Global Online Qualitative Research Jim Longo Vice President Sales and Marketing Itracks Interactive

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Global Online Qualitative ResearchJim
LongoVice President Sales and Marketing
Itracks(Interactive Tracking)
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History of Itracks
In this rapidly changing research environment,
we know that what remains constant are the values
we hold and the relationships we build.
When Itracks' founders, husband and wife team D
an and Garnette Weber, first began exploring
online research methods in 1996, they were guided
by three core values that still hold true today
1. Deliver outstanding client service 2. Ass
ume first it can be done 3. Create a rewarding
and compelling workplace Today Itracks is the
authority when it comes to online qualitative
research backed by the Burke Institute, used by
RIVA and holder of the North American software
patent. Itracks can also boast 5 new product
launches in the last year along with recent
geographic expansions into the United States,
Europe and now Asia.
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History of Online Qualitative

• Began in the mid-nineties
• Email, discussion groups
• Online chat with virtual back room
• Expansion of chat" to bulletin boards along
  with other online tools
  
• Development of OBBs allow for rich qualitative
  data
  
• Has been gaining momentum as a methodology each
  year along with the proliferation of the Internet
  as a data collection tool.
  
• Online qual will never replace face to face
  groups (but rather should be seen as a proven way
  to conduct many different kinds of studies
  impossible or impractical to do any other way)
• In the quantitative world, Online research has
  now surpassed the telephone as the primary
  research tool
  
• Market Size
• Poised for rapid growth
• Globalization of brands
• Emerging markets
• Explosion of computer usage for communication
• Clients are asking about it
• when appropriate to use?
• Industry survey reports 57 of qualitative
  researchers expect to increase the volume of
  online qualitative research in the next 12 months
  
• 90 of the top 50 research companies use Itracks
  Qualitative tools
  
• Qual 15 to 20

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Global Qualitative Research
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Project Stages by TechniqueIn-person and Online
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Project Stages by Technique
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Online Qualitative Strengths Fortify Quantitative
Design in Proposal

• Online Qualitative techniques allow even more
  flexibility and adds value
  
• How, what, and why with deeper insights to how
  much, how often provided by Quantitative surveys
  
• More of the team can participate in research
  process
  
• Immediate transcripts to team for evaluation
• Keeps the research process moving
• Before Quantitative
• Purchase behavior
• Build attributes
• Concept tests
• Ideation
• pretest
• During Quantitative
• Iterations in design
• Packaging
• Advertising
• After
• Support survey results
• Rich verbatim
• Drive additional research

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Online qualitative

• Online Focus Group (OLFG)
• Synchronous groups that typically last 1 to 2
  hours
  
• 8 10 respondents per group
• Excellent for rapid data collection with tight
  timelines
  
• Several groups can be done in a short time,
  allowing for widely disparate groups to be probed
  for knowledge quickly
  
• Designed for gathering first-thought responses
• (Yes/No, Clarification, Directional, Emotion)
• Software interface can be branded to reflect your
  colors and image
  

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Focus group interface
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Online qualitative

• Bulletin Board Focus Group (BBFG)
• Asynchronous in nature
• Allow for thoughtful discussions to unfurl
  
  over a period of days or weeks
  
• Typically much larger than OLFGs, BBFG can
  be representative of wider demographics and
  still be manageable
  
• Time zones are never an issue
• Able to reach busy respondents (doctors,
  professionals, etc) on their schedule
  
• Software interface can be branded to reflect your
  colors and image
  

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Bulletin board interface
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Customize login by language
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Additional services
iMarkIt is an innovative concept testing tool
that enlivens the respondents experience and
provides rich visual feedback for the research
buyer. iMarkIt lets respondents mark up ads,
video, web pages, direct mail and packaging
concepts and logos with visual images and text.
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What is iMarkIt?
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Drag and drop Respondents can drag and drop
smiley faces on what they like, frowns on what
they dont, lines to cross out text or arrows to
point to specifics. All the while, respondents
can add their text commentary explaining their
rationale. Report it Organize your iMarkIt vis
ual reports thematically or by respondent to
visually illustrate a point and support your
recommendations.
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World Languages

• Covered Language-BBFG OLFG
• English
• French
• German
• Italian
• Spanish
• Arabic
• Chinese - Simplified
• Chinese - Traditional
• Czech Dutch
• Hungarian
• Japanese
• Norwegian
• Polish
• Portuguese
• Russian
• Swedish
• Thai
• Turkish

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• In Depth Interviews
• Richness of data
• Usability
• Webb based
• Longitudinal
• Less attrition, additional value in seeing
  other peoples responsiveness
  
• Diaries
• Healthcare
• Physicians
• Media
• TV
• Blog posting
• Day in the life of a product or brand
• Home Use Test
• Higher response rates to placements
• Homework
• Photo or video tasks
• Shopping tasks
• Breakout groups

Creative Uses of online Qual
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Advantages to Relationship, Revenue and Margin

• Standard Practice is qualitative before
  quantitative to gain insights for questionnaire
  design behavior or as a stand alone.
  
• In the past there was a lag as well as
  uncertainty if your project required follow up
  qual dues to some anomaly in data or outstanding
  issue.
• Demonstrate how your organization thinks and its
  ability to add value
  
• Follow on Qualitative
• provide additional insight into quantitative
  results
  
• add value
• Provide option to do follow on qual with
  proposal
  
• incremental revenue
• Additional benefits
• Respondents higher on learning curve for
  iterations of concept
  
• Support quant results with verbatim which
  describe logic
  
• Support analysis with verbatim which makes
  results real with example
  
• All you have to do is ask
• Opt in question for possible qual at end of
  survey
  

You want Qual with that?
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Communities

• An interactive channel to communicate, connect
  and develop relationships with your customers.
  
• The ability to network with like-minded
  individuals instantaneously from anywhere on the
  globe
  
• Give your organization a unique competitive
  advantage.
  
• Imagine being able to ask your target audience a
  question whenever you want and receive feedback
  almost instantly

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Create

• Customize the interface with your design,
  colors, fonts and logos.
  
• Synthesize Web 2.0 technologies and utilize the
  benefits of user generated content.
  
• Take advantage of our existing research tools
  that have more than 20 years of development time,
  testing and experience behind them.

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Ask

• A research opportunities module presents
  selected users with the chance to participate in
  online qualitative studies or online surveys.
  
• Bulletin Board Focus Groups are designed
  specifically for online market research.
  Participants are free to login at their own
  convenience and spend time providing thoughtful
  input.
• A complement to face-to-face methods, Online
  Focus Groups allow you to expand your research
  potential without losing the human touch
  
• With a custom software team survey capabilities
  no limitation.
  
• Can provide a customized survey environment and
  reporting in real-time.
  
• Take advantage of polling, mobile survey and
  iMarkIt type opportunities.

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Capture

• Pinpoint key community members and engage them in
  meaningful conversation to reveal the information
  you need to make business decisions.
  
• Easily identify target groups through customized
  respondent profiles.
  
• Allow respondents to upload images and galleries
  for ethnographic research.
  
• View videos in various categories by embedding
  links uploaded to YouTube or Google Video
  galleries.

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Report

• An active community can create vast amounts of
  information, and our project managers are
  available to help you sort the data.
  
• Set up scheduled delivery of reports in a variety
  of available formats.
  
• View word frequencies from forums and BLOGs in
  word clouds or tree maps.
  
• Get access to report reads graphs from the
  auxiliary research applications

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Take Action

• Elevate your brand through an increased sense of
  ownership and evaluate how the customer
  experience is impacting your corporate image.
  
• Get the information you need from your customers
  and take action immediately.

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Thank You!