We write for Quirks on the digital transformation of shopper research methods
Digital transformation has been a “thing” for some time. Now, in the time of COVID-19, our hands are being forced, in a way, to accelerate this level of transformation. Our Chief Strategy Officer, Devora Rogers, writes more about this topic as it pertains to shopper research methods for her latest article published by Quirks: “Shopper research options in a COVID-driven environment.”
Drawing on her years of expertise, as well as tried-and-true methods she’s used in the field, she provides practical advice for those trying to conduct qualitative research in the new environment. She writes, “there is no point in trying to replicate the work we would have done in our previous reality. Things are going to change for good, whether we like it or not. After we accept this, we can start to look at safe options for teams and respondents that can guide us into the future.”
The article then dives into several options that researchers can consider employing in future outreach, including: instant feedback through mobile tools that can capture experiences in real-time; wearable technology and other neuroscience approaches; virtual interviews (hey, we’re all experts at these by now, right?); and smaller focus groups; and capturing online behaviors. This last one is particularly important as there are “dramatic shifts in the shopper journey during and, eventually, post-COVID.”
She concludes the piece with: “Qualitative and shopper research methodologies have been completely turned upside down by the pandemic. In this sense, COVID-19 is forcing us to rethink and accelerate digital transformation. There are powerful options for market researchers to continue reaching important audiences – audiences who are more digitally connected than ever before.”
The complete article can be found here: https://www.quirks.com/articles/shopper-research-options-in-a-covid-driven-environment
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