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What if we told you that the best way to observe how someone really uses something in their home is to never actually enter their home? While this may seem a little counterintuitive, there’s a convincing case to be made for transitioning away from in-person research altogether when it comes to in-home usage testing (IHUT).

In today’s fast-paced, digitally connected world, the process of designing a new product has evolved significantly. Gone are the days of “build it and they will come” as consumers have high expectations for products with the exact feature set and user experience that meets their needs. In my years as CEO of a couple tech companies and a director of a health product company, online focus groups and in-depth interviews have provided an effective approach to deeply understand consumer needs and preferences.

Total retail sales last year in the U.S. amounted to approximately $7.1 trillion USD, roughly 85% of which occurred in brick-and-mortar locations. So, while it’s definitely important to stay up-to-date on the latest e-commerce trends and innovations, it’s still incredibly important to optimize the in-store experience in a way that reflects the attitudes and actions of consumers.

New: Transcripts that are optimized for NVivo, so you can move seamlessly between data collection and analysis.

Asynchronous qualitative research, online research in which moderators and participants can log in to a discussion board at different times and participate in the discussion when it suits them, is particularly effective in overcoming barriers which may make more traditional synchronous groups more difficult.

Online focus groups and interviews are here to stay – and for good reason! They’re cost-effective, convenient, and agile. They eliminate the need for travel, making geographic barriers a thing of the past, and are much more environmentally friendly than in-person methods. And, with the pandemic accelerating technological innovation in the industry, research-specific online platforms like itracks Realtime mean you don’t need to make any sacrifices in terms of features or quality of insights. Still, online focus groups and interviews aren’t perfect, and they aren’t always the best choice for gaining qualitative insight.

How can you give yourself the peace of mind knowing that the data and participants in your online qualitative research projects are protected from any breaches in security or privacy?

What are Text Based Online Focus Groups? Text Based Online Focus Groups are digital focus groups that use text as the main method of … Read more

When booking with itracks Realtime you have the unique option to request the service of a dedicated concierge service to … Read more

After recruiting participants for thousands of online focus groups, here are some of the top tips recommended by the itracks … Read more

Are you looking to recruit for your project and unsure where to start? One of the recruitment options in the … Read more

Krystal Rudyk, Marketing Manager Whether your research is specifically focusing on members of the LGBTQIA+ community or not, it’s always … Read more

itracks launched the iMarkIt tool, in the summer of 2021, to be added to any itracks Board or itracks Realtime … Read more

What qualitative research trends should you expect to see in 2022? How has the COVID-19 pandemic impacted qualitative research? While … Read more

It has been an honour to serve the qualitative research community in 2021. We are very grateful for the support … Read more

Explore the Differences Between Using Purpose-Built Software vs. Video Conference Tools for Online Qualitative Research In our everyday life, we … Read more

The Benefits of Using Virtual Backrooms During Online Focus GroupsAs a qualitative research professional, you know that the discussion of … Read more

New: Save Time and Stay Agile with Project-Based Pricing Tool One of the major lessons that the pandemic has taught … Read more

itracks Recognized on Greenbook Global Top Innovative Companies List    July 13, 2021 (Saskatoon, SK, Canada) – itracks, a world leading qualitative research technology company based out of Saskatoon, was recognized as one of … Read more

INTRODUCING… QUALITATIVE ON TAP! With trade show events and in-person qualitative restricted this past year we have missed socializing, connection, … Read more