One week, 3 countries, 2 languages.
Yes, please.
Go ahead and tack on 4 days of research per country and 30 carefully-recruited respondents - and it's still a dream… just a researcher's dream. And it isn't always possible face-to-face. Just not enough hours in the day and budgets are feeling the squeeze, too.
Recently, we made this dream come true (albeit not face-to-face) for a client in a multi-national online qualitative study. Yes, my friends, with a rich 60-page deck of actionable research findings. All done in. one. week.
And, to top it all off, our client paid less than $50k.
Fielding this research in-person could have racked up that much in travel alone.
This is not to mention all of the oft-overlooked “soft” benefits of online research, such as:
- Zero nights sleeping in a hotel away from family and friends
- Zero jet-lagged hours spent staring at a computer “trying” to get some work done upon returning to the office
- Zero hours wasted on issues with wifi, cell phones, finding printing or office space, delayed flights, expense reports, and untrained rental car desk employees
- Zero cancelled dates with significant others and friends
- Zero missed soccer games, zero missed family dinners, and zero missed school functions
Online qualitative research serves many purposes, it is the key to fielding better research faster and for less money. It can be bring an amazing amount of insight to your brand and NOT just from the 20 year old consumer.
Still, as I sat through my 74th online platform demo, it struck me that the success of a project hangs mainly in our ability to execute engaging research activities.
In other words, it’s not about whether we use revelation, iTracks, Qualvu, Radian6, 20/20, or Fieldwork, it’s about how creative, engaging, and targeted our activity guide is. To that I say, "Bring it."
By JL Zoeckler - jl@seekresearch.com
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