How to: Mapping Research to Objectives

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  • 1. Research MethodologiesTargeted Approach for Different Objectives
  • 2. Who We Are 2 NEW PRODUCT IDEATION Innovation Process Ideation Sessions Customer Advisory BoardsWe help companies connect with PRODUCT EVALUATION CONCEPT EVALUATION Qualitative Research & VALIDATIONcustomers to create and deliver Customer Sat Studies Market & Competitive Analysisclear and compelling products, Customer Advisory Boards Qualitative Research Quantitative Studiesservices, and messaging. We help Customersto define the right products andalso talk about them in a waythat makes sense. PRODUCT LAUNCH Process Mapping   Customer Experience Programs  Operations & Support Planning PRODUCT DEFINITION MRDs & PRDs Business CasesWe engage customers Customer Researchthroughout the product lifecyclewith a variety of research PRODUCT POSITIONINGtechniques. EXPERIENCE DEFINITION & MARKETING Customer Touchpoints Messaging & Positioning Interaction Interfaces Product Naming Usability Optimization Product Collateral
  • 3. Types of Customer Research 3• Qualitative Research – Telephone Interviews: One-on-one In-Depth Interviews – In-Person Interviews: One-on-one or Triad – Focus Groups – Ethnographies – Customer Summit – Customer Advisory Boards – In-Store Research• Customer Insights Portal• Quantitative Research• Workshops – Ideation – Innovation• Secondary Research – Market / Industry Analysis – Competitive Analysis
  • 4. Research Targets 4• Typical Clearworks Client Testing Objectives – New product or service concepts – Messaging and positioning – Service delivery & process – Customer Experience/Usability – Creative – Purchasing behaviors/drivers• Who We Talk To – External Customers – Internal customers, employees, partners, etc – International capabilities including in-country language and translation as needed• Markets – Kids/Teens/College students – Parents – IT and other Technology Executives – Enterprise – SMB/SOHO – Utilities/Government/Analysts – General Consumer – Luxury• Global capabilities and experience conducting research in North America, EMEA, APAC and Latin America
  • 5. When to Use Research Tools
  • 6. Telephone InterviewsOne-on-One 6What it is When to Use It What it Includes• A formal, objective research This approach is best used to: • Screener & discussion guide approach development• In-depth moderated • Gain individual input and • Recruitment of participants interviews conducted by a feedback (both consumer & research moderator • Gather in-depth input on enterprise)• Conducted via Telephone concepts, creative, features, • Participant incentives (for• Length: 45 minutes-1 hour marketing messages non-customers)• Recommended # : 12-20 marketing, channel, • Professional research interviews depending on requirements, etc… interview moderation objectives • Reach participants that are • Concept presentations via• Recommended Markets: geographically dispersed the web if needed Geographical Mix • Gather input from • Recorded audio of each customers, non-customers interview /prospects, partners, • Interview notes employees, etc… • Report including synthesis, • Cost effectively capture voice analysis, implications, and of multiple customers recommendations
  • 7. In-Person InterviewsOne-on-One or Triads 7What it is When to Use It What it Includes• A formal, objective research This approach is best used to: • Screener & discussion guide approach development• Live discussion moderated by • Gain input and feedback • Recruitment of participants a research professional from small groups or (both consumer &• One to three individuals per individuals enterprise) session • Conduct usability and in • Participant incentives (for• Conducted in a focus group depth user non-customers) facility with two way mirror experience/prototype testing • Facilities planning or room with a separate • Target geographically • Professional research client video feed concentrated participants moderation• Length: 90 minutes / session • Gather input from • Recorded video of each• Recommended #: 10+ triads customers, non-customers session; optional live client or one-on-ones depending /prospects, partners, video feed on objectives employees, etc… • Report including synthesis,• Recommended Markets: 2 analysis, implications, and Minimum recommendations
  • 8. Focus Groups 8What it is When to Use It What it Includes• A formal, objective research This approach is best used to: • Screener & discussion guide approach development • Gain group input and• Live discussion moderated by • Recruitment of participants feedback a research professional (both consumer & • Understand a group dynamic• Can include interactive enterprise) • Allow participants to exercises, presentations, etc • Participant incentives see/feel/touch prototypes or• Conducted in a focus group • Facilities planning including other stimuli facility with two way mirror two-way mirror for client • Reach participants that are or room with a separate viewing geographically concentrated client video feed • Professional research • Gain input from customers,• Session Length: 90 minutes moderation non-customers /prospects,• # of participants: 6 - 10 • Interactive exercises, static partners, employees, etc…• # of groups: 4+ groups; and video presentations minimum 2 per city; • Recorded video of each depending on research session; optional live client objectives video feed• # of markets: 2 Minimum • Report including synthesis, analysis, implications, and recommendations
