The Social Side of Research
Ideas and insights on MR from around the Web
Comments have been edited for clarity and brevity.
Are you inspired by what you are doing?
Posted by Michele Zwillinger in QRCA Qualitative Research Discussion
Using The LinkedIn Inspiration Index as a talking point, Zwillinger asks her MR peers how inspired they are in their careers.
"Every project feels like a puzzle that needs to be taken apart and put back together in a way that is both insightful and actionable." - Sherri Troy
"When it stops feeling like Christmas morning, I will know it is time to get out of the business." - Suzette deVogelaere
Examples of markets that can only be reached by qualitative research?
Posted by Emily Slee in The Marketing Research & Insights Group
Currently conducting research into markets that can only be reached by qualitative research because a genuine sample is not available in quantitative numbers, the poster asks for other markets and instances where this is the case.
"Youth, trendsetter market." - Ludmilla Wells
"I recently did a study of IT decision makers for airlines. Very finite number across the globe." - Lisa Horwich
"That's certainly the case for people with certain diseases for which there may be only a very small number of afflicted persons." - Laurie Tema-Lyn
Do we need insights or optimization?
Posted by Paul Comer in Consumer Insights Interest Group
Is too much time wasted on insights? Can we skip some of the insights and just move on to optimization of profit? Do you think companies and analytics teams are caught chasing their tails with insights of curiosity?
"Something must be said for the wasting of valuable energy, time, and money on executing new research on insight discovery, when the insights are in existing volumes of research and in people's heads. More time and greater care should be spent on re-mining existing work." - Steve Xenakis
"I vote that the true insights and actionable recommendations will lead to greater optimization of profits." - Anna Whiteman
"Optimization is a more realistic road. Insights are as rare as winning the mega millions lottery." - David Glenn
Immersion/day-in-the-life-of research among kids
Posted by Rudy Ebueng in QRCA Qualitative Research Discussion
Ebuengs asks for suggestions as to how to go about this without being intrusive, at the same time being very in-depth, including parts of their day researchers normally have no access to (e.g., during class hours in school).
"One technique I've used in the past is to have kids create a movie/documentary about their lives. The kids receive a 'script' with different scenes (or parts of their lives or an experience) and a couple of questions to answer in each scene." - Jenny Ferguson
"I've utilized online tools where the students can download an app and capture images/videos throughout the day to upload." - Kendall Nash