STUDY ALL: Hewlett-Packard, Qualvu Study Shows Flexibility Means Uncanny Ability to Learn Students' Buying Habits

Top Quote The greater the ability to follow the natural inclinations and habits of the consumer, the better insights we gather. Innovative qualitative research trends and technology deliver better value only if they allow you to truly get into consumers' lives and get to know them in their element. On July 27th at 3 PM EST, Qualvu and Hewlett-Packard will challenge how you think about mobile research. End Quote
  • (1888PressRelease) July 28, 2011 - Denver, CO - Just in time for back-to-school, students have sent researchers back to school by driving home the point that it's not just technology that enables companies to learn about their buying habits, it's also the ability and flexibility to walk a mile in their shoes to experience the process they go through when deciding on major purchases for college.

    In a study that challenges the conventional wisdom, Hewlett-Packard and Qualvu partnered to accompany soon-to-be college freshmen as they considered, evaluated and purchased a computer and printer to take to campus. What made the study different, and the results more revealing, was that students weren't herded into using a specific kind of technology to record their responses to researchers' questions.

    HP and Qualvu will be presenting a webinar about the study Wednesday, July 26 at 3 p.m. EST. The webinar is free and can be accessed by registering HERE. Presenting the webinar are Sterling Jackson, research manager, America's Shopper Insights, HP, and Qualvu Founder and CEO John Williamson.

    "A flaw in many companies' approach to qualitative research is that they first settle on a research technology, then try to force it onto a study. HP's approach was to put technology second and consumers first, by allowing the students to use ways that were comfortable to them to share their purchasing journey. When research is more natural to respondents, it is more telling and valuable to the researcher, and HP hit a home run with this approach," Williamson said. "This is a case where innovation met intuition and the result was in-the-moment insight," he added.

    Williamson said the key to the study was being able to "look over the shoulders" of students as they went to stores, ordered online, or pursued other routes in their purchasing journey. "Not all customers take the same path when it comes to deciding on a purchase, so it logically follows that one size doesn't fit all for a research methodology employed to learn from those customers. And leading companies are realizing that and acting on that," Williamson added.

    Qualvu and Hewlett-Packard Present "Mobile Research Gets Real!"
    Don't miss a webinar that will challenge how you think about mobile research!

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