the video future of qualitative research - webinar hosted by esomar
DESCRIPTION
New technologies, combined with newly empowered consumers who share insights from their private settings, are changing the way brands connect with their most important audiences. Importantly, these interactions are forming the basis for new level of depth in qualitative research, and are taking research out of the focus group and into the living room. Qualvu has worked with many of the world’s leading brands, such as Procter & Gamble, eBay, Yahoo!, Chrysler, Kellogg’s, and Disney, who are leveraging the company’s unique and innovative asynchronous video methodology, which utilizes webcams, flip cams, and even video-enabled smartphones to deliver insightful video reports and findings.What you will get out of this webinar: Learn how innovative technologies put brands directly into the candid and sometimes serendipitous moments in the lives of their consumers to drive decision making; Understand the crucial evolution of the web-enabled consumer, and the implications for qualitative research; Learn how these new methods are allowing consumers to share vignettes from their lives that have not ever been seen by brand researchers, and which drive new levels of insight depth when properly applied; Gain insights into relevant case studies for this type of learning, viewed through the lens of some of the world’s leading brands.TRANSCRIPT
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WEBINARTODAY’S WEBINAR
Innovations put you directly into the candid lives of your consumers
Delivering new levels of insight beyond traditional methods
Evolution of consumer behavior presents opportunities for better engagement, and decision-making
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LET’S TALK:QUALITATIVE RESEARCH
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QUALITATIVE TODAY
• Out-of-context Intelligence
• Face-to-face (ideal)
• Groups (not always ideal)
• Costly
• What are our online options?
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OPTOINSQUALITATIVE OPTIONS
• Focus Groups & IDIs– Current standard– Solid when group interaction & dynamics required
• Online synchronous video– Global reach in IDI setting– F2F, non-verbal, richness of visual + voice– No travel– Limited scale, speed– Probing however human inhibitors + bias
• Online asynchronous video– Global reach in personal diary setting– Highly scalable – Relies on personal, solo feedback for depth + richness– Mobile Cams enhance ethnographic observations
• Online text-based options– Least expensive option– Highly scalable and global– Message board and live chat options– Text, image only restrictions
OPTIMALQUALITATIVE OPTIONS
OPTIMALVALUE
• Focus Groups & IDIs– Current standard– Solid when group interaction & dynamics required
• Online synchronous video– Global reach in IDI setting– F2F, non-verbal, richness of visual + voice– No travel– Limited scale, speed– Probing however human inhibitors + bias
• Online asynchronous video– Global reach in personal diary setting– Highly scalable – Relies on personal, solo feedback for depth + richness– Mobile Cams enhance ethnographic observations
• Online text-based options– Least expensive option– Highly scalable and global– Message board and live chat options– Text, image only restrictions
ASYNCHRONOUS INTERNET VIDEO
• Scalable
• Optimal participant dynamics
• Optimal qualitative setting
• Optimal data processing
• Enabling optimal analysis
• Optimal Value
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HOW ABOUT KEY EMERGING TRENDS AMONG
CONSUMERS?
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TECHNOLOGY IS CHANGING THEM TOO
Mobile and web technology is transforming…
…how consumers shop…how they communicate and interact with others…how consumers connect with brands…expectations on speed and convenience
Solid Incidence
In 2010…
…mobile subscribers surpassed 5 billion
The world population is 6.8 billion
Over 70% of the world’s population now have a mobile phone
Source: The Growth of Mobile: Stats and figures that will shock you! By SybaseInc
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HOW ABOUT THE CHANGING NEEDS OF
RESEARCHERS?
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RESEARCHERS
More real researchSpeed MattersGlobal brands: More multi-country qualValue
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WHERE IT COMES TOGETHER
New techniques to deliver insights faster, more cost effectively, and better than ever before.
Any moment is a market research opportunity Face to face, ethnographic, private Global, multi-country reach Efficient dissemination of information Higher level of consumer engagement Faster and lower cost
VISION:
QUALVU
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• Out-of-context• Face-to-face in groups • Offline reports, limited shelf life
• During brand interaction; moments of truth
• Consumers share privately on the go, from home, or work
• Online, voice of the customer
• Instantly accessible, Searchable video data
IMPLICATIONS FOR QUALITATIVE RESEARCH
PAST FUTURE
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EASY, STREAMLINED
Qualvu DIY Project Builder
Qualvu Mobile Video Collection
Qualvu DashboardVupoint + Videodiary
Qualvu Video ReportVideo Highlight Reels + Searchable Video+ Written Report
Video Search
QUALVU
IN ACTION
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EXPLORING PRIVATE ROUTINESWhat Women Reveal about Shaving Helps Leading CPG Develop Product
OBJECTIVETo understand first hand women’s shaving routines and their reasons for choosing razors so it could further develop a product – and what better way to do it through direct observation?
METHODOLOGY This study deployed Qualvu’s Videodiary™ Blog, a consumer research tool that lets consumers tell their story – and comment on others’ experiences -- through a platform that leverages social media dynamics and interaction to gain unprecedented creative and free-flowing consumer insights. Researchers and moderators could easily moderate and probe participants by posting follow-ups to any video response or blog entry.
STRATEGY We observed the current shaving routine of 14 women around the UK We asked participants to show the razor they currently use and describe why they chose it,
how long they had been using it, and what was good and bad about it. Next, we had participants open different razor boxes and describe initial reaction and
thoughts of the product. We asked them to show us how they prepared their skin for shaving, then to shave and
describe what they were doing and why. When they finished, we asked them again to show us if they applied any moisturizers, or if they had to do anything later in the day.
And, as the final part of the exercise, we asked them to think about how their razor compared to the product we were testing – and in very specific terms.
APPROACH BENEFITS Because of our asynchronous video platform and the opportunity to share insights from the comfort of their homes, participants felt comfortable in opening up a usually private part of their lives and in volunteering remarkably deep and valuable information. We were able to observe behaviors and habits of a very private act.
“Nobody but Qualvu is getting into someone’s bathroom at 6:30 in the morning to watch the routine.”
- Client
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THE THREE WEEK, THREE COUNTRY PLAN
Online Search Provider Observes Mobile and Internet Users’ Daily Habits
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OBJECTIVETo gain all-access view of mobile and internet users’ daily habits to really get to know them not just from a technology perspective, but also from the perspective of various personality types.
METHODOLOGYHigh-quality web-cams were delivered to each participant enlisted in the project. Each participant was given instructions and access to the Qualvu Videodiary Platform where they received, recorded and uploaded their video responses. The responses were then analyzed and organized by Qualvu’s team of researchers and given to our client to review online.
STRATEGY Qualvu enlisted 20 participants each from India, the UK and the US. The demographic component for each country varied from light to heavy internet and
mobile users, who were males and females ranging in age from 24-35. The study was conducted over a three week period. Every day, participants logged into the
Qualvu Platform and answered a set of questions. Participants were asked to tell about their experiences and also to show their mobile and
internet devices, how they used them, and what they did when they used them.
APPROACH BENEFTISQualvu handled from recruitment to deployment to translation with no travel involved and offered the client team the ability to view and organize video responses at any time they chose.The average length of video was nearly eight minutes per participant per question. The Qualvu team of researchers analyzed and organized the data into an online presentation that included revealing video clips from users’ candid responses.
New innovations
Enables smartphone-powered qualitative consumer research
WRAP-UP
• Qualvu is in Europe!
• A better approach to qualitative
– Global brands– Researchers– Advertising Agencies
• Multi-language support
Thank you!Next Steps:
1) Questions? Send to: [email protected] or on twitter (@qualvu)
2) Request an Account!
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