While traditional methods and techniques of data collection still provide the majority of primary market research insights, advances in digital insights technologies have ushered in new cost effective methods that in some cases are superior. Thus, insights firms must broaden their repertoire of ways to collect consumer insights in order to stay competitive and keep up with the changing needs of marketers.
ConsumerDNA utilizes a variety of traditional and digital methods that help us serve the full scope of our clients’ needs. The following sections provide an overview of the data collection methods our project management staff uses to serve the full scope of client needs.
ConsumerDNA uses online survey methods extensively for quantitative studies – utilizing either the Qualtrics, Decipher, or Vision Critical survey programming tools. These tools equip us with the latest applications regarding questions/scales, showing video and other images, and even “gamification.”
That is correct! We can deliver entire studies – questionnaire design, survey programming and testing, data collection, data processing and Excel/or PowerPoint reporting – in less than one week.
Malls still offer certain advantages, especially when we want consumers to see a physical product or perhaps to place the product with them for in-home use.
And, mail is still employed upon special request by select clients for specialty studies.
Central location testing results are often tabulated “real time” for client viewers in the back room who want to see the results instantly as the consumer enters them. In food testing for example, the clients’ chefs can utilize the on-site industrial test kitchens to create new food products based on “real time” consumer feedback.
Traditional focus groups and depth interviews are used most extensively and when we need insights in real settings we go in-home to observe consumers as they would normally use products and interact with other family members.
Since consumers are working from home in these studies they have ample time to study real in-field marketing materials or perform tasks prior to the discussions. They often upload videos or photos and sometimes keep diaries which all can add to the level of insight we obtain.
A promising advancement is smartphone surveying platforms for “point of experience” research – where consumer insights are captured while they are using the product or service. Examples include: in-store shopping experiences, while consuming food products at home, or while taking in a show or exhibit at a theme park. Surveys are sent to consumers when they enter a store or arrive at some other geo point. Or, consumers can download a survey smartphone App and keep a diary of their experiences and feelings while they are consuming a product or service. Consumers can upload both photos and images to tell their story.