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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Category :

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

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Testimonials

I had the distinct pleasure of working with Ilka Kuhagen at the European League Against Rheumatism (EULAR)on a special competitive intelligence / market research project. Ilka did a great job of providing an insightful and concise summary of her findings that helped the client make educated decisions about their overall business and the direction to take it. She was a terrific person to have on our team.

Will UptegraphExecutive Vice-PresidentNorthStar Clinical Communications

Organised, efficient and professional! We have a great insight into the satisfaction of our customers. Ilka and her team were invaluable to our project.

Jan GlanvilleMarketing Manager (Europe)Guthy-Renker Ltd.

Ilka managed the German module of a major international qualitative project. Short time scales and the need for alignment in different markets meant constant changes until moments before the fieldwork. Thanks to Ilka’s professionalism, adaptability and attention to detail, the project ran extremely smoothly. They were well recruited and skilfully moderated groups – we would be very happy to work with Ilka next time we have an opportunity.

Beth ClaydenConsultantRainmakers CSI

Ilka recently conducted a patient research project based on patient mini-groups for my company. I appreciated her responsiveness and professionalism on this project throughout the research. The moderating was excellent, and Ilka’s skills and flexibility enabled us to gain in-depth insights.

Michele DeraiAptel Research

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

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 proved to be a wonderful full-service resource to support international market research needs. She produced on-target recruitment and had top-notch moderating skills getting to the heart of the consumer feedback. She exceeded our expectations with her hard working, smart and effective moderating of the age 18 – 24 year old market for the client, K-Swiss. She employed flawless simultaneous translators, who effectively kept pace from German to English. Ilka is a great partner in h…

Sarah ShoemakerPresidentInnovative Zap

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

I have had the pleasure of working with Ilka and IKM on numerous occasions over the past 10 years. She has provided us with a true partnership for all our international studies. She has done top tier localizing of all our our studies to work in the German, French and UK markets to gain truly best in class research results. Ilka is an innovator when it comes to qualitative methods and I cannot think of someone I trust more to work with in the industry.

Ken LethbridgeQualitative Research DirectorHarris Interactive

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
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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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