In January 2020, China became the first country in the world to be severely impacted by Corona. The country and its citizens experienced a nationwide lockdown for several months. Face-to-face research activities were unimaginable during this time. We asked our partners at the site what their experiences were and if there were any lasting changes in the industry.
Pop-up community research
Here, we borrow a platform built by a panel service provider on a short-term basis to conduct studies among a specific target group. The approach helps gather insights into the needs and requirements of your target group and record how they perceive, use and evaluate your products and services.
Advantages:
Both qualitative and quantitative studies possible
Immediately accessible target group base
Agile research projects with shorter field time
Possibilities for follow-up studies with the same target group
Disadvantages:
Investment in the development of the pop-up community
Digital ethnographic research (qualitative)
Next, we bring traditional ethnographic research into a digital context. Instead of a two– to three-hour on-site interview, participants are asked to record relevant scenarios in a pre-, main-, and post-workshop. During the Corona pandemic, digital ethnographic research has become a substitute for traditional ethnographic research in the Chinese automotive industry.
Advantages:
Participants can respond more neutrally to tasks because there is little outside interference
Cost savings due to the elimination of international travel
Possibility to follow up and re-record missing points
Disadvanatages
Higher effort for participants as they have to perform more tasks themselves
Video recording is not as professional as ethnographic research in the field
More intensive coordination with participants required
Our conclusion: No matter what you decide. Both variants are up to the challenges of the unique Corona pandemic. If you have any questions, we’ll be happy to advise you.
In part two we take a look at sample recruitment, stay tuned and see you soon!
