Research Fusion - Qualitative Approaches for a Changing World
As consumers have evolved, so have the qualitative research techniques used to provide needed consumer insights in a rapidly shifting environment. This video presents several case studies that incorporate the use of new techniques along with more traditional research to help gather insights and solve marketing and business issues.
We show examples of how to utilize both old and new qualitative research techniques together in unique ways to gain a better, more complete understanding of consumers and their perceptions and behaviors. Video Flow:
- Introductions
- Research Fusion—Qualitative Approaches for a Changing World
- Shopper Insights Case Study: Qualitative methods that this case study will demonstrate include online forums, remote usability, and virtual shopping.
- Concept Development Case Study: Qualitative methods that this case study will showcase include online forums, webcam interviews, in-person focus groups, and the Imaginators® panel.
- User Experience Case Study: Qualitative methods illustrated by this case study are online forums, telephone interviews, in-home interviews, and virtual usage.
Presenters
Clay Dethloff
Senior VP, Insights and Innovation
Clay is an experienced marketing research professional with more than 25 years of experience in both leading and delivering qualitative research in the industry. As the head of qualitative research efforts at Decision Analyst, Clay is responsible for maintaining and improving the quality of qualitative research, identifying new/innovative qualitative research tools, and overall management of the qualitative team.
Roger Wallace
Director, Insights & Innovation
Roger is a senior member of Decision Analyst’s team that specializes in qualitative and innovation team. He has moderated hundreds of in-person and online interviews for qualitative and innovation projects. Roger holds a Bachelor of Science in Journalism from Texas A&M University and is formally trained in qualitative moderating techniques from RIVA Training Institute.