Live From #TMRE13: Fast, Better and Cheaper Multi-National Qualitative

In the world of technology today, we are starting to change
the way we view things. So, what if qualitative research were no longer
constraint by distance, time, language and place? What would happen to your

At TMRE 2013 in Nashville, TN this afternoon Jim Bryson, CEO
of 20/20 discussed how market researchers could deliver more insights, faster,
from anywhere in the world without constraints. ‘Don’t put limits on your world
just because it’s the way it has always been because it’s not anymore,’ he
When you are doing global research, you spend all of our
time on the plane not really talking to people. Global research in the past has
been incredibly tiring, expensive and difficult. So, what if we conquered

According to Bryson, the Internet has allowed us to achieve this.
By 2012, the Internet hit critical mass (82 percent) so we could begin to do research
using the Internet. All of the sudden the Internet came along and gave us the
ability to chip away at the problem of distance. For example, chat rooms became
an effective method for research by way of the Internet.
What about time? Time still causes a huge problem when you
want to talk to someone in other time zones. But, Internet forums solved the
time problem since people didn’t have to be there at the same. ‘Now, we can
talk to people across different time zones on their schedule, not our schedule,’
he added.
Additionally, this allowed us to do longitudinal qualitative
research (research over time). If you want to conduct a global project, you can
no matter where they live.
What if we conquered language? Researchers have always had
problems with language, but it is really important in qualitative research. Luckily,
instant translation like Google translate has made this possible. And further,
you can use a human to audit the translation to ensure it’s correct.
Lastly, what if we conquered place? You can mobile to talk
to respondents anywhere in the world. They can show you and ask questions about
all from their mobile phone.
‘You are with them without actually being there,’ explained
Bryson. ‘We are eradicating the need for distance, time, language, and place.’

About the
Author:  Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business
. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at Follow
her at @AmandaCicc