I’ve noticed an upsurge in discussion around the web about online qualitative. It’s clear there is a distinct vibration – an undercurrent if you will – that is agitating the market research industry. Those of us who track the metrics know that in the past less than 4% of the online qualitative spend annually has been directed to online methods. This is despite the fact that the past 5-7 years have seen several online qualitative efforts – some from leading and established research firms. So why the low adoption up to this point? More on that in a moment.
I’m going to state it unequivocally: Online qualitative is taking off, right now – because of innovative approaches that have just recently emerged. The seismic shift is literally moving the plates upon which the industry stands. The shift in 2010 will be dramatic.
I believe two key factors are driving the acceleration of online qualitative at a velocity that is going to catch a lot of people, researchers included, off guard:
1. Qualvu allows stakeholders to connect directly and viscerally to the audiences they care about – not just to collect data, but to truly understand them. Think about that magic moment in the facility when the participants first walk in – quickly assessing each person’s demeanor, their dress, even their hairstyles – in what can only be described as a hunger to know them and understand them in the research context. That connection is central to gaining the answers to business questions that can only be solved by asking each and every participant, “so what do you think??” and letting them answer immediately, candidly, uninterrupted, and honestly.
2. Qualvu marks the emergence of an online breakthrough that harnesses visual interaction, participant setting and convenience, no peer pressure, and a scalable data intensity that exceeds offline methods. Crucially Qualvu has mastered the process of quickly, efficiently, and cost effectively turning that raw intelligence into actionable highlight reels – delivered in hours. The end result? We regularly hear from our clients, “Oh my – I’ve never seen that candor before from our consumers (or professionals).” These insights that are our clients’ truth, and the participants’ truth.
Simply put, the combination of innovation, streamlined collection and execution, and participant truth are ushering a watershed change in our category. Online qualitative is taking off, right now.
