Adding value with qualitative research (viejito) by ri


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Adding value with qualitative research (viejito) by ri

  1. 1. Adding value withQualitativeresearch
  2. 2. Why do Qualitative research?• Brands have come of age – the equity transcends the product – communications need to understand that• Consumers have come of age – knowing, sophisticated, demanding• Researchers have got smarter – better at understanding the multi-dimensional nature of consumers For strategic decision making we need to understand the link between People’s needs, …..the equity, values and loyalty to and aspirations and... perceptions of clients’ brands 2
  3. 3. There is no magic bullet !!ad hoc research sensory evaluationadvertising testing semioticscategory trends Sources samplingcompetitor intelligence promotions analysis ofconsumer market dynamics projective techniquesconsumer servicesconsumers consumer product testing media analysis- media insight market performance info- trade- products information market observations market intelligence- events macro societal trendscustomer intelligence intuitiondemographics industry sourcesempathy groups food service marketing 3
  4. 4. Program not project! Basic idea is that qualitativeresearch is a continuous journey of Key point discovery into what makes the client’s consumers tick. Need to understand the idea of “Saying and meaning” - because the consumer neither always says what they mean, nor always mean what they say. 4
  5. 5. The consumer’s circle of life Conception Old age Development Adulthood Birth Rebellion Infancy Childhood 5
  6. 6. A brand life cycle Conception Decline Development Maturity Re-birth Launch Re-launch Infancy Growth 6
  7. 7. The qualitative ToolkitIn depth interviews Focus groups• An intensive “research • A classic qualitative research expedition” undertaken instrument with a broad range of uses, enabling with the consumer to researchers to “rub help gain a shoulders” with consumers sophisticated view of and use the group dynamic their individual wishes as a vehicle to gain insight and needs, while at the into the probable range of response within a target same time disclosing group their latent motives and • The key element here is the perceptions persuasiveness of an argument rather than the numerical superiority of opinion in one camp 7
  8. 8. The qualitative ToolkitCreative workshops Concept Factory• Flexible/time based. • “Concept Factory” is the name given to a modular system Enthusiastic, devised by RIQ to provide imaginative participants professional advice and support help us to build up a for marketing departments involved in innovative detailed, sophisticated processes. world of images and • The system offers a choice of values, using a wide modules which can be variety of psychological combined to suit individual marketing requirements. techniques • The Concept Factory consists of the following modules: – Consumer Immersion – Interactive Innovation – Concept Clinic 8 – Mix Clinic
  9. 9. The qualitative ToolkitConsumer Immersion Interactive Innovation• Consumer Immersion • Interactive Innovation is a gives marketing proven method for systematising and optimising executives a chance to the process of concept “rub shoulders” with development and problem consumers. This direct solution. Ideas are first contact with consumers developed by using the gives them the interactive synergies present in a group situation in opportunity to conjunction with other experience and explore creative techniques. In the consumers thoughts second stage of the process, and feelings, helping to these ideas are then develop a deeper examined for implementation potential. understanding of their 9 wishes and needs
  10. 10. The qualitative ToolkitConcept Clinic Mix Clinic• Concept Clinic is a tool • This method is designed to devised for the early stages support product of the innovation process. An development and interactive, process-oriented optimisation. In an approach helps clients interactive, process-oriented decide on one of a choice of procedure, in which options, taking consumer consumers also play a role, response into account. The a team of experts put intended marketing activities individual components are then optimised through together to form a marketing direct co-operation between mix which is then marketing, agency and continuously optimised market research throughout the research representatives. process. 10
  11. 11. The qualitative ToolkitProjective techniques Diaries, Photo Journals• Visualisation • Ask respondent to record thoughts and feelings in• Role play response to specific questions• Sentence completion posed by the researcher (typically over a period of a• Thought bubbles week)• Collages • Good t have them take pictures, tear things from magazines,• Personification download web pages, attach• Brand party ticket stubs, sales receipts and other records of activities• Brand Sight Gallery • All of the above help to bring• Story telling their words to life and help them to articulate difficult concepts• Cartoon drawing 11
  12. 12. Quick activity………………..Use the magazines provided to provide a photo montage ofwhat your group thinks about:• McDonalds• MicroSoftExplain why you chose the imagesOR• choose your own companyAsk the group to guess who the montage represents andwhy they say this before explaining your reasons 12
  13. 13. Consumer Contact Program• May - Habits and Attitudes study• June - Meal preparation• July - Shopping with consumers• August - Mystery shopper 1• September - Mystery shopper 2• October - Consumers & advertisements• November - One day in a consumer’s life 1• December - One day in a consumer’s life 2 A well planned process !! 13
  14. 14. Consumer Contact Program - 1• May - Habits and Attitudes Study – Visits to consumers’ houses and participation in the interviews – To know deeply one of the main tools of the category and to see first hand how consumers answer the questionnaire• June - Meal preparation – Deep interviews and observation of meal preparation routines in consumers’ houses – To be directly involved in consumer’s meal preparation 14
  15. 15. Consumer Contact Program - 2• July - Shopping with consumers – Observational activity at count line shelves – To know consumers’ behaviour at purchase moment• August - Mystery shopper 1 – Visit CTNs as clients – CTNs that our consumers usually go to – To know the latest recommendation of the sources of authority by talking to them 15
  16. 16. Consumer Contact Program - 3• September - Mystery shopper 2 – Visit major multiple as clients – To look for consumers’ insights by talking with other clients; to know reasons of going to multiple and the expectations towards ready- made products versus home made• October - Consumers & advertisements – Watch with consumers different kinds of ads – To know what is a good ad and a bad one in our consumers’ opinion within all product categories and our product category 16
  17. 17. Consumer Contact Program - 4• November - One day in a consumer’s life 1 – Target : Middle SEL consumers – To know different ways of life by sharing one day long with consumers• December - One day in a consumer’s life 2 – Target : Low income consumers – To know different ways of life by sharing one day long with consumers 17
  18. 18. Where is Qualitative research going?• Getting the client and the researcher closer to the consumer – naïve listening, observations, accompanied trips• Longer groups and in-depth interviews – allowing time to understand what makes respondents tick• More idea generation, more innovation in addition to research – may not even involve consumers 18
  19. 19. Where is Qualitative research going?• Unusual sampling – straight demographics are dead. Go for lifestyle, behaviour, attitude groups instead – more desire to locate highly creative and articulate consumers – web based• The “full report” for the client and researchers – track insights over time: revisit learning – within and across markets• Help clients consolidate their own disparate bits of knowledge into a cohesive overview – generate understanding and insight 19
  20. 20. Quick activity………………..Use the magazines provided as well as your own words toprovide a diary/photo montage of what you ate for dinneryesterday. Use this to describe:• what you ate, where, with whom, why you chose this• how did you feel during the meal•what could have made it better•what was fun and what was boring about the meal and whyExplain why you chose the images 20