QRCA Views Magazine, Spring 2016

39 / 62

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 39
n TOOLBOX n
Agile Is in Style
It’s a fast-moving world. Are you ready
to deliver more agile qualitative to ensure
that live, interactive insights remain rele-
vant to your clients?
You know the situation:
• The client has seven days, not seven
weeks, from brief to deliverable.
• They have a single objective.
• They either get the research done
quickly or not at all.
• They want their team to be involved
and need live consumer interaction.
10 Essential Tips
Here are 10 tips worth considering to
speed up your next challenge and deliver
relevant and valuable insights within
seven days!
Tip #1 – Briefing Must Be Interactive
You need a live conversation to dis-
cuss the brief in-depth. All the usual
areas need to be covered: clarifying the
single objective, understanding the busi-
ness context, considering whether
online or in-person is most appropriate,
knowing the team that will be involved,
agreeing on the stimulus material,
exploring the budget, etc. But an inter-
active briefing is even more critical to
deliver against such a tight deadline, as
it provides the opportunity to:
• Be confident the objective can be met
with an all-in-one-day, fast-turnaround
approach, or to decide that it should be
part of a hybrid approach (clearly you
cannot include a two week in-home
placement or homework diary!).
• Determine that the target audience has
at least 25% incidence for rapid recruit.
• Explain the fast-turnaround process to
manage expectations for involvement
and agree to the timeline.
• Discuss the number of sessions, the
length of each session and how many
participants per session.
• Agree on deliverables (written report,
presentation, visual recording with
highlight reel, etc.).
Tip #2 – SOW Proposal, Not a Full Proposal
If the briefing discussion covers all the
bases, then a one page statement of work
(SOW) can capture the key information
outlined above, ready for official sign off.
You don’t need a full-blown proposal—
By Janet Standen
n Co-Founder
n Scoot Insights
n San Francisco, CA
n
CLIENT NEED INSPIRES MORE AGILE QUALITATIVE
S COO T A CC E L E R AT E D T I ME L I N E
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
STEP 01
STEP 02
STEP 03
STEP 04
STEP 05
STEP 06
STEP 07
Briefing to SOW Proposal (route mapping)
Screener
Respondent Recruit
Discussion Guide
Fieldwork, Analysis & Interactive Debrief
Synthesis - Insights into Action Report
Deliverable