Life through the small screen mobilising online qualitative research via smart phones
Online Qualitative Research
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Transcript of Online Qualitative Research
the motivations of today’s consumers,
we have to understand their lives.
@thomastroch
If we want to know how to understand
?
?
?
? 4 things to remember about consumers
@thomastroch
@thomastroch
1
A world full of user-generated information.
@thomastroch
A world full of user-generated information.
@thomastroch
empowered
@thomastroch
Impact on qualitative research?
Social tools
@thomastroch
@thomastroch
1 2
@thomastroch
connected empowered
@thomastroch
Impact on qualitative research?
Social tools Longitudinal connection
@thomastroch
@thomastroch
1 2 3
@thomastroch
Life of George
smart co-creator
empowered
@thomastroch
connected
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@thomastroch
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@thomastroch
@thomastroch
1 2 3
4
90-99% of behaviour is emotional. And they like to share it!
@thomastroch
smart co-creator
empowered
emotional
@thomastroch
connected
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands Emotional tools
@thomastroch
@thomastroch
He would connect with consumers through an online research community.
@thomastroch
Noreen: “You think about
your favourite brands’
future! So you and your
ideas have a direct
impact on how a brand
will present itself. Isn’t that
the coolest thing?!”
@thomastroch
Benzodiazepine: “There
is a great variety of tasks
(questions, assignments,
colleagues, composing
mood boards) and it’s
great that we can test
products which have not
been launched in the
market yet!
@thomastroch
Hemeltje: “I was
incredibly intrigued by
the community’s subject
itself… I would never
participate in a community
about a subject I don’t
know anything or I don’t
know much about….
