We’ve said it before. A tidal shift is occurring within the market research industry, one from offline to online research. The driver? A digital age where brands are demanding more from their research. Today’s brands want more than simply data – they want immersion into consumers’ lives; richer, more strategic insights; and greater cost efficiency. So how do you go about delivering this added value to brands? With an advanced online qualitative research solution that enables better, faster, and cheaper qualitative research.
Brooks Pettus, President, Qualvu, and Anne-Marie O’Sullivan, Director, Qualvu EMEA, addressed the shift within the research space and what it means for the industry at large at the Insight Show in London, England on June 28. During their presentation, they discussed how online qualitative is the next generation market research solution and how brands and researchers alike need to get on board if they want to stay ahead of the curve. However, Pettus and O’Sullivan weren’t afraid to point out the fact that – despite exceeding traditional research in most every way – online research was missing a critical component found in the traditional research space. That missing link? The backroom.
Although underestimated in the past, the backroom is a key part of the research process, as it is the place where brands collaborate, immerse themselves in the data, take ownership, and develop a stake in their research – all essential components of the research process. That’s why Qualvu has leveraged its advanced video technology to elevate the qualitative research space by recreating a digital backroom. By bringing the backroom online, Qualvu empowers brands and researchers alike to interact, engage, and co-create, all with the goal of delivering just what brands want today – collective ownership of the outcome; rich, actionable insights supported by the voice and face of the consumer; accurate recommendations that guide strategic business decisions; and easily shareable online reports that drive better business decisions. Because at the end of the day, that’s where true value lies for brands and researchers alike. Are you ready to go digital?