Analysis and report writing by ri


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Analysis and report writing by ri

  1. 1. 2001Analysis and Report Writing, Slide No 1
  2. 2. Course Content Where analysis begins How it proceeds through fieldwork Structuring the report pre-analysis Formal analysis  team sessions  content analysisAnalysis and Report Writing, Slide No 2
  3. 3. Content What are we looking for?  how should we search?  where shall we find it? Some conceptual frameworks Research analysis tools Purpose of a report Various types of report Guidelines on report writingAnalysis and Report Writing, Slide No 3
  4. 4. Where Analysis Begins Interrogating the brief Understanding as much background as possible  category (product and advertising)  previous research projects  reason for the brief  client issues Organising the data Generating some hypotheses (non-prescriptive)  matching methodology to allow them to be explored  building them into the discussion guide And constantly ask yourself “so what?”Analysis and Report Writing, Slide No 4
  5. 5. Background and Organising the Data What happened in the groups? Experience ofof other projects Experience other projects Information exchange with other colleagues What does it all mean? what you know desk research How can we use it? already encyclopaedias Within the context of: key variables (age, sex , lifestage, involvement etc) background information client briefAnalysis and Report Writing, Slide No 5
  6. 6. Background and Organising the Data TRANSCRIPTS VS NOTES For quick turnaround:  use notetaker’s notes listen to tapes  make notes, observations, useful verbatims researcher sends out first groups for transcription and makes notes from others For longer turnaround:  as above, but option to send all tapes out for transcription too costly in exec time to transcribe in-house Always cost in notetaking/transcription as part of overall costs WHY DO WE NEED NOTES AND QUOTES? Moderator can be more process orientated than context aware Moderator has selective perceptions only Client needs substantiationAnalysis and Report Writing, Slide No 6
  7. 7. Background and Organising the Data CODING BY MATRIX DISCIPLINE!  Summarise findings within main headings by group/by country either by grid or by heading  easy reference, order and synopsis GROUP 1 GROUP 2 SUMMARY Concept A First reactions Key benefits Communication Involvement  highlights commonalties and differencesAnalysis and Report Writing, Slide No 7
  8. 8. Background and Organising the Data OTHER METHODS - big sheets - “chop job” (sorting notes/transcripts) - card index system - flip charts - computer chopping - some people use computer word recognition software - we tried them and found them wantingAnalysis and Report Writing, Slide No 8
  9. 9. How Analysis Proceeds Through Fieldwork Download ideas Take active Constant interrogation Pilot Fine tune analytical of the brief through notes fieldwork Use some consistent Start analysis while tasks ‘hot’ Make time/space for creative leapsAnalysis and Report Writing, Slide No 9
  10. 10. Structuring a Report Pre-Analysis Client Discussion Objectives Guide 4 8 : New Angles Logical Report Corporate Style Structure Tailored to client needsAnalysis and Report Writing, Slide No 10
  11. 11. Formal Analysis Team sessions Individual Content Analysis Our purpose in analysis is sifting, sorting and making sense of consumer insight as it relates to the client’s objectiveAnalysis and Report Writing, Slide No 11
  12. 12. What are We Looking for? Client Objectives Consumer Insight Inspiration c DirectionAnalysis and Report Writing, Slide No 12
  13. 13. How Should We Search? beyond the obvious The obvious Make something of the intensityAnalysis and Report Writing, Slide No 13
  14. 14. How Should We Search? GOOD OUTPUT GREAT OUTPUT Thorough All this + Involved  Creativity Representative  Marketing problem Good sense solving  Breadth  Compelling deliveryAnalysis and Report Writing, Slide No 14
  15. 15. Where Shall We Find It? Watch Study Trial and experienceAnalysis and Report Writing, Slide No 15
  16. 16. Remembering What Consumer Responses Do and Don’t Do 8Responses don’t usually give you the conceptual frameworks 4 They do give you clues about the dimensions of frameworks, e.g.:  indulgence vs worthiness  consonance / dissonance with brand image  user-centred / product centred proposition 4 They do give you indications of where the problems lieAnalysis and Report Writing, Slide No 16