  • 9. Ethnographic Research 9What it is When to Use It What it Includes• A formal, objective research This approach is best used to:• Screener & discussion guide approach development• Live discussion and • Gain individual input and • Recruitment of participants observation moderated by a feedback from customers (both consumer & research professional where they work / play to enterprise)• In the participants “habitat”, understand how things occur • Participant incentives ie home, place of business, naturally in their • Scheduling of research where they play environment session• Generally 2 hours • Observe customer behavior • Professional research• 8-12 ethnographies first hand moderation and observation depending on objectives • Gain input from customers, • Recorded video session• Typically individual but can non-customers /prospects, (must be approved by include groups partners, employees, etc… participant) and / or static• Session Length: ~2 hours pictures • Report including synthesis, analysis, implications, and recommendations
  • 10. In-Store Research 10What it is When to Use It What it Includes• A formal approach to talking This approach is best used to: • Discussion guide and/or to customers survey development• Utilize in-store researchers • Collect feedback at the point • Nationwide footprint of across the US to target of sale researchers customers at the point of • Get immediate reactions • Report including synthesis, sale while the customer is “in the analysis, implications, and• Can be used to mystery shop, experience” recommendations do intercepts, demo days, etc • Gather feedback from lots of• Can be used for customer customers in lots of locations feedback on products, sales people, retail experience, etc
  • 11. Quantitative Research 11What it is When to Use It What it Includes• A formal approach to talking This approach is best used to: • Objectives and strategy to customers • Survey development • Size a market• Questionnaire/survey with a • Partnership with quantitative • Gather data on a quantitative large number of customers research firm for panel, level• Typically online, but could be survey development, • Test prototypes, messaging, a live intercept programming, analysis creative • Report including synthesis, analysis, implications, and recommendations • Data tables
  • 12. Customer Summit 12What it is When to Use It What it Includes• A formal, objective research This approach is best used to: • Recruitment planning approach • Gain in-depth group input • Discussion guide• Live workshop moderated by and feedback development a research professional • Use interactive and • Development of interactive• Includes interactive innovative exercises to elicit exercises exercises, presentations, etc input and feedback from • Optional recruitment of• Typically at a nice hotel or participants participants if required office conference room • Allow participants to • Facilities planning at hotel or• Session Length: ½ Day to Full see/feel/touch prototypes or office conference room Day other stimuli • Professional research• # of participants: 8 - 15 • Build relationships with moderation• # of summits: 1 per customers; a “thank you” • Optional recorded video of geography depending on • Reach participants that are each session research objectives and geographically concentrated • Report including synthesis, customer concentration • Typically used to gain input analysis, implications, and from customers rather than recommendations prospects due to the relationship building aspect
  • 13. Customer Advisory Board 13What it is When to Use It What it Includes• Ongoing group/membership This approach is best used to: • Program• Includes live meetings, Development/Design • Gain in-depth customer input conference calls, customer • Recruitment planning and feedback portals and other ongoing • Professional facilitation • Develop an ongoing engagements • Ongoing reporting from the relationship and inputs from• Discussions typically various sessions that includes select customers moderated by a facilitator synthesis, analysis, business • Build relationships with• Customers not prospects implications and customers; a “thank you” recommendations • Retain ongoing groups / membership
  • 14. Customer Insight Portal 14What it is When to Use It What it Includes• Online tool can be used in a This approach is best used to: • Research campaign design closed or open environment and development • Gain customer input and • Customization of the online• Allows interactive feedback on specific tool to your look and feel engagement amongst concepts, features and ideas • Seeding the tool with “ideas” research participants • Gather and spark new ideas • Managing the campaign• Leverages power of from customers • Recruiting people to the idea/innovation tool for • Start to prioritize ideas, campaign voting, connecting concepts and features based • Data, reporting and analysis,• Capture feedback over on customer feedback and including business course of time “voting” implications and• People come on their own • Reach a diverse and global recommendations schedule and post artafacts audience• New concepts or features to • Reach a younger generation test can be presented as that reacts well to online ideas; participants can vote environments and get them on ideas, add new ideas, to open up comment on ideas• Customers, prospects, internal employees, etc
