Key rules for a successful online qual research project

Posted on by ANDREEA FAUCHILLE2 Comments on Key rules for a successful online qual research project

The key success factors for an online qual research project according to LIVELY INSIGHTS

Online qual research is an agile solution for running market research projects loaded with powerful meaningful insights. However, in order for the online qual research project to succeed, there are several rules that need to be respected:

1/ A modular platform, ergonomic, easy to use and available in local language

> Indeed, it is mandatory that all community members understand well  the questions and can naturally & easily answer them.

2/ The right design, structure, duration, language and questions for the online community… in line with both consumer behavior and brands objectives and expectations

> The tasks outline and questions formulation from an online qual platform are not the same as in a classic face-to-face group. Several adjustments are required.

> It is also very important to take note of the fact that even though online qual research seems to be able to answer all sorts of needs and objectives (usage, client experience, customer journey, product / service test, brand perception, communications tests, issues related to specific targets or age groups), online qual research isn’t always a good replacement for traditional qual methods.

3/ A quality recruitment with a highly motivated target able to post several thoughts, ideas and images

> Participants need to be familiar with digital tools & platforms and be available. If not, there is a great risk of project abandon.

> They also need to be a little bit creative and willing to speak up in order to avoid deceptive flat results.

4/ A moderator-analyst able to create a warm and trustworthy relationship with consumers and who interacts with each participant in order to ensure content richness and answers relevance / quality

> For a successful online qual research project, it is mandatory to have a hybrid profile moderator/analyst. This way, he/she will be able to be actively involved, read each participant answers and probe when necessary (in case of unclear / incomplete answers).

5/ A both in-depth & synthetic / operational  analysis that exploits the content richness without however losing sight of the final strategic and business objectives

> Online qual research communities can source a large amount of interesting verbatim, ideas, thoughts and pictures. But it is highly required to sort them out, organize them, analyse them and put them into perspective versus the company’s needs. An exhaustive inventory without the business contextualization may not always help the marketing teams move forward with their projects.

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>> For more information, don’t hesitate to contact us and send an email.

Français

Les caractéristiques d’une étude qualitative online réussie

Posted on by ANDREEA FAUCHILLE2 Comments on Les caractéristiques d’une étude qualitative online réussie

Les facteurs clés de succès d’une étude qualitative online selon LIVELY INSIGHTS

Le quali online est une solution agile pour des études marketing riches en insights. Mais pour qu’une étude qualitative online soit réussie, plusieurs conditions doivent être réunies :

1/ Une plateforme modulable, ergonomique, facile d’utilisation et disponible en langue locale

> En effet, il est nécessaire que les membres de la communauté puissent bien comprendre les questions et s’exprimer facilement et naturellement.

2/ Un design du questionnement avec la bonne structure, durée, langage… en phase à la fois avec les comportements des consommateurs, mais aussi avec les objectifs et les attentes des marques

> La formulation et l’organisation des questions sur une plateforme online ne sont pas les mêmes que celles d’un groupe quali classique. De nombreux changements sont à opérer.

> Il est également important de savoir que même si les études qualitatives online semblent convenir à tout type de thème et problématique (usage, expérience client, parcours d’achat, test de produit / service, innovation, fond de marque, test de communication, problématiques liées à certaines cibles ou à un âge spécifique), en réalité le quali online ne remplace pas toujours les études qualitatives classiques en face à face.

3/ Un recrutement de qualité et une communauté motivée et « bavarde avec les mots et les images »

> Si les participants ne sont pas familiers avec les outils digitaux et/ou peu disponibles, le risque de chute/abandon est très élevé.

> Ils doivent aussi être un minimum créatifs et expansifs pour que le projet ne soit pas décevant.

4/ Un animateur-analyste capable de créer une atmosphère conviviale et de confiance , qui interagit avec chaque participant afin d’assurer la qualité et richesse des réponses

> Il est indispensable pour la réussite du projet de communauté online d’avoir un profil hybride animateur/analyste  qui est actif et relit l’ensemble des réponses postées par les participants de manière à pouvoir les relancer lorsque les réponses sont incomplètes ou pas claires.