  17. 17. Some Conceptual Frameworks and Distinctions Credibility, Relevance, Distinctiveness Form, Content Attribute, Benefit Position in the Cultural Register User Values, Product Values Literal, ReferentialAnalysis and Report Writing, Slide No 17
  18. 18. Credibility, Relevance, Distinctiveness DISTINCTIVE RELEVANT CREDIBLEAnalysis and Report Writing, Slide No 18
  19. 19. Relevance and Credibility The two boundaries we are examining in ‘Concept Testing’ Relevance  broadly synonymous with desirability, and operates at sector, or generic, level Credibility  believability, operating on two possible levels  generic (sector), that such a product can exist;  brand level, that the particular brand in question can be as suggestedAnalysis and Report Writing, Slide No 19
  20. 20. Relevance and Credibility Example Canned lager without the metallic taste Canned lager with a fuller flavour Canned lager with a bit more strength Canned lager that gives you X-ray vision Canned lager that has less gas Canned lager that fits under the bed Canned lager brewed specially for the can Canned lager that refreshes more than others Canned lager that’s for tall people Canned lager that tastes like draught Canned lager that’s not Australian Relevant? Credible?Analysis and Report Writing, Slide No 20
  21. 21. Attributes ‘Actual’ ‘Associative’ Product What is it (sector) What is it like… (user experience)* What it’s made of How it’s made Many attendant Who makes it images and Where it’s made associations * Where it originates from Philosophy/value cluster * Usually physical attributesAnalysis and Report Writing, Slide No 21
  22. 22. Attributes ‘Actual’ ‘Associative’ User Who uses it/buys it How do they use it Many attendant Why they use it  benefits images and associations § Usage When it is used Where it is used Many attendant With whom it is used images and How are the users when they use it associations § § Projective technique territory! Images, associations, stereotypes, anthropomorphisms, popular myths and misconceptions, fantasies. In short, the ‘left brain baggage’ that comes with each ‘actual’ attribute.Analysis and Report Writing, Slide No 22
  23. 23. Position in the Cultural Register What is the sector or brand’s position in the grand sweep of things? Its position will in part, determine how it may be talked about (serious, ‘realistic’, light-hearted, fantastical, etc.) As a result of its associations, a brand or sector will have upper and lower limits to its position.Analysis and Report Writing, Slide No 23
  24. 24. Position in Cultural the Register What is it ? Whence it comes? What’s it like? How it features in phrases, quotations, stories, songs, sayings, folklore Put the brand in universal perspectiveAnalysis and Report Writing, Slide No 24
  25. 25. User Values, Product Values Inner-directed Outer-directed (product referential) (user or occasional- referential) Packaging updates are frequently done to increase user-value levels.Analysis and Report Writing, Slide No 25
  26. 26. Literal-ness Literal Figurative / Representational Different product fields will show different general conventionsAnalysis and Report Writing, Slide No 26
  27. 27. Advertising Research Creative Development Research Needs Sensitive Tools...Analysis and Report Writing, Slide No 27
  28. 28. Stages of Advertising Development Strategy Development THE BRIEF Creative Development THE ADVERTISING Campaign Monitoring & EvaluationAnalysis and Report Writing, Slide No 28
  29. 29. Stages of Advertising Development The Advertising Strategy Development Creative Development Understand the Market The Experimental Advertising Users The idea Usage The execution Attitudes The achieved communication Purchasing (The strategy) The role of brands Brand positionings Brand Images Advertising conventions Packaging conventions The Creative Response The Brand The Strategy The Creative BriefAnalysis and Report Writing, Slide No 29
  30. 30. Intended Message Synopsis (IMS) Good as discipline Not a ‘concept’ for showing in groups Subject and predicate form E.g. “Smash, the modern sensible convenience mash”.Analysis and Report Writing, Slide No 30
  31. 31. Good Things to Identify Clearly (By Interrogating the Ad) Central Creative Idea Story Line Structure Creative Vehicle Brand Role in Story Viewer Relationship with Story Brand Relationship with Viewer Viewer Takeout (Received Message Synopsis) Received Story Significance Equate this with the Intended Takeout (Intended Message Synopsis)Analysis and Report Writing, Slide No 31
