<trp-post-container data-trp-post-id='28734'>Peut-on drive from studies qualitative efficient à distance ?

The health crisis is speeding up the migration of marketing research tools to digital and mobile. Yet digital tools have long been associated with the written word. Today, new tools combining voice and image are enhancing data collection techniques. Highly agile, all these tools are just as capable of conveying experiences, feelings and logics captured in the home as traditional offline methods. Feedback from the range of customer listening tools we use:

Individual telephone interview No, it's not new, but yes, the telephone is incredibly powerful today. Because the voice is a hot medium: it gives access to the emotional, and thanks to empathy translates into strong commitment from the participants. Surprisingly, the fact that we can't see each other frees up the conversation and refocuses on the substance. There is no judgement, just listening. It's also the most universal solution for reaching people who don't have an efficient Internet network; a practical and easy solution for interviewees who don't feel like writing. And, of course, it's the best approach for expert targets, particularly in B2B. Our latest survey of lawyers was carried out by telephone, providing a wealth of insights. It makes it possible to conduct in-depth interviews and to build up a clear picture of the market. persona fine (here 7 persona).

The video interview, through dedicated platforms or simply your smartphone, engages in a different way, by being more playful and illustrative. It is perfectly suited to exploratory studies and logbooks in both everyday practice and beauty. It can even be used in duos or trios, an agile and flexible solution for creating dynamics without the heaviness of a group.

Ethnography in the home -thanks to our digital platform responsive- allows us to combine slices of life with lively illustrations that are rich in insights. Our latest study for Mango gave us the opportunity to visit the interviewees' dressing rooms, to receive a daily log of their clothing and, through an in-store mission, to find out what affects them in shop.

The individual blog brings together all the advantages of the digital and the individual; it's a formidable tool for convergence, more rational because it uses the written word and gives us access to everyone's values and beliefs. It's perfect for individual presentations, logbooks and for those who prefer asynchronous approaches for reasons of availability. By posting images, or even films, they immerse us in their daily lives and tell us their life stories. Our latest study for Little Big Change enabled us to listen to 10 female influencers individually (because we didn't want them influencing each other!). Thanks to their knowledge of their market, we were able to gather in one week the essential information you need to know about a market before innovating.

The online community is a tool for sharing experience. It gives us access to the full range of information on a given subject, first and foremost by creating a dynamic between people. It also has the advantage of enabling tracking over time, while communicating the emotional level of feelings and shared experiences. The community is particularly well suited to tracking opinions, expectations and experiences over time, and assigning missions with shared feedback. We used it during the containment period to track changes in opinions and expectations (see other articles on the Adwise blog).

The synchronous online forum (or online group) has all the advantages of a collective (dynamic, exhaustive) and therefore makes it possible to socialise a subject so that a consensus can emerge. The screen is not occupied by portraits and allows visuals to be shared. Our latest study for spa water treatment products enabled us to test new packs, with the option of zooming in to read the claims. The collective dynamic enabled us to develop common representations of the packs, and thus to go further in the unconscious reading of labels.

And finally.., the video group is fun, effective and engaging. We feel that it is particularly well-suited to generating discussion around a subject or an innovative theme, and can even be used to test concepts and visuals as a group, and to gain access to a consensus on a subject. Our most recent study for France Musique revealed common feelings about the programming schedule, journalists and editorial choices.

The tools of web listening are used to enrich and illustrate the results of the study, as well as to provide a rough outline of the issues when used upstream to frame a study or prepare an innovation phase.

Whether you're looking to take stock of your customers' experiences, identify their expectations of your brand today, test future communications or understand today's behaviours, online tools are perfectly suited to the task, as they allow you to bring into play the empathy and emotions that are so important for understanding. It is in the articulation of individual and collective, synchronous and asynchronous, visual or sound-only phases, and in the use of a creative animation guide alternating opinion and mission that the nuggets are hidden.

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