  • 15. NEXT: Research Case Studies
  • 16. Research Case StudiesResearch Type: Merchandising and Messaging In-Depth Interviews 16 Client Industry Problem to Solve Research Results • Identified new affluent • Determine best practices for selling high target market end audio • Developed a best practices • Identify messaging and positioning that guide for resellers to use to resonates increase sales Luxury home • Identified branding and • Determine key purchase drivers and theatre and messaging challenges and gather insights about sales cycle and car audio made recommendations on purchasing behavior • Determine luxury bundle opportunities changing messaging to • Identify sponsorships, events, other best reach the new target practices for reaching the target for this • Identified new market high end home theater equipment channels and strategies to reach the target audience
  • 17. Research Case StudiesResearch Type: Purchase Driver and Messaging Interviews, Groups andEthnographies 17 Client Industry Problem to Solve Research Results • Understand the process and decision- making factors consumers use when shopping for plans • Recommended new • Determine key messaging that resonates messaging, collateral, and • Understand the underlying needs and advertising strategies motivations when choosing services • Mapped sales process and • Understand the awareness and identified key customer Consumer consideration of client as a provider vs. the touch points and Wireless Data competition opportunities for Services and • Understand sales channel dynamics and messaging and awareness Handsets determine the preferred channels campaigns • Understand consumer perceptions of • Identified lifestyle bundles vs. a la carte pricing on higher-end motivators for various devices target segments • Understand the sales process, specifically, • Identified consultative sales the role consultative selling plays technique that resonates • Understand how to optimize the in-store best with customers experience
  • 18. Research Case StudiesResearch Type: Product Roadmap Focus Groups 18Client Industry Problem to Solve Research Results • Drive product direction for new browser and search product • Identified 2 leading • Generate user insights and actionable prototype concepts to be input to impact roadmap and prioritized for development development efforts • Identified features and • Learn how people use internet functions to be prioritizedInternet/Search in development functionality • Gather user reactions that can help fine • Flagged 2 concepts that tune the user functionality using a were of minimal interest to modified “product box” technique customers and prospects • Test user interest in prototypes and put them at a lower • Gather participant reaction to several development priority potential product names
  • 19. Research Case StudiesResearch Type: Concept and Messaging Testing Focus Groups 19 Client Industry Problem to Solve Research Results • Prioritized features that were most • Validate new PC service concept important and valuable to the target • Identify optimal product feature market mix using “Buy a Feature” • Identified go-to-market messages Security technique that resonate with two key customer Software • Identify what is compelling or segments confusing about the new service • Identified key service differentiators • Test messaging and messaging • Determined “best” benefit for the new service launch statement for target markets • Identified best marketing vehicles to reach the target market
  • 20. Research Case StudiesResearch Type: New Product Development & Concept Validation Focus Groups 20 Client Industry Problem to Solve Research Results • Determine opportunity for a • Determined that the original content new online product (focus on focus of the product concept was not 6-10 year olds) as well received as other types of • Determine unmet needs in content; used results to ideate new communication between kids concepts and family members • Developed new concept that was well • Ideate and generate new received in research Online product concepts for testing • Identified and prioritized most valuable • Test new concepts and feature set for the new product determine what the ideal • Identified that target segment is the product should look like in appropriate age for the product terms of features, functions, concept business model • Identified areas to motivate • Determine the ideal kid target engagement by the target segment market that is the "sweet • Determined the “willingness to pay” to spot" for the product feed into business model development
  • 21. NEXT: Innovation GamesExamples of New Research Techniques
  • 22. What Are Innovation Games®? 22• Proven techniques for working with groups ― Customers, partners, sales teams, etc.• Used to gather feedback and input ― Creating innovative products and services ― Idea generation ― Gathering and prioritizing feature and functionality requirements• A means of fueling innovation by understanding what your “customers” really want• Use fun, interactive game playing to get people to think creatively ― Activity based ― Role play ― Facilitated ― Observed and documented• Rich feedback without boundaries and constraints• 12 games each with unique goal, activity, output• Varied level of preparation, scalability, and back-end analysis• Can be used in a variety of settings – focus groups, summits, advisory boards
