IKM GmbHQRCA Konferenz Takeaways

QRCA Konferenz Takeaways

On February 15, 2018 by Ilka Kuhagen

Das Salz in der Suppe für die Qualitative Marktforschung

Ende Januar 2018 besuchte Ilka Kuhagen wieder die QRCA Konferenz, diesmal in Phoenix Arizona, um von den Kollegen auf der anderen Seite des Atlantik zu lernen und neue Anregungen zu bekommen. Hier ist eine kurze Zusammenfassung ihrer Erkenntnisse:
Dieses Jahr stand ganz im Zeichen der neuen Technologien, Artificial Intelligence, Virtual und Augmented Reality, Webstreaming, Online und Mobile Plattformen – immer noch mehr und immer noch bessere Möglichkeiten wurden vorgestellt. Viele Anbieter von Technologie für qualitative Forschung kamen nach Phoenix und ermöglichten das direkte hands-on Ausprobieren. Die Vorträge beschäftigten sich mit Behavioural Econimics, Segmentierung mittels Semiotics oder Buyer Personas, neuen Methoden und projektiven Verfahren, Aufbau von Kunden-Communities, und natürlich auch mit den neuen Technologien und deren passendem Einsatz.

Meine drei wichtigsten Erfahrungen, die ich mit nach Deutschland bringe sind

Design Research, CX, UX, Usability Expertise – Ein interessanter Vortrag eines Start-ups aus Silicon Valley: Junge und innovative Unternehmen betreiben häufig in-house selbst Forschung für ihre neuen Produkte mit ethnographischen Interviews, Patienten-/Nutzerbeobachtung, shop-alongs, sogar Gruppendiskussionen und Konzepttests bis hin zum Test einer Werbebotschaft oder der Kundenzufriedenheit. Dieselben Methoden, die qualitative Forscher nutzen, allerdings verstanden im Rahmen der gesamten Produktentwicklung begleitend als Prozess, und oft auch gepaart als Quant/Qual-Studie. Der neue Begriff dafür: User Experience Research. Genau das muss die qualitative Marktforschung in Zukunft leisten können.
Neue Ansätze fürs Recruiting: Qualitative Marktforschung lebt von guten Probanden. Dabei bedeutet gut nicht professionell sondern passende und ehrliche Teilnehmer. Ein guter Moderator erkennt in den ersten Minuten den Unterschied, wo aber findet man heute die Probanden für spezielle und ausgefallene Nutzergruppen? Panels sind hier nur selten zielführend. Neue kreative Verfahren für die Rekrutierung gehen über Social Media und nutzen nicht nur Facebook und Xing, sondern auch viele andere apps wie Tinder, Couch Surfing oder ähnliches. Alternativ geht der Forscher dorthin wo diese Zielgruppe zu finden ist, ins Krankenhaus oder in die Reha-Klinik. Tory Gentes zeigte einducksvolle Beispiele für das Rekrutieren schwierigster Patientengruppen.
Lebendigere Berichte: Der klassische Bericht mit Dokumentation von Insights wird abgelöst durch Berichte in Form von Fotoalben und Videoreportage. Jim Berling von Burke zeigte ausdrucksstarke Beispiele. Susan Abbott stellte eine digitale Berichtsplattform vor, die Kunden den Zugriff auf alle Untersuchungsergebnisse und Materialen erlaubt. Storytelling nicht nur im Rahmen des Interviews, sondern auch für den Kunden.

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Cutthroat & Cavalier

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Nespresso

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Nexus

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De7igner

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Autumn / Winter Collection

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Retro Headphones

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Take Fight

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The Optic

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Cone Music

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Category :

Design Research, Global, Konferenz, Recruiting, Uncategorized, User Experience, UX

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Testimonials

Thank you very much for the eciting focus groups in Frankfurt am Main. As an engineering company it is extremely important to us to collaborate with an institute such as IKM, which can grasp the complexity of the products in our market and competently leads the discussions. I felt extremely well looked after during our first project together.

