You know what makes qualitative research at The Pert Group fun? I am always learning something new. Sometimes it’s as simple as being immersed in the features of a new product, but other times it means getting up to speed on an entire category of information. It’s the nature of research – our clients aim to stay ahead of trends and attitudes, and we partner with them to do just that. Those who dabble in the disruptive technology space may well need the most well-informed and forward-looking feedback of all. Yep, we are always learning.
Consider, for example, a project that is currently underway at The Pert Group. While I can’t give away too many clues – client work is proprietary after all – I can say that it involves tech and an idea that may well be a paradigm-shifter. Cool beans! The client is very excited about the project, and we have been working diligently to understand the nuances of the topic to put us on the path to some really great research. It’s challenging and exciting at the same time; for those of us who love qualitative research, diving into diverse topics is incredibly rewarding.
There’s this thing called the Internet. No, seriously.
This got me reminiscing about marketing research I worked on many years ago. It was the early 90’s, and the research question (sponsored by a now ubiquitous name in tech), went something like this: “We have this thing called the internet that can connect people, businesses and organizations, but how the heck can we make money with it?” Seriously! Consumers gathered around focus group tables to discuss whether they would be comfortable making “cyber” purchases; business leaders pondered what kinds of models would enable them to charge for their services – and succeed. All but the pioneers were reluctant to imagine sharing much over this new model for commerce, and nobody could even be sure what that commerce would be. Would you use a credit card? Most said “no.” Would you place an order then send in a check? Some said “maybe.” But these topics were at the then-frontier. How things have changed!
Disruption is Our Middle Name
Sounds kind of funny to realize that this was a groundbreaking research topic just over 20 years ago, doesn’t it? This predated the formation of Amazon in 1994 and e-Bay in 1995 and the explosion of “e” everything. But across sectors and years, that’s the challenge of qualitative research. We are right there holding our clients’ hands looking out over the great wide yonder of tomorrow’s “next big thing” to help inform a direction with wisdom and insight. Yesterday’s research is today’s news, and in the case of the internet, being on the cutting edge means always stretching to learn new things and co-imagine new possibilities.
Create a New Path
I have a magnet on my refrigerator that reads, “Leap and the net will appear.” This is a great philosophy for certain things in life, but, truth be told, it would make a terrible business plan. Without good research, after all, an uninformed risk is just a leap. Will you find yourself Crossing the Chasm or hoping for a soft landing? Next time you’re wondering which direction to take for a new product, idea, brand, concept, policy, or whatever innovative, disruptive notion is on your drawing board, check in with The Pert Group. Let us help bring direction to your vision!