5/ Une analyse à la fois poussée, synthétique et opérationnelle qui exploite la richesse du contenu fourni sans pour autant perdre de vue les objectifs stratégiques & enjeux business

> Les communautés online permettent de recueillir une quantité impressionnante de verbatims, idées et/ou visuels. Mais il est essentiel de les organiser, trier, analyser et contextualiser par rapport aux besoins des entreprises. Une mise à plate exhaustive ne fait pas toujours avancer les choses.

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>> Pour plus d’informations, n’hésitez pas à envoyer votre demande et nous contacter.

English

Save the Date: 16 mai > LA CONFIANCE

Posted on by ANDREEA FAUCHILLE

INVITATION à la prise de parole sur le thème de LA CONFIANCE

réalisée par Lively Insights en collaboration avec l’agence Neove

• • •

Choisir un produit, une marque, c’est engager sa confiance pour consommer “heureux et serein”.

Mais aujourd’hui, le doute est partout :

– les Millennials se détournent des médias,

– seulement 55% des Français ont une bonne image de l’industrie agro-alimentaire,

– uniquement 30% des Français sont sans crainte quant aux risques des produits cosmétiques sur la peau,

– l’e-réputation et le social listening battent les records,

– la technologie et les algorithmes détrônent parfois l’expertise humaine.

• • •

Pour une marque, l’enjeu est de trouver le « supplément » de confiance.

Mais comment faire dans un contexte d’hyper concurrence pour :

> Maintenir son leadership et la fidélité de ses clients à un niveau élevé quand on est une marque renommée ?

> Dépasser son challenger ou autres concurrents (catégorie par catégorie) et créer la préférence dans un univers très compétitif ?

> Construire un ancrage solide et un attachement sincère et immédiat lorsqu’on est une marque jeune et en croissance ?

• • •

> > > Nous vous présenterons un éclairage sociétal sur les enjeux majeurs en marketing et sur des propositions de tactiques mises en place par différents acteurs

lors d’un petit-déjeuner conférence qui aura lieu le 16 mai 2019 à 9h chez Lively Insights, dans le quartier émergeant du Canal Saint-Martin / Oberkampf.

• • •

Pour vous inscrire, envoyez-nous un email à l’adresse suivante en précisant le nom de la société et le nom & la fonction de la personne qui y participera : andreeajacob@livelyinsights.com. 

Si vous n’êtes pas disponible(s) le 16 mai, vous pouvez également nous solliciter pour qu’on vienne faire une présentation dans vos locaux à une date ultérieure.

*Vous pouvez visualiser et télécharger le “save the date” en format pdf pour impression ici : SAVE THE DATE 16 MAI Trust _ Confiance

International Online Qual

Our International & Online Qual Approach

Posted on by ANDREEA FAUCHILLE

LIVELY INSIGHTS is a company that specializes in:

– INTERNATIONAL MARKET RESEARCH

– DIGITAL COMMUNITIES / ONLINE QUAL

– INNOVATION

– BRAND STRATEGY CONSULTANCY.

In the process of creating innovating brands and products, our team of senior consultants and partners use ethnographic immersive consumer research. To uncover meaningful insights and relevant emotional unmet needs. This can be done through face-to-face methods (consumer interviews, home safaris, group reunions, shopper interviews, interviews with experts, ethnographic observation and filming). But also using versatile, agile and user-friendly online platforms and technologies.

What does LIVELY INSIGHTS stand for?

• Innovation • Brand strategy • International Qualitative Consumer Research • Online communities •

• Iterative “test & learn” approach with longer deeper interactions •

• Sharpness • Reactivity • Agility • Collaboration / Co-creation • Quality •

Valuable and vivid insights sourced in the real world able to nourish strategic thinking for blooming brands offering innovative and meaningful products and services.

