Introducing a New Service:

Online Qualitative as a Business Advantage

Presented by:

Jim Longo

Itracks VP, Marketing & Client Development

Why is online qual hot right now?

Why is online qual hot right now?

“. . quantitative research is busted!” Jerry Travis

Quotes from Moderators

“The game is changing. As advertising and marketing

switches to the more personal engagement model, that

features the influencers, it is increasingly important to

implement relevant and successful qualitative research

practices.” Ben Smithee

“As a "Qualie" and Commercial Anthrologist, I'm loving all

the creative ways we're tapping our constituencies.

Qualitative Marketing Research no longer just equals

focus groups. H-Grace Fuller

Web 1.0 vs. Web 2.0

Web 1.0

Read Only Content

Eyeballs

Editors

Personal

Web 2.0

User Generated

Content

Hands

Buzz

Blogging

Crowdsourcing

Research: 2.0 vs. Traditional

2.0?

- plenty of research potential

- future of the research community

- best way to listen to your customer

- will come to dominate market research in the next decade

Traditional?

- standards of quality established

- battle proven

- familiar/comfortable

http://freakytrigger.co.uk/the-information-game/

Freaky Trigger: The Information Game

A New Breed of Customer

Full of Opinions Reject All Prior Behavior

Online Throughout the Day Wide Personal Network

The opportunity is in….

• The strategic value: consultative

• Adding a service line

• Integration of methods/multi-mode

• Capturing projects that you might not have done

otherwise (small sample universe, sensitive topics,

teens, etc)

Advantages of Online Qualitative

Online Focus Groups and Bulletin Boards open a world of

possibilities for the traditional market researcher. Here are a few

of he remarkable advantages:

Remote access from anywhere in the world

Multi-media capabilities

No geographic limitations (foreign language capable)

Significantly reduce travel costs (which can be put back into research)

Target hard-to-reach, low incidence targets

Respondent convenience

Higher degree of anonymity to respondents (sensitive topics)

Instantly available transcripts

Larger groups

Who’s using Online Qual?

1. Independent moderators

2. Top 50 firms – 90%

3. Market Research Departments of large companies

More than just a dialogue

Longitudinal Less attrition, additional value in seeing other peoples responsiveness

Diaries

Healthcare

Media

Blog posting Day in the life of a product or brand

Home Use Test Higher response rates to placements

Homework

Photo or video tasks

Shopping tasks

Breakout groups Dyads or triads

Precursor to Quant Consumer behavior

Problem solving Employee groups

Mix segments Doctors and Insurance companies

Utilizing in a Project

When can online qualitative be utilized in a project: - Before Quantitative

• Purchase behavior

•Ideation

•Concept tests

•Pretest Survey

•Build attributes

-During Quantitative

• Iterations

• design

• Packaging

• Advertising

- After Quantitative

• Support survey results

–Rich verbatim

• Drive additional research

–Recommend

• Gives consumers a voice

–Customer advocate

Why Itracks’ Online Qualitative?

Itracks’ powers the online qualitative research of Independent

Moderators, MR agencies, End clients, Media companies

1. Patent-protected & industry leader

2. Experienced Qualitative Administrators

3. 24/7 live toll-free Technical Support

Online Focus Groups

Synchronous or real-time

Top-of-mind discussion

10-12 participants

Elimination of group bias

Communicate privately

Pre-loaded moderator’s guide

Quick-click probe questions

Private client viewing

Customizable screener

Automated email invites

Online booking facility

Instant transcripts

Video Focus Groups

Synchronous or real-time

Top-of-mind discussion

4-6 participants

Communicate privately

Pre-loaded moderator’s guide

Quick-click probe questions

Instant transcripts

Online Bulletin Boards

Asynchronous or extended timeframe

In-depth discussion

One-on-one interviewing capability

Forced response settings

Elimination of group bias

15-30 participants

Real-time activity reports

Instant transcripts

Significant participant convenience

Insight Communities

Increase revenue opportunity

In the past there was a lag as well as uncertainty if your project required follow

up qual due to some anomaly in data or outstanding issue.

Follow on Qualitative

- provide additional insight into quantitative results

value add

- provide option to do follow on qual with proposal

incremental revenue

Additional benefits

- respondents higher on learning curve for iterations of concept

- support quant results with verbatim which describe logic

- support analysis with verbatim which makes results real with example

All you have to do is ask

- opt in question for possible qual at end of survey

- “from time to time we conduct follow up OBB with participants would you be

willing to participate next Tuesday…”

- reduces recruiting costs to only reminder calls/ emails

- increases turnaround time from survey data collection to actual group results`

Online Qualitative Strengths Fortify Quantitative Design

• Online Qualitative techniques allow even more flexibility

and adds value

• How, what, and why with deeper insights to how much,

how often provided by Quantitative surveys

• More of the team can participate in research process

• Immediate transcripts to team for evaluation

3 Steps

How to add online qual

in 3 easy steps! (No, really!)

1. Get educated

2. Propose it

3. Close it

The End