This post is from Dr. Nick Anderson, a psychologist at Dr-Groks, who has spent his career helping brands all over the world to understand the complexity and apparent irrationality of their consumers and apply sound psychological principles to create impactful product design and communications.
Qualitative research is about relationships.
In our research-lives the relationships we have with consumers and end-users is central to getting our jobs done. The better we can know them, and get them to share their lives, behaviours, and beliefs with us – the more astute our insights become and the better our work is as a result.
Lots has been written already about how online platforms can help us connect with our consumers, but there has been relatively little mentioned about how a well run platform like Recollective helps with client relationships too.
For me, the relationship I have with my client-partner is just as important as the ones I have with my consumers. The more honest and authentic this relationship is, the more we feel like partners, and the more focused (and fun) the work is.
Here are 3 ways an online platform is a great client-friendly approach to research.