At LIVELY INSIGHTS, we believe in online qual consumer research as it is more convenient and provides a great richness in terms of insights and visual elements.

More info about the main advantages of running online qual here: https://www.livelyinsights.com/international-online-qual-research/

> You can download here a short presentation of our methodology and approach: Short presentation of Lively Insights.

Happy Mărțișor Day!

Posted on by ANDREEA FAUCHILLE

1st of March: Mărțișor Day in Romania

For most people around the world, spring arrives on March 20th.

Yet, in Romania, people celebrate the first day of spring today, the 1st of March.

On this day, Romanian men buy small trinkets attached to a silky red-white threads (șnur) tied into a bow and offer them to their girlfriends, wives, family members, friends and colleagues to show friendship, respect or admiration.

Happy Mărțișor Day!

More about this tradition here: http://romaniatourism.com/martisor.html 

International Online Qual Research

Posted on by ANDREEA FAUCHILLE1 Comment on International Online Qual Research

If you are looking for a trustworthy partner to run your next online qual research project, you are in the right place.

> LIVELY INSIGHTS offers quality project management, moderation & analysis. And the online platform used is intuitive, very user-friendly and available in more than 30 languages.

Online qual is ideal for:
– understanding the mindset of your targets and deep-diving into their intimacy,
– exploring their habits and obtaining rich meaningful insights & illustrations regarding different customer segments,
– testing products / concepts / ideas in real conditions and doing home diaries,
– co-creating with consumers and searching for inspiration,
– map customer journeys.

Why opt for online qual (vs traditional qualitative research projects)?

1/ An immersive, personal and yet less intrusive approach providing rich emotional insights

People feel at ease and choose the best moments for them to answer the questions. Thus they deliver several real insights. Since they are comfortably installed at home, in a familiar atmosphere, they are inclined to tell us more about their lives and habits. The platform becomes their personal online intimate diary. Where they share intimate thoughts, feelings and emotions.

An online platform that lasts several days gives consumers the opportunity to add information on a day to day basis. They can also enrich the answers from the previous days for instance as they complete the different sections.

Respondents are able to use different media to answer questions: text but also pictures, videos, Internet links.

2/ Convenience & less geographical constraints

Ability to interact with a wider number of people on a short or long period of time.

People from remote areas can participate to the customizable tasks adapted to online communities.

Consumers are able to answer from their mobile or their laptop / computer / tablet at the most suitable moments for them.

Possibility to create mini-groups and have specific tasks or questions dedicated to particular targets.

Online research can also help identify high potential consumers to be contacted for deeper understanding on a specific subject.

3/ Quantified Qual

Mix of Qual & Quant > the power of numbers.

Possibility to exchange with a great number of people and briefly quantify their reactions.

4/ Client friendliness

Non-stop access to the customizable online platform during the entire project duration and no need to travel.

Live access to the data consumers provide and ability to follow on a daily basis the evolution of the project at the most convenient moment.

Clients can add specific probes and the online moderator can prompt consumers just as he/she would do in a group to have more information regarding an incomplete/unclear answer.

> You can ask for more info or a quotation here: https://www.livelyinsights.com/contact/ 

Atypical workshop space

Posted on by ANDREEA FAUCHILLE

In search for lively insights and an atypical workshop space for your next group meeting?

About the Lively Place

The Lively Place is perfect for strategic, innovation or creative workshops. The comfortable, versatile and stylish loft is ideally located in the heart of Paris, in between the Rue du Faubourg du Temple and Canal Saint-Martin (11 Rue Bichat 75010 Paris), not far from the main train stations (Gare de l’Est, Gare du Nord, Gare de Lyon).

Under a glass roof, there is the “living room” which is perfect for group discussions, training or ideation sessions.

The “pool / snooker area” is perfect for a break, an informal discussion or a creativity boost.

And the independent “thinking corner” can also host a mini-atelier.

For more info: https://www.livelyinsights.com/contact/