Methodologies are the “tools of the trade:” the different methods we use to uncover and explore data. Persuadable Research can help you determine which methods will be most effective in achieving the insights you’re looking for.
The internet has revolutionized the research world. Researchers now have the ability to talk to hundreds of people more quickly, more efficiently, and with greater engagement than was ever possible using the telephone or a paper survey.
A BBFG is a 2-3 day thread-based discussion where 15-20 participants log in each day to answer questions and interact with other participants. The conversation is propelled by a moderator, who designed the discussion guide and asks probing questions over the course of each day. BBFGs are often used as an exploratory tool before launching a broader quantitative study.
A Mall Intercept study selects random participants in a shopping mall to try a product, for example, and answer some questions about that product. Mall intercepts are effective for testing concepts or new products.
A main-stay of marketing research, In-person focus groups offer the benefit of “face-to-face” conversation and group dynamics, allowing researchers to read the tone, facial expressions and reactions of participants.
An IDI is a qualitative survey conducted over the phone or in-person, conducted by a trained interviewer. IDIs are open-ended, flowing conversations, with fewer participants. The interviewer goes in with an outline of discussion topics, but uses instinct and experience to guide the conversation to unearth critical insights.
An IHUT is exactly what it sounds like: a participant takes a product or prototype to their home to sample for a fixed period of time. Sometimes, a pre-interview is conducted to benchmark expectations and category engagement. At the end of the usage period, the participant will interviewed again.
The smartphone is changing the research landscape. Mobile surveys attempt to capitalize on the rapidly expanding penetration of these “handheld computers.” Many people use their smartphones to take online surveys. Mobile surveys, in our definition of them, go a step further. Mobile surveys are an effort to engage consumers “in the wild,” in real-time, with very specific and focused questions that are easily and quickly answered by the respondents.
Essentially, these are BBFGs on a grand scale, with anywhere from 50-100+ participants, engaging in a conversation which lasts a few weeks to a few months.
A Telephone Survey is any type of study that can be conducted over the telephone with a large quantity of participants, where images or video are not required.