Tips for Qualitative Research Tips for Qualitative Research 95 96 Consider fewer Consider in-situ ƈblindedƉ studies Offer more opportunities to do in-situ interviews. Participants enjoy giving honest feedback to brands Participants say they like to do in-store and in-home regardless of if they know the sponsoring brand or not. A interviews since it's often easier for them to get to and more positive experience with the research study reflects exciting to do interviews on site. positively on the brand. Almost everyone who had a positive Side benefit: You see participants engaging in the real world experience with the study felt more positive toward the environment and give them a more authentic setting to talk brand after. The few who didn’t said the study had no impact about the category. on their perception of the brand (which could be because the study was blind). ȃI really enjoyed being able to test out a product that I have never heard of before. Being able to try something new and discovering that it could be something that you ȃFor me, if I know that IȂm making a difference and buy or replace what you already use for this new product change, itȂs almost like a family feeling. But if IȂm doing is awesome.Ȅ something ambiguous and itȂs like I donȂt know whatȂs going on, itȂs like, okay, for the money, I guess.Ȅ - 2017 GRBN Qualitative Workgroup ROR - 2017 GRBN Qualitative Workgroup ROR Source: Echo Qualitative Project Support, KNow Research, Source: Echo Qualitative Project Support, KNow Research, MindSpark Research International MindSpark Research International © 2017 GRBN Participant Engagement Handbook | 216 © 2017 GRBN Participant Engagement Handbook | 217