I’ve been
accused in the past of being an out and out ‘qually boy’, and that’s how a
former colleague still refers to me. In fairness, I have been known to fly the
qualitative flag for all its worth. For me, market research has always been
about quality, not quantity; why talk to people at all, if you’re not going to
talk to them in depth?!
But I’ve come
to the conclusion recently that we’re all allowed to adapt and change. And I’ve
decided to respond to the way in which the world of research has changed too.
There are three
key strands to my thinking, all of which have combined to encourage me to
invest in a new research tool, currently taking the world by storm.
The first is
the current call for research which is carried out ‘in the moment’, so at the
point of purchase or at the point of a consumer or business person, experiencing
a particular product or service.
The second is
the explosion of research which is now being carried out via a mobile device or
an app, be it a smartphone or an iPad or other tablet equivalent.
And finally
there’s the aspect which has always been a big part of qualitative research,
rewarding participants immediately for helping you with a survey, surveys which
in this case are providing real time feedback.
The answer to
the three issues raised above, so real time feedback, via a mobile device, in
this case through an app, for instant rewards, has been brought to my attention
by a company relatively new to the world of research, namely SurveyMe.
Using their new
product and encouraging people to download their app, I’m now able to create and
conduct surveys quickly and efficiently. Results can be provided back in real
time at the touch of a button or a click of a mouse. The product creates great
looking charts too, and full data that can be downloaded via Excel or via a
PDF.
So there you
go, ‘qually boy’ is embracing the future. And whilst still believing in the
power of qual, he’s also connecting with the power of now – instant feedback,
instant rewards, on the move and via an app.
Take a look, you
might be sold too www.survey-me.com
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