Research World recently published an article written by 20|20’s CIO Isaac Rogers in their September 2014 issue.
“Doing More with More” explores the increase in multi-part or hybrid research projects as a means to foster deeper and more meaningful engagement with consumers.
The following is a brief excerpt:
Hybrid qualitative methodologies are gaining traction as a way to develop an immersive understanding of the consumer path to purchase and a more direct mechanism to study real-world habits and practices.
In the past, qualitative researchers struggled to adequately capture a broad consumer experience. Traditional single- phase research often consisted of a single interview or focus group in which the participants recounted a decision-making or buying process based largely on individual recall. Realising the shortcomings of relying on accurate depictions from consumer memory, qualitative researchers often relied on the paper diary or journal method to more adequately capture these events.