QR Codes in Research

Tuesday, April 19, 2011


Ok, so this post will probably be outdated in a week because of how quick this area is evolving, but I want to get a thought-starter out there.  Here's my question: "how can QR codes be used in qual market research?"

Some ideas I'm toying with:
  • Location based research (brick & mortar clients) - potential respondents can scan the code for a survey or to be invited to an online study.  The act of scanning the code would verify that the respondent was in that location.
  • Every time a respondent completes a behavior they could scan the code and answer the probes, a build on mobile research.
  • Digital scavenger hunt for local research.  Respondents have to scan at specified locations and answer questions.
  • Invitation to participate in the research community issued with print copy.
Ok, I'm sure there are a ton more uses AND there are lots of barriers to doing the above...but worth asking the question, "how can QR codes be used in qual market research?"

What have you been playing around with?  I'd love to hear.

ChirpStory & Avocados

Monday, April 18, 2011

Here's a quick and dirty way to pull together tweets that illustrate a story.  ChirpStory allows you to select tweets that are relevant and curate a story from them...something I've been looking for.  Here's one of the case studies I threw together.
I selected tweets that demonstrated a consumer use or consumer emotion related to avocados.  Disclaimer: this isn't for a client, and I happen to love avocados.
Potential uses: bring relevant tweets along to research briefing or send to a client before fielding in order to hone a discussion guide.  Look up a quick search on something the brand wonders about and send along your topline, with this tweet story.  What other potential uses can you imagine?

Mining Conversations in Social Media for Qualitative Insights

Monday, April 4, 2011

My article entitled "Mining Conversations in Social Media for Qualitative Insights" was published in the Spring edition of the QRCA Views magazine.  Check it out here.  [Yep, that was a shameless plug.]

Bloomfire & Learning Experiences

Saturday, April 2, 2011

I'm intrigued by what Bloomfire is up to.  They're all about learning and empowering everyday folks to teach.  What does this have to do with Market Research?  I see my role as cultivator of learning experiences for my research team.  So, if the role of Market Researcher is to guide learning experiences, I submit the below thought from the Bloomfire Declaration of Interdependence:

Think back. What have been your best learning experiences? What did they look like? Where did they occur? Who was involved? What made them great?
 

Most likely your answer didn’t involve a power lunch or 3D animation. For most people, their greatest learning experiences came from humble means. They were real. They happened informally in ordinary places. They involved people who cared about us. Perhaps they made us laugh, cry, shout or get upset. They shook us.
 

Possibly these learning experiences came from an uncle who taught us to play the guitar. A mother who taught us to make something out of nothing as she assembled a blanket fort. A mentor who volunteered to show us the ropes on the first day at work or school.
 

Great learning experiences can be simple or complex. They can be delivered by experts or novices. They can be online, in books or on billboards. They can happen anywhere and any time.

That pushes me to think about what I deliver for research a bit differently.  I hope it does the same for you.

Embracing Challenges


As a consultant it can be easy to focus on the frustrations that any project can present.  The changing schedule, not having what I think I need to do my job well – there’s  a million other possibilities.  Getting frustrated is an easy response.

There’s a challenge in the midst of the frustrations though.  Choosing to embrace the challenge and allow it to make new opportunities for innovation, fresh thought and creative solutions has been one of my greatest sources of energy.  I innovate because I need to.  My clients won’t let me get by without it.  For that, I’m indebted to the challenging situations!  They’ve made me what I am today.  What might you embrace that will make you better?

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