Introducing a New Service: Online Qualitative as a Business Advantage Presented by: Jim Longo Itracks Vice President, Sales and Marketing

Overview Online Qualitative - the opportunity is now Examples of the methodology and its benefits to the industry How to introduce online qualitative

History of Online Qualitative Began in the mid-nineties - , discussion groups such as CompuServe - Online chat with virtual back room - Development of OLBB’s allowed for rich qualitative data Has been gaining momentum as a methodology each year along with the proliferation of the Internet as a data collection tool and the rise in the use ofSocial Media Online qual will never replace face to face groups (but rather should be seen as a proven way to conduct many different kinds of studies impossible or impractical to do any other way)

The Online Qualitative Market Market Size Experiencing rapid growth Globalization of brands Emerging markets - Explosion of computer usage for communication - Clients are asking about it and when appropriate to use - Industry survey reports 57% of qualitative researchers expect to increase the volume of online qualitative research in the next 12 months

Online Focus Groups Synchronous or real-time Top-of-mind discussion participants Elimination of group bias Communicate privately Pre-loaded moderator’s guide Quick-click probe questions Private client viewing Customizable screener Automated invites Online booking facility Instant transcripts

Online Bulletin Boards Asynchronous or extended timeframe In-depth discussion One-on-one interviewing capability Forced response settings Elimination of group bias participants Real-time activity reports Instant transcripts Significant participant convenience

Advanced Qualitative Techniques

Concept Testing

Treemaps Easily visualize and drill into crosstab data Video Timeline Analysis Time-span data visualization (e.g. display all comments for first ten seconds of a video stream left by Females/18-35) Word Analysis Visualize word frequencies using text clouds Search one or multi-word combinations Segment by demographics Heatmaps Visualize respondent behavior in response to stimuli Understand likes/dislikes in direct context of your concepts

Challenges “I am not a technical person.” “It can’t do what face to face groups do.” “I miss the junk food”

The opportunity is in…. The strategic value: consultative Adding a service line Increase productivity Integration of methods/multi-mode More of the team can participate in research process Capturing projects that you might not have done otherwise (small sample universe, sensitive topics, teens, etc)

Advantages of Online Qualitative Online Focus Groups and Bulletin Boards open a world of possibilities for the traditional market researcher. Here are a few of he remarkable advantages: Remote access from anywhere in the world Multi-media capabilities No geographic limitations (foreign language capable) Significantly reduce travel costs (which can be put back into research) Target hard-to-reach, low incidence targets Respondent convenience Higher degree of anonymity to respondents (sensitive topics) Instantly available transcripts Larger groups

Who’s using Online Qual? 1.Independent moderators 2.Top MR 50 firms – 90% 3.Market Research Departments of large companies

More than just a dialogue Longitudinal Less attrition, additional value in seeing other peoples responsiveness Diaries Blog posting Day in the life of a product or brand Home Use Test Higher response rates to placements Photo or video tasks Shopping tasks Breakout groups Dyads or triads Precursor to Quant Consumer behavior Problem solving Employee groups Mix segments Doctors and Insurance companies

Utilizing in a Project When can online qualitative be utilized in a project: - Before Quantitative Purchase behavior Ideation Concept tests Pretest Survey Build attributes -During Quantitative Iterations design Packaging Advertising - After Quantitative Support survey results –Rich verbatim Drive additional research –Recommend Gives consumers a voice –Customer advocate

Increase revenue opportunity In the past there was a lag as well as uncertainty if a Quantitative project required follow up qual due to some anomaly in data or outstanding issue. Follow on Qualitative - provide additional insight into quantitative results value add - provide option to do follow on qual with proposal incremental revenue Additional benefits - respondents higher on learning curve for iterations of concept - support quant results with verbatim which describe logic - support analysis with verbatim which makes results real with example All you have to do is ask - opt in question for possible qual at end of survey - “from time to time we conduct follow up OBB with participants would you be willing to participate next Tuesday…” - reduces recruiting costs to only reminder calls/ s - increases turnaround time from survey data collection to actual group results`

Why Itracks’ Online Qualitative? Itracks’ powers the online qualitative research of Independent Moderators, MR agencies, End clients, Media companies 1. Patent-protected & industry leader 2. Experienced Qualitative Administrators 3. 24/7 live toll-free Technical Support

3 Steps How to add online qual in 3 easy steps! (No, really!) 1. Get educated 2. Propose it 3. Close it

Next Webinar: With Pierre Belisle

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