Dive deeper into the minds of consumers by utilizing qualitative techniques.
Let consumers show you their lifestyle.
Today’s technology makes it easier than ever to explore consumers’ lifestyles and habits. Yesterday’s qualitative techniques relied on multiple people to show up to a central location, and these people needed to be able to express themselves orally, typically among people they’ve never met before (think focus group). Today, we are able to delve into the minds of ALL consumers by utilizing qualitative techniques that allow us to capture consumer sentiment in a variety of ways. In-the-moment qualitative and asynchronous qualitative both offer unique advantages for understanding your target consumer better.
Asynchronous Qualitative
Asynchronous Qualitative is great for respondents that are not articulate at expressing their views vocally, or clam up in front of others. Additionally, they are able to provide their feedback on their own time, when it is most convenient for them. We utilize techniques that allow respondents to complete online diaries with text/video/pictures, drive video journals, or video testimonials as part of online surveys or clinics.
Online Diaries
A great tool for respondents who are better at expressing themselves via text, pictures, and/or videos. Online diaries offer a snapshot of respondents’ home, vehicle(s), family/friend interactions, and some areas of personal interest. We utilize online platforms that allow custom programming for each project. All clients are able to interact with respondents by providing comments and/or asking questions about recent posts or completed tasks.
Video Journals
Allows for a detailed look at respondents’ vehicle usage, infotainment system interaction, driving habits, and more. We utilize a one, two, or three-camera setup. One camera will always be mounted on the dashboard facing the respondent, a second camera sometimes mounted on the passenger seat headrest facing the center stack, and a third camera mounted on the dash facing forward for a view of the road. Respondents will record video of their drives and upload to a secure site for us to then edit into a digestible reporting format.
Video Testimonials
Respondents provide quick feedback in a private setting about one or two topics. Video Testimonials are a great way to obtain qualitative feedback as part of an online survey - respondents are able to provide oral feedback by utilizing their phone/ tablet/ computer camera and mic in the privacy of their own home. Additionally, video testimonials are good for gathering feedback from clinic respondents after they have finished their survey - respondents are typically given one question and then provide feedback in a private room or booth.
In-the-Moment Qualitative
In-the-moment qualitative comes in a few forms, but all rely on spontaneous responses from respondents. Focus groups are still a great method that allow respondents to bounce ideas off each other, while ethnographies allow for a peek at consumers’ lifestyle by going inside their homes, or following them along on shopping trips or local outings.
Focus Group Discussions
Focus groups are the tried and true qualitative method used for decades. Group discussions allow for respondents to bounce ideas off one-another, which helps curate thoughts that may otherwise have been left unsaid.
Almost all clinics we conduct consist of follow-up focus groups with clinic respondents. In fact, we believe most quantitative research should have a focus group component to dig into the “whys” behind the numbers.
Ethnographies
Ethnographies provide a glimpse of consumers’ lifestyle and habits, in real-time. The interview content of Ethnographies is similar to Online Diaries, but ethnographies allow for more interactions and follow-up questions because the moderator is there with them. Ethnographies will typically occur in respondents’ home and in their primary vehicle - both static and as part of a drive-along.
Subject Matter Expert IDIs
SMEs provide detailed feedback you might not otherwise be able to ascertain from consumers alone. Expert feedback holds a lot of weight because it is coming from someone who has spent their entire career in the industry. Sometimes, you may even want to speak to someone outside of the auto industry to collect “fresh” ideas (i.e. furniture designer to discuss vehicle design). Sift maintains a large network of experts in and out of the auto industry.
Live Drive
A similar multi-camera setup as described in Video Journals, but the video is transmitted live to anywhere in the world. Typically conducted as part of a dynamic clinic to allow onsite clients to view respondent feedback in real-time. Post-drive discussions are much more meaningful when everyone is able to see all portions of the interview.
