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Doing more with less: crossing the boundaries of qualitative research to increase business impact

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Doing more with less: Crossing the boundaries of qualitative research to increase business impact (by InSites Consulting and AirFrance KLM), presented at the ESOMAR Qualitative Congress in Amsterdam …

Doing more with less: Crossing the boundaries of qualitative research to increase business impact (by InSites Consulting and AirFrance KLM), presented at the ESOMAR Qualitative Congress in Amsterdam (NL) on November 7, 2012.

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Transcript

  • 1. CASE:My Transfer forAir France and KLM
  • 2. OBJECTIVE:Gain insight and develop new conceptsto optimize transfer services
  • 3. 3 phases1. Insightment2. Ideation & concept development3. Quantitative emotional validation
  • 4. Phase 1: InsightmentFinding new consumer insightsHow?• Multimedia ethnography: 39 frequent flyers report ‘live’ their transfer experience on a personal blog• Online research community: Discussing and shaping meaningful observations of the blogging stageResult?• 400 observations in text and pictures• 68 insights combined in 10 platforms
  • 5. Phase 2: Ideation & concept developmentIdea generation and concept developmentHow?• Ideation tool: 46 frequent flyers generate ideas based on the 10 insight platforms• Online research community: Discussing trends and improving ideasResult?• 450 ideas and comments combined in 32 new transfer concepts
  • 6. Phase 3: Quantitative emotional validationSelecting the best conceptHow?• Idea screener: 1269 Flying Blue members judge 4 selected concepts on traditional marketing and emotional KPIsResult?• Feedback to re-write the 4 concepts and develop the final proposition
  • 7. Doing more with less:It’s time to cross the boundariesof qualitative research
  • 8. Doing more with lessCrossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions
  • 9. Summary &Business impact
  • 10. SummaryDo more with less to increase the business impact of researchCross the boundary of time• Build on what you already know• Longitudinal nature of research communities generates better results, fasterCrossing the boundary of methods• Analyse qualitative data with a quantitative mind-set• Take advantage of (new) ways of measuring emotions implicitlyCrossing the boundary of professions• Use best practices of related disciplines like advertisement or journalism as researchers• Welcome consumers as co-innovators and co-researchers
  • 11. Business impactMobile transfer In-flight transfer Agent of the futureapplication video
  • 12. Doing more with lessCrossing the boundary of time Crossing the boundary of methods Crossing the boundary of professions