New with classic components make a great research design
Issue: Everyone wants the newest research techniques. They’re exciting, innovative, and productive. Issue: Are they right? Is newest automatically better, faster, deeper? Sometimes yes…sometimes no. Issue: Classic processes like live focus groups, in-depth interviews, live ethnography, and live vision sessions are being downplayed yet continue to have superb benefits for insight. Issue: Online and social media can be amazingly fast and powerful. But, a counterbalance between online methods with in-person processes allows us to interact with real and virtual people, target a specific demographic, recruit psychographic segments for certain initiatives and see the differences in front of us, and allow the feelings of the observing team to expand as they listen to live participants speaking and engaging. Solution: Let’s design when, how, and where the newest research techniques can be incorporated into the classic so valuable processes are not abandoned for only online platforms. Solution: Add live and online team debriefs during the research for iterative effects. Solution: Make a live presentation of findings a working session to give food for thought for next-steps, quantification, and new concept development, not be an etched-in- stone monolith. Solution: Send the draft qualitative report to the marketing team in advance so they can add their recommendations to present simultaneously online and live with qualitative results.