QRCA Breakthroughs

Big research results from small steps: Layering research methodologies to drive new product momentum:

admin — Tue, 06 Oct 2009 15:46:56 +0000

Chris Kann took the long view and small steps to help a client revitalize their product line. In this Breakthrough you’ll hear how she approached the challenge of reenergizing a stagnant product line by layering online qualitative research methods on top of some quantitative research findings. The overall approach established real confidence in the research. The insights from the qualitative work helped to identify a clear path for new product development. By starting with small steps and layering them over time the research approach delivered big results. Please listen in as Chris describes the process.

Finding a cure for patients and doctors: How qualitative research techniques helped demystify the challenge.

admin — Thu, 01 Oct 2009 21:14:53 +0000

This breakthrough deals with understanding both patient needs and doctor needs to make a powerful brand connection with both. By understanding the motivation of the key constituents, Dr. Sharon Livingston was able to turn the mirror and let the patient’s view inform how the specialists viewed their work.

The success of this qualitative breakthrough was based on using the right tools and approach. The objective to create a productive dialog that could lead to both happy patients and happy doctors. In this case the challenge was to understand how retina specialists and their patients felt about the challenges of dealing with macular degeneration.

Immersive research in the car: Understanding the consumer dynamic of tuning out and multitasking on the road.

admin — Thu, 30 Jul 2009 20:20:21 +0000

How do you get better insights on the role communication devices play with consumers inside a car? Listen to this Breakthrough from QRCA member Gretchen Gehrett as she describes the impact of auto-ethnographies and the power of immersive research. With a little bit of structure and a great deal of creativity, Gretchen uses online research techniques to create borderless reporting that results in powerful, consumer feedback on how they use their entertainment and communication devices when travelling.

Leaning In: Innovative qualitative research methods and observations lead to stronger brand engagement

admin — Thu, 16 Apr 2009 12:55:33 +0000

Listen to how a trip to the zoo takes on new meaning when qualitative methodologies identify body language that helped define the brand experience and consumer engagement.
Through observation QRCA member Mike Flynn learned how different visitors to the St. Louis Zoo engaged with the animals. He identified specific consumer behavior that helped define consumer engagement in the experience and the brand. The qualitative approach and insights helped to strengthen the brand experience and drive critically important repeat visits to the zoo. Have a listen to the leaning in Breakthrough.