Market research professionals from all over the world came together at ESOMAR Fusion in Madrid, diving deeply into the struggles and success stories of qualitative research and data science. Our launching customer Motivaction demonstrated their research methodology VisualFocus, which plays a pivotal role in QANDR’s customisation for the qualitative research market. Below a recording of this demonstration.
© ESOMAR Fusion 2019 in Madrid
During the session, Margré Nijkamp and Roos Thijssen, both qualitative researchers at Motivaction, actively involved around 60 participants in a discussion on an arguably awkward Dutch candy called liquorices. The candy was tasted on the spot, which added to the playful, yet powerful nature of the presentation (see this video fragment). The people in the room were quite impressed with the way QANDR involved them in the subject. And during the presentation Motivaction reflected on the reasons why they integrated QANDR into their focus group session:
“We use this method in almost every focus group, because of several reasons:
1) It is fun to work like this and helps us to easily get some focus points for starting the discussion
2) We can also easily transfer the outcomes (visuals) into our reports
3) Respondents like to participate in focus groups where we use this method, as well as our clients”
Margré Nijkamp, manager Innovation Lab at Motivaction
The hands-on presentation stood out in an otherwise very conceptual crowd. Here you can see the visuals that the people in the room created together, containing Polls, Pointers, Wordclouds and Gradings.
During the discussion afterward, Motivaction also made remarks on the way they started to use QANDR.
“It is all about learning by doing. If you start using it you will see it is a very fun and easy tool to use. That is very important, especially for qualitative researchers, who are in general not such a fan of all these new technologies and data, it is about learning by doing.”
Roos Thijssen, qualitative researcher at Motivaction
Would you like to give QANDR a try?
Would you like to experience how QANDR works? Then sign up for one of our free demonstrations. Here we do a live QANDR session and then show you how to set up a session yourself via the dashboard. If you just want to get started right away, request a facilitator’s account.
The video in this article was recorded by ESOMAR during the Fusion event in Madrid and they kindly gave us permission to publish it. ESOMAR Fusion is a place where startups in the field of market research get a chance to show their innovations. A complete video archive of the event is available to ESOMAR members.