Up until relatively recently, global qualitative research was out of reach for a lot of companies and occasions. Yet, many companies are looking to expand globally and have very little understanding of how their products or services may fare in foreign markets. Historically, executing a global qualitative research study in multiple countries could run companies anywhere from US $300,000 to US $600,000, making it cost-prohibitive for a lot of businesses. In addition, global qualitative research could often take at least three months, and even six months or more, to complete. The result is that global qualitative research was not even a realistic option for many companies and/or research occasions.
Mobile video surveys allow a broader range of companies access to global qualitative research, quickly getting feedback from consumers around the world, in their native language, in situ. In addition, mobile video surveys’ flexibility enables global research to be applied to a wide variety of occasions from early stage need-finding in R&D through prototype testing, packaging testing, and all the way into marketing and advertising
Luckily I knew about mindswarms from my days in San Francisco when they were a start-up. There would have been no other way to get global qual insights in time to inform our work, with the budget we had.
~ Rob Klingensmith, Chief Strategic Officer
The insights that Marcel Worldwide gathered not only created the foundation for their work across multiple brands, but also helped the client feel more confident in the messaging. Thanks to mobile video, the clients could literally see for themselves that the messaging was addressing real consumer insight versus speculation gathered anecdotally through organic internal channels. Marcel Worldwide reaped the benefits of this innovative method, and they see it as a paradigm shift that opens up so many possibilities for the future.
I’ve been in this business over 15 years. Mobile video surveys have dramatically changed the way we think about global qual; it’s not just for special occasions anymore. And global qual is not just the province of only the elite brands and companies with deep pockets.
~ Rob Klingensmith, Chief Strategic Officerr
Discover the speed and power of Fabric’s AI and easy to use platform below, featuring a real study conducted by 3 PhDs at MSFT in 2021!