Lightspeed Blog

VIDEO AS A DATA SOURCE

Posted by Frank Kelly on Dec 12, 2016

Video is gaining as a way to communicate and consume media and now, we will see increased usage of video in research. The qualitative and quantitative worlds are coming much closer together, within five years the differentiation will no longer be meaningful. New tools to manage video content will enable video processing much like other data types; open ended questions will gain importance as a way to glean insights from respondents. 

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Topics: Marketing Research, Video, qualitative research, quant vs. qual

Why does qualitative research have to mean a focus group?

Posted by Alex Wheatley on Jun 21, 2016

The role of qualitative research has traditionally been to create and foster the discussion about your consumers’ needs and desires. Quantitative research has been viewed as a tool for testing the statistical relevance of these ideas.

Generally speaking, quantitative research tends to consists of nationally representative samples of respondents evaluating a concept in a survey of closed metrics; however, it doesn’t have to be this way. At its core, the online research platform is simply a means of mass communication -- that communication is not limited to a box ticking exercise.

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Topics: Marketing Research, qualitative research, quant vs. qual

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