There’s no substitute for experience and expertise.
We have been collaborating on research that combines qualitative methods and advanced technology for about 15 years. However, we’ve never actually told the world about this. So, here goes.
Market research is a team effort. High-quality outcomes require that all participants do excellent work and know how to work together. Today’s evolving landscape often requires the integration of traditional qualitative research with behavioral and emotional measures such as eye tracking and biometrics. A high degree of experience working with these tools – and working seamlessly – is essential to producing quality results that yield unexpected insights.
Combining advanced technology with qualitative methods is an unbeatable combination. It allows us to uncover what people really notice and respond to – often beyond what they can articulate themselves. But only if everybody involved understands the tools and techniques.
We have worked together dozens of times on this type of research. Bob provides the advanced technology. Tom handles the qualitative research design, execution and analysis. This combination yields outstanding results because IVP is the leading provider of eye tracking and biometric technology to the market research world, and Tom is widely known for combining these tools with qualitative methods.
People often view biometrics as a plug-and-play solution. But success depends upon more than sophisticated equipment. If the qualitative researcher moderating the study doesn’t understand eye tracking or biometrics, important opportunities will be missed. The study design could be flawed, important questions might not be asked, perceptions might not be probed, and valuable insights will never surface.
What’s more, collecting and analyzing biometric data is both art and science. If the people responsible for the technology aren’t experienced, you could easily end up with useless data and wasted time and money.
The same principle applies on the back end. Biometric data has little value unless those responsible for its analysis understand marketing strategy, motivation, and decision-making. This allows data to be translated into meaningful stories and actionable insights.
That’s why collaboration matters. Successful studies occur when all parties understand one another’s disciplines. The difference between a good study and a great one is ensuring that every link in the chain is strong from the beginning to the end.
