ONLINE GROUP DISCUSSIONS• Live sessions i.e. conducted in real time• Forum-based i.e. asynchronous responses over days• Discussions with projective techniques, stimulus

SEMIOTIC DECODING• Culturally-specific insights beneath tangible expressions • Analysis of cultural feeds (e.g. history, art, politics, literature),

social media/e-com, advertising, packaging, product, etc

ONLINE DEPTH INTERVIEWS• 1-on-1 discussion and ethnographic observation• Creative techniques & tools e.g. ‘livestream’ chats, show

& tell audits, online ecosystem journey and safari

DESK RESEARCH & MEDIA ETHNOLOGY• Identify and unravel themes and manifestations• Analysis of primary and secondary research e.g. news &

feature articles, industry + client reports, UGC

SELF ETHNOGRAPHY• Self-recording of real life moments as they occur• Multimedia capture via words, audio-recording,

pictures, videos (most comfortable to consumers)

EXPERT COLLABORATIONS• Multiple ways of working across all methodologies• Range of experts e.g. industry specialists, innovators, KOLs,

KOCs, creatives, academics, cultural observers

INDIVIDUAL TASKS• Multiple task design options e.g. diary, workbook, product

placement, e-commerce shop & trial, multimedia collage, creative storytelling, social media audits

• Facilitated by guides & templates by Quantum

ONLINE SPRINTS• Multi-step modules replicating offline workshop sprints, each

module designed around specific objective e.g. empathy session, opportunity definition, strategic direction, ideation

• Facilitated by pre-reads, frameworks, templates by Quantum• Multiple stakeholders e.g. client cross-function teams, experts

O N L I N E R E S E A R C H .A Q U A N T U M P L A Y B O O K

Online & non face-to-face methods for cultural and consumer research

Consumer Deep Dive

Cultural Exploratory

Category Mapping

Ecosystem Decoding

Strategy & Ideation

Concept Development

OUR SERVICES

Demographic & Subculture e.g. centennials (post-00s), gamers, rural migrantsImmersion e.g. attitude, motivation, behaviour, environment, moment, choices

Cultural systems & codes e.g. gender, femininity, decision makingCultural topics, themes, trends e.g. premium, sustainability, anxiety, wellbeing

Trend & Inspiration e.g. latest developments and tangible ideasCategory & Competition e.g. understanding category norms & white space

User Journey e.g. consumption journey, path to purchaseTouchpoint & Experience e.g. the whats & hows of channel & service

Opportunity Definition e.g. strategic direction, boundaries, challenges, JTBDIdea Generation e.g. transforming insights and opportunities to idea concepts

Concept Development e.g. iterative crafting, testing, optimization of ideas Stimulus Evaluation e.g. feedback on brand mix stimuli

OUR METHODS

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Quantum is an insights and design strategy company, with 9 offices in Asia and UK, and partners in over 20 countries.• India: Mumbai, Bangalore, Delhi• Singapore• China: Shanghai• UK: London• Sri Lanka: Colombo• Bangladesh: Dhaka• Indonesia: Jakarta

Contact us for a detailed walk-through of our playbook.

C O V I D - 1 9 • A G I L I T Y • D I G I TA L

W H Y O N L I N E R E S E A R C H ?

How can we continue running research projects, even as F2F restrictions and travel bans increase?How can we leverage digital infrastructure and savviness, to achieve agile business goals?

Q U A N T U M ’ Smethodology-agnostic approach to insights and strategy includes

a suite of research services that can be executed by online and remote methods.

Q U A N T U M C O N S U M E R S O L U T I O N SDESIGNING A BETTER FUTURE WITH BRAVE NEW THINKING.

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