Ullrich WildingHead of Marketing Informationmanroland AG

Ilka did a fantastic job with our focus groups around employee recognition in Frankfurt and Munich. Employee recognition is an usual topic to conduct focus groups on, but Ilka was able to pick up the topic very quickly and identify the areas to ask follow-up questions around. She was confident and experienced and clearly knew what she was doing. She was able to get us detailed information without us having to ask additional questions, and she was able to earn the attendees’ trust. Ilka…

Christina ChauO.C.Tanner Company

Ilka Kuhagen was our lead bilingual consultant of the Dermatology Quality of Life Measurement Design Team at Pfizer Inc. Over the course of a year-long multi-lingual measurement design project, she consistently met project timelines and exceeded all expectations for project deliverables. Her expertise with Internet-based focus group methodologies was essential for the success of our project, and her professional dedication was amply demonstrated, culminating in a journal article we co-…

Mark J. Atkinson MEd., PhD.,Pfizer Inc. & University of California

With Ilka Kuhagen’s professionalism, experience and preparation, the research results could be achieved very smoothly. She has the ability to moderate a group so there are dynamic discussions with each member given a chance to voice his/her opinion

Burcu Scherrbrands of PMI, Marketing ManagerEurope Aladdin Stanley

We are looking at the bulletins and are fascinated. The results nicely fit into the observations of the focus groups and our meetings – while giving an even more differentiated perspective on our customers’ opinions (everyone ‘gets a say’ and can phrase considerate responses). As you notice: I have become a fan of this method straight away.

Dr. Simone MickelatWeight Watchers (Deutschland) GmbH

Ilka was amazingly accommodating and hospitable. We had many unique requests and she took great care of us. While performing our Usability Research, she did a great job of getting to the information we needed, and her qualitative insights helped us immensely. I would love to have the opportunity to work with her again.

Anthony VivianoOrganic

Ilka Kuhagen is an experienced and intuitive facilitator who listens well to the nuances while guiding the client or the project to its desired outcome. We collaborated with Ilka at the 2014 Creative Problem Solving Institute in a small-group workshop. Her astute questions and patient demeanor helped the team succeed in facilitating a grateful client.

Suzanne ChamberlainSenior Director, UB Office of the Vice President for Research and Economic Development at University at Buffalo

Ilka is very professional to work with. She double checks the materials, makes sure everything is running how it should, takes initiative (eg. mailing inactive participants) and she definitely goes the extra mile. From early meetings to late night work and calls. The really nice thing about working with Ilka is that she thinks along with you and tries to achieve the best result together with you. Ilka is also nice to work with because of her positive mindset. She’s always smiling (at…

Sebastian Van LaereInSites Consulting

When Rebecca first proposed her Think Global colleagues for a multi-country project, I was concerned about using independent researchers in each country that were not as familiar with our business needs and our internal corporate culture. However, after a series of discussions and conference calls between all research firms, the actual execution of the plan was seamless. I not only experienced personal attention from the principal in each country, but each principal flawlessly aided in nav…

Charlotte Havely

During my tenure as a marketing research professional at IBRC and the High View Consulting Group, Ilka has provided very effective qualitative research services in the various European countries. These services have included very specific recruitment efforts, custom tailored facility preparations, translations and exceptional moderating. I am very satisfied with the partnership that we have developed during the past eight years and I expect to continue this partnership well into the fu…

Rosa MontanteProject ManagerXerox Business Research
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QRCA Konferenz Takeaways

Cutthroat & Cavalier

Nespresso

Nexus

De7igner

Autumn / Winter Collection

Retro Headphones

Take Fight

The Optic

Cone Music

Cutthroat & Cavalier

Nespresso

Lorem Ipsum

Nexus

Lorem Ipsum

De7igner

Autumn / Winter Collection

Lorem Ipsum

Retro Headphones

Take Fight

Lorem Ipsum

The Optic

Lorem Ipsum

Cone Music

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