Campaign for Real Qual

Campaign for Real Qual

 

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The event has been broadcast, the slides and recordings will be available soon.

What does ‘Real Qual’ mean? Developments and case studies highlighting the unique contribution of qualitative research.

The session will be chaired by Ray Poynter

  • Real Qual: Refreshing parts of client side companies that others don’t
    Sven Arn, Happy Thinking People
  • How pop-up communities helped bring online qual to the mainstream
    Anna Williams, Executive Director, Verve
  • Real qual for real R&D
    Hannah Rogers, Client Lead, Blue Yonder Research
  • Data Fission to Data Fusion,
    Sarah De Caux, Senior Research Director, Join the Dots I InSites Consulting
  • The art of listening
    Annoek Jansen, Qualitative Insights Professional, INQT research

 

Synopses

Real qual for real R&D
Hannah Rogers, Client Lead, Blue Yonder Research
Real qual isn’t just focus groups. It doesn’t have to be IDI’s. It can be digital, it can be agile. It’s about the depth of understanding and the actionability of insight. It’s about recognising that moment of consumer truth, exploring it in full and providing R&D teams with specifics – rules and toolkits on exactly how to build market leading products.

For R&D teams, real qual goes beyond likes and dislikes. It’s not enough to say that the button ‘makes the product easy to use’; real qual explores specifically what it is about the shape, feel, pressure, look of the button, which makes it easy to use. Find out how we do it…

Real Qual: Refreshing parts of client side companies that others don’t
Sven Arn, Happy Thinking People
Digital qual, scalable qual, mobile qual….much has changed over the past 10 – 15 years. Mainly for the better – fusing approaches and data streams has shunted qual research up the value chain.

But clouds are on the horizon: getting to the why isn’t best done by just asking people directly, and it’s not the same as an open-ended question in a quant context.
Real qual – if such a thing exists – is about skilled practitioners with people understanding skills getting to the tensions, teasing out the nuances, listening to what people say and contrasting that with what they do.

We’ll give some examples of how this works well. Really. And yes, it involves talking to people.

The art of listening
Annoek Jansen, Qualitative Insights Professional, INQT research
Real qual is not about off- or online research, it is not about the amount of groups, it is not about fancy new techniques. It is about the art of listening well. Being able to connect the dots, read between the lines and have the guts to build a story around one remark. Because it illustrates a shared belief, behaviour or frustration, leading to a differentiating solution not thought of before. In short: real qual is about people making sense of people.

How pop-up communities helped bring online qual to the mainstream
Anna Williams, Executive Director, Verve
Pop-Up Communities are re-shaping the way we can reach customers, observe and understand experiences, run international research, and communicate insight.

Run properly, they also enable a new, more iterative and collaborative way of working, linking multiple methods with a pause-analyse-reflect approach.

While technology is the enabler, it’s the experience and expertise of the qualitative researchers using them that is critical. Without that you get a lot of information, but no insight.

Verve share the know-how for unlocking the true power of this ‘real qual’ approach and how you can use it to gather in-depth, culturally and socially relevant qualitative insight in a way that is faster, smarter and more cost effective.

Why are Customers saying one thing and then doing something else?
Stefania Gogna, & Nicolò De Carolis, Semioticians, Consultants and more!
To deeply understand people’s behaviours and to get Actionable Customer Insights it’s becoming more and more important going beyond Observations and Information.
We are not studying a sole reality but many. That’s why Cultural Studies are so relevant, in a rapidly changing scenario. Brands are Cultural Artefacts; they don’t exist outside a Culture.

We will see a multi-way methodology for Qualitative Research, through actual case studies that reflect how Brands can tap into Popular Culture, how they can connect with different lifestyles, how they can understand cultural motivations behind rationalities (Deep Insights) and how they can communicate to new generations. We will answer the question: Why Cultural Mapping allows us to Think Outside the Box.

Data Fission to Data Fusion
Sarah De Caux, Senior Research Director, Join the Dots I InSites Consulting
Despite a particularly challenging climate for UK retailers, our client Matalan, continues to grow despite political uncertainty and a polarising market.
A three-year transformation journey, significant investment and a clear strategy underpinned by six key pillars, all form the basis of our story. It’s a story about a business immersing itself in the world of its customers, and how we fused data to achieve this.

Cover to cover, we’ll detail how our insight has influenced every chapter of the Matalan story, changing behaviours from the shop floor right up to the owners.