How many Market Researchers does it take to design the ultimate online qualitative research tool? We hope a handful will do it!
As mentioned in my last blog, earlier this year we sat down with some of our existing customers, who happen to be Market Researchers, and peppered them with questions about their idea of the dream online tool. The feedback we received was overwhelming! In the many hours we spent talking with them we took dozens of pages worth of notes. The result of those conversations and notes was Recollective, our soon to be released research platform.
All the researchers reading this are no doubt wondering what our consultants said. I’ve broken down their requests into categories and added what I believe are the top 2 – 4 feature requests for each.
Coding Content for Reports
- The ability to highlight text in a content item or discussion reply and apply one or more codes that can then be used to generate custom reports of verbatims.
- The ability to have overlapping sets of highlighted areas (e.g. the entire paragraph is tagged “Negative Sentiment”, while one line in that same text can be tagged as “Email Support”).
Reporting and Participant Tracking
- Integrating a tool that assists in the review of qualitative research data is critical. Collecting and exporting the data must be quick, automated and easy for researchers.
- The ability to filter by a single person is useful for gauging participation, as well as for drilling in more depth to view that person’s full contribution.
- Easily generating a list of participants that either met or didn’t meet a participation criterial is very useful for providing proper compensation.
- Email reminders for lack of participation would be useful for maintaining a quote of active participants.
Guiding Users via Tasks
- Admins have an interface to select questions, discussions and polls as an activity to be completed by participants. Activities can be targeted to specific segments of participants.
- Tasks can have a “should be completed by” date, which triggers an email to the user if it is not completed on time.
- A person-by-person breakdown of task completion would be useful (e.g. Mary Smith: 2/3 mandatory tasks completed and 3/15 optional tasks completed).
- The ability to hide other participants’ responses until a response is entered, thereby avoiding that person being influenced by others.
- The ability to embed images and videos into responses.
- Discussions could offer the ability to ask an open-ended question, which is automatically followed up by a poll.
- Export should include the name of the person and a by-line summarizing the basics of their bio “Mary Smith, East Region, Customer for 5+ years, female”. The byline compositions of fields should be customizable.
- RTF or Word-native export is ideal
Which of these features will make it into Recollective’s platform? I’m not telling… yet! When v1 is released in the next few weeks I’ll have more information on which of these requests will be included on day one, which will be included in future versions, and which, if any, didn’t make the cut at all. For those of you who can’t wait, you can download a teaser feature sheet here.
Let us know via comments what your thoughts are on this list. Did our research partners hit or miss the mark? In your opinion, what features are must-haves for a one-stop-shop online insight community, designed for market researchers?