What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

Understanding the Future of Qualitative Research

The Next 3-5 Years and Beyond

Brett Watkins L&E Research September 22, 2015

#NewMR  2015    Corporate  Sponsors  

#NewMR  2015    Supporters  

Schlesinger  Associates  Keen  as  Mustard  

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

I don’t always predict the future, but when I do…

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

L&E Client Research Study 2015

•  50+ executive interviews

•  Even mix of corporate researchers, large research agencies and small/independent QRCs

•  What does the next 3-5 years hold for qualitative research?

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

Current Challenges (Better, Faster, Cheaper)

•  Keeping up with technology advancements and identifying best-of-breed solutions and suppliers

•  Need for more “one-stop-shops” – Fewer vendors to complete each project

•  Decline in the perceived value of qualitative research

•  Pressure to reduce costs and provide insights faster

•  Data/respondent quality concerns with online methods

•  Decline in quality of supplier services (e.g., Project Management)

•  Need to reach new demographics (Millennials, Hispanics)

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

The Next 3-5 Years •  Speed will be crucial: Weeks are days,

days are hours in the future of research

•  Technology becomes a driving force in qualitative: Online, mobile, streaming, social media analytics become more common.

•  Online qualitative continues to grow, but as much a supplement to in-person methodologies rather than a replacement

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

The Next 3-5 Years •  Big Data will erode quantitative, but

have less of an impact on qualitative

•  Growth of online qualitative and mobile combined with in-person methodologies and hybrid methods of both qualitative & quantitative

•  Mobile apps continue to improve & expand (real-time correspondence, upload ethnographic experiences – video diary, homework, etc.)

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

The Next 3-5 Years

•  Back to basics: Focus on accurate recruiting, timely updates, proactive communication, passion for excellence

•  Project Management becomes Project Consulting: Experts on recruiting, qualitative research, local markets, client’s industry

 

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

Beyond 5 Years

•  Millennials: Are they different?

•  Last mile…when will it be finished?

•  Unstructured data…is sentiment analysis almost there?

•  Will a shark come swim in our pond?

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

Beyond 5 Years •  Can’t taste, touch or smell a video

monitor

•  People are social creatures and are best monitored in settings they are comfortable in, surrounded by others

•  We still need consumers to cooperate…why not facilities to be that ambassador?

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

Thank You!

What  does  qualita.ve  research  look  like  3-­‐5  years  from  now?  Bre$  Watkins,  USA,  September  2015  

Q  &  A  

Ray  Poynter  The  Future  Place  

#NewMR  2015    Corporate  Sponsors  

#NewMR  2015    Supporters  

Schlesinger  Associates  Keen  as  Mustard  

Bre$  Watkins  L&E  Research  

Lenny  Murphy  Greenbook