Traditional research is facing significant challenges today. Response rates and completion rates are falling, making it harder to get insights people fast. And when real people respond, their feedback often lacks depth, richness and authenticity.
Conversational research is designed to address these challenges head on. By engaging real people where they are and providing an experience that mimic today’s digital chat culture, this approach promises to deliver authentic insights that reveal how people actually think and feel.
But…does it work?
To find out, Reach3 Insights ran a parallel study involving 2,006 participants in the US and Canada, with one group taking a traditional online survey and another group taking a chat-like, conversational survey from Rival Technologies.
We revealed our findings in our report, The Research on Conversational Research. Our study found that conversational research yields up to 8x richer insights when people respond via video instead of traditional open ends. Based on our proprietary Thoughtfulness Scoring, we also found that responses on the Rival platform are notably more thoughtful.
On the engagement front, participants from all age cohorts (including Gen X and Boomers!) rated conversational research more engaging, more enjoyable and easier than traditional survey platforms. Conversational, as it turns out, is not just a Gen Z thing. 😊
Quant results for both approaches yielded similar results, suggesting that conversational research doesn't introduce any additional biases.
Looking to learn more? In the infographic below, we shared some key takeaways from our research-on-research.
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