Tuesday, July 10, 2018

Kicking off Online Qualitative Research Studies…the Devil’s in the Details

It’s a great time to be a qualitative research professional.  With broadband and smartphone connectivity getting closer and closer to absolute ubiquity, and technology solutions rapidly emerging, the arsenal of weapons available to facilitate qualitative research online and via mobile devices is ever-expanding.  However, getting these studies off the ground and finding qualified/capable participants is also becoming increasingly more complicated.

When it comes to launching an online qualitative research project, identifying your target audience and choosing your desired platform are the easy parts.  However, if you don’t factor in the other logistical pitfalls that may come up during your study, a seemingly easy project can become a bit of a nightmare.  Elements to consider during the setup and recruitment of your online qual study include:

·  Requirements for platform access.  Each online qualitative research platform that’s available to you has its own architecture and (perhaps) its own limitations for access.  Certain platforms are only optimized for certain browsers, operating systems, or devices. Knowing these platform requirements (and limitations) beforehand, you can save yourself a ton of headaches and recruit only audience members who already have these features in place.  Accelerant always recommends a Tech-Check as an added step during the recruiting process, where we essentially take participants through a dress rehearsal with the platform, prior to live interviews taking place.  As a moderator, the last thing you want is to spend the first ten minutes of an interview playing the role of tech support to a participant who doesn’t have the right app downloaded or system/software update.

·  To group or not to group?  Qualitative platforms don’t always make this choice evident or obvious, so it’s important to understand whether participants will be able to see one another’s content. Groupthink and bias can be introduced by other participants and are very real phenomenon online. Similar to in person research, a study’s moderator should be sure that your audience is responding in the manner intended.

·  What’s the observer’s user experience?  While much of the emphasis in this article is on the participant, it’s important that you don’t overlook the client, since they’re the ones ultimately using these insights (and paying the bill).  When vetting platforms for your upcoming research study, you should always understand what the experience will be like for your observers.  For example, many large client organizations have IT rules in place that prevent or restrict access to certain sites or app downloads.  There’s nothing worse than discovering just before an elegant, highly-anticipated study goes live that the end client can’t access the research platform because the host site is not on the corporate IT whitelist.

As pioneers in online qualitative research, Accelerant Research is keenly aware of what factors will make for successful project setup and participant recruitment (i.e., we sweat the details).  We invite you to request a cost estimate from us as a first step and experience the difference that we provide for yourself.  Simply give us a call (704-206-8500) or send us an email (info@accelerantresearch.com).

Thursday, July 5, 2018

Summer vacation plans 2018

Summer may be the hottest season of the year, but with its perk of being the season with the longest time off school, it brings along an array of vacation plans. Accelerant Research conducted a survey among 1,400 Americans using its proprietary Agora consumer insights panel and inquired about their summer vacation plans. 67% plan to take a summer vacation trip this year.

Of those planning to take vacations, one-third intend to spend between $1,000-$1,999.
The most popular summer vacation plans are: visiting a beach/lake at 70% and over half planning to simply spend time with family.
When asked which factors come into play most prominently when deciding what to do for their summer vacation, most respondents (80%) stated their budget as a main driver. Meanwhile, internet connectivity concerns seem to be “back of mind” for most vacationers with barely 15% mentioning it.
Of all individuals planning to take a summer vacation this year, almost all are doing so with their families (80%) instead of going solo (19%) or with friends (28%).

Tuesday, June 26, 2018

White Glove Recruiting

You have chosen the cities where you, your clients, and
your colleagues will travel for focus groups.  Now, you must contact the facilities in these cities and provide them study specifications for recruitment purposes. What you may not realize is that this is a major turning point of the study.  To say recruitment can make or break a study is an obvious understatement.

At Accelerant Research, we have some of the most highly skilled recruiters in our business.  When we handle your recruit, participants show up and are vocal.  These two factors, as well as the following are key to successful qualitative studies: 

  • Our recruiting team manages focus groups, online qual, and other methodologies
  • Our panel of participants spans from coast to coast and in hard to reach areas, too
  • We can provide incentive management and facility coordination in any city
  • Our costs are highly competitive
Moderators have enough to do in running their studies and managing their clients.  The last thing they want to do is worry about the quality of recruitment, no-shows, screener mishaps, communicating dates, times, places, and all other related logistical problems.

We invite you to request a cost estimate from us as a first step.  If we are granted the opportunity to work with you, we are confident that the quality of service you receive will be a marked improvement.

Good luck and safe travels!