trends in qualitative market research / marketing research

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Trends in Qualitative MR

Mohammad Nibras P.K.

Agenda• Understand 8 trends in Qualitative

Market Research

2

#1Remarkable Growth

Qualitative research has become a more respected, less controversial methodology.

It is seen as complementary rather than competitive to quantitative research.

Even hardcore quantitative shops (ACNielsen, for example) have launched qualitative research departments in the past few years -- as an additional profit center, as input for modeling and custom research design, and as a way to sharpen quant questionnaires and elucidate quant findings

#2Expanding Application Areas Spread over all the industries

• Hospitals sponsor research among cancer and AIDS patients.

• Federal and local governments conduct focus groups on public policy issues.

• Universities conduct focus groups among potential student enrollees.

• Employer-employee tensions are subjected to focus group feedback prior to mediation.

• Software, hardware and Web site development are explored in the qualitative setting, in traditional in-person as well as on-line venues.

#3Faster, Faster and Faster Faster turnaround

It is certainly richer to write a qualitative research debriefing and report when the comments and body language of respondents are still fresh and vivid, rather than weeks later when these impressions have dimmed.

#4Changing Analysis Format Reports are shorter but highly strategic, with

reportage of verbatim more often punctuating the conclusions as key sound bites, rather than strung together endlessly as stream of consciousness.

Video presentation

#5Increasing Role of Technology The increase in videoconferencing of

qualitative research seems in direct proportion to the number of research agencies and facilities worldwide who now have state-of-the-art equipment.

Video reports or video clips are increasingly popular ways to give non-attending management a glimpse of the affect and body language of consumers as they react to concepts or advertising or handle prototypes.

Qualitative Research using Wiki

#6Pressure for New Techniques It is highly appropriate to choose and adapt

interviewing techniques creatively to maximize the likelihood of fulfilling the objectives of a particular research project.

#7Online Groups

MR organizations has active database of customers who share their opinions on certain products.

#8Unconventional Methods JD project – home work materials.

Summary

Trends

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