Monday, October 21, 2013

Live From #TMRE13: Fast, Better and Cheaper Multi-National Qualitative

In the world of technology today, we are starting to change the way we view things. So, what if qualitative research were no longer constraint by distance, time, language and place? What would happen to your business?

At TMRE 2013 in Nashville, TN this afternoon Jim Bryson, CEO of 20/20 discussed how market researchers could deliver more insights, faster, from anywhere in the world without constraints. “Don’t put limits on your world just because it’s the way it has always been because it’s not anymore,” he explained.

When you are doing global research, you spend all of our time on the plane not really talking to people. Global research in the past has been incredibly tiring, expensive and difficult. So, what if we conquered distance?

According to Bryson, the Internet has allowed us to achieve this. By 2012, the Internet hit critical mass (82 percent) so we could begin to do research using the Internet. All of the sudden the Internet came along and gave us the ability to chip away at the problem of distance. For example, chat rooms became an effective method for research by way of the Internet.

What about time? Time still causes a huge problem when you want to talk to someone in other time zones. But, Internet forums solved the time problem since people didn’t have to be there at the same. “Now, we can talk to people across different time zones on their schedule, not our schedule,” he added.

Additionally, this allowed us to do longitudinal qualitative research (research over time). If you want to conduct a global project, you can no matter where they live.

What if we conquered language? Researchers have always had problems with language, but it is really important in qualitative research. Luckily, instant translation like Google translate has made this possible. And further, you can use a human to audit the translation to ensure it’s correct.

Lastly, what if we conquered place? You can mobile to talk to respondents anywhere in the world. They can show you and ask questions about all from their mobile phone.

“You are with them without actually being there,” explained Bryson. “We are eradicating the need for distance, time, language, and place.”



About the Author:  Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc 
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