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Interview with Andreas Knappstein, Bilendi & Christian Hyka, Survalyzer "Qualitative research has many facets, some are very suitable for online, others are not"
Interview with Andreas Knappstein, Bilendi & Christian Hyka, Survalyzer
"Qualitative research has many facets, some are very suitable for online, others are not"
In this interview, this year's Week of Market Research sponsors Bilendi and Survalyzer give us their first exciting insights into their events around the topics of dashboards and DIY-Qual. They also tell us what they see as the top trends in market research and what the "new normal" looks like at their companies.
"Digital events are only a temporary hype" - what do you think of this statement?
Andreas Knappstein: I would rather say that today's digital events are the result of digitalization fueled by the pandemic. Content-driven formats like the majority of WdM will remain and continue to develop. Digital trade shows, on the other hand, I don't give much of a chance. That's been more of an out of necessity effort for the last two years. But what I'm really excited about is that the industry just went for it and more or less collectively figured out what works and what doesn't.
Christian Hyka: As a digital company with regular, well-attended webinars, it is of course difficult for me to extract any truth from this statement. So it's clear that the event industry, like every other industry, is becoming more digitised.
You are not only a sponsor of the Week of Market Research, but you also contribute to the event programme yourself. What can the participants look forward to?
Christian Hyka: Analysis dashboards have become an indispensable part of the market research world. Fortunately, role-based and interaction-based analysis dashboards can nowadays be created quickly and easily with various tools. In the Survalyzer Dashboard Webinar, we show you how to create a dashboard for customer surveys that is appropriate for the target group and contains the essential elements, based on five key rules.
Andreas Knappstein: All I can say is "Close, Closer, Bilendi Discuss". As part of a joint project with Point Blank and congstar, we took a close look at the opportunities and limitations for DIY-Qual and agency use. Therefore, we will also give the talk together and share our experiences from the different perspectives.
Why should your event at WoM22 not be missed?
Andreas Knappstein: Because the viewer will learn something completely new - a real innovation in the field of online quality research that can make all the difference today.
Christian Hyka: Because participants can always learn a lot at Survalyzer events. We always focus on the transfer of knowledge and skills at our events. If the participants can take something with them into their daily work, then we have achieved our goal.
At last there is light at the end of the tunnel, the pandemic is tapering off. What has happened in your company in the last two years? What does the "new normal" look like?
Christian Hyka: New Normal is more home office than before the pandemic. This trend has advantages and disadvantages. Employees save themselves the time-consuming commute, which is a clear advantage of New Normal. On the other hand, the lack of spontaneous or intensive meetings unfortunately reduces the innovative power of a company.
Andreas Knappstein: The last two years have certainly been dominated by video calls. There have been few face-to-face meetings with colleagues, and almost none at all with customers. However, we have learned to work very productively and efficiently completely remotely. This is not only confirmed by the key business figures, but has also been fed back to us from the teams. The results of the latest image study, in which Bilendi and respondi were extremely successful, also back this up. Every single member of the team can be very proud of this.
Now it's a question of bringing the personal exchange in the office back to a level that is profitable for everyone. Basically, however, it will be a more flexible working environment than before the pandemic.
What do you consider to be the top trend in market research at the moment?
Andreas Knappstein: We are seeing an increasing need for data-driven insights due to a more complex world. However, budgets and department sizes are not increasing at the same rate, meaning insights professionals need to become more cost and time efficient. In addition, the pandemic has fueled digitization. All of this is breeding ground for new, innovative solutions in DIY and do-it-together. This is where I see the strongest trend at the moment.
Christian Hyka: The current top trend in market research are integrated feedback solutions that better integrate survey results into business processes. We see the distribution of survey data to the right person at the right time as the top industry trend of the future. This data sharing and data distribution process of survey data is still in its infancy.
SPECIFIC QUESTIONS TO SURVALYZER:
In your web seminar on May 10th, participants will learn what "the five most important rules of dashboard creation" are. What often goes wrong when presenting results? What are the most common mistakes?
