Tech vs. Traditional: How To Get The Most From Your Research

Qualitative research is invaluable for gaining a deeper understanding of “why?” and to discover what really drives your customers and employees. But traditional qual methodologies can often be expensive and time consuming, limiting their use and value given the rapid pace set by modern businesses.

Watch this Recollective-sponsored webinar to the American Marketing Association to discover how technology is rapidly transforming the qualitative research world, enabling brands to innovate by blending the advantages of traditional methodologies with the speed and cost advantages of online.

Lenny Murphy (GreenBook) will discuss macro research industry trends, then Meaghan Willis (STAGE 6IX Consulting) will present real life case studies to demonstrate how technology and traditional approaches can be used together and the advantages this delivered to the brands.

Topics covered will include the use of video in research, real-time and asynchronous approaches and some tips on moderating/managing successful research using online tools.

Key Takeaways:

  • A better understanding of available online qual technologies
  • Insight into how digital and traditional techniques can blend to deliver more robust, timely research
  • Valuable tips to better moderate research using online tools
  • Appreciation for how and why online qual research should become an essential tool to understand your customer

Continue reading

Top 6 Must-have Community Features for Online Ethnographic Research

An online research community is inherently ethnographic. A group of related individuals are engaged and observed with the aim of better understanding what defines them as a group. At least the opportunity to approach the data from this perspective always exists, even if that isn’t the explicit aim of the researcher.

One key component of traditional ethnographic research is field-based data collection that prioritizes observation over direct questioning. Observation allows the researcher to contextualize the gaps between what people say versus what they actually do. A research community however, removes the researcher from the field and relies on the community interface to collect data for them.

And that can be a positive!

Continue reading