Using qual and quant to understand why consumers really make decisions, not why you think they do.
NAILBITER Videometrics offer a truly unique step forward for video-based quantitative research. By confronting the obstacles faced by traditional surveys, video represents a new option for researchers and marketers to see and hear their shoppers. With a collection of standardized videometrics across a quantitative sample size, the insights revealed using quant video offer a unique, actionable, and believable data. Manufacturers understand and highly appreciate the value of having a maintained and constantly growing Norms database through which to compare their metrics. As an industry thought leader, NAILBITER has consulted FMCG brands towards the confluence of online surveys and observational research. In response to constantly growing demands in the industry, they look forward to continuing to bring highly scalable, behavioral methodology to clients across the FMCG industry.
The purpose of this paper is to unveil a practical roadmap to Customer Centric growth and to decode the role of Insights: Analytics in driving this. The roadmap and role of Insights. Analytics is based upon a large-scale global empirical study containing insights from both qualitative vision interviews (337 interviews) as well as quantitative analysis with 10,495 completes, covering all regions and industries. The authors uncover the relationship between Customer Centricity and revenue growth as well as the dimensions and drivers of Customer Centric growth.
A new insight framework based on four distinctive but overlapping types of insight: 'discovery' insights, 'predictive' insights, 'explanatory' insights and 'transformational' insights is explored in this presentation. Qual and quant techniques can generate each type of insight on their own, but the likelihood of generating insights increases exponentially when qual and quant are thoroughly integrated (as opposed to simply 'combined' in a research effort). Qual and quant methods have complementary strengths and weaknesses, and are subject to different interpretation biases. Qual and quant can learn something from each other about identifying and mitigating these biases.
The research landscape has never been richer in techniques and technology, nor has there been such a bewildering choice of methods in the history of Consumer Research. For most of the past 50 years or so, the debate about alternative methods has centred largely on a choice between Qualitative Research (with its Focus Groups, Individual interviews, Co-creation sessions) and Quantitative surveys (and their sophisticated, multivariate or regression techniques for analysing data). This sometimes gave rise to fierce debates about their legitimacy, validity, depth and their respective pros and cons (Eg: Cooper- Branthwaite, 1977, Cooper- Patterson, 2008).
The concept that there are two types of data (qual and quant) does not necessarily mean that there are only two approaches to research (qual and quant): a blended approach called 'quanti-qual' can also be employed to help a researcher more fully understand the 'whys' that explain decision-making behavior.However, qual and quant data are in one sense similar: both data types are in essence abstract symbols representing observed or deduced phenomenon.This commonality across data types provides a theoretic base for the further development of software that allows for the computerized analyses of qualitative interviews.
The Internet is growing in popularity as a source of healthcare information. This growth raises the question of whether the Internet will simply gain hold as a way of obtaining general, top-line health information of whether digital technology will actually serve to transform the way we deal with our doctor. That is, will the Internet serve as a way of helping us brush up on what we know before going to the doctors, or will it grow to become a vehicle for diagnosing illnesses, purchasing treatments and doing much of the work of the doctor. In response to this potential&new paradigm, New Media House, part of Citigate DVL Smith sponsored a programme of qualitative and quantitative research to explore the issues.
The author argues the value of the qualitative mode can be particularly well harnessed if not restricted to the qualitative method. It can by definition add insight to almost any piece of information, including numbers. There is no reason why the qualitative mode cannot be expanded to encompass all forms of evidence. Many will argue 'yes, but that's what we already do - kind of'. In some cases that may be true.The point is the qualitative mode has only been sporadically articulated as a skill set in its own right separate from the business of collecting data - the qualitative method. Articulation concentrates the mind. The challenge to so-called 'quantitative researchers' is to bring the same level of left-field ambiguity and insight to the numbers that equally so-called 'qualitative specialists' routinely deliver based on fewer but deeper observations.The challenge to our qualitative audience is to take the qualitative mode of thinking out of its comfy meet-the-people methodological box, and carry the flag for a somewhat bigger revolution. All of what has gone before is, of course, only an opinion - just like 99% of what we do.
This quantitative study of 802 survey responders and non-responders from around the world examines the general publics acceptance of survey research. Key findings include: the importance of incentivization is increasing; poorly constructed surveys are convincing respondents that their time is being wasted; and telephone surveys are more frequently considered an invasion of privacy than mail or online surveys. On the other hand, people will make time for surveys that respect their time and privacy concerns; the activity of survey participation is not considered to be boring per se; and respondents feel that participating in surveys allows them to voice their opinions.
This paper provides attitudinal information collected from mutual fund investors in the United States and Europe regarding various traditional and emerging distribution channels. The author proposes that channels be redefined according to whether products are sold with face-to-face contact between the investor and seller or the sellers intermediary. Furthermore, this paper argues that there are key strategic initiatives and marketing programs that can mitigate investor anxieties and leverage favourable perceptions of various channels. These data have been collected through qualitative and quantitative research.