Employ digital qualitative research to maximise data quality and engage respondents

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 06, 2020, 2:29 AM UTC

Brands must implement the right research tools according to their objectives and participants.

This article suggests that for conducting studies and collecting data in the current situation, brands must leverage digital qualitative research. Researchers can switch from in-person to digital studies using chat rooms, webcam interviews, bulletin boards, social media listening tools and more.

Chat rooms and groups provide respondents with a level of anonymity, fostering openness, and honesty in their responses. Further, these rooms can be used to brainstorm ideas, test concepts, and website usability. Webcam interviews help stimulate a face-to-face response in researches.

Forum-based discussion platforms, like bulletin boards, allow crafting personalised researches, with continuous feedback. Marketers can collect existing data with social media listening tools. Before committing to any research tool, evaluate the security and privacy of the project, and participant.

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