It’s probably fair to say that most of us are happy to see 2020 in the rear-view mirror. Not that Q1 of 2021 will be too different, but the light at the end of this long COVID-19 tunnel is at least visible.

No industry or nation was spared the devastation brought on by the pandemic. The market research industry was no exception and underwent a lot of changes in 2020. Rather than enjoy in-person focus groups and in-depth interviews, all modes of qualitative research switched to virtual platforms. While researchers can still gather lots of rich data from online focus groups, the word on the street is that nationwide qualitative research firms can’t wait to be able to conduct in-person focus groups and interviews again. A lot of nuance gets lost or obfuscated when conducting qualitative research remotely.

We anticipate that some of the changes to market research will remain with us into 2021 and beyond. Below are three trends that expect to see in 2021 as it relates to market research.

Trend #1: Virtual Qualitative Research is Here to Stay

Virtual market research platforms have been around for many years but they really got a boost in 2020. While researchers will tell you that if they have the option to conduct focus groups or in-depth interviews in-person, they’d prefer it, but they’ve adapted well and most market research firms will continue to design studies that incorporate virtual offerings. The upside to virtual studies is it allows recruiting firms to reach a much broader audience. Removing the barriers to having to meet in-person has made for better recruiting outcomes.

Trend #2: There Will be Increased Interest in Journey Mapping

With most consumer behaviour now happening online, companies are scrambling to ensure that their digital offerings can meet the demands of their customers. Only market research can inform companies of how their customers feel about their digital experiences. Researchers can design paid online surveys legit that reveal gaps and opportunities for companies. Journey mapping will provide much more useful data than click stats, KPI data, or even heat mapping. A well-designed journey mapping study will reveal much more detailed and informative data that will help companies improve their digital offerings.

Trend #3: Market Research Recruiting Will Expand

Companies that are nimble enough to pivot during times of disruption are the ones that have staying power. What separates long-term successful companies from those that flounder is having a good handle on what drives consumer behaviour. This doesn’t happen by looking into a crystal ball, but rather by conducting market research. Market research doesn’t happen without vetted participants. Because so many market research studies are now taking place online, research staffing agency are able to pull in qualified participants from a much broader geographic area. We’ve recently recruited study participants from around the world to participate in U.S.-led research because we weren’t limited by geography.

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We’ve been asked by companies who have market research studies in the pipeline if they should continue their studies given the concerns of the COVID-19 virus, especially if focus groups were planned. While we applaud companies being concerned with the spread of this virus, there is no reason to postpone or cancel market research projects. There are a number of steps or alternative methodologies companies can take that help protect study participants and qualitative research consultant.

Online Focus Groups

If the study was originally designed to include focus groups, it is easy to convert from an in-person group, to an online focus group. Moderators can easily host a virtual focus group using Zoom, Skype, or other video platforms. While you won’t get the same type of feedback or interplay between participants, a good moderator can still keep the focus group on track. More skill is required to gain deeper insights from a virtual platform, but it isn’t impossible. Most nationwide qualitative research firms are experienced in hosting online focus groups and won’t have any trouble shifting from an in-person meeting to a virtual one.

In-Dept Interviews

If, for whatever reason, it isn’t possible to host a virtual focus group, another effective qualitative methodology is conducting in-depth interviews (IDIs). In-depth interviews are great ways to dive deeper into the ‘how’ and ‘why’ behind consumer decision making. Experienced interviewers will work from a discussion guide that gives them a framework of what needs to be explored, but allows flexibility so that they can really probe on those areas that may illuminate why a person chooses one product over another, or where gaps exist when making purchasing decisions.

Mobile Ethnographies

More market researchers are incorporating mobile ethnographies into their studies, especially if ‘in the moment’ feedback is required. Humans are notoriously bad at accurate recall, and capturing real-time feedback is beneficial when wanting to understand various points along the customer journey.

If a study is focused on younger audiences, or tech natives, mobile ethnographies are an easier way to connect with this cohort. Gen Z and millennials are accustomed to managing their life on smart phones, and any market study that wants to capture feedback from this group should consider using this methodology. For starters, you’re much more likely to get a higher response rate, and secondly, there is little ‘training’ required when asking this group to interact with a mobile ethnography platform.

Finally, because so many people are familiar with sharing feedback through smart phone apps, conducting market research through mobile ethnography platforms is an unobtrusive way to capture insights.

Whichever qualitative methodology is decided upon, researchers have a number of options to continue with market research studies that don’t require face-to-face interaction. While the concerns regarding the spread of COVID-19 are legitimate, there is no reason that market research studies can’t be modified and stay on track.

Recruiting for market research studies remains the same. Working with a nationwide recruitment agency is your best bet for ensuring your project stays on time and on budget.

Request a Proposal Today to learn more about recruiting for your next market study.

