Rich Insights from Online Research
There’s never been a better time to talk to customers about their needs, attitudes and behaviors.
And not just because all of these are changing. No, the pandemic has completely changed the game of online research – including the richness of the insights, the tools themselves, and the level of topic engagement. Not to mention easier access to a broader audience.
Zoom has created a lens of intimacy.
Personally and professionally, online video has changed our interpersonal dynamics. Not only is a broad swath of society comfortable with being online but welcoming family, friends, colleagues and even strangers into your home no longer feels awkward or unexpected.
For researchers, there is no better environment to talk truth about needs, wants and motivators. And there are no better visual proof points than the table, chair - and maybe kitchen cabinet or bedroom closet. Our homes say so much about us without even requiring a conversation.
All-in-one online research platforms provide rich data fast.
It used to take weeks and even months to collect and analyze online discussions and the collected media. However the pandemic expedited platform investment such that machine-driven sorting, polling, transcription and translation can now be available nearly immediately. Video can be tracked and marked by entire teams in real-time. Moderators can interact with respondents using virtual stimulus with individual feedback options. And observers can watch all of this live, with a translator if necessary or an hour later receive a recording of the research.
No longer does a single report tell the story but the raw data can live online in easily trackable formats to meet the unique needs of diverse client teams including brand, marketing, R&D, sales and innovation.
Consumers are more engaged
It used to be that consumers would fit online research if and when they had time. Attention spans were shorter and there was less confidence in the outcome.
Now statewide pandemic mandates have kept more people home and left them with fewer alternative activities. It’s now easier to talk to B2B and B2C respondents alike because there is a level playing field of access. Everyone is home. Everyone is looking for an outlet.
It’s also much easier to talk to unique pairings such as Mom and Dad or Mom and Kid or Dad and Sons. Or even customer and sales rep at the same time.
The takeaway
What you get now with online research is a super bonus pack of rich insights. Is this here to stay? Only time will tell but the value of doing online research now yields an upside that was unimaginable pre-CVD and a playground for brand and product marketers.
Ready for rich insights about your audience?
