[ INTEGRATED ONLINE QUANT-QUAL RESEARCH ]
Bring the Faces and Voices of Your Important Targets into Survey Reporting
Stories and emotions are key to every successful brand – but sometimes it seems impossible to find them in your survey research results. Now you can add a people-centric dimension to quantitative surveys through KnowledgePanel®, giving you a human impression of your targets integrated within your research reports. The days of lifeless numbers are gone! KN allows you to incorporate interaction, multimedia stimulus, and moderated probes and group moderation when needed – all online and within your quantitative survey.
Video questions and answers
By tapping the thousands of KnowledgePanel® members who have Webcams and using a VideoSurvey™ plug-in through our alliance with QualVu, we are incorporating video questions and answers that enrich your understanding of your brand targets and what will entice to be your brand buyer. In fact, we can uniquely bring your segmentation results to life as show in the integrated quant-qual example below.
Click on the image above to see a sample deliverable. (Streaming Windows Media)
The benefits to our Quant-Qual integrated capability include
- ability to make quantitative respondents "real" to marketers
- vibrant, unstructured or stream-of-consciousness responses that take quantitative surveys to a whole new level of richness
- direct tie to within-survey quantitative findings
- geographic dispersion
- integrated analysis and reporting
- lower cost than traditional focus groups
Using this innovative Knowledge Networks approach to understanding your targets, you can put faces and voices to key segments and any other custom research and have people show you firsthand what they like or dislike most about a product, and more.
Moderated probing and large interactive online meetings
For other goals and situations, KN offers two additional ways to bring people's voices and emotions into your surveys: online moderate probes and town hall meetings.
Moderated chats add probe-based detail and richness when trying to understand the underlying attitudes, needs, or behaviors of people or segments. As shown in the deliverable below, the words, ideas, and feelings evoked can be added verbatim to your deliverable, providing color and detail that will energize and clarify your results.
We also offer the capability to talk to large groups of people across the U.S. online in "water cooler" or "town hall" events designed to be a standalone using a moderator. This qualitative solution yields meaningful and directional insight when more traditional methods may not apply. You can use this innovative Knowledge Networks capability for online focus groups or large interactive events without geographical limitations; online participants (100 or more participants if needed) can be fully representative of the population you, the client, wants to study.
A moderated meeting can include survey questions, live audio, informational slides, breakout rooms, user chats, a Q&A session, and recording for future use.
Summary of KN Integrated Quant-Qual Opportunities |
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Capability / Activity |
KN Option Based on | ||
| Video Q&A | Moderator Probe | Large group events | |
| Any Geography |  |
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| Moderator | |
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| Text answers to Questions | |
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| Online chat | |
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| Video question | |
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| Video answer | |
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| Client can observe | |
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| Client can suggest Q's to moderator in real time | |
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| Within quant survey | |
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| Video reel | |
recording of event |
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| Probe triggered from Q/A | |
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| Audio | |
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| Unstructured answers | |
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| Polling participants in real time | |
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| Show media* or other stimulus | |
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| Collaboration of participants | |
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FEATURED INSIGHTS
