Company Performance Metrics
- Matt Foley: FounderPast Role: PluggedIn, Managing Partner
Since the 1950s, marketers have relied on in-person interviews and focus groups as their primary way of gathering feedback from their target audiences. While these methods can be extremely valuable, they are often slow, difficult to coordinate and expensive.
Online qualitative approaches based around text-based messaging solve some of the problems
with in-person methods. However, they lack the ability to “see” the consumer and read their non-verbal expressions, which is crucial to developing consumer insights.
With increased broadband/mobile internet access and video capabilities in almost every mobile phone, tablet and computer sold in the past five years, the time has finally come for marketers to adapt their methods and move their qualitative research online.
