Long-Distance Relationships: Virtual Strategies for Conducting Market Research Safely During Coronavirus

Even as families, businesses, and communities are trying their best to do “business as usual” – COVID-19 has changed our daily lives for the coming weeks. Our hearts go out to anyone who is sick, caring for a sick family member or wondering where their next paycheck will come from. 

As social distancing and shelter-in-place measures force businesses to change the way they operate, we want you to know Voccii® continues to work safely and as normal. Being a virtual company from the start, we are experienced in working remotely.

In addition, we continue to receive consistent and valuable support from all of our partners and vendors, allowing us to deliver the same level of service and insights our clients have come to expect and to develop creative solutions for your market research needs.

That being said, keeping everyone safe is our top priority. 

Your Market Research Doesn’t Have to Stop: Virtual Research Solutions for Safe Social Distancing 

While quantitative research (such as online surveys, etc.) continues without a hitch, we also have a number of “virtual” options to support your qualitative research projects – now, and in the future. 

Instead of face-to-face techniques, we can conduct qualitative research virtually. Thanks to a variety of user-friendly tools and technologies, we can continue to perform interviews, focus groups, or duads/triads.

Online Surveys

Online surveys have been an integral part of our suite of research techniques since the beginning – long before the COVID-19 outbreak. While online surveys are clearly always virtual, they have become even more valuable in light of current circumstances.

Now, with more people working remotely or stuck at home with extra downtime—there is a greater opportunity to reach consumers online. Online surveys are great because data is captured immediately, and data analysis can be performed easily and efficiently. 

Telephone Interviews 

Telephone interviews are another tried-and-true research method that can serve as a safe method during this time of social distancing. We can easily use “phone-to-phone” interviews in place of face-to-face conversations. 

Some participants actually concentrate better on the phone, rather than in a face-to-face conversation with a stranger. Although we’re traveling less these days, phone interviews allow busy participants to talk while driving (hands-free, of course)! We can record and transcribe nterviews for later use. The added flexibility also makes it easier to manage logistics, which means your project can be completed much faster.

Video Interviews 

It seems everyone’s talking about video conferencing these days. Video interviews can serve as a safe, virtual version of in-person meetings. Web-based video chats are especially useful when it’s important to:

• See the respondent’s reactions
• Observe as they show or demonstrate something

We have systems at our disposal which enable video chats via computer, or even via a mobile device.  We can see the respondent’s reactions, watch as they show us items or demonstrate actions, and generally simulate an in-person experience – all from a safe distance.  Video interviewing can be utilized for duads or triads, as well. 

All sessions can be recorded or transcribed, just as if they were conducted in a facility or at the customer’s location.

Online Focus Groups – Asynchronous

Even under normal circumstances, an online focus group is a great option for gathering large amounts of feedback from groups. Online focus groups are essentially a “chat room” consisting of up to 25 respondents. We recruit participants in exactly the same way as for an in-person focus group. 

Most groups last two to three days, with participants engaging about fifteen to twenty minutes per day. Asynchronous online focus groups allow participants to “attend” and answer pre-posted questions at their convenience. Thus, it’s a great tool for nationwide groups in different time zones. 

Online focus groups allow for both flexibility and control: 

• Moderators watch the conversation and probe for details, just like they would in a live group. They can ask participants to view, post or even upload photos and videos
• Participants may be asked to answer sensitive questions privately. Or, we can share them with other participants (after they have provided their own answer, of course)
• Group tasks may include collaboration, completing mark-up exercises, and many other tasks. 

Since everyone can “talk” at the same time, the amount of input from the group is exponentially larger than in a live group.

Online Focus Groups – Real-Time 

Sometimes, it’s important to observe facial reactions or have a group engage all at the same time. In this case, video chat software enables us to conduct live “face-to-face” focus groups with respondents in real time. 

Ideally, up to eight participants can meet with a moderator to discuss a topic. As focus group moderators, we use screen-sharing to make information and stimuli visible to all participants. All sessions can be recorded.

We can also apply the video chats with screen sharing capabilities to support other approaches such as in-home product tests and online survey pretests. 

Tools for Encouraging Employee Feedback in a Virtual Workplace

As many more employees work from home and social distancing becomes the “new normal”, feedback loops become even more imperative. Feedback is critical for ensuring employee success and gauging morale. We have some easy tools to help.

Without the benefit of face-to-face cues, employers need to leverage other ways of evaluating morale and motivation. Not all employees thrive in a socially-distant environment. Some may crave personal interaction or need the motivation of a manager/supervisor to direct them,

• Our tested, off-the-shelf “one-minute mood barometer” tool lets employers check in with their staff’s frame of mind and provide open-ended feedback.
• For more in-depth feedback, we can provide a 5-minute assessment covering a wider array of topics including: 
  • Adequacy and clarity of communications
  • Mindset and morale
  • Collaboration
  • Employee access to needed tools and technology
  • Ability to meet customer needs

While companies or managers can distribute these important touch-base tools internally, having a neutral third party evaluate results assures employees that their responses will remain anonymous and they can be candid with their responses.

If you have a project with a qualitative component that you’ve put on hold, we can help. Please reach out and let us show you how to complete your market research project safely and on schedule!