5 Reasons to Continue Qualitative Marketing Research Online during COVID19 Health Crisis

Although the world has come to a halt, your qualitative marketing research projects do not have to. You may be thinking, I am crazy to suggest doing research during this time. I can understand. As a previous Insights Director for a business, I would not recommend conducting research during a crisis or disaster. However, this world health crisis is different. Our generations have never experienced a pandemic like this and no one knows when life will get back to normal. The solution to getting back to business is for businesses to be prepared to reactivate world economies ASAP. For this goal, let me share 5 reasons: why this is a great time to continue or start your online qualitative project.

Free time

People are home or slowed down their schedule with more time than ever. They have limited mobility and few leisure activities. Most have internet connection and a desire to be productive. Working on an online qualitative study will give them something productive to do and contribute to the economy. Also, most participants of online qualitative studies find the technology and experience very innovative and entertaining.

Good Will

People have additional expenses and lost wages/income because of the imposed quarantines and curfews. An incentive to participate in a study will be welcome. It also may be perceived as good will of brands with their existing and potential customers. From regular qualitative studies, participants relationships with brands are strengthened because the brand was interested in their feedback.

Time advantage

Most businesses have had to stop or reduce operations. If you use this time to your advantage, when the world gets back to business your brand will have the insights necessary and even the campaign to be a leader in your industry and category.

Digital Qual Studies

Projects can be managed and data collected 100% digitally. There are many options to conduct qualitative projects online from: live focus groups, bulletin boards, mobile ethnography and many more. Project can have quick turnarounds, with data collection taking a couple of days.

Data Quality

Digital qualitative offers options to eliminate group think, get closer to product usage and in-home experience. For instance, with mobile ethnography a consumer can bring you in to their home and product usage through videos and images taken with their mobile phone. We have experience conducting exploratory research, product packaging, branding, usability, consumer journey, advertising and more.

At Insight Marketing Touch, we have experience conducting online qualitative projects in Puerto Rico, Caribbean and USA. We are opened for business, working from our home offices, and ready to support your brands in getting the insights needed for your business plans. For more information, contact mpuras@insightmarketingtouch.com or 787-234-8935.