Digsite Webinar - How to Be a Qualitative Hero
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Transcript of Digsite Webinar - How to Be a Qualitative Hero
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HowtoBeaQualitative
Hero
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AboutYourHost
IntroducingSmartReporting!
Better,FasterQualitative
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MonikaWingateCEOandCo-FounderofDigsite
AboutYourSpeaker
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TheWorldofMarketing&InnovationIsChanging
TheNewVillains
Obstaclesformarketresearchers
TheNewHeroes
People,Tools,Organizations
BecomingaHero
Start,Stop,Change
Agenda
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TheWorldofMarketing&InnovationIs
Changing
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CompaniesThatRespondQuicklyWinBig
http://www.digsite.com/blog/lean-agile-teams-insights
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ProvingThatAgileApproachesOfferBetterValue
https://luis-goncalves.com/what-is-agile-methodology/
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DrivingDemandforQuickInsights
Quicklybuildteamalignmentongoals
andstrategies Userapid,iterativedevelopmentprocesses
forproductsandmarketinginitiatives Embedconsumer
feedback/validationatalldevelopmentstages
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AndDemocratizedResearchAccessandUsage
https://medium.com/airbnb-engineering/how-airbnb-democratizes-data-science-with-data-university-3eccc71e073a
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TheNewVillainsObstaclesforMarketResearchers
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SlowAdoptionofNewTechnology
Researchersincompaniesthatfellintothelatemajorityandlaggardcategoriesforadoptionofresearchtechnologyhadamuchbroaderlistofchallengesthanthoseinmoreforward-thinkingcompanies.
QuirksCorporateResearchReportSurvey2017
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LackofKnowledge/Training
“Surveyplatformshavealloweduntrainedpeopleinsideacompanytotakeoverthemarketresearchfunction.Theyhavebeenencouragedtodosobythesurveyplatformcompanies,whosay,"withourtoolyoucandothisallyourself"anddonotneedresearchconsultingortrainedinternalstaff.”
“Thefactthateveryoneaskingpollorsurveyquestionsfeelstheyarequalifiedtoconductandanalyzemarketresearch. ”
QuirksCorporateResearchReportSurvey2017
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OutdatedResearchProcesses
I'veseenthatMarketResearch(atleastinmycompany)isabitdisconnectedfromtherealityofourbusiness.Theyareintheirown'bubble',sortoftheivorytower…Someofthisisjustimprovingcommunications,butsomeofitisreorientingMarketResearchtobemoreresponsivetotheimmediateneedsofthebusiness.
Speedisstillaproblem.somerequestsfrombusinesspartnersareunrealisticatthebestoftimes,buttheyhaveneedstoturnresearcharoundindays/weeksnotweeks/months.Weneedtobebetteraboutthat.It'sslowlychanging- andit'sonusasanindustrytopushback-butthereneedstobemoredone.
QuirksCorporateResearchReportSurvey2017
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VendorApproval&Management
“Vendorsrefusingtogrowwithus– intermsofcapabilitiesandreports.Doingwhatworkedfiveyearsagoisnotwhatisneededtoday.Agilityandchangearekey.”
“Recruitingandgettingqualityresultsfromnon-customersorcompetitorcustomers.”
“Thelegalandregulatoryhoopswehavetojumpthroughaswellasallthedocumentationweneed-- weoftenseemtobehandcuffedbyprocessratherthanfreetoexperimentwithmethodologiesandvendorsthatmightgiveushigher-qualityinsights.”
QuirksCorporateResearchReportSurvey2017
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TheNewHeroesPeople,Tools,Organizations
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TransactionData
SurveyDataQualitativeData
MoreandBetterAccesstoData
http://www.digsite.com/blog/why-data-is-the-next-gold-mine
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AgileResearchProcesses
NEWIDEAS CONCEPT&PRODUCT
DEVELOPMENT&TESTING
USAGE&EXPERIENCES
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NewContextOrientedTechnology
https://www.quirks.com/storage/Q-Report_2017.pdf
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AgilePlatforms&Vendors
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BecomingaHeroStart,Stop,Change
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YouAlreadyUnderstandtheRoleofQualitative
“Theteamcertainlycitesallofthenumbersfromthequantstudytojustifykeydecisionsbeingmade,butitisthequalthathasgeneratedthestories,situationsandlivesofourconsumersthatareoftendiscussedinmeetings.”
“Qualitativeresearchishelpingustogatherdeeperinformationaboutthecustomersthatquantitativedatacannotprovide.Wearelearningaboutpriorities,perspectives,opinions,experiences,andchangingattitudesofourcustomersandwecanseehowthesefactorsinfluencebehavior.”
DigsiteQualitativeResearchDecisionMakerStudy,2017
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START: Preparingtobemoreresponsive
DigsiteQualitativeResearchDecisionMakerStudy,2017
ü Helpyourteaminjectsmallerqual.researchprojectsthatallowyoutoiterate
ü Empoweryourteamwithdataforlowriskdecisionsthatdon’trequirenewresearch
ü Usestandardizedonlinequal.approachesthattakedays,notweekstoimplement
ü Lookformeaningfulautomationthatspeed’sandsimplifiesreporting
ü Collaboratewithconsultants/vendorstosolvegapsinspeed,qualityorcosts
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Whenshouldyouuseonlinequalitative?
Onlinequalitativeisbestfor…• Audienceswhohavelesstimeto
giveandarehardertoschedule• Superquickturnaroundprojectsata
lowcost• Collectingalargernumberof
responses,acrosswidergeography• Havingparticipantsspendmoretime
withmedia,content orproduct• Exploringbroaderquestionsor
multipletopics• Capturingin-contextlearningacross
severaldays/weeks
In-personqualitativeisbestfor...• Observingorsharingstimulithatneed
hands-onevaluation• Makingobservationsintheir
environmentthataren’teasilycapturedviaphoto/video
• Certainaudienceswhereonlineengagementislow
• Sharingconfidentialmaterialswheretheimagefileneededtobedestroyed
DigsiteQualitativeResearchDecisionMakerStudy,2017
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STOP:Doingthesamethingsandexpectingdifferentresults
DigsiteQualitativeResearchDecisionMakerStudy,2017
☓ Workingnightsandweekendstobe“agile”ratherthanusingagilemethods
☓ Respondingwithapproachesthattake4weeksandcost$30,000
☓ Usingthesameoldvendorsormethodsthatcan’tdeliverfast,agileresearch
☓ Tryingtoget100%accuracywhen80%willdo
☓ Tryingtotakeawayresearchtoolsfromyourpeers
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AccesstoGoodData=BetterResearchQuestions
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Change:EmbracetheAgileMindset
https://hbr.org/2016/05/embracing-agile
• Buildyourherostatuswithmotivatedindividualsreadytoembracechange
• Proposedailystand-upswithyourteamtoembracechangingpriorities
• Breakyourresearchroadmapinto2-4weeksSprints– reducingriskforeachproject
• Testsmallworkingprototypesofpartoralloftheofferingwithafewcustomersforshortperiodsoftime
• Reservequantitativeresearchfortrulyhigh-riskpriorities
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FASTFLEXIBLE TECH-SAVVY
ACCURATEREADYTOHELP
BeaQualitativeHero
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ThankYou! AnyQuestions?
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