| MIXING TECHNIQUES IN A DYNAMIC WORLD 60 languages | 23 tools | 7 suites | 1 platform

practical BENEFITS OF ONLINE QUAL move into the field quickly and get feedback faster than face to face reduces field time through lower travel, incentive, set-up and time costs lowers the cost of research easier for participants, clients and researchers to take part from their own locations convenience involve participants from dispersed geographies nationally and internationally wider mix of participants detailed output within minutes, not days responsive output and transcripts get feedback from people’s lives as it happens, not post rationalised in the moment get participants involved early by using pre-tasks engaging collaborate with participants over a number of tasks interactive easier to mix techniques and respond with follow- up tasks and questions dynamic and detailed engaging and interactive tools lead to higher participation rates and better feedback better feedback research 2

ONLINE FOCUS GROUPS 3 live chat focus groups real time rich in stimuli in-depth stimulating interactive real-time & responsive perfect for capturing responses to sensitive information perfect for collaborative stakeholder discussions perfect for time strapped studies

ONLINE FOCUS GROUPS 4 bulletin board focus groups understanding & depth perfect for creating pen portraits across your customer segments perfect for mimicking the involved decision making processes in purchasing decisions perfect for breaking down complexities of contracts, detailed information perfect for engaging b2b

COMBINING ONLINE WITH TRADITIONAL 5 qualitative approach Part 1:OnlinePre-task using smartboards AimCollaborative discussion & feedback before the F2F focus group Part 2:F2FTraditional, F2F focus groups Aim Explore the WHY and add depth +

Online Post- Task Diary Study Extra reach TraditionalF2F Focus Group OnlinePre-TaskSmartboard Depth & Detail COMBINING METHODOLOGIES Pre-task. Online & F2F Research. Post-task 6 Online pre-task – Strengths Reflection Detail Input in their own time F2F focus group - Strengths Depth Ideation Creativity Benefits for research  Active thinking & involvment  Topic guide input  Engagement  Frees up time in F2F group Benefits for research  In-depth contact & discussion  Concentration on “why“ Benefits for clients  Client viewing in person Post-task Refelction on concept Stakeholder refines concept Further testing opportunity In-situ lifestyle feedback OnlineCommunity Added scale

AD-HOC QUAL VS. COMMUNITY 7

perfect for new ideas for product development perfect for refining concepts perfect for website testing perfect for unearthing issues ‘bottom up’ community tools 1.leaderboard to motivate competition 2.newsfeed signpost members to recent activity 3.reward points for longer term engagement 4.blogging for freely formed comments speed matched with understanding online communities be part of something ONLINE COMMUNITIES engaging participants and maximum flexibility

compare run parallel activities to compare segments segment A segment Ballinoneplace combine combine tools for richer insight evolve follow new directions in follow up activities dynamic dynamically create new segments

COMMUNITY CASE STUDY 10 methodologies  live chat focus groups – segmented based on previous responses to refine marketing messages  diaries – structured and unstructured exploration of the customer journey  smartboards – understanding design development pre-prototype  survey – A 5000 response survey, including the 500 collaborators who took part in the 3 month community benefitschallenges ☑ responsive to project aims  effective communication ☑ evolving research design  managing drop outs ☑ builds relationships product development & changing the development path

location tagging be in the moment GO MOBILE remove all boundaries to research mobile optimised site 11

features mobile enabled site location tagging video booth structured, small quant tasks open ended journals photo uploads longitudinal interviews lifestyle diaries product testing ethnographic video diaries benefits in-situ and real-time research continuous communication more convenience cost-effective ethnographic research DIARY STUDIES continuous dialogue, in the moment

13 managing online qual for maximum success WHAT ARE THE RISKS?

COUNTDOWN TO THE NEW FRONTIER New methodologies Where and when to use online research Utilising the benefits

 New innovative methodologies Diary Studies Brainstorm Smartboards Scrapbooks journals, report cards, galleries, creativity, discussion & rating collaborative discussion on an image pool of insight small quant

 where and when to use online research COMPLEMENT & COMBINE Multi-country studies Pre-tasks Follow-up qual Hard to reach audiences Mobility Home/In-Situ Product feedback Digital stimuli or topics Sensitive Converging explorations/processes Efficiency of scale Hypotheses generation & refinement

 Utilise the benefits C omplement C ontinuity C onnection C oordination C ost-efficiency

| MIXING TECHNIQUES IN A DYNAMIC WORLD 60 languages | 23 tools | 7 suites | 1 platform

online focus groups panelscommunities ad-hoc or continuous mobile enabled extensive qual Tools FlexMR has been designed and developed over 8 years by a team of experienced researchers we have experience across industry sectors, including utilities, retail, b2b and e-commerce we have focused on adding online methods into market research to improve business understanding ABOUT US 19 built by researchers, for researchers experience & focus methods & services we have delivered innovative market research for the last 8 years using our FlexMR online system. Our service is responsive and needs led we specialise in fusing new online methodologies to uncover real, actionable insight

COMMUNITY CASE STUDY 20 purpose 1.test the new technology upgrades to the system 2.understand customer reactions to new paid content solution 3 month online community of 500 respondents across different segments evolving into sub segments to refine propositions result gained deep understanding & benefitted greatly from responsive design insight into content choices for each segment large group of collaborators, involve them at this level and it changes their future behaviour product development & changing the development path