Online Qualitative Research: Understanding the motivations of today's customers (by Thomas Troch), presented at the ResearchArenA on Tuesday 16 October 2012 in Brussels (BE).

4. If we want to know how to understand
the motivations of today’s consumers,
we have to understand their lives.
@thomastroch

5. ? ?
4 things to remember about consumers
? ?
@thomastroch

6. 1
@thomastroch

7. A world full of user-generated information.
@thomastroch

8. A world full of user-generated information.
@thomastroch

9. empowered
@thomastroch

10. Impact on qualitative research?
Social tools
@thomastroch

11. 1 2
@thomastroch

12. @thomastroch

13. empowered connected
@thomastroch

14. Impact on qualitative research?
Social tools Longitudinal connection
@thomastroch

15. 1 2
3
@thomastroch

16. Life of George
@thomastroch

17. empowered connected
smart co-creator
@thomastroch

18. Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@thomastroch

19. Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@thomastroch

20. 1 2
4
3
@thomastroch

21. 90-99% of behaviour is emotional. And they like to share it!
@thomastroch

22. empowered connected
emotional smart co-creator
@thomastroch

23. Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands Emotional tools
@thomastroch

25. He would connect with consumers through an online research community.
@thomastroch

26. Noreen: “You think about
your favourite brands’
future! So you and your
ideas have a direct
impact on how a brand
will present itself. Isn’t that
the coolest thing?!”
@thomastroch

27. Benzodiazepine: “There
is a great variety of tasks
(questions, assignments,
colleagues, composing
mood boards) and it’s
great that we can test
products which have not
been launched in the
market yet!
@thomastroch

28. Hemeltje: “I was
incredibly intrigued by
the community’s subject
itself… I would never
participate in a community
about a subject I don’t
know anything or I don’t
know much about….
@thomastroch

29. linkedin.com/in/thomastroch
@thomastroch
thomas@insites-consulting.com
www.insites-consulting.com

30. linkedin.com/in/thomastroch
@thomastroch
thomas@insites-consulting.com
www.insites-consulting.com