AMA’s Marketing Insights recently published an article written by 20|20’s CEO Jim Bryson in their July/August 2014 issue.
“7 Days, 7 Countries, 7 Ways” explores new technology trends in multinational qualitative research through the “three sevens challenge” to prove if qualitative technology can live up to the hype.
The following is a brief excerpt:
Traditional, in-person, international qualitative research is slow
and difficult. Researchers must nation-hop, hiring moderators and translators along the way. Multinational, multicultural, multilingual research complicates logistics, travel, execution, reporting and budgets, and always seems to take more time than it saves.
But new trends in technology are helping researchers reduce the time, budget and complications in multinational qualitative research, so we challenged ourselves to apply new research technology around the world in a week. Here, I detail what my colleagues and I call the “three sevens challenge” and the myriad insights we discovered.