When we think about qual versus quant we see that about 85% of research dollars are spent on quant and 15% are spent on qual? In this post Ray Poynter looks at why that happens.
As a service to startups, NewMR has offered to post a single announcement from new startups to help people hear about them. You can read more about the scheme here. The post below was written by the company. NewMR does not endorse or recommend any of these New Face posts, not can we vouch for the accuracy. Get everyone’s views with Voxter, the new large scale online qual tool for research and engagement “Great qualitative insights backed by rich quantitative data” Voxter is a unique new tool for market research. Voxter allows for large groups (typically several hundred strong) to engage in anonymous and gamified deliberation, while in real-time, quantitative data is generated in the backend. It is ideal for consultations, engaging a large set of consumers, employees, or stakeholders. “Imagine all your people in one big focus group” Voxter is easy to use. People are invited to join in via links, such as those used by many online survey providers. Participants can spend as much time as they like in the conversation, which is fun and engaging, and they can come in and out to check up on how others have responded. The discussion is moderated by the software, which […]
[Sorry, this is a really long post, but I have been asked several times to explain the key differences between qual and quant. Here is my attempt to do that, but I would really appreciate comments from others.] Quite often we see references to qual and quant research merging, with larger samples being used for qual and unstructured data (such as pictures or videos) being used for quant. However, the claim that qual and quant are coalescing into a single entity is a mistake based on a lack of understanding about what qual and quant really are. This post highlights the essence of what qual and quant are, why they are different, and why it matters. Very simple definitions of qual and quant For many people a very simple, probably over-simplified, definition of qual and quant research is all they are ever going to need, so it is worth setting that out first – but remember this is not the full picture. Qual: a qual researcher typically uses unstructured information (such as the discussions in a focus group) to gain an understanding of why people do or believe something. Qual does not provide numbers that can be extrapolated to a […]
Ray Poynter and Lenny Murphy Earlier this year, NewMR and GreenBook set a challenge for the providers of social media research to highlight the strengths of social media research. Six companies took up our challenge and you can access their findings by clicking here. Now that all the reports are in we (Lenny Murphy and Ray Poynter) have had a chance to review the material and findings and this is our take on the big picture they create. Social Media Research has shown its value The task we set was not easy, we asked companies to explore what people (for example research buyers and the wider public) thought about market research and we asked them to come up with both findings and recommendations. Note, the companies were not exploring how MR uses social, it was using social to explore attitudes, beliefs, and behaviours relating to market research. To put this in context, we were asking them to conduct B2B research (something which is often thought to be a challenge for social media research) and we wanted strategic advice. The approaches adopted by the six companies varied, but they all produced useful input, and the picture they have painted of the […]
This is the second post that relates to the GreenBook/NewMR collaborative evaluation of social media research. This post relates to analysis conducted by Susan Bell Research. At the bottom of this post is a link to the other posts in the series. Click here to access the full report from Susan Bell Research. A Qualitative Approach Sue Bell adopted a qualitative approach to investigating what market research clients were revealing about their relationship with market research suppliers in social media. Qualitative research seemed appropriate because the available volume of market research clients is relatively small (making quantification problematic) and because Sue wanted to dig deeper than a comparison of numbers would allow. The analysis is based on 10 users of research, taking comments that have been published in publicly accessible places to minimise ethical and privacy issues. People not familiar with qualitative research may well be surprised at the depth of analysis that can be conducted on a small group, when conducted by a suitably experienced qualitative researcher. To inform not replace In terms of what clients want from agencies the research suggested a complex picture of slightly contradictory desires. Clients want research to help them make better decisions, not […]
Guest post from Paul Hudson of FlexMR. Paul Hudson, CEO & Founder of FlexMR, a research agency based in the UK. Paul has over eight years of market research experience. A regular guest speaker at AQR and ICG events, Paul is an experienced online qualitative research who is actively involved in developing new research techniques for online application. Here Paul shares his insight and findings from a career of market research, and what researchers should bear in mind when engaging online participants. I am a firm believer that engaging participants lead to better market research. It sounds obvious, and no-one, that I know of, would disagree. But what seems so simple is something that is often overlooked or ignored. We must, as researchers, recognise that traditional methods of engagement are no longer effective. As more research is conducted online, researchers and participants become more distant. There is no longer a face to face connection, and little common ground to build a strong emotional connection. So, when working with new clients and new participants, I try to take a step back and ask a few basic questions. 1. Why is this participant interested? The obvious answer is the reward – but this […]