To provide context to, “What have we learned” during the COVID-19 pandemic. Since March, 2020 to present we continue to conduct market research:
- Over 2,500 participants recruited by Observation Baltimore.
- Over 55 focus groups/interviews conducted by The Research Group.
Pivot: the term that represents success during this pandemic!
Market research has taught us much during these uncertain times:
- Virtual qualitative research produces valuable data and has tangible advantages (geography is not an obstacle and convenient for both clients and respondents!).
- In-Person qualitative research is necessary (evaluations of physical devices cannot be performed virtually, nor can body language be studied. Participants cannot hide behind their devices) with PPE in place.
- Zoom Pro is a valuable platform with security measure improvements. [Yes, there is a confidential way to observe AND have a virtual backroom so observers can share insights! Zoom also offers FREE transcripts!]
- Tech checks are critically important {as are multiple reminders and participant calendar invitations}.
- Participants, even with advanced degrees, require simple, succinct technology instructions.
March 23, 2020 was Observation Baltimore’s last in-person project that year. This project was conducted by The Research Group. Barbara was the moderator with well over 20 clients observing the focus group sessions. Little did we know what was to come!
Difficult times require ingenuity, passion, and lots of patience!
People are humbled and the world is kinder in some ways!
Let’s make 2021 our best year yet!
“Resilience is based on compassion for ourselves as well as compassion for others!”
– Sharon Salzberg