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Recruiting is the beating heart of market research. It’s essential to properly recruit so you can gain the insights you need. It’s not just about asking the right questions, it’s about asking the right people. Regardless of which methodology is used when conducting market research, recruiting is the common denominator.

Know your Target Audience

Before creating a market study, qualitative research consultant first seek to understand who the target audience is. There are many factors that come into play here such as, does the study aim to gain insights from across a customer base, or are is the objective to solicit feedback from a specific segment of the market.The better defined the target audience is, the better the insights. Once the target audience has been defined, a market research recruiting firm can find the participants who meet the criteria of the study.

Segmentation

Segmenting the target audience of a study ensures that there is accurate representation of insights. For instance, if the aim of the study is to get feedback from a broad audience, it will be important to segment the recruits into categories to make sure that there is representation from various groups. Audiences can be segmented into various categories such as language spoken, geographic region, ethnicity, age, or profession.

Good Screeners

Screeners are an important tool for recruiters to have when selecting participants for a study. Writing a decisive screener helps ensure that unqualified recruits are less likely to be selected for a study. Recruiters will use the screener to ask a potential study candidate specific questions to see if s/he qualifies for selection. Depending on the scope of the market study will determine how comprehensive the screener is. For certain studies, it’s imperative that participants meet specific thresholds or criteria, and a screener can quickly identify candidates who do or don’t qualify.

Nationwide Recruitment Services

Once you’ve identified the audience you want to be included in your study, the challenge is then connecting with these people and getting them to commit to participating in a study. Hiring a nationwide recruitment agency is the easiest and most cost-effective way to recruit participants for your market study.

Most nationwide qualitative research firms know this, why not take a page from their playbook?

Want help recruiting for your next project? Request a proposal today!

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For any focus group or in-depth interview to be successful when conducting qualitative research, the moderator must first build rapport with the participants. Connecting with study participants is what sets the tone of the focus group or interview. If participants feel safe and comfortable they will be more forthcoming. It is up to the moderator to build rapport, not the participants. Let’s look at some ways that moderators can put participants at ease.

Be Prepared

Disorganized, or unprepared, moderators will have a hard time making participants feel comfortable. A focus group or in-depth interview will be a disaster if the moderator isn’t working from a well thought out and planned discussion guide. This is the foundation from which a moderator must work to ensure that the essential questions are asked and that the conversation has ‘flow’. The moderator should be familiar with the discussion guide and do some practice run-throughs to make sure the questions proceed in an order that makes sense.

After the discussion guide has been created the moderator then needs to make sure that s/he has all the materials, tools, and supplies necessary to conduct the focus group or interview. Most experienced moderators can share stories of starting a focus group only to realize that the batteries are dead in the voice-recorder, or the pens have dried up, or there is no key to the washroom. While these make for funny stories later, they tend to make for terrible focus groups.

Make a checklist of what you’ll need to conduct the focus group or interview, and then make sure you have everything on your list and that it’s in good working order.

Relax

When participants feel relaxed, they’ll talk more. Market research recruiting firms work hard to find and screen participants and it isn’t uncommon for focus groups or in-depth interviews to be populated with respondents who have never taken part in qualitative market research studies. Often times they’re a bit nervous as they’re not quite sure what to expect or are afraid of saying the wrong thing. It’s up to the moderator to put the participants at ease. Often, the moderator’s mood will affect how others feel. We suggest that before a focus group or in-depth interview begins that the moderator first do a few breathing exercises or other calming exercises so that s/he feels relaxed.

Start off on the Right Foot

When first meeting participants, greet them in a friendly way. Introduce yourself and use their first name. If you’re conducting an in-depth interview, thank them for participating. If you’re leading an in-person focus group, smile and make eye contact. The first few minutes will set the tone of the remaining time together.

Before delving into the discussion guide share some of your personal information, such as name and who you work for. Explain what the subject matter of the conversation will focus on and reassure participants that their answers will remain anonymous and are used for research purposes only. Remind them that there are no wrong answers, and that participants may not agree with each other or have the same experiences or opinions.

Don’t forget to be fully transparent. If you’re recording or videoing the conversation, let them know and get a verbal response that they are okay with this.

Being prepared and having confidence in leading a focus group or in-depth interview is a sign of respect. A lot of behind-the-scenes work goes into organizing a qualitative market research study. Often in begins with a nationwide qualitative research firms working closely with a company to design the study. Next comes creating the discussion guide and working with a market research recruitment agencies that can find qualified and available participants. It’s then up to the moderator to run a relaxed and efficient focus group or interview so that insights can be discovered. Each step of market research builds off the other. Learning to moderate market research studies doesn’t happen automatically. It’s a learned skill.

Looking for a nationwide recruitment agency to help you with your next study? Contact us here.

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