Another question from the discussion.

Q3: Is consumer attitude shifting in regard to research participation?

A: Chinese whispers from quant-land suggest that long, boring surveys are failing to engage respondents. This isn’t new, but there’s more research on research now, and thus we’re hearing more about it.

I’ve no doubt that poorly designed surveys would spark a shift in terms of how many people are willing to give their time to participate in research, and the price they set for their contribution.

Things are a bit different on my side of the research fence; ie qualitative.

In this context, buzz words such as ‘collaboration’ and ‘co-creation’ are being thrown around as the new terms of research participant engagement; these concepts underpin the fundamental premise of online market research communities.

But actually, collaboration and co-creation aren’t new concepts in qualitative research. In fact they constitute the very essence of most qualitative research – on or offline.

It’s always been a dialogue between researcher and respondent/participant. We ask questions and they collaborate in answering. Or they ask questions and we listen and ask questions about the questions…etc. We show them stimulus and they co-create a vision.

Beautiful.

Following on from my last post, here’s the second question and answer…

Q2. Are there any lingering misconceptions that marketers attach to market research?

A: Four misconceptions de jour;

1. That online research is quicker and cheaper. It usually isn’t if it’s done well. The technology doesn’t provide the value. It’s the analysis that provides the value. And that’s what takes thinking and time (note, I can only really speak for qualitative here).
2. That numbers (quantitative research) are more important than the sentiment around those numbers (qualitative research). They’re both important.
3. That market research is a cost. Good research is an investment in managing risk.
4. That Maslow provides a good framework for interpreting research results. It doesn’t.

I recently answered a few questions about market research for Marketing Magazine. I must say, it was nice to be at the other end of the questions!

I think the article only appeared in the print edition (June, 2009), so over the next few days I’m going to post the nutshell version of the questions (4 altogether) and my answers.

Please feel free to add your own thoughts!

Q1: How do marketers get the best value out of market research when their budgets are being diminished?

A: Marketers will get the best value out of market research by making sure they do 3 things;

1. Ask good questions (ie have clear and well defined objectives)
2. Ask the right people the good questions (ie employ a useful sample)
3. Ask the right people the good questions in the right forum (ie choose the optimal methodology)

Sounds simple, but this is where the clever thinking is. If you get these 3 right, you’ll get useful data, efficiently.