MaResCon: hands, brains and soul connected2013 1

How to evaluate Qualitative Market Research-In search for tangible KPI’s- (phase 1)

Frank Geers, MaResCon

May 2013

Hands – brains & soul connected

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MaResCon-

Frank Geers-

Old School Innovator

Hands, Brains & Soul connected

MaResCon, a start-up research community stands for market research in a method independent way.

As market researcher I’m in the business for about 22 years. Started as industrial psychologist in a world where ‘central

location focus groups and in-depth interviews’ were to ‘two fits all solutions’

Over the years I’ve been challenging these methods, looking for other ways to do it better.

That way I explored, discovered and experienced different ‘new ways’ to conduct MR.

Today I conduct both offline and online research projects

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I want to share a plan with you

After the latest Merlien Qual360 Conference in Berlin (April 2013) I went home… with

happy thoughts, of course, but also with some challenging questions and a dream about writing a book, a QuaL-book…

An easy to read experience based story book (hopefully not too big) about what makes qualitative research so exciting, how to savour qualitative results, the different

methods, …

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The status of my plan...

Baby

Child

Teenager

Adult

Senior

Young, wild at heart, jumping around a bit,

impatient, exploring all directions, naïve and

curious

Time frame: between now and early 2014

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The Logic of my plan...

Define KPI’sto evaluate Qualitative Research

projects

Determine the aspects which impact the quality of Qualitative

Research projects

Comparison of some qualitative tools and platforms

1

2

3

To be fine-tuned:Moderation style …

Moderator…Projective Techniques

Real time-, community-, BB setting…Analysis techniques…

…

To be determined…

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Yes we can…

… reflect and discuss the differences and the value of different methods, platforms and tools we are using or should use,…

 (An in-depth discussion about the means will be an important

chapter) 

But first … And I think this has to be our starting point…

What are the KPI’s (the key performance indicators) to evaluate qualitative research…

When can we label a qualitative research project as being “valuable”

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“Valuable” research… what’s in a word

Is it when …

…our client is happy (or not angry) with the report

…the participants had a great time

... we see the results (recommendations) of our communication research in an advertising on tv

… our client feels safer after the presentation than before

… the client feels inspired

Inform? Inspire? Solve? Help?

MaResCon: hands, brains and soul connected2013 8Hands – brains & soul connected

Frank.geers@marescon.eu http://be.linkedin.com/in/frankgeers

“It will be mix of everything or nothing, they say…”

Maybe

… but I really want to challenge you and myself to put our finger on what the real tangible KPI’s are to evaluate

the quality of a qualitative research(and I’ll ask our clients too)

Please feel free to comment, to share your knowledge and experience

And I’ll keep you posted!!