After a couple weeks off while I was heads-down working on deliverables, the Friday Five is back! MR best practices get a bit spun on their heads, someone else gets excited about virtual reality’s uses in MR, and more!
Usually, in the field of market research, the traditional approach to a project is to start with qualitative research (in-depth interviews especially) to get an idea of the wording and issues that should be asked about in the quantitative survey. But, in my own experience, quantitative research can be done first to get an idea of what people are thinking, then follow up with qualitative research to expand and refine. That’s the same experience that the researchers outlined in this article. I also really appreciated the fact that the qualitative segment of the research was done using an online panel, as opposed to an in-person focus group. Thinking outside the box can still produce great results while saving time and money!
Augmented reality may change how we live our lives and conduct research – Ipsos North America blog
I’ve contemplated the benefits of virtual reality for market research before, and LRW has posted a lot about the use of virtual reality, but it’s nice to see someone else get excited about the possibilities, too!
When is a leading question a great question? – The LoveStats Blog
Annie Pettit review one of big no-no’s in survey design: the leading question. However, there ARE times when leading questions are beneficial, if not necessary to get a more accurate answer, and not the answer that is socially acceptable. Must like the Quirk’s article about reversing the typical MR approach to a project by doing a quantitative study first, I’m increasingly convinced that the answer to whether something is a best practice in market research is, “It depends on the situation.”
Managing focus groups: how to create a dynamic conversation with great results – Research Rockstar blog
If you’re interested in focus groups, check out this primer! It covers the basics very well, and hopefully helps you realize that focus groups are not as easy as they may seem!
Being a “vendor” sucks. But so does being a client. – Civic Science
I’ve been on both the client side and the vendor side of the market research equation. Neither side is easy. Both sides would do well to realize that have a bit of empathy for what each side of the aisle has to deal with – from creating more insights with more business impact but less budget on the client side to making sales and showing the benefit of the resources being used on the vendor side.