Each year we have the pleasure of presenting a webinar to the American Marketing Association. Last week we delivered a session on “Customer Insight Communities to Support Real-Time Decision Making”. In particular, we covered:
What insight communities are and how they can be designed and used to gather valuable and timely insights.
Innovative ways to engage customers using insight communities.
How qualitative research communities can be applied to business applications.
Example case studies to illustrate successful insight communities.
If you missed the session or would like another chance to watch it, we’ve provided a copy of the video below. Don’t hesitate to contact us with any questions or to schedule a private demo and trial account.
We recently delivered a free webinar on the subject of brand engagement, specifically to discuss the topic of online qualitative research best practices.
Joining Ramius on the webinar was Luke Cahill, Managing Principal at REAL Insight who are doing some fantastic, innovative research using Recollective. In the webinar we talk about the things to consider when planning an online qual research project and Luke walks through several case studies and best practices.
We’ve kept a copy of the video which you can access and share through Vimeo (http://vimeo.com/ramiuscorp/insight-community-best-practices) or watch below.
We hope you enjoy it! As ever, please get in touch with any questions.
We’ve just completed a round of interviews with customers using our Recollective platform to talk about what they anticipate to be important online research capabilities for 2013. Many of those research agencies spoke about the increasing importance of video in their presentation of findings and recommendations.
Unsurprisingly, after discussing the subject with them in more depth and looking back over studies we’ve run in 2012, a number of different approaches and perspectives were used that I think are useful to summarize.
Asynchronous Video Activities
First, since Recollective provides capabilities for asynchronous video, I should also clarify that I’m going to focus on that rather than synchronous approaches such as webcam-based focus groups or one-on-one webcam interviews. Asynchronous video isn’t done in realtime; it’s most often captured by a study participant and done at a time convenient to them. The video is then provided to moderators for review and analysis. The participant uses either a camcorder they own, a device the researcher provides or their smartphone or webcam.
Typically we find that most researchers prefer to mix video activities into a wider qualitative study, but occasionally we have a study that’s entirely video-based. Both seem to work effectively, although in general any study with video activities does tend to require a significantly higher incentive for participants to complete them. For example, one Canadian researcher we’ve worked with distributed an iPod Touch to participants in a mixed video / photo study after which the participant got to keep the device as their incentive payment.
The highest response rates seen in Recollective so far have come from webcam-based activities, possibly because it’s the easiest for participants to complete. Of those, most activities are designed to capture respondents simply talking into the webcam to answer questions. It’s pretty standard stuff, but the researchers we spoke to love how quickly and effectively video highlights from those webcam recordings can get a point across to an end client. Continue reading →
From time-to-time, Ramius has the opportunity to work with the American Marketing Association to produce some interesting content for its members. We’re pleased to announce our next Ramius-sponsored webcast on Wednesday, September 14th:
Real Research in a Virtual World: Best Practices for Integrating Online Communities into your Research Approach
To deliver actionable business insights, more and more, marketing researchers are recommending new, online techniques in their research designs to their clients. Using results from the recent GreenBook Research Industry Trends Report, as well as highlights from next week’s AMA Research and Strategy Summit, Lenny will open the webcast with a brief context-setting discussion on the use of online communities and other innovative techniques to empower consumer insight and market intelligence initiatives.
To illustrate some of these new techniques, we’ll then turn to Adriana and Stephanie. Using client examples from their online research communities practice, Adriana and Stephanie will:
discuss how they combine traditional quantitative methodologies with in-depth qualitiative techniques in online community environments to generate rich, robust and continuous insights for their clients;
demonstrate how an online community approach can uncover and provide context to counter-intuitive findings;
recommend best practices for setting up, managing and budgeting for an online research community initiative.
We hope you’ll consider joining us for this webcast!