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What is best way to engage customers who are not tech-savvy with respect to collecting their input?

0
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What is best way to engage customers who are not tech-savvy with respect to collecting their input?

technology
advisory board
Market Research
Badri Rengarajan
36 months ago

7 answers

2

In Lahore, some years ago, i was working with the Gates Foundation to figure out the attractiveness and messaging needs to for yellow rice, which contains precursors to vitamin A, and which can help reduce the changes for vitamin-deficiency caused blindness (absence of vitamin A).
The people in Lahore are not accustomed to computers, although by now, five years later, they all have cellphones.
We created a system which produced vignettes, combinations of messages. A local person who could read participated, reading the combination of messages, and getting a response from the respondent.The local person entered this into the computer. The entry could have been with faces rather than numbers
Recently, i moved on to an APP. People can simply hit the button and go through the study. But it does require reading, but not much technical savvy at all.
Gates work (5 years old):https://www.dropbox.com/s/ygmxl031f0y7sh9/Empathy.Experiment.Gates.Experiment.Full.Sept%2019.pdf?dl=0
APP work (current): https://www.dropbox.com/s/52cbb69jdwh3xrz/BiMilLeap..Report.Proposed.Report.Style.v4.pdf?dl=0
https://www.dropbox.com/s/5vib3i9hzr76rmo/Big%20Mind.Indira.Story.V7.pdf?dl=0

Howard Moskowitz
36 months ago
1

Are you asking how to do Market Research on something with consumers who are not tech-savvy? If so, we do this all the time with elderly people who are not easily able to use a computer to answer surveys online and may not be able to hear well for phone interviews. We will do face to face interviews at qualitative research facilities. Or sometimes they will also not be able to drive so we actually go to their homes to talk with them. Often observational/ethnographic research is done for us to "see" what their issues are. I have even experienced where we have someone at a research facility man the computer to enter the responses of an in person interview.

Dawn Houghton
36 months ago
1

The approach that you take to gain feedback from customers that are not tech-savvy will depend on the information that you obtain from them. If you are looking for information on habits or attitudes, where they can clearly articulate their responses, then you may be able to use remote methods such as surveys (mailed or online) or phone calls. If you are looking for information that is more subjective such as perceptions, then you may have to use in-person methods such as interviews or focus-groups.
Hope this helps!

Leigh Johnson, MBA, PMP
36 months ago
0

I agree that phone calls are likely a good option if direct, in-person observation isn't necessary (as Leigh mentioned). Usually survey work is pretty easy to outsource to more entry-level (read: less expensive) call centers where reps can pretty much just read off a script. This is a good way to quickly burn through large call lists.
Especially you're dealing with older age demographics, consider the impact different accents might have on the survey response rate and choose your staff accordingly. For better or worse this is often an issue.

Sean Anderson
36 months ago
0

Show and tell , best done in a face to face manner. But this question really is hard to answer without further details.

We once did a feedback with pediatricians. 0 was able to answer online surveys. We called them and asked to come in and showed them and told them what our product is. 100% feedback.

Vincent Villamil
36 months ago
0

I would say face to face when possible, if not phone calls or other offline events. Some online surveys (e.g. surveymonkey) are really user friendly even for not tech-savvy or live chats could be useful too.

Paolo Beffagnotti
36 months ago
0

Yes, I think it is important to "meet them where they are." For me, this generally means an on-site visit of some kind. People are more and more suspicious of phone interviews.

Beth McNamara, MSW
35 months ago

Have some input?