Why quality insights and quick insights don’t have to be at odds with each other

Adam DiPaula, PhD recently contributed to the Greenbook blog regarding the increasing pressure to deliver faster and less expensive research results to clients. He noted that achieving both quality and speed at the same time can be problematic, and posed this question at the end of his article:

“Is it possible to deliver quality and speed, or do useful insights take time?”

 At GutCheck we see that our clients can have high-quality and quick insights both everyday.  Here’s why: 

1. 1. Automated recruitment.  GutCheck takes the key burden of quickly finding the right person to interview – by being able to find that target consumer in an average of 2.3 minutes.
2. 2. In turn, insights team members can focus their time on evaluating the results, and the quality of findings.  That’s because they don’t have to spend time trying to find respondents or waiting on third parties to recruit them.
3. 3. Clients who use our platform can start to view results immediately as interviews are complete.  So a client can be looking at results on the same day as they start the project.  That gives them a big head start to focus on quality of the findings at the end of the project. 

In the end, both marketing leaders and insights team members want quality insights quickly.  And this is possible, if they can cut out the administrative time and costs for recruitment.  That’s why our clients keep coming back to GutCheck.

 So you can have it all – with both quality and speed.  It’s a matter of knowing how to adapt research methodologies to work with new technology.  And how to take advantage of automated recruitment with your next project.

Fill a community in less than 30 minutes? Yes, it’s possible!

We talk to clients every day about the value of communities. They tell us that they have tried communities and liked the interaction between respondents and getting quick pulses of insights once the community is established.

However, many of the same clients have stopped their communities. Why? They can’t justify the expense of $150k or more per year just to maintain their respondents. In addition it can take weeks or months to first establish the community. That’s why we love showing off our Instant Research Communities and seeing the look on their faces when they realize just how fast they can be launched.

Just last week, we were able to have a conference call with a client, start a community with them on the fly using their custom screening criteria, create a few initial questions, and launch the community in a few minutes. Better yet, 20 minutes later we returned the client to the same community. They could not believe their eyes – the community was filled up in that short time and respondents had already answered the client’s first questions!

If you haven’t seen a demo of our Instant Research Communities yet, please contact us. We would love to show you just how fast you can launch your own community and see results.

Extra Support: Avoiding Double-Barreled Questions

A lot of times, we see our users translating guides originally written for phone interviews or open-ended online quantitative surveys onto the GutCheck platform. What sticks out most — and tend to be mistranslated– are double-barreled questions. Double-barreled questions are any questions that ask the respondent to address more than one point or issue at a time. For example, asking the respondent,

What is this product? How is it different from other products on the shelf?

is really getting at two separate, though related, points. Three-quarters of the time, a respondent will only address the first question, which forces the moderator to follow up with the second. Another example is the closed-ended, open-ended follow up double-barreled question. For example:

Does this remind you of any other brand of products? If yes, what?

Asking a close-ended question and immediately following up might seem like a good way to get information, but in our experience, most respondents will answer the easiest or most direct part and not follow up with explanation. This can cause some confusion for first-time GutCheck guidewriters, since they might initially think their exchanges will take less time.

Though it might seem painfully simplified, it’s important to really break up your guide into individual exchanges, and then give yourself 2-3 minutes built in for some probing and organic follow-up.

Have more questions about writing a guide? Visit our support page here and here to learn more!

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