DECISION MAKING IN THE MODERN FAMILY EXPLORED IN NEW STUDY
June 23, 2015
New research by The Family Room LLC, FocusVision and Lightspeed GMI utilized an integrated approach with both quantitative and qualitative methodology
Stamford, CT – June 23, 2015 – Today marked the first in a series of explorations of a market research study by The Family Room LLC on the decision-making patterns of United States families. The study, which united both quantitative and qualitative technologies through research company FocusVision, was based in ground-breaking methodology which helped humanize quantitative data with instant qualitative responses, among other approaches. A new white paper covering this integrated process was released today, entitled “Introducing the Modern Family Report: Melding Quant and Qual to Reframe Our Understanding of Modern Families.”
“When we set out to do this study, we wanted to provide entire families with the tools to tell us how they think, feel and act in the moment,” said George Carey, founder and CEO of The Family Room. “With the FocusVision platform we were able to engage multiple family members in their own environment.”
Understanding the drivers and dynamics of today’s family required a unique approach to research. The combined power of FocusVision’s quant-qual research technology was uniquely positioned to capture this type of data. A comprehensive sample provided by Lightspeed GMI covered core family groups from the Millennial and Gen X generations, with a mixture of general population, Hispanic and African American family groups.
This initial white paper covers the fusion of the quant-qual methodology in detail, showing how a multi-method approach provides new insights into the realities of modern families. While the qualitative data provided the power of the human element, the quantitative research provided a depth of evidence to back up findings. The two types of research worked in tandem to provide a unified narrative exploring decision making within the family.
Discoveries made during the research will be covered in a series of releases over the next few weeks, including a full study on the family decision-making insights garnered from the research to be released in late summer of 2015. Today’s paper, “Introducing the Modern Family Report: Melding Quant and Qual to Reframe our Understanding of Modern Families,” can be found in its entirety here: http://www.lightspeedgmi.com/wp-content/uploads/2015/08/LightspeedGMI_WhitePaper_QuantQualModernFamilies_2015.pdf
About The Family Room LLC
The Family Room is a strategic research and brand innovation agency that unlocks growth with millennial families through an advanced understanding of family decision making. The company offers a complete assortment of qualitative, quantitative, and syndicated research tools specially calibrated to the unique challenges of studying youth, moms and dads. The Family Room helps brands to restore, renew, and renovate to meet the needs of modern families. www.familyroomllc.com
About Lightspeed GMI
Lightspeed GMI is an award-winning global digital data collection enterprise. Founded in 1996, its innovative technology and proven sampling methodologies deliver operational excellence throughout the online research process. With more than 5.5 million online research respondents in 45 countries, Lightspeed GMI’s proprietary panels deliver unparalleled quality, capacity and targeting. Headquartered in Warren, New Jersey, Lightspeed GMI is part of the Kantar, the data investment management arm of WPP, the world leader in marketing communication services. www.lightspeedgmi.com.
FocusVision is the leading global provider of qualitative and quantitative technology solutions to the market research industry, providing an online survey platform, research facility video streaming, webcam focus groups, ethnography streaming and mobile device usability studies. Our services allow research professionals to engage with respondents in any place, at any time. FocusVision has more than 300 employees and offices in the US, the UK, Bulgaria, Brazil, Australia and Singapore. www.focusvision.com @focusvisioninfo
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