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Annual Conference Reporter on the Scene: Winning the Future of Qualitative

Posted By Ilka Kuhagen, IKM GmbH, Thursday, August 20, 2020

Annual Conference Reporter on the Scene: Winning the Future of Qualitative

Presenter: Holly O’Neill, Talking Business, LLC


Summary of Conference Session

Holly O'Neill summarized her take-aways from various marketing research conferences over the past three years. As we have entered a new era in MR with changing needs, increased speed of turnaround and new tools, we not only need to be aware, but embrace the future of Qualitative Research!

Key Session Takeaways

It is not the market that is changing. Rather, all players in this market face challenges that have changed their behavior. Smaller budgets, shorter research cycles, innovation sprints, interactive learning needs, and more strategic thinking clients—all scream for different research approaches and open new opportunities for researchers.

Consumers are looking for experiences and relationships with brands and develop their social selves rather than just individual selves. Family landscapes have changed. Populations are increasingly diverse, and internet and mobile are ubiquitous. Technology (including AI and VR) offers new ways to do data collection, segmentation, tracking and even summaries. But we still need the human to learn, interpret, and define insights.

How I Will Use this Information in My Practice

We must find new ways to deliver insights faster and in ways that are quicker to digest; we need to embrace new technology and dare to be creative with study designs! Let us use technology and the Qual Researcher’s expertise to design projects according to the culture of the respondents. We can twist our tools to new technology and create new methods like storytelling sessions and online shadowing.

Aha Moment

Holly says: Let go of the old in favor of new paradigms. This was a great summary of changes the industry is facing and needs to embrace!

           QRCA Reporter on the Scene: Ilka Kuhagen, IKM GmbH

Tags:  new research paradigms  QRCA Annual Conference  QRCA Reporter on the Scene  the future of qualitative research 

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