Question time

This week, we look at how you can maximise the opportunities of so many consumers being at home and having more time to participate in research. We examine which research methods can be adapted and used online and how they might be used to help businesses recover and hopefully thrive in the future.

Quantitative research
While face to face quantitative research is not possible during the next few weeks online and telephone-based quantitative surveys definitely are. This period enables access to a whole new range of participants, often too busy or unwilling to participate. Surveys provide distraction, entertainment and a feeling of control and normalcy. This could increase quality of responses and make larger sample sizes possible, allowing more confidence in conclusions drawn especially for niche groups.

Survey structure and construction will remain broadly the same but participants with more time and craving interaction may be willing to spend longer completing, potentially allowing for more detailed open-ended questions, which could allow for deeper qualitative feedback within a quantitative survey. 

Qualitative research
Techniques such as in-depth telephone interviews, online forum discussions, videoconference and live chat focus groups have always been options for difficult to reach groups or international research.

Online forum discussions allow the interactive benefits of focus groups but held over several days. These have the advantage of allowing client input to develop a line of discussion and give moderators more time to coax insight from less forthcoming respondents. Live chat is a medium that younger consumers are much more comfortable using than many others, so it makes sense to use it with such groups, even when it is no longer a `covid-compromise'.

One broad positive from the crisis is the increased use of videoconferencing software such as Zoom and Teams; holding focus groups using this technology has been proven to work and has the added benefit of being able to reduce room hire costs.

Uses of research
While all research undertaken at this time must be viewed in the context of the virus, this insight from research such as a quantitative survey into how consumers act in times of crisis can help feed into long term business planning and recovery strategy. Product and offer development will also be key areas; using online forum discussions to gauge reaction to and improvements for a product or service could allow tailoring of an offer to the things that cooped-up consumers have realised are valuable and desire in the future. And using media such as live chat or videoconferencing software could help identify and learn about new user groups and the drivers of their behaviour.

It can be difficult to look to the future in times like this but understanding consumers will continue to be key to all businesses after this crisis is over.

Jess Williams