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How to design a digital qualitative research project that gets you closer to the truthThe design of a qualitative research study that caters to business research objectives determines the accuracy of the value delivered. This is true for traditional and digital research methods alike. However, the execution of a study – collection and data mining in particular – in the digital world presents some factors that have to be kept in mind when designing a research study – from ethnographies to behavioral and immersion observations. In this session, you will learn the factors that go into the design of a digital qualitative research project, from designing a discussion guide to doing without recall techniques!
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Research Is An Art: The Only Art Created With An Objective In Mind
Presented by Shelley KrasnickManaging Director, Research & Strategy
Email: [email protected] Twitter: @qualvu
How to design a digital qualitative research project that gets you closer to the truth
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ABOUT QUALVUAbout Qualvu
Advanced Solution For Qualitative Research
Proprietary platform – design. discover. decide. – greatly streamlines process via web-based software
Video-based self-driven ethnographies (attitudinal & behavioral)
Goal: better data, process, analysis, and decisions
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QUESTIONS?
Use the Q&A box to the right sideof your screen
email us to [email protected]
Twitter @Qualvu or #IQualvu
Questions As We Go?
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LEARN TODAYToday You’ll Learn How To…
Design a digital qualitative research study
Elicit insights without probing
Leverage the moment to gain richer data
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DESIGNDesign
Assessing Stakeholders’ Needs and Problems
Project Planning and Execution
Use your traditional skills and training
Use our tips
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METHODOLOGYThe Methodology
Asynchronous. Video.
Based on Four Pillars
Convenience.Privacy. Setting. In the moment.
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HOW IT WORKSHow The Methodology Works
Asynchronous
Moderator questions are recorded in advance
Participants respond in their own time, within a set period
Online or Mobile
Consumers access assignments and submit responses on the web or via mobile devices
Video
Consumers respond to assignments through video – narrating activities and expressing feelings on camera
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THREE AREAS Three Areas That Are Unique
Respondent Experience
Discussion Guide
Collected Data
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Let’s Go Over Some Do’s And Don’ts
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RESPONDENTSRespondent Experience
Do’s Don'ts
Go from broad to specific
Read the discussion guide from a participant perspective
Don’t make any assumptions
Don’t burn participants out
Don’t drag the project on forever
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DISCUSSION GUIDDiscussion Guide
Do’s Don'ts
Space assignments out to follow the natural flow of activities
Provide appropriate guidance
Ask for what you are looking for without creating a self-fulfilled prophecy
Don’t insult their intelligence
Don’t ask the same question 7 different ways
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GOOD AND BADEthnographic: Best Practices
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GOOD AND BADExploratory: Best Practices
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KEEP IN MINDSo, Keep In Mind
Respect the respondents’ time and effort – they are working for you so work with them!
Plan ahead so you ask the right questions and get the most relevant information the first time around
Know that it’s possible to follow up and probe but not necessary!
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THANK YOU!Thank You!
Use the Q&A box to the right sideof your screen
Email us to [email protected]
Twitter @Qualvu or #IQualvu
Questions?
Click here to watch the recording on demand!
Click here to watch the recording on demand!
