When it comes to market research, quantitative data is just half the battle. In order to truly understand the psyche, you must go beyond the numbers and utilize qualitative research. Qualitative research is one in which researchers attempt to gather an in-depth understanding of human behavior. It goes beyond the what, where, and when and investigates the why and how of decision making.
Focus groups are perhaps the first thing that comes to mind when most people talk about qualitative studies; however, they are expensive to conduct, timely, and require that people must be physically present for the duration of the meeting. With the help of technology, qualitative research is becoming easier to conduct online than previously thought, it even starts to make focus groups look antiquated.
QuestionPro Communities has listened to their customers and created a few different qualitative features based off of their needs.
Invite targeted community members to join an online conversation in real-time. The moderator can post images/video/sound, mute people, send private messages and flag the more important feedback for later research.
No need to always gather insights through surveys anymore! Topics offers ongoing dialogue with members. Start the topics off with questions you want your community to help answer and see the power of feedback at its best.
Idea Board uses crowdsourcing to gather what members are really thinking. It’s fun and easy for members to vote on ideas they are passionate about, or create an idea they want the members feedback on. Idea Board can be used to gather ideas from your community members for various options including new product review, ideas for cost saving etc.
Real-Time Mobile Experience
If you are researching a product or an experience, QuestionPro’s Mobile App technology delivers the details you never thought were possible. Geo-triggered surveys for real-time feedback, ability to take a video/image of the products being tested/used, and provide ongoing details with our diary feature.