Merge Tradition With Innovation Into Your Research

Often, hidden insights get revealed when traditional methods of qualitative research are coupled with technology-based approaches. When using conventional tools for self-reporting, we have found that respondents either cannot – or will not – fully reveal their thoughts and feelings about the topic that is being examined.

A well thought out research methodology – along with the right technology – can add tremendous value to research findings and deliver some unexpected results. It can provide a much clearer picture of what’s really going on in the minds of respondents by revealing subtle behavioral and emotional measures that may contradict what was ‘first said’ in the initial phase of the research. 
The following case illustrates how a successful merging of methodologies yielded a ‘big surprise.’

The Heart Failure Monitor
A medical device manufacturer developed a smart phone interface app to work with an implanted heart failure monitor. One-on-one interviews with cardiologists and electrophysiologists were conducted via an online qualitative research platform to get their feedback on the concept.

We began with a description of the smart phone app which was followed by a discussion to understand the physicians’ reactions to the concept while also observing and gathering facial coding data at the same time. Facial coding maps 25 areas of the face and translates these ‘action areas’ into the seven basic emotional states: fear, anger, disgust, joy, sadness, contempt and surprise.

What Was Said. Most of the physicians verbally expressed enthusiasm for the concept – stating that the app would give patients access to the data coming from their devices – leading to better management of their condition and greater control in the decisions made regarding their care.

What was Measured. However, the device apparently didn’t sit well with a lot of the physicians – as evidenced by the facial coding data that was collected. The data for nearly half of them exposed their subconscious feelings about the device and its impact on patients. It revealed emotions of anger, fear, and disgust which indicated many of the cardiologists and electrophysiologists were not enthusiastic about giving up control to, and empowering patients. 

This research was crucial in bettering the client’s understanding of the professionals’ mindset. Most importantly, it provided the direction they were going to need to craft a very different approach to marketing, its related promotional materials and training for their sales force.

Integration of traditional methods and technology informed a significant mid-course correction the client had to make in order to avoid a marketing fiasco. It eliminated the guesswork while giving the clients a view of the bigger picture.

Best Regards,
Bob Granito

*My thanks to Tom Rich with whom I collaborated on this study and who is an authority on integrating biometrics with qualitative methods.

Respondents are the cornerstone of any qualitative research study.

And, sometimes, the most fundamental tools in a qualitative researchers toolbox are still not enough to fully extract deeply embedded, key insights from the study respondents. If the research is a standard interview with a conversation between a respondent and a moderator, all of the feedback will be collected either verbally or in a survey through self-reporting.

However, for many research studies, technology can play a major role in collecting emotional or behavioral responses that are not self-reported. Here, the feedback will be passive, meaning the responses are collected without any conscious feedback from a participant. And that is why integrating technology with human-centered research should become part of the conversation – by demonstrating the exceptional value-added tech can add to any study.

The tools required to collect this data/information include eye tracking, facial coding, and biometrics. Let’s elaborate on each:

All of these tools collect non-conscious responses passively and often reinforce and validate the reactions that are collected from participants through self-reporting. These behavioral or emotional measures can sometimes contradict what participants self-report because they were either unaware of their non-conscious behavior or could not articulate their complex feelings and emotions. This underscores the need to utilize a multi-dimensional approach to research that includes self-reporting along with the observational, behavioral and non-conscious methods technology offers us.

A well thought out methodology which includes self-reporting plus behavioral and emotional measures provides researchers with a complete picture – and a far deeper understanding of the user experience. This can lead to unanticipated research results which will often dictate that clients take a more novel approach to their marketing and research initiatives.

Best Regards,
Bob Granito