Karen de Visch
Senior Research Consultant
Online Qualitative and Quantitative Research
As a really diverse market research agency, Profacts does research in a lot of different sectors. For example, we have projects that revolve around advertising, quantitative research (things like market segmentation), and also qualitative research, both on-and-offline (focus groups, individual interviews, and, of course, communities!).
At Profacts, my role as a senior research consultant means that I get to be involved with both quantitative and qualitative research, and I like that variation. I have a strong affinity with online work, so I am often asked to run the qualitative research.
Directing Change Through Community Insights
A recent community that we’ve run looked at a prominent radio station that was interested in changing their direction a little bit. Our research focused on understanding how their listeners felt about the different artists and voices out there, how the company’s slogan was perceived, and what general impressions of the company were.
We presented the community with new possibilities for the company brand and monitored, over a series of months, how their opinions adjusted to several new directions. It was actually a very extensive research project. We wanted to change the company’s brand, but at the same time, they needed to stay the same -- at least enough to remain recognizable to their fan-base.
At the end of our study, we were really proud at how many clear suggestions we had for our client.
In our first week, we took a close look at what community members noticed and mentioned about the brand. We collected lots of feedback, studied it closely, and made small changes to the brand concept. In the second week (a couple of months later) we tested our new concept to make sure that reactions were positive. At the end of our study, we were really proud at how many clear suggestions we had for our client. The community was very successful for this kind of research.
Our community made gathering research and insights easy. We had more than 105 members who were very active every day and received over 4000 forum posts over the course of our study.