Mumbai-based market research firm Quipper Research has launched a digital platform to conduct online qualitative market research. With the model, consumers can be interviewed in a secure online environment where participants including the moderator, respondents and clients can interact via webcam and text chat instead of meeting consumers in focus group facilities.
According to the company, the digital approach will expand reach and offer faster project turnaround, eliminating travel and reducing cost of tailored qualitative research.
"As the marketplace gets more complex, adding online as a tool enhances the richness and depth of data. When used alongside the usual face to face qualitative studies, it provides a 360 degree view of the consumers' homes and lives," adds Piyul Mukherjee, co-founder, Quipper.
A statement from Quipper debunks the theory that the mainstream Indian market cannot be reached online due to low internet penetration and tech literacy. The problem is solved with the variety of devices that support internet connectivity.
Instead of an entire team travelling to the respondent's home, Quipper can now send one person with a laptop and broadband connectivity and everyone could interact live online, states the research agency.
The approach offers a heightened degree of context inclusion, when budgets do not allow for travelling or time constraints dictate a fast turnaround of findings.
The platform has been developed by the founders of the company and has incorporated tools and features usually used in the qualitative interviewing process.
Monika Divekar, vice-president, Quipper India adds that the platform is equally appropriate for hard-to-reach/low incidence TGs (target groups) such as high net worth individuals or low incidence target groups such as doctors, experts or specialists.