Highlights from TMRE 2011

On Tuesday November 9th, our CEO Matt Warta gave a presentation at The Market Research Event regarding the evolution of new technology in the qualitative research world. Matt was joined by Katy Thomas, PhD, who was representing one of GutCheck’s earliest and best partners: (r)evolution.

During the session, Matt asked the audience to write their comments on two key topics:

1. What are the most significant barriers that keep people from exploring new technologies for their qualitative projects?

2. At next year’s TMRE conference (2012), what are the new technologies that audience members will have started to explore.

The responses from the attendees were fascinating, mainly because the comments were so diverse. Here are some highlights…

BARRIERS TO IMPLEMENT NEW TECHNOLOGY

>>The number one barrier noted for keeping people from exploring new technology was simply the need to get familiar/comfortable with it.  Over 21% of audience participants noted that response.

>>After familiarity, nearly 11% mentioned either security, quality concerns, getting moderators familiar with using it, and the perceived loss of capturing emotional/non-verbal feedback online.

WHAT’S NEXT TO EXPLORE IN 2012

>>The only answer mentioned frequently was simply “I don’t know/unsure”.  To us, that shows that there is still a significant amount of education needed to help qualitative researchers understand al of the options and how to use them.

>>Several respondents did mention exploring mobility with qualitative research efforts in the coming year, as well as concurrent qualitative interviews online.

>>While there weren’t clear winners, we loved some of the focused responses.  Here are some of the specific projects on the horizon for our audience members in 2012:  Bulletin boards with multi-media integration, Skype for face to face IDIs, concept exploration/optimization in multiple international markets, video ethnography, and hybrid in-person/online qualitative studies.

Thanks to all of the audience members that took the time to provide us with feedback. We think that 2012 will be a pivotal year for growing new/online technology into qualitative research and look forward to see all of the innovation to come.

What barriers do you find to implementing new technology in market research? What technologies will you be exploring throughout 2012?

Where are we going, where have we been?

Come See GutCheck Live in Orlando at TMRE November 7-9

We know many of our current customers and the industry’s leading researchers will be convening at The Market Research Event next month in Orlando. Make sure you join GutCheck there at the event! We’ll be showcasing our technology live in the Exhibit Hall & it is a great opportunity to stop by and test out your target audience with us. We can recruit someone live for you to chat with and walk through the process with you there.

GutCheck will also be speaking at the event on Tuesday November 8th. We’ll be joined on stage by one of our clients and reviewing a case study of how new technology is changing the way people approach qualitative research. Our CEO, Matt Warta, will lead this interactive workshop and all audience members will be able to walk away with a plan to implement new technology thinking for future projects.

In addition, we welcome all of you to set up an appointment to meet with Matt, Ken or Alison (our new Product Evangelist) at the event. Feel free to contact us and we’ll join you for coffee, lunch or an evening beverage. Excited to see everyone in sunny Florida soon!

To set up a time to talk with us, email Alison at Alison [at] gutcheckit [dot] com. Or give our office a call – 720-420-8100!