QandR @ ESOMAR Fusion 2019

    Market research professionals from all over the world came together at ESOMAR Fusion in Madrid, diving deeply into the struggles and success stories of qualitative research and data science. Our launching customer Motivaction demonstrated their research methodology VisualFocus, which plays a pivotal role in QandR’s customisation for the qualitative research market. Below a recording of this demonstration.

    © ESOMAR Fusion 2019 in Madrid

    During the session, Margré Nijkamp and Roos Thijssen, both qualitative researchers at Motivaction, actively involved around 60 participants in a discussion on an arguably awkward Dutch candy called liquorices. The candy was tasted on the spot, which added to the playful, yet powerful nature of the presentation (see this video fragment). In the viewer below you can browse through the visuals that the people in the room created together, containing Polls, Pointers, Wordclouds and Gradings.


    Fusion visitors were quite impressed with the way QANDR involved them in the subject, and the hands-on presentation stood out in an otherwise very conceptual crowd.

    During the discussion afterwards Motivaction reflected on the way they integrated QandR into their focus group session:

    We use this method in almost every focus group, because of several reasons:
    1) It is fun to work like this and helps us to easily get some focus points for starting the discussion
    2) We can also easily transfer the outcomes (visuals) into our reports
    3) Respondents like to participate in focus groups where we use this method, as well as our clients

    Margré Nijkamp, manager Innovation Lab at Motivaction

    It is all about learning by doing. If you start using it you will see it is a very fun and easy tool to use. That is very important, especially for qualitative researchers, who are in general not such a fan of all these new technologies and data, it is about learning by doing.
    Roos Thijssen, qualitative researcher at Motivaction

    If you like to try out QandR, please request a demo or call Rutger Rozendal on +31 (0)20 2401145.

    The video was recorded by ESOMAR during the Fusion event in Madrid and they kindly gave us permission to publish it in support of this article. ESOMAR Fusion is a place where startups in the field of market research get a chance to show to show their innovations. A complete video archive of the event is available to ESOMAR members.