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    2 min read

    Qualitative Research: Getting First-Class Results on a Coach Budget

    guest blog by Eric AlzuhnDialsmith

    You’re feeling it too, right? Everything costs more. From travel to facility fees to recruiting to haircuts! At the same time, research budgets are stagnant. The result? Those of us in field research are feeling the squeeze – we’re talking Death Star trash compactor squeeze.

    So, how do you still deliver the first-class results your clients want and expect while keeping costs under control? 

    The answer, for us here at Dialsmith, has been moving our qualitative research online. 

    Of course, for those who predominantly do in-person qualitative research, this is the point where you might say, “Yeah, right.” We get it. Conducting qualitative research online isn’t the right fit for every project or every client. Many were forced down that path during the travel-restriction days of the pandemic with “mixed results.” And if you’re someone who is not comfortable or well-versed in using the tools and tech needed to conduct your research online, there will be some reservations. 

    Admittedly, at Dialsmith, we certainly have some advantages as we’ve supported online dial testing studies for more than a decade. Even so, successfully managing qualitative research online requires legwork to figure out a standard operating procedure (SOP) that mitigates the limitations and challenges of online research, while maximizing the benefits.

     This free and downloadable resource will give you a look “under the hood” at how we built out our online qualitative SOP.

    1. Find the right web conferencing software.
    2. Ensure that participants can connect seamlessly.
    3. Make sure everything is buttoned up, locked down and secure.
    4. Have a list of preferred partners and resources to share with clients. 

    If you’re curious about moving your qualitative research online, this resource will give you a good idea of what to do to set yourself up for success. We’ll dive deeper into the four steps of building a successful online qualitative SOP, and share a few extra tips and tricks along the way.



    Eric Alzuhn

    Senior Vice President, Dialsmith | Developer of technologies for research, audience engagement, and scoring

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