ESOMAR congres Vienna 13-15th november

Qualitative research is mainly about ‘going beyond’ as many of the case studies clearly demonstrated. It has the power to research the un-researchable. For the time being offline qualitative research is still dominant, taking up 93% of the qualitative research pie (itself accounting for 17% of global research). However, given the way in which tech-nology and (some) consumers are evolving, it be-comes more complex to establish what the best way of diving into consumer’s lives may be.

Hence, the key theme of the Vienna conference evolved around the question what the future of traditional qualitative research might be. The ex-tent to which it will coexist, develop or blend in with new online techniques and quantitative re-search gave rich food for thought.

It was argued that online procedures are pivotal to reach current consumers and especially the very individually empowered generation Y (born between ’80 and ’95). New techniques such as real time blogging, online communities, video blogging, assessing click rates on statements and google ads, … can empower consumers by let-ting them engage in research more on their own terms. On the other hand it may lead to more shal-low thinking and loss of empathy. Whatever line of reasoning is right seems irrelevant. Most speakers agreed that new channels are becoming availa-ble and that it would be unwise to ignore them.

Clients – who’ll in the future will be more directly connected to their fan base – will grow together with research agencies in defining the best ways of understanding consumers. Ultimately it is about adjusting to the consumer – just like brands try to be in tune with consumer needs, research techni-ques should do likewise. An interesting side effect of a multi-approach (offline & online) is increasing complexity and an (even) bigger amount of data for clients. This ex-ploding amount of data available highlights the need for proper analysis and synthesis. All in all research techniques are but a means to an end and clients are (luckily) more concerned about the quality of data & analysis gathered, than the actual techniques used.

What the best way of conducting qualitative re-search is, will still be open for debate in the coming years. But in the end it all comes down to quality and the need to establish real contact with people, trying to avoid getting stuck at face value and over-estimate isolated (dis)liking, … All things said, the question doesn’t seem that new. Fundamentally it is about finding ways how to make people open, relaxed and honest – precisely the territory where solid qualitative research has huge experience & expertise.

Erik Van Gelder Senior Researcher at WHY5Research

MOTIVATIONALRESEARCH

2011DEC

THE FUTURE OFQUALITATIVE?IT’S ALL ABOUTPEOPLE