The Invoke Blog

The latest from inside Invoke...

What Is Descriptive Research?

Descriptive research is one of three basic types of research design. It is a quantitative research method that is considered conclusive and is used to test specific hypotheses and describe characteristics or functions. Descriptive research should have a clear and accurate research question/problem. Some reasons you would choose to conduct a descriptive research project are: To describe a certain group. For example: define a profile of heavy, light and none-buyers of carbonated soft drinks. To...

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What Is Qualitative Data?

Qualitative data definition Qualitative data is non-numerical data that is observed, descriptive, and subjective. It is related to characteristics and qualities rather than trends and statistics. Qualitative data is collected through qualitative research methods, which range from simple surveys to sit-down focus group discussions. Comparison of qualitative and quantitative data As discussed earlier, qualitative data is observed and subjective responses to certain stimuli. Quantitative data, on the other hand, is statistical, objective, and more defined than qualitative data....

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[Infographic] Media Consumption in the Time of Social Distancing

While 95% of Americans remain under instructions to stay at home, Invoke continues to try to understand how the dystopian reality that is the Covid-19 pandemic is impacting the consumption of streaming content. On March 30, 2020, we began conducting weekly asynchronous Invoke Pulse sessions. Week 1 results have already been published. Now we are publishing the results from week 2. The infographic below was derived from a series of reports that can be...

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How to Conduct a Focus Group

Focus groups are one of the main qualitative research methods utilized in market research, to help understand broader consumer opinions. They are small, intimate discussions led by a researcher to gauge reactions to a particular product in a group setting. As the name indicates, they are focused on a single topic. Discussions between participants are encouraged, and can provide deeper insights that more linear forms of testing might not be able to. Focus groups require meticulous...

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[Infographic] Perceptions and Effects of Covid-19 as it Relates to Media Consumption

With the spread of Coronavirus in the US, Invoke wanted to learn how the reality of the pandemic is impacting Americans. On March 30, 2020, we launched an asynchronous Invoke Pulse session with 102 online participants between the ages of 18-24-- the first in a series of studies of media consumption during the crisis. The infographic below was derived from a report that can be downloaded. It shows that although Americans are vitally concerned about potential...

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