Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

The  Changing  Landscape  of  Online  Qualita?ve  Research:  Using  new  technologies  to  engage,  listen  and  get  meaningful  feedback  from  respondents  

Presented  by  Jim  Longo    Itracks  VP  of  Client  Development  &  MarkePng  

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

A New Breed of Customer

Full of Opinions Reject All Prior Behavior

Online Throughout the Day Wide Personal Network

Source: J. Henning, Vovici

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Research: Current Web vs. Traditional

Current  Web?    

-­‐  plenty  of  research  potenPal  

-­‐  future  of  the  research  community    

-­‐  best  way  to  listen  to  your  customer  

-­‐  will  come  to  dominate  market  research  in  the  next  decade  

Face-­‐to-­‐face?  

-­‐  standards  of  quality  established    

-­‐  baUle  proven    

-­‐  familiar/comfortable  

http://freakytrigger.co.uk/the-information-game/

Freaky Trigger: The Information Game

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Online Qual - A Brief History

It’s  been  around  longer  than  you  think  .  .  .  .    

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Online Qual - A Brief History

Began  in  the  mid-­‐ninePes    

                 -­‐  Email,  discussion  groups                    -­‐  Online  chat  with  virtual  back  room                    -­‐  Development  of  OBB’s  allow  for  rich  qualitaPve  data  

Has  been  gaining  momentum  as  a  methodology  each  year  along  with  the  proliferaPon  of  the  Internet  as  a  data  collecPon  tool  

-­‐About  300M  spent  annually  on  online  qualitaPve  research  (ESOMAR)  

-­‐Will  never  replace  face  to  face  groups,  but  has  a  place  in  research  

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Online Qual - A Brief History

Experiencing  rapid  growth  

 -­‐GlobalizaPon  of  brands    -­‐Emerging  markets      -­‐Explosion  of  computer  usage  for  communicaPon  

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

How qual is being used online?

In Depth Interviews             - Richness of data Usability            - Web based Longitudinal             - Less attrition, - additional value in seeing other vvvvvvvvpeoples responsiveness Diaries

CPG’s Product usage

Healthcare Physicians

Media Viewing or listening habits

Blog posting             - Day in the life of a product or brand

Home Use Test             - Higher response rates to placements Ethnography

Photo or video tasks Shopping tasks

Breakout groups             - Dyads or triads Precursor to Quant             - Consumer behavior Problem solving             - Employee groups Mix segments            - Physicians and Insurance companies

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Adapt or Become Extinct

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Adapt or Become Extinct

Image Courtesy of Spych Research Analytics

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Online & Video Focus Groups

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Bulletin Board Focus Group

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Leveraging Blogs for Diaries

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Advanced Qualitative Techniques

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Concept Testing

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Concept Testing

Treemaps •  Easily visualize and drill into crosstab data

Video Timeline Analysis •  Time-span data visualization (e.g. display all comments for first ten seconds of a video stream left by Females/18-35)

Word Analysis •  Visualize word frequencies using text clouds •  Search one or multi-word combinations •  Segment by demographics

Heatmaps •  Visualize respondent behavior in response to stimuli •  Understand likes/dislikes in direct context of your concepts

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Leveraging the Mobile Explosion

“I’ve come from the future to rescue market research with mobile technology”

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Social Media Monitoring

NGMR MEME Submission by Derek Sawchuk

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Social Media Monitoring

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Insight Communities

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

The Silo Approach is Dead

Marketing

Market Research

Reporting

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

What The Future Holds . . .

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

Beyond 3D

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

BUILT BY RESEARCHERS

Q & A Jim Longo and Susan Sweet

Jim  Longo,  Itracks,  USA  Part  3:  Session  3,  Convenor  Andrew  Jeavons,  Chair  Susan  Sweet,  schedule  =  4.22pm  to  4.49pm  (EST/New  York)  

BUILT BY RESEARCHERS

Presented by Jim Longo Itracks VP of Sales and Client Development

@LongoMR jlongo@itacks.com

306.665.5026 www.itracks.com