It’s Not Getting Consumers To Tell the Truth
It’s Letting Consumers Tell the Truth
Online and mobile research methods can surpass traditional methodologies under one condition: If they deliver more candid and truthful insights – or, in Qualvu terms, simply The Truth.
The truth is the foundation of great products, creative ideas, concepts, and strategies. Only if you know what consumers are really thinking… only if you see how they act at the time they interact with your product, service or idea… only if they feel completely uninhibited and unrestrained in their feedback will they be completely honest with you – and only if they are completely honest with you will your communication with them succeed. The online and mobile video-based research dynamics have four elements that create these essential conditions. We call them the pillars of great qualitative research.
Technology has enabled consumers to take control — to filter what they see, how they spend their time, how they interact with brands. The result has been changes in how they share their insights with brands. Before, it was all in the researchers’ terms: They picked the facility, the other participants, set the agenda, defined the terms. Researchers probed, other participants interrupted those making a good point, gave judgmental looks, flirted…. Groupthink was almost expected, usually delivered.
But the Internet, mobile devices, and video capabilities have allowed consumers to take control of how they share their thoughts. This doesn’t mean they will craft the message, but it does mean that they will share when it is relevant, when they are frustrated with your product, when no one is watching, when they can say whatever they think, and when they are doing whatever comes naturally. In this way, they are virtually inviting you into consumers’ lives. That’s what makes next-generation market research methodologies deliver more truthful insights.
Download this webinar now and…
- Discover the four pillars of consumer truth
- Learn how to uncover consumers’ deepest thoughts, feelings, and behaviors
- Discover how the four pillars of consumer truth deliver “victimless research”
