Should you use a professional moderator for your online research project?

Reasons for Using a Professional Moderator for Your Online Research Project

Using a professionally trained moderator increases your chances of uncovering business-building insights during your research project because the moderator will:

  • Establish actionable objectives
  • Create an effective research design
  • Bring an unbiased perspective
  • Probe and effectively guide the discussion
  • Focus solely on the research
  • Summarize the key insights

Establish actionable objectives

A trained moderator will begin by first understanding the business need or opportunity that has prompted the research.  Next, they will want to know the objectives of the research.  A good moderator may ask, “What does success look like at the end of this project?”  This question at the start of a project will help your team clarify what really needs to be learned.  Establishing clear, actionable objectives will identify the key topics and help to frame the design of the research.

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Evaluating New Product Ideas

I am often asked to design qualitative research to provide my clients with insights about their customers’ reactions to their new prototypes or products. I enjoy designing and conducting this type of research because I am able to leverage my experience as a former product developer for a Fortune 100 company. I believe what sets me apart from other qualitative research consultants and moderators is that I have actually designed products that have gone to market. This issue of The Insight will highlight some of the ways I have used qualitative research to help my clients design winning products. 

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3 Ways to Get More Out of Your Online Research

 

Is it possible to truly connect with my target audience through online research?

 

When we say “connect,” we mean truly hear and understand the thoughts, feelings, beliefs and attitudes of your key customers. We believe the answer is yes! You can get in-touch with your customers and gather deep understanding by using creative assignments to allow your consumer to take you into their world.

Creative assignments also make the experience more fun for participants. When respondents are engaged, they provide you with more information and are more willing to share more of their lives with you during the research, thus helping you gain deeper insight.

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Making In-Depth Connections with Online Research

We are experts at using online research methodologies to help our clients make connections with their target audiences in order to explore their thoughts, feelings, beliefs, habits and practices.

Sometimes clients unfamiliar with online qualitative research wonder if they can get an in-depth understanding of their target audience through an online bulletin board vs. in-person research?

In this newsletter I would like to share a case study of how we helped a clothing retailer get in touch with their target audience and uncover in-depth insights using an online platform and leveraging the video recording capability of mobile phones.

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