Event
Beyond Bulletin Boards: New Frontiers In Qualitative Research
June 7, 2007
Marketing Research Association (MRA)
Annual Marketing Research Conference
San Francisco, CA
Location: Hyatt Regency San Francisco
To be presented by kda|research Principal Steve August and Olga Hewitt, Manager, Customer Insight, Intuit.
For more information or to register for The MRA ’s Annual Marketing Research Conference, please visit the conference web site at: http://www.mra-net.org/50th/index.cfm
Living Through Tax Season: Six Weeks With Small Business Owners
How do you capture your customers’ experiences when they mainly use your product only six weeks during the year?
Traditionally we would have to rely on customer recollection after the fact to understand their motivations, behaviors and struggles. But in the complex world we live in, how accurate these recollections? How can we ensure that we capture all the detail of the customer experience during the 6-week period?
This presentation will provide attendees with an inside look at how online technology such as blogs can be used to immerse researchers in the day-to-day lives of customers. It will show how the Intuit small business team captured customer experiences over the course of a six week tax season, and present best practices and lessons learned in designing and executing these kind of online Immersive Research studies. Attendees will take away a new understanding of the possibilities of online qualitative research technologies and methodologies.