Christian Hyka: Unfortunately, I cannot reveal too much about this, as we will be dealing with the common errors at the event in detail. But I can already tell you one thing here: Diagrams are not always the best option.
You raise the issue of information overload. Is limiting information to a small amount the only solution to solve the problem?
Christian Hyka: No, limiting is not the only solution, fortunately there is a whole range of different approaches, which we will present in detail in the webinar.
What is meant by dashboard inflation? When is a dashboard needed, when are other ways of communicating results more appropriate?
Christian Hyka: Dashboards have a clear unrivalled advantage in longitudinal studies with constant data collection due to real-time data calculation. For classic ad-hoc studies with a start and end date and without repeated execution, annotated slide presentations are still very suitable.
SPECIFIC QUESTIONS TO BILENDI:
Your WoM22 web seminar on May 10 will be entitled "Close, Closer, Bilendi Discuss - Opportunities and Limitations for DIY Qual and Agency Use". What is the current significance of DIY market research in the qualitative field?
Andreas Knappstein: In my opinion, we are only at the beginning here. Even with the agency approach, there are still some methodological disadvantages in the qualitative online area compared to F2F. However, technology will continue to make progress here in the coming years. Qualitative research has many facets, some are very well suited for online, others are not.
A DIY approach needs simplicity of use without sacrificing methodology. This is where Bilendi Discuss comes in. However, not all clients want to use the tool themselves, even if it is easy, but prefer to implement the projects with our support.
How exactly does Bilendi Discuss's multi-channel approach work and to what extent can it increase participation?
Andreas Knappstein: First, a few words about how it works: All questions or tasks can be created before the project starts. After answering a question, the next one is sent out. However, the researcher can interact with individual participants or with groups at any time and interrupt the planned guide. This makes it much more human again. All collected data is visible in real time and runs through an API into a very user-friendly online interface.
Through the integrated AI, the incoming posts are automatically deferred, directly categorized and pre-analyzed in a sentiment analysis. So you have a very good overview of the trends in the project and can react very quickly and agilely. Of course, all data can be exported and is available for more in-depth analyses.
The willingness to participate is sometimes significantly higher than with conventional methods. With Bilendi Discuss, we reach people through the channels they use every day anyway. These include Whatsapp, Facebook or Instagram Messenger, as well as Slack or LinkedIn. Participants can decide which channel they prefer to use. So we adopt people's habitual usage. The participant doesn't have to learn any external new tools.
As a panel provider, we also know that the acceptance to download apps or plug-ins is low. Here, it is not uncommon to lose more than half of the participants. Of course, this is not the case with Bilendi Discuss. The features like text messaging, images, video, voice messaging can all be used within the Messenger apps for the projects. These are all familiar functions.
What added value can the tool offer when used by agencies? Which areas offer the greatest potential?
Andreas Knappstein: Of course I don't want to anticipate the agency feedback here, but it is described as a "creative hack". The solution is fast, mobile and can use images, speech and videos in addition to normal text. In this respect, the solution is particularly suitable for in-the-moment approaches, e.g. at the POS or during/directly after a broadcast/event. Inhome use tests or other CX projects are also very suitable.
You will present the approach together with speakers from Congstar and Point Blank. How will the web seminar work?
Andreas Knappstein: I don't want to give too much away, but it will be varied and interactive. We will highlight Bilendi Discuss using a real customer project and actively involve the audience.
ABOUT
Andreas Knappstein is Managing Director DACH at Bilendi and repsondi. He has held various positions in the market research industry since 2005 before starting as Sales Director at Bilendi GmbH in 2015.
Christian Hyka rose to become owner and partner at Survalyzer AG in 2011 through a management buy-out. In his role as Managing Partner, he has overall entrepreneurial responsibility. On a professional level, he is responsible for the strategic product development and marketing of the survey software Survalyzer. Since graduating in 2005, Christian Hyka has acquired extensive knowledge in the areas of software product development with agile methods, analysis dashboard design and methodological principles in market research.
Interview published in German on marktforschung.de
