Tuesday, October 9, 2018

Charlotte, NC Insights Association Event

Accelerant Research and Market Cube co-sponsored an event in Charlotte last Thursday, October 4th for the Southeast Chapter of the Insights Association. The event was a fun networking opportunity for research and insights professionals, which featured an interactive panel discussion on Tech in MR. The panel discussion was moderated by Patricia Houston:  COO/Founder at MMR LIVE and consisted of:
  • Susan Lawson:  Strategy Consultant at Wells Fargo
  • Alice Rhee:  UX Research Expert from Yahoo and (most recently) Amazon’s Twitch
  • Endee Tate: SVP, Marketing Research & Insights at Bank of America
  • Ted Pulsifer:  Principal at Market Cube
  • Bill McDowell: COO at Accelerant Research
The event was a huge success! Thanks to everyone who came out to enjoy the great networking and panel discussion. Accelerant Research was happy to have had the opportunity to help sponsor this event, and we look forward to other research knowledge sharing opportunities down the road. Below are a few pictures from the event. If you're interested in getting involved with the Insights Association, please check out their website at http://www.insightsassociation.org/.

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%).