Guest post by Ellen Kolsto, VP, Juice Generation, who is responsible for the US and LatAm. For more about qualitative research, feel free to contact Ellen at firstname.lastname@example.org.
The words “Qualitative” and “Analysis” often live in a rather unpeaceful truce when applied to understanding consumers’ relationships with brands. As researchers and marketers, we often want the projectable analytical insights we get from quant research, but we know we don’t want to miss the richness we are accustomed to with traditional qualitative approaches to exploring consumers’ lives. This becomes especially true with “online” qualitative research techniques, which include MROCs, mobile ethnography, and social media research.
These new methodologies tend to generate a lot more material (often without asking a consumer a single direct question), evolving from a discussion that can blossom over weeks rather than the few hours allotted to the typical focus group. With so much more rich consumer generated content to review and synthesize in our to tell the consumer story, how do we practically go about analyzing online qualitative results? Continue reading