While Latinos over-index on using certain technologies, such as smartphones and social media, broad adoption of video conferencing apps and other online platforms being used to accommodate the shift from in-person to online qualitative research is not as prevalent. Over the last few months, market researchers have been tasked with helping multicultural consumers understand these tools so they can share their thoughts and opinions in qualitative studies.
However, the technology being used to administer online qualitative research is often designed for the moderator’s comfort, not the respondents. For multicultural consumers, especially Hispanics who prefer face-to-face interactions, this presents a challenge. (more…)
The pandemic has accelerated the shift to digital for many industries, including market research. More specifically, qualitative research. In-person focus groups and face-to-face in-depth interviews (IDIs) have been replaced by online research methodologies that enable consumers to share their thoughts and attitudes from the safety of their homes. Essential to the success of online qualitative research, however, is the respondent experience.
Selecting virtual platforms that are user-friendly yet effective reduces the friction that can result in respondent frustration and subsequent disengagement. (more…)
Across industries, the pandemic has radically altered the way we conduct business and communicate. Market research is no exception, with social distancing requirements prompting innovation in online survey instruments, panel selection, focus groups, and other data collection methods to mitigate the risk of coronavirus spread.
Despite this year’s challenges, 2020 has also presented new opportunities for market researchers to pivot and connect with one another, clients, and respondents in more authentic ways. Digital tools like webinars, online chats and surveys, and a resurgence of traditional practices like conference calling and phone intercepts facilitate new networking and collaboration prospects and provide greater access to panelists. (more…)