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Qualitative is Dead.<\/h2>\nQualitative is Dead.<\/h2>\nI had lunch recently with a good friend and former colleague who, like me, received his graduate training at a top-ranked Midwestern university known for its quantitative social science research programs. During our lunch he once again put forth the proposition that \u201cQualitative research is dead. And, besides, who needs it\u2026?\u201d This is an old argument \u2013 we\u2019ve been over this issue several times in the past \u2013 but now he makes his case in the wake of the recent observation that we have entered \u201cthe post-survey era\u201d in which marketing research has morphed \u201cfrom an analog to digital world, with new tools in big data and advanced analytics, observation of actual consumer behavior via scanning UPC codes, and advances in the neurosciences.\u201d*<\/p>\n
My friend\u2019s emphasis, his evidence for the demise of qualitative research, is the evolving use of \u201cbig data\u201d \u2013 specifically social listening techniques for monitoring brand equity, advertising campaign impact, shopper marketing initiatives and perceptions of product quality. Some of the examples he cited for the superiority of social listening versus traditional qualitative methods included:<\/p>\n
Let\u2019s assume that all of my friend\u2019s examples are completely accurate as described. The last three examples probably represent clear advances in efficiency and in our ability to use massive social commentary for modeling efforts. But what about the first three examples: the advertising campaign that backfired, the package labeling error and the problematic website design? Are they examples of how social listening triumphed, or are they examples of expensive mistakes that could have been avoided through the use of traditional qualitative techniques? I would argue the latter: in all three cases the problems uncovered by social listening techniques could have been avoided prior<\/em><\/strong> to launch had appropriately designed qualitative research been employed during the development process.<\/p>\n Qualitative research is enormously helpful on the front end of a creative or new product developmental effort \u2013 and in my experience it can be extremely cost effective, as well. Consider the example of the advertising campaign that had to be scrapped. It costs hundreds of thousands of dollars to produce new advertising. Why wait until you\u2019ve spent the money to find out if you\u2019ve got a problem? A simple communications check on work in progress, consisting of 12-24 IDIs and costing around $20k (or less), can tell you almost immediately if:<\/p>\n Seriously: why wouldn\u2019t you do this before<\/em><\/strong> finalizing your creative and going into production?<\/p>\n The same can be said for logos and brand ID concepts, for package designs, for displays, and for websites and apps: qualitative research performed early in the process can substantially improve the end result at a cost that is marginal compared to the total costs of development. A lot of problems can be completely avoided and the total elapsed time for the research \u2013 from recruiting through reporting \u2013 usually can be measured in days.<\/p>\n I have found qualitative techniques, especially IDIs and couple\u2019s dyads with purchase decision-makers, to be tremendously helpful for new product development, as well. The classic implementation would be a series of quick concept checks on work in progress to immediately focus the development team on the concepts with the most promise. I also recommend short, intensive qualitative interventions at key checkpoints in the development process \u2013 great for answering questions such as: Does a proposed design element convey the intended appeal? Are there any issues with usability? Does the intended user respond positively to our prototype? Or \u2013 which of these three prototypes has the strongest appeal vs. our key competitor?<\/p>\n Quick bursts of directed qualitative research \u2013 timely, focused individual interviews with members of the intended target group \u2013 are the natural ally of an agile design process.<\/p>\n We have a lot of experience using qualitative techniques to guide and to improve the creative process both in advertising and in new product development. We have done more communications check on rough creative materials than I can count with stimulus materials as varied as concept boards, storyboards, logo sketches, packaging mock-ups, prototype displays, promotional offers, mailers \u2013 even entire retail store layouts\u2026 The process is simple, it\u2019s cost effective and it works. The basic approach is outlined under the Communications Tests<\/a> heading of our website.<\/p>\n Working with our clients in both packaged goods and consumer technology, we also have developed several specific qualitative techniques for new product development and for improving user experience. Lastly, if development of your product or service has been finalized and the team now wants to optimize the marketing communications strategy, we have a couple of specific techniques for that, as well. You can find the details under the heading Our Unique Capabilities<\/a>.<\/p>\n Obviously, social listening techniques have opened a much larger window on consumer commentary than \u201ca quick round of groups\u201d ever provided. It\u2019s also fair to say that the all-purpose utility of focus groups was substantially overplayed in the past. But that does not mean that \u201cqualitative is dead.\u201d Qualitative research, properly designed and executed, is still extremely valuable in specific situations, including:<\/p>\n Applied at the right times with an appropriate design, qualitative research is still the quickest, most cost effective route toward understanding how the target consumer is likely to respond to your new creative or to your new product\/service concepts and prototypes. Qualitative is not dead, it just needs to be applied in those situations where it has an undeniable advantage.<\/p>\n For a free evaluation on whether qualitative research makes sense for your scenario, please contact us<\/a>.<\/p>\nVote Early. Vote Often.<\/h2>\n
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Good for new products, too.<\/h2>\n
Been there. Done that.<\/h2>\n
Quick, Focused & Cost Effective.<\/h2>\n
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