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AKQua Arbeitskreis Qualitative Markt- und Sozialforschung

Der Arbeitskreis für qualitative Markt- und Sozialforschung (AKQua) steht für fachlichen Austausch und Stärkung der qualitativen Forschungsmethoden in Deutschland.

Der Arbeitskreis speist sich aus dem ehrenamtlichen Engagement vieler Markt- und Sozialforscher. Er wendet sich an alle, die an einer aktiven Diskussion und Weiterentwicklung dieses Bereiches interessiert sind.

Über unseren Newsletter können Sie die Infomailings und Veranstaltungseinladungen abonnieren, damit Sie stets zu kommenden Terminen auf dem Laufenden gehalten werden.

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Qualitative Research – the Missing Link in the Board Room?

@ Copyright Edward Appleton, October 2019

Market research more than ever needs to prove its business impact and value – and increasingly analytics is where companies turn to for efficient and scalable solutions. It’s the faster growing segment of research globally.
At the same time, Qualitative Research is enjoying a mini-renaissance – whilst difficult to see in the numbers yet, anecdotal evidence, especially from the US, supports this claim.

One of the reasons behind this – my hypothesis - qualitative research is actually very well placed “to inspire and provoke to enable transformational actions”. (Unilever’s definition of an insight/ Harvard Business Review 09/2016).
This may sounds strange. Numbers (quantitative research, analytics) are invariably the standard approach for any business decision, especially at board level – they provide reassurance.

Qualitative research on the other hand is regarded as subjective, unreliable, lacking validity. “Qual in the boardroom” sounds more like the title of a Netflix film than a serious business proposition!
But however visualized, with the best info-graphics, quantitative findings don’t easily emotionalize or inspire – the first requirement of Unilever’s definition of an insight (see above).

Numbers have the potential to switch people off, to numb the brain” – findings from Behavioral Economics suggests this convincingly.

Companies are missing a trick – senior managers should listen to qual data more frequently and accept its role.
When executed well, qual brings insights to life in a different way – it emotionalizes effectively, and can often provoke stakeholders to view their business challenge in a different light. This is much closer to Unilever’s insight definition.
Businesses can easily become captured by their own language, acronyms, jargon; an inward-looking stance can result, divorced from changing consumer realities.

Contemporary qual options help – digitally, and of course in analogue format.

A raft of options that almost all have eye- and brain-opening potential – customer immersions, ethnographies, storytelling workshops, co-creation sessions, selective use of social media analysis and the sometimes shocking Vox Pop quotations for example.

So here’s my call to action – use qualitative research differently, get out of the studio format, allow it to be facilitative in opening up corporate mindsets to how people really think and feel about a category. Dare to be childlike.
And yes, link all this to quant – if joined at the hip, so that consumers aren’t dehumanized into the corset of a grid, a scale or a preference choice, or bored silly by repetitive questions, lengthy questionnaires.

Qual-quant at its best allows cients to see the people in the numbers.

Interested to discover more about Qual in Action? Come to the AKQua Event “forUM meets AKQua” auf dem Frankfurter Markt: From Results to Insights to Action

“forUM meets AKQua” auf dem Frankfurter Markt

Ziele der BVM-Fachgruppe

  • Qualitative Forschung ist aus der Marktforschungslandschaft nicht wegzudenken.
  • Es gibt viele qualitative Forscher in Deutschland und unterschiedliche Perspektiven auf unseren Forschungszweig.
  • AKQua agiert im Interesse der qualitativen Marktforschung in Deutschland.
  • In unserem Arbeitskreis kommen qualitative Marktforscher aus unterschiedlichen Bereichen zusammen: aus Betrieben, Instituten und Studios sowie Freiberufler und Akademiker.
  • Wir haben das Ziel, die Weiterentwicklung der Branche insgesamt voranzutreiben.
  • Wir bieten dazu die Innenperspektive auf unseren Forschungszweig indem wir allen, die an der Weiterentwicklung der qualitativen Marktforschung interessiert sind, eine Plattform geben.
  • Und wir stärken durch unsere Aktivitäten und Informationsangebote die Positionierung der qualitativen Marktforschung nach außen.