Posted by Rich Ratcliff on Tue, Feb 09, 2010 @ 04:30 PM
Superior results can't happen without clarity. On the other hand while someone can have clarity, superior results aren't guaranteed. Execution of that clear vision is imperative, but that is of course another subject for another day.
The concept of ‘clarity and superior results' has been a focus of mine lately. While it seems novel and obvious, listening to a client that validly isn't clear with the objective of ‘selling' will only put both parties on a path to being dissatisfied with the process and more than likely the results. As I sat in a call with a potential client today I realized ‘they aren't clear regarding the question they need to answer', my objective changed to convincing them not necessarily to purchase our services, but to find clarity. Clarity in the objective of the research, clarity in the options available, and most importantly clarity in the question(s) they need to ask themselves. An hour later, clarity reached and subsequent solution is in the process of getting designed.
Clarity and Superior Results, maybe I'm a little late on my New Year's resolution and if so I'll make an exception and add another to my list. If you want to experience superior results, achieving clarity is the starting point. Nothing should happen beforehand. If we start any project as market researchers or solution developers pursuing a nebulous vision, our objectives will be less focused and even worse, those objectives may be completely incorrect thus creating ineffective research or solutions. One thing I have always been clear about, client's purchase or commission market research for clarity in the hopes that research will assist them in superior results. If we are clear about how we can bring that clarity to them, the rest is easy.
Posted by Rich Ratcliff on Wed, Dec 02, 2009 @ 08:43 PM
Most recently we had the opportunity to work with a very innovative organization that posed a few questions to us regarding our philosophy in a few different but similar areas of respondent engagement. What I found interesting is how thought provoking their very simple questions were. My intention in posting these questions here is to allow you the reader to ask yourself the same question(s). I pride myself on the very real notion that Carbonview can make a difference in the quality of the research we provide in our own small way. The intention of these questions for anyone who ventures to answer them gives insight into an approach and thus what a great way to communicate how Carbonview lives day by day, month by month, year by year, moving forward in both market research and technology because we embraced technology as an enabling agent to better research.
What are the limitations/downside of current on-line surveys?
Even after the mass-acceptance of this methodology more than 15 years ago, so much of today's online research still attempts to mirror what was done with non-online opinion collection methods. Carbonview is one of the few companies in the Market Research industry that embraces technology to deliver against the research needs of modern companies. We look at each individual project as a unique opportunity to supply the optimum blend of today's latest technology and solid market research techniques, enabling us to deliver the best possible respondent and client experience.
How does the Carbonview technology give richer, more conversational and emotional involvement and data from the respondent?
Carbonview's primary focus is on the collection of information from a respondent with the most appropriately engaging instrument. Whether you are testing a concept by utilizing our 'Image Zoning' or researching the usability of a website utilizing C2View, our focus is to create a more conversational approach and thus a more engaging and interesting interview process. All of our developments are based on creating a natural and more efficient approach to collecting information.
The result creates an interactive, conversational, two-way exchange of information. Our 'standard' online approach creates a built-in intuitive exchange of question and answers and thus increased acceptance by the individuals we need the most; The respondents.
What are some specific examples of how Carbonview has helped our clients garner a deeper understanding and/or appreciation of their consumer/end-user?
Example 1: Carbonview created a custom virtual shelf display with drag/drop of the actual images of the products instead of just names, to allow the appropriate connection to awareness, usage and perception of those brands to come through. The vertical for this research stakes a large part of its value on the unique branding within each competitor. Given the inherent unique branding within each competitor for this task, we made sure to keep that branding value by not introducing plain text into the measurement process. Better recall, better results, better understanding of the consumer.
Example 2: Carbonview most recently created the ability to measure the user interaction for any website our clients want to measure. The website does not need to load anything on their pages and the respondent does not need to load anything on their computer. Additionally, our clients receive videos of the interaction with the website. Our ability to allow the respondent to be in the environment on their computer on a normal website with no barriers has allowed our clients to get the insight that has never before been available.