Hybrid Methodology Research: Integration Strategies That Work
By Stacy Graiko
August 20, 2010
As anyone that has ever worked on a multi-phased research study knows, integration of people, learning and insights is critical to success, and missing an integration point along the way can potentially thwart an entire study. We were recently invited to present on this topic via a webinar for the Qualitative Research Consultants’ Association (QRCA). The focus was on helping qualitative researchers – often the first researchers in the mix in a hybrid study – to take ownership of the integration process. We focused specifically on new product development because of the cases we choose to highlight our points. However, the strategies discussed are easily applied to any market researcher and any type of market research that utilizes a hybrid approach.
Here are 7 strategies that can help to ensure successful integration:
1. Create a communications path before you begin the research
Identify all the parties – product managers, engineers / designers, C-levels and other researchers who have an interest in the research. Make contact with each via email or phone to introduce the research initiative and answer any questions they might have. Position yourself as a resource to them.
2. Get team members on board by involving them in research tasks
The more involvement, the better: although I know there are exceptions to this rule, generally speaking it is better to have buy-in than to risk disenfranchising anyone from the process. We like to offer the team members who are interested the opportunity to observe research and help facilitate meetings. It’s important to give them a role though, to ensure their continued engagement in the research.
3. Sign up research respondents for multiple touch research
In our experience the opportunity to have multiple touches with the same consumer is invaluable; it allows us to go deeper than we would with limited exposure to them. This approach can be especially beneficial in NPD studies when using the same consumers to evaluate multiple iterations of a prototype.
4. Ensure debriefs are engaging
When transitioning learnings from one research phase to another it is critical to engage interest and curiosity from the team that ‘takes the baton’. If phase 1 learnings are presented in a way that captures their attention, the next research group will be highly engaged and ready to hit the ground running. We use video, audio and photos to create engaging debrief presentations.
5. Write a briefing doc that leads to more discovery
The briefing doc should be a jumping off point for the next research phase and as such it needs to inspire ideas. Try something different than tired-and-true Word docs: bring the learning to life in a way that inspires the question “what else can we learn?”
6. Early-stage researchers should stay in the mix until the end
This is a tough one as budget often comes into play, but the more consistency an early-stage researcher can provide throughout the entire study, the more impactful the learnings.
7. Consider it an active process.
You can always adjust the integration plan at any point during the study. Don’t hesitate to do so! Integration is the key to creating relevant products for our customers.
You can download the presentation via Slideshare here. As always, we’re interested in what you have to say about the topic: what has worked for you, what can work better, etc.
Here are 7 strategies that can help to ensure successful integration:
1. Create a communications path before you begin the research
Identify all the parties – product managers, engineers / designers, C-levels and other researchers who have an interest in the research. Make contact with each via email or phone to introduce the research initiative and answer any questions they might have. Position yourself as a resource to them.
2. Get team members on board by involving them in research tasks
The more involvement, the better: although I know there are exceptions to this rule, generally speaking it is better to have buy-in than to risk disenfranchising anyone from the process. We like to offer the team members who are interested the opportunity to observe research and help facilitate meetings. It’s important to give them a role though, to ensure their continued engagement in the research.
3. Sign up research respondents for multiple touch research
In our experience the opportunity to have multiple touches with the same consumer is invaluable; it allows us to go deeper than we would with limited exposure to them. This approach can be especially beneficial in NPD studies when using the same consumers to evaluate multiple iterations of a prototype.
4. Ensure debriefs are engaging
When transitioning learnings from one research phase to another it is critical to engage interest and curiosity from the team that ‘takes the baton’. If phase 1 learnings are presented in a way that captures their attention, the next research group will be highly engaged and ready to hit the ground running. We use video, audio and photos to create engaging debrief presentations.
5. Write a briefing doc that leads to more discovery
The briefing doc should be a jumping off point for the next research phase and as such it needs to inspire ideas. Try something different than tired-and-true Word docs: bring the learning to life in a way that inspires the question “what else can we learn?”
6. Early-stage researchers should stay in the mix until the end
This is a tough one as budget often comes into play, but the more consistency an early-stage researcher can provide throughout the entire study, the more impactful the learnings.
7. Consider it an active process.
You can always adjust the integration plan at any point during the study. Don’t hesitate to do so! Integration is the key to creating relevant products for our customers.
You can download the presentation via Slideshare here. As always, we’re interested in what you have to say about the topic: what has worked for you, what can work better, etc.
Trackbacks/Pingbacks