesn’t actually interest them?
Maybe it’s time to re-address the benefits of face-to-face, and fully exploit what good qual always has delivered – causally supported answers to the question: “why”?
We’ve recently launched a quick-turnaround F2F qual offering – 2Days – which literally does what it says on the tin: you define your knowledge needs by Tuesday 11.00 am,
we’ll have toplines with you by 5 pm on the Thursday. Useful for all sorts of moments of urgency – figuring which concepts to progress, which communication routes the most resonance.
– speed of turnaround – plus succinct, to-the-point reporting.
– experienced moderators with a bias-towards-action in their topline reports
– ability to move forward with confidence (better than a gut feeling)
We may be driven by digital Transformation – but digital isn’t necessarily always “the” answer. We forget the emotional power of “real-life” at our peril.
If you’re interested in more details on how this all works, the pre-recruitment involved, you can read on here: 2Days. Key Insights in 2 Days
So here’s to a new-style F2F in qual – speedy, to-the-point, sensitive, and cost-effective. Currently available in Germany, and hopefully in other markets soon.