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Qualitative Apps – something new and blue...

Qualitative Apps – something new and blue...

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I’ve been reading a book called Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne. It’s all about creating new markets rather than competing in over-crowded territories.

The book says you get to swim in these nice, clear blue oceans when you cut costs/ build in profit and offer one very clear improvement/ benefit for customers in your chosen category.

Pure Gym is an example of a Blue Ocean business. Pure Gym offers a rock-bottom monthly charge by stripping out all the extras you get with traditional gym membership (things like pools, coffee shops, health and beauty). They also have used technology to be more efficient – you can book classes on-line and they’re open 24-7 – you use a pass-code to gain access to the gym. They’re doing it cheaper and differently – they are a Blue Ocean business…

From my experience qualitative apps (mobile ethnographic apps) offer Blue Ocean prospects too. By giving respondents an app where they can voice record, video and photo their daily experiences and share them with other participants, we have, at last, access to in situ experiences. I’ve been using the Visionslive app and I’ve got out more detailed insight, and more insider evidence, more moments of truth and charm than ever before.

The technology is reasonably priced too, so clients can have more for less – because we can dive deeper and further, and because we can tell the data is reliable and ‘truthful’ too.

I think that adds up to a Blue Ocean in qualitative research…

kath-handonheart

Kath Rhodes, Qual Street Owner

I love love learning and so I invest time and resources with Ambreen and Claire into exploring social psychology, neuro science, creativity and new techniques in research. Read all about it and help yourself to the ideas that will deliver your business the insight it needs

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@Qualstreet on 17 March 2023