The aim of this paper is to present and to âtrainâ attendees to a new methodology made to decipher in a qualitative manner web navigation data. This paper will discuss the opportunity of using this kind of data for qual researchers, present the methodology that we suggest, and use it on a couple of examples from various industries. One of our core illustrations will be based on the â'appiness projectâ presented at an earlier conference.
The aim of this paper is to present and to train attendees to a new methodology made to decipher in a qualitative manner web navigation data. This paper will discuss the opportunity of using this kind of data for qual researchers, present the methodology that we suggest, and use it on a couple of examples from various industries. One of our core illustrations will be based on the 'appiness project presented at an earlier conference..
A plethora of general and industry-specific websites make it possible for consumers to share their experiences, often in the form of ratings and open-ended comments very similar to those captured via traditional customer service and satisfaction surveys. But, can/will social media replace surveys as a research tool? This presentation shares results of research comparing web-based customer comments with those captured via a traditional survey method. The presentation shows that the two data sources do not tell the same story, and offers recommendations regarding how to get the most from both sources.
Once online, digital becomes the medium relied upon most. In Asia Pacific, the future of digital is very much mobile, although this role in consumers' lives is changing. The presentation is underpinned by a combination of mobile passive meter monitoring (mobile clickstream), robust quantitative analysis of both Asia Pacific's online and mobile phone user populations, and supported by ethnographic research. The presentation uses case studies to demonstrate the future of both marketing and MR, and enables conclusions to be drawn about the varying role mobile plays in peoples' lives across geographies and socio economic levels.
The prevailing business climate these days is increasingly competitive, pushing marketers not only to innovate but also to do this faster than the competition. International competition, fragmented and demanding markets, diverse and rapidly changing technologies, and increasing parity products, are all placing intense pressure on companies to shorten the innovation process and speed up time to market. Superior performance in product development and innovation is one of the main sources of competitive advantage in the modern market place. This paper addresses the issue of speeding up and improving the contribution of consumer research to the innovation process by using QualiQuant⢠methodology on the internet.
The mobile phone has become an indispensable tool during the course of our daily activities. Development of 3G networks combined with that of smartphones has accelerated the use of the mobile internet. This media's success in meeting the need for instantaneous searches for information, recreational activities and communications has been an incentive for developing new content offers especially suited for the mobile screen. The Telephony and Mobile Services Survey conducted by telephone with 11,500 individuals representative of a population aged 11 years and over, permits measurement of the rapid expansion of mobinautes in France.
Using sociology, social networks theories, social psychology, this paper is an update on worldwide data and trends around the social web. Using first-hand original case studies, the authors attempt to demonstrate valid and reliable foundations for social web research. Rigorous listening research lies 'beyond the buzz'.
Market research has a new vast territory to explore: cyberspace. All kinds of people from around the world converge in this so-called cyberspace, where time and space acquire new dimensions and all kinds of topics can be addressed. The network is a territory data base that, adequately organized and analyzed, provides a great amount of useful information from users. The use of webnography is explored to qualitatively become familiar with these cyber users and therefore to get closer to them through the representation they make of themselves in the web.
A case study, which demonstrates methodological approaches to sensible migration from traditional methods of data collection, such as face-to-face to online. Data analysis from a JDPAP syndicated study, using a large robust face-to-face sample, demonstrated how the internet connected sub-sample can be used to weight and calibrate the internet sample in any Asian country, to be representative and valid. This paper investigates how adoption of internet methodology might impact on results and consistency in data outputs, and how to scientifically manage this migration. The paper addresses one of the key challenges facing developing markets that might not have high internet penetration, and the experiences of managing and ensuring data collection quality, using the internet. The comparison of the internet connected sub-sample, with the total sample interviewed face-to-face is akin to conducting parallel research. Differences in data output for the two samples are presented, and weighting strategies necessary to calibrate the internet sample, and build a bridge between methodologies, provide many insights for migration to online in Asia.
This presentation illustrates how social media content can serve market research and the health care industry by means of a real-life case about epilepsy. A new research paradigm of social media research is developed and outlined. Having scraped over 39,000 unique online conversations, the natural language and sentiment of people towards the disease is demonstrated.
This case study describes an online qualitative research project that used innovative study design, interviewing technologies (multimedia interviewing, mobile research), and voice analysis in an effort to refine public policy for the US presidential campaign of Barack Obama.
Mobile Internet access is emerging as an alternative to Internet access on desktop or laptop computers. Members of online panels can receive invitations to surveys on their mobile devices, and data collection from respondents using mobile devices is becoming a reasonable channel for market researchers. This presentation focuses on web-based data collection on mobile devices and identifies a number of challenges in conducting research in this setting. Various options of presenting surveys on mobile devices are reviewed, primarily targeting the common denominator of capabilities, and by reducing the amount of information presented to respondents and the decision space available to them at any given moment in time.