Qual should be collaborative, not an interrogation

Qualitative research has come a long way from the days when consumers were not so accustomed to it, and we need to evolve both the way we think about qual, and the way we conduct it. I’m talking about everything from the way we recruit and invite people to talk with us, to how we structure those conversations, to where and when we meet consumers.

For starters, our recruiting process is sooooo laborious - both for consumers and for the recruiters themselves. Do we really need to put people through a 15+ question questionnaire to qualify them for quals? Or could we dramatically shorten the process while making it more engaging, by asking just one question that results in a productive conversation, such as “tell me about your regular grocery shopping” - where, when, what, etc. Many recruiters I’ve talked to would be happy to engage with this process, helping them to gain intimacy with the consumers on their panel and get some experience interviewing. A win-win.

Then, when consumers “come in the door” to talk with us, we have much more context and can start the conversations off at an advanced level, taking them even deeper in the time we have available to us.

And introductions to the research - ugh! Let’s forget all but the absolutely necessary disclaimers, e.g., adverse events reporting, recording, observers - and dive right in. Consumers know why they’re here - or they at least have a good inkling of what we want them for - so why squander their attention and enthusiasm with energy-killing legalese? Jumping right in to the topic in an engaging way, e.g., “so you probably know we’re talking about video games today. Tell me about your ultimate favorite” - elevates energy from the beginning, setting the stage for a highly collaborative session.

Which brings me to my point about collaboration, which I want to make more emphatically: consumers know their perceptions, thoughts and opinions are valuable. So let’s not pretend they’re not. They’re there to give you insights - and yes, some to get paid - but why not make full use of them by co-creating aggressively?

Can they work with clients directly to brainstorm innovations, advertising and positioning?

Get those clients out from the backroom and into the front with consumers - their consumers - and have them work side-by-side on whatever brand problem or opportunity is being addressed.

Send consumers pre-work - or better yet post-work - after they’ve been fully briefed about the challenge they’re there to help with.

Continue to harness their brainpower, of which you see only the tip of the iceberg in a standard 1 hour interview.

Together, let’s re-imagine, de-construct and re-engineer qualitative research, for the good of all.