LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestras Condiciones de uso y nuestra Política de privacidad para más información.
LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestra Política de privacidad y nuestras Condiciones de uso para más información.
3 X 3 – 9 Ways to Win with Qualitative Online Communities in 2021
Presented by Holly O’Neill, Chief Insights Curator & Lead Moderator, Talking Business
NewMR Event: Qualitative Research in 2021
Successful and impactful Qualitative Online Communities research requires keen moderation, expert planning and agile implementation. In this session, we’ll focus on 9 innovative ways to advance your studies using this exciting and iterative asynchronous Qualitative methodology:
• 3 ways to up-level your online research plans and discussion guides
• 3 ways to inspire fresh learning with online projectives and exercises
• 3 ways to boost participation with online moderating and engagement tactics
This session presents and explores a variety of techniques, practical how-to’s and tips that propel deep learning in longer-term and shorter-term Online Qualitative Communities (AKA asynchronous bulletin board focus groups).
March 24, 2021
3 X 3 – 9 WAYS
TO WIN WITH
Innovative Online Qualitative
for Agile Insights Teams
• Pioneering expert in
Communities – Since 2007
• Teaches advanced
• Creates customized
interactive and projective
• Featured in 4 research text
• 10-Year reigning champion of
the $100,000 Pyramid
Chief Insights Curator
Talking Business, LLC
Ways to up-level research plans
Ways to inspire fresh learning
Ways to boost participation
#NewMR | Webinar | 03.24.2021
HOW TO – Create and assign random
• Assign random cells when
• Assign for specific activities
• To ensure “evenly” populated cells,
consider factoring in community
participation and/or tenure equally
and randomly across cells
EXAMPLE – Monadic exposure testing
without bias of multiple concepts
• Test 2 stimuli versions
• Create 2 random cells
• Expose each cell to only 1 stimuli
• Analyze responses and compare
EXAMPLE – Testing multiple stimuli
versions while mitigating respondent
• Test 6 stimuli versions
• Create 3 random cells
• Show each cell only 4 stimuli
• Rotate concepts across cells for
equal exposure of all concepts
INJECT RANDOM CELL QUALITATIVE TESTING OF STIMULI
Reduce order bias and mitigate panel fatigue
#NewMR | Webinar | 03.24.2021 7
• Client category has
segmentation limits at retail
• Client developed 3
• Each hypothesis classifies
Which specific Product cards did
you find difficult to sort into a
Category? How so?
OBJECTIVE: To test the comprehension and suitability of 3 pre-defined segmentation schemas
SORTING INSTRUCTIONS: Move each Product card into the Category where you think it fits best
KEY ANALYSES: Compare respondent-generated categorizations against hypotheses
Overall, was sorting Easy or
Difficult for you? And why do
you say that?
Comparing across all 3 Lists…
Which approach for categorizing
Products makes the most sense
for you? For what reasons is that
USE SORTING TOOLS TO REVERSE TEST SEGMENTATION
Works great for assessing brands, products and information hierarchy needs
#NewMR | Webinar | 03.24.2021 8
G 15 8
P 15 6
Q 20 4
Include different instructions for…
Desktop Sites Mobile Sites Mobile Apps
SEND MEMBERS “ELSEWHERE” FOR TESTING FIRST
Leverage Community Members for UX testing. As easy as 1-2-3.
• Client Website or
• Link to beta
• Link to clickable
Website or App
for Qual QNS
#NewMR | Webinar | 03.24.2021
CO-CREATE WITH A VARIETY OF FUN EXERCISES!
Give members permission to think bigger – Like the unique personalities of celebrities might
#NewMR | Webinar | 03.24.2021 11
QN: If you were [CELEBRITY],
in what ways might you
create new [PRODUCT] ideas
that would help [CONSUMER NEED]?
PROBES: In what ways might that
idea specifically help?
• What does it do?
• How does it do it?
• When would you use it?
ASSESS BRAND FIT & PERMISSION W/ VISUAL METAPHORS
Help respondents open their right brains – Where brand relationships are held
#NewMR | Webinar | 03.24.2021 12
• How much of a leap is [NEW PRODUCT
SEGMENT/CATEGORY] for [BRAND]?
• What might [BRAND] need to cross to
get to being in the [NEW PRODUCT
UNCOVER ATTRIBUTES MOST AT PLAY W/ VENN DIAGRAMS
Push mark-up testing technology beyond Marcomm
#NewMR | Webinar | 03.24.2021 13
In what ways do you
Which attributes do you
strongly associate with
What kinds of
consumers do you think
regularly use [BRAND]?
DEDICATE AREA FOR EDUCATION & MEMBER RESOURCES
Think more holistically about Community Members – What else of value can the Brand provide?
#NewMR | Webinar | 03.24.2021 15
for organic insights
Tips & Hacks
5 How-To Stories
How did I
How am I
Community Members Asked Me About…
FIELD “YOU BE THE MODERATOR” ACTIVITY
Humanize the Moderator by inviting members to “Ask The Moderator”
#NewMR | Webinar | 03.24.2021 16
Short series of
LAUNCH FRIDAY POP-UPS
For long-term communities, study participation stats by day. Test different launch days.
#NewMR | Webinar | 03.24.2021 17
THANK YOU FOR LISTENING!
In what ways can we help you make your Online Qualitative Communities more successful?
#NewMR | Webinar | 03.24.2021 18
Specializing in Online Qualitative Communities, we deliver the
truth behind what motivates purchase behavior. Offering
much more than moderating, we specialize in innovative
qualitative research, strategic brand development and
creative ideation. Our category expertise includes CPG,
financial, natural/organic, hospitality, technology and
pharmaceuticals, with clients such as GlaxoSmithKline,
Princess Cruises and Experian. Exceeding expectations for 20
years, Talking Business connects with target audiences to
better understand brands - loud and clear.
Holly M. O’Neill
Chief Insights Curator &
Talking Business, LLC
620 Newport Center Drive
Newport Beach, CA 92660