In
this issue:
While qualitative research doesn’t provide the statistical validity of larger quantitative studies, it is an excellent means of
 uncovering insightful “whys” by capturing feelings, attitudes, opinions, and behavior drivers surrounding a defined topic(s). For example, companies often utilize qualitative research to probe and prioritize the factors for motivating trial, purchase, and ongoing use of a product or service. Or, with that information already in hand, they’ll use it for assessing and improving marketing messages and creative executions planned for a product or service promotion. Researchers have several options for conducting this type of exploratory research, including in-person focus groups, online focus groups, and in-depth interviews (IDIs). Each offers its own set of pros and cons, and the most appropriate one for you depends on numerous factors. To learn more about group methods vs. going one-on-one, click below. 
Traditional organizations are beginning to realize what the early-adopting consumer firms have already embraced: digital information channels are exploding, and they’re changing the way even government contractors and agencies do business.
 The change is not only being driven by the explosion of new technologies that take advantage of the convergence of widely available advanced processing power and fast internet connections. They are the being driven by Gen Y, the ultra tech-savvy generation entering the workforce. They’re most likely to use only a cell phone, watch their desired TV programming on their own time, get most of their information on the web instead of traditional print media, and be super connected to their entire social and professional networks. Not surprisingly, they’re bringing these technologies and habits into the workforce and making an impact on the way that both private and public sector organizations search for, gather, and share information. Click below to learn more about how savvy companies are embracing these emerging technologies.
If you missed yesterday's webinar, "Create A Competitive Advantage with Market Research,"
don't worry. You can watch the webinar by clicking here.
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