Sprint Labs: virtual qualitative research that delivers speed and quality
It’s fantastic to see so many research agencies endorsing virtual qual in the light of restraints around COVID-19. It appears that everyone is now ready to fully embrace the benefits of remote research. In a world where face to face research is likely to be constrained for some time, we may now have reached a tipping point where clients and agencies will accept that in an increasing number of circumstances, online/remote is the right way to do research.
“The tipping point is that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.”
– Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference
Last year the vast majority of the qualitative research we conducted at Day One was done online/remote. Whilst we set out to take advantage of new technology to make our research more efficient and to glean new insights, we have always remained methodology agnostic. We are problem solvers and believe in using the right method for the right challenge, whether that is face to face, online or a combination of approaches. But, we found that when debating how best to meet the objectives, whilst reaching the right participants, face to face often did not cut it.
One area that was ready for a big change was qualitative communications research. We were hearing from clients that face to face research was taking far too long. Increasingly the decisions about which concept or messages to run with had already been taken before the agency had the chance to share the research findings and insights. It was taking longer to conduct the market research than ad agencies had to develop the ideas in the first place, compromising on quality. What’s more, over-researched respondents were fed up with being bombarded with question after question, with interviews increasingly feeling more like an interrogation than a two-way conversation.
To address these issues we have developed a completely new approach called Sprint Labs. The beauty of Sprint Labs is that it gives you the best of both worlds, by combining online tasks with video interviews. It brings genuine innovation into qualitative research, whilst seamlessly fitting into our client’s existing processes and practices.
Sprint Labs is the perfect solution for qualitatively testing detail aids, advertising concepts, patient support materials and more. Here’s why:
Research can be completed in days not weeks
Sprint Labs challenges the traditional linear processes that lead to protracted timelines with face to face research. Rather than having a lengthy period of recruitment before bringing respondents together in viewing facilities, Sprint Labs utilises same-day scheduling which means projects that once took several weeks or longer can be completed in a matter of days.
We’ve templated our discussion guides to reflect the latest thinking on communications, allowing research materials to be customised and ready for approval within a few hours. And because our questions have already been reviewed by compliance teams, we know that they will fly through client’s internal approvals without the need for any changes.
Machine automation rapidly analyses responses, giving us valuable thinking time to translate into insights and recommendations.
Proven to be highly engaging for both doctors and patients
We use the latest digital technology to collect unfiltered responses and combine this with video interviews to dig deeper. Each ‘sprint’ is 20-30 minutes long, to fit seamlessly around busy schedules and allow doctors and patients more time to reflect on their responses.