Introducing Research 2.0!

Recognizing the new collaborative model of organization to customer interactions, Phase 5 is pleased to offer the following new research services:

Online Experience Diary

The Online Experience Diary enables organizations to observe the experience of a customer real time as the progress through a service experience or organizational process. This methodology recognizes the multi-channel nature of most interactions by having customers maintain an ongoing diary of their experience, whether they are using online, telephone or personal channels. As they migrate through the process, they are asked to maintain an active online diary describing their experience. As the facilitator, Phase 5 develops custom questions that are posed to each participant to ensure the full range of views about the process are captured. At the same time, the open-ended nature of the methodology (similar to a blog) lets unanticipated issues or positive experiences emerge. Other advantages of the online experience diary include:

• Unlike traditional diary methodologies, the online format permits real time tracking of comments and observations as the participants migrate through the process. This enables clients and researchers to ask probing questions as comments emerge.
• Participants have more freedom both in terms of the length and nature of feedback that they provide. The online tool enables them to post written comments, as well as videos, images, and photos as a means of describing their experience (and potential solutions).
• The online approach permits active monitoring, enabling us to prompt participants who have not posted an entry or answered specific questions fully.

Online Inspiration Panel

Traditional approaches to product and service development research are often episodic, typically involving tests at various stages of the process. In contrast, the Online Inspiration Panel engages key users of the products and services in a collaborative process.

Based on the premise that new products, services or feature enhancements should start with a problem or unmet need that customers are experiencing, product or service users are engaged to develop solutions that address these issues or needs. The process starts by recruiting a custom panel of product users, with the potential to screen based on creative personality traits. Next, panel members are brought together in an online community where they can post and discuss ideas in a collaborative manner. At the start of the process, panelists are presented with the problem or potential need, and asked to generate product or service ideas to address the requirement. These ideas can be posted as written comments, videos, images, and photos. Once all ideas are posted (within a specified time period), an open discussion about the merits of the different ideas is held. Panelists can also be encouraged to build on concepts that have been posted. This stage concludes with voting on the ideas, resulting in a short-list of concepts. Once the short-list of concepts emerges, the discussion then focuses on fleshing out specific features of the product or service concepts.

Some of the advantages of this approach over traditional methods include:

• The collaborative nature of the process leverages the power of group thinking towards the development of product concepts.
• The ability to post feedback in multiple formats facilitates the creative process and understanding.
• Geographically dispersed users (or experts) can be convened to develop concepts that apply to different markets.
• The discussion can evolve over time, leading to exploration that is not typically possible in one-off, point-in-time projects.
• Clients can view the process and ensure probing questions are interjected as it proceeds.

For more information about these services or to request a meeting, please click here.