  • 23. What Makes Innovation Games® Unique? 23• Game playing provides a relaxed environment for participants• Utilize verbal, written, visual and non-verbal forms of communication providing clients with rich feedback• Uncover previously unknown market needs; learn what you didn’t know that you didn’t know – the heart of true innovation
  • 24. Innovation Games© 24• Innovation Games© is a toolkit used to uncover previously Prioritizing Features unknown market needs A top company in the security – Learn what you didn’t know that software space was preparing to you didn’t know – the heart of launch a new service. They engaged true innovation Clearworks to test the service and its features prior to launch. Through the• Set of 12 creative & energizing “Buy a Feature” Innovation Game, exercises designed to gather customers negotiated the service’s and prioritize feature and most important and valuable functionality requirements features, providing valuable prioritization and other insights and• Provides a creative & relaxed input to the product development and launch efforts. environment for participants through the use of facilitated games and role playing• Can be used in-person or online
  • 25. Why Clearworks and Innovation Games® 25 Why Clearworks Uses Innovation Games Clients are looking for additional ways to spur innovation Innovation is key to the product development lifecycle Help clients gather and write better requirements Clients value the process of playing the games, as well as the outputWe do a lot of workshop facilitation, the games are an effective tool we can use
  • 26. NEXT: Clearworks Research
  • 27. What You Get With Clearworks Research 27• Our team works directly with clients to develop a research strategy for each project – Custom research strategy designed to meet specific objectives – Develop and tailor innovative exercises to creatively generate rich input and feedback – Leverage team expertise in product management to act as a trusted advisor on all research• Included with all focus group projects, Clearworks provides: – Kick-off call to strategize and refine what you hope to learn from the study – Screener & discussion guide development – Recruitment of participants (both consumer & enterprise) – Participant incentives – Facilities planning including two-way mirror for client viewing – Professional research moderation – Interactive exercises, static and video presentations – Recorded video of each session; optional live client video feed – Report including synthesis, analysis, implications, and recommendations – Full project management
  • 28. Why Clearworks for Research 28• Product managers with marketing research expertise ; understand products, technologies, business models, and strategy in addition to research• Ability to quickly understand products, services, and technologies and provide immediate value, requiring little direction• Full service research including project management requiring little time and involvement from the client team• Flexible, able to quickly generate quality results in a short timeframe• Develop strategy, screener, discussion guides, and reporting with business implications; not just research facilitation• In-depth analysis and actionable results on all research projects – not just data• Nationwide recruiting delivering consistent, high quality recruits for any target market• Proven track record working remotely with clients around the globe• Global experience and partners that assist with local language and translation• Innovative and creative techniques for generating customer feedback
  • 29. Our Research Clients 29
  • 30. Client Testimonials 30"The Clearworks team did an incredible job generating insightful feedback in their bestpractices research study for our top of the line audio brand. Their thorough analysis anddetailed recommendations are driving some important changes to our business andmarketing initiatives." Mike Angiletta, VP of Strategic Marketing, D&M Holdings Company“Clearworks developed a tailored research strategy to achieve deep customer insights thatwere vital to our positioning and message development, and subsequently helped us tocreate powerful, customer-focused collateral.” Mark Culpepper, Vice President, Marketing, SunEdison “The Clearworks team does an excellent job helping us incorporate the voice of thecustomer into our services, process and messaging. They take a creative approach,tailoring a variety of research techniques to different audiences and objectives to generaterich insights.” Catherine Moon, Director of Services, Symantec“Clearworks conducted a series of new product focus groups for us. Based on that work,we hired them for another project and plan to use them until we get our series of productslaunched. The teams performance and results in their first project established credibilitywith the top management of our group and they are now considered a regular part of theteam.“ Amy Huson, VP of Product Management , Plantronics