N-of-8 groups using virtual facility: what I look for in project support

This is one last post about my feature in the May issue of QUIRK'S Market Research Review, a leading industry publication.

The article highlighted many examples of combining the high-touch of personal customer insights with the high-tech of virtual groups and online interviews.

The writer wanted to know why I’ve chosen Fieldwork Webwork to help facilitate these virtual groups.

The people and platform at Fieldwork Webwork allow me to do more research projects, get better results, and deliver deeper insights to my clients.

I can expand to national reach instead of just local.

I can do more interviews in Europe or Asia than if I had to travel.

Or I can bring together participants from literally all over the world for two hours – when it would inconceivable to schedule or budget that otherwise.

Thanks again to QUIRK'S for including me, and to people like Crystal at Fieldwork Webwork for supporting my projects.

N-of-8 groups online can have drawbacks to work around

I’ve been posting this week about my feature in the May issue of QUIRK'S Market Research Review, a leading industry publication.

The article highlighted many examples of combining the high-touch of personal customer insights with the high-tech of virtual groups and online interviews.

In addition to the positive aspects that were included in the article, I was also ask my perspective on any downsides.

There have been two drawbacks that have required me to devise creative solutions to work around.

1. Creating group rapport if the technology has glitches. It can be potentially distracting if people are too focused on their web connection or hearing the other participants.
2. Creating composite brand stories from multiple elements. The “slide sorter” can work, but it’s not the same as boards, Velcro, or cut-and-paste exercises.

Thanks again to QUIRK'S for including me, and to Crystal at Fieldwork Webwork for arranging it.

And I’m reminded to thank colleagues like Cindy, Melanie, Eva, and Anita who have helped improve the workability of this kind of innovation.

N-of-8 groups we could not accomplish without web-cams

As I mentioned yesterday, I was featured in the May issue of QUIRK'S Market Research Review, a leading industry publication.

The article highlighted many examples of combining the high-touch of personal customer insights with the high-tech of virtual groups and online interviews.

In addition to the example that was included in the article, I also shared two other groups we could not have accomplished without web-cams:

1. A half-day advisory board with thought-leaders from around the country. Several of the physicians told us they no longer travel for these kinds of groups. It takes too much time away from their practices or teaching responsibilities – especially for a relatively short working session. Instead, we used the webcam platform so the doctors in 6 different cities could participate right from their offices.
2. Focus groups among patients with a rare medical condition. Because the number of patients was limited, and their condition makes travel difficult, we used webcams to create a series of focus groups from patients’ homes. It was especially emotional when some participants told us it was the first time they had met someone else with their condition.

Thanks again to QUIRK'S for including me, and to my friends at Fieldwork Webwork for arranging it.

And especially thanks to the clients who take a chance with this kind of innovation.

N-of-8 with virtual platform featured in QUIRKS journal

I was featured in the May issue of QUIRKS Market Research Review, a leading industry publication.

The article was about combining the high-touch of personal customer insights with the high-tech of virtual groups and online interviews.

Specifically, I shared my experience with our N-of-8 focus group of hospital laboratory directors in 8 markets. We wanted to have focus groups to compare experiences, but could not have facilitated a group in any one city due to the competitive nature of the hospital labs. The webcams allowed us to have face-to-face interactions with a national sample.

Thanks to QUIRKS for including me, and to my friends at Fieldwork Webwork for arranging it.