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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De7igner

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Retro Headphones

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Category :

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

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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

We had a very efficient and pleasant collaboration with IKM. Thanks to Ilka’s professionalism, dedication and finesse, a French-German brand identity research could be very successfully and beautifully achieved.

Daniele ClutierDirecteur associéInstitut Français de la Mode (IFM)

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

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 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

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

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

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

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
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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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