2K.2 Inc. - Social Responsibility

THE OFFER

The current "cool earth option" we offer our clients is rather simple.

For most of your qualitative needs and with today's online technologies, it is possible for you to reduce the time you travel on a typical 3 cities qualitative project by two thirds or more while also reducing the resulting impact on our atmosphere. And, for any project our clients select to conduct in the manner explained below, 2K.2 will estimate the amount of CO2 saved and offset its equivalent through renewable energy project, following the concept outlined previously.

THE PROCESS

This means that by selecting this method, you would actually be doubling the saving in CO2 otherwise emitted in the atmosphere.

In a hypothetical 3 cities qualitative project let's say n=30, and we are dealing with optimizing a visual aid, here's how it would work:

We start the first market with the traditional facility format where all the stakeholders attend. This step is important to ensure all are on the same page as well as obtain buy-in on the final outputs of the project.
The remaining 20 interviews will then be conducted via a phone/web combination where the respondents would be asked to be in front of their computer at the time of the interview. Through the computer, they will log into a platform shared with the moderator (plus any other willing listeners) so they can be exposed to the stimuli at hand.
An optional informal get together with you and your team is organized post fielding to review the highlights of the interviews conducted, to further solidify the buy-in into the final output as well as better shape the later. It also makes up for the missing "team bonding" can happens often during the traditional market research travels.

THE PROS AND CONS

The benefits are mutliple as you already have guessed:

Doubling the CO2 saving
Drastically reducing travel time, away from the family and office
Increasing access to higher level respondents who would otherwise not agree to come to a facility
Decreasing the likelihood of interviewing "professional market research respondents"
Interviewing the respondent in his/her own element thus allowing him/her a more comfortable environment where to freely say what's really on their mind
Speeding up in most cases fielding time

This approach has been tested and succesfully used time and again. However, it is usually not suitable for projects where stimuli is subject to frequent iterations. This usually entails the need for the working team to physicially be together. But it is perfectly suitable for most other types of qualitative research

Call us to discuss. We'd gladly welcome the opportunity to discuss your questions/comments on this approach and its benefits; whether it would be in the context of a specific project or just generically as food for thought for the future.

Be sure to check back soon for new and exciting ways to help cool the earth.