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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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/