  32. 32. Vehicle (Central Creative Idea) This is quite often a metaphor (extended into story form) for the communicative content illustrating:  brand-derived benefits or  the ‘problem’ the brand is presented as solving It most often works connotatively, and may also convey secondary communications (some of which of course may be unintended and unhelpful)Analysis and Report Writing, Slide No 32
  33. 33. Isolate the Vehicle! Good questions to ask when attempting to isolate creative ideas are:  “What is the name of the activity?”  “Who is engaging in it?”  “Why?”Analysis and Report Writing, Slide No 33
  34. 34. Connotive, Denotive Received MessageWhat the ad is required to convey What the viewer is STRATEGYsupposed to take out What the viewer is supposed to (DETERMINED BYthink/feel about the brand AGENCY/CLIENT) INTENDED MESSAGEWhat is indicated about the brand. Frequently denotive(product sequence, end-line). SYNOPSIS (COMMUNICATIVE CONTENT) RECEIVED MESSAGEThe form in which the communicative content is conveyed. SYNOPSISThis is, quite often, a metaphor (extended into story form) VEHICLEfor the communicative content, for brand derived (RMS)benefits or for the ‘problem’ the brand is indicated as (CENTRAL‘solving’. Works most often connotatively, and can also CREATIVE IDEA)convey secondary communications.Secondary communications tone, mood, feel, brand EXECUTION‘attitude’ … Impact, memorability, involvement, humour, & EXECUTIONALlongevity (wear-out) Usually works connotatively. DETAILSAnalysis and Report Writing, Slide No 34
  35. 35. The Ad’s ‘Value Centre’ or Orientation Product-centred User values-centred User Values I  shown user models  shown behaviour  shown usage environment User Values II  shared (by ad structure)  brand-in-conspiracy model  often humour about user type, model types, behaviour, advertisingAnalysis and Report Writing, Slide No 35
  36. 36. Apparent Authorial Stance (The deep-structural relationship) Perceived as sharing/ on a ‘level’ or  perceived as patronising Good questions to ask are:  “What kind of people do you think wrote this advertisement?”  “What do you think they think of the intended viewers?”  “What would the viewers think of them if they met socially?”  “How well do they understand the viewers?”Analysis and Report Writing, Slide No 36
  37. 37. Valuing  The brand as ‘valued thing’  People’s relationship with it, either/both:  behaviourally  attitudinally  Is the brand seen to be ‘valued’?  when? where?  how? by whom?  why?  How do consumers feel about the people doing the ‘valuing’?  How do consumers feel about why they value it? (Remember: Relevance, Credibility)Analysis and Report Writing, Slide No 37
  38. 38. “Who?” is Asked by the Human Mind Before “How?” WHO? HOW? IDENTITY DISPOSITION Person Attitude Subject Orientation Context Demeanour Environment Belief Situation Opinion Surroundings Behaviour (LIKE I AM) EMOTIONS FEELINGS (LIKE I FEEL)Analysis and Report Writing, Slide No 38
  39. 39. Relationship with Message or Proposition (R.M.S.) Adopted (internalised) proposition vs Perceived intentionAnalysis and Report Writing, Slide No 39
  40. 40. Relationship with Creative Idea (Viewer Relationship with Story) Shared fantasy* vs Rejected reality *Usually well cued early in ad (Remember: Apparent Authorial Stance…)Analysis and Report Writing, Slide No 40
  41. 41. Purpose of a Report A record A reference guide The physical evidence of your skill Marketing-friendlyAnalysis and Report Writing, Slide No 41
  42. 42. Types of Report Full written report with verbatims Summary report Slide document with annotations Video report (filmed debrief or comprised of editing from groups) Management summary (1-5 pages) Other methods will emerge as technology permits  multi-media reportsAnalysis and Report Writing, Slide No 42
  43. 43. Guidelines on Report Writing I. Introduction Synopsis page with all key reference points 1.1 Background 1.2 Objectives and Action Standards 1.3 Sample 1.4 Approach / Methodology 1.5 Stimulus MaterialsAnalysis and Report Writing, Slide No 43
  44. 44. Guidelines on Report Writing (cont…) II. Conclusions and Recommendations 2.1 Summary of Main Findings (optional) 2.2 Conclusions and Recommendations III. Main Findings 3.1 Observation on the Sample 3.2 Numbers as dictated by objectivesAnalysis and Report Writing, Slide No 44
  45. 45. And always remember……. INTERPRETING WHAT IT ALL ADDS UP TO Thank you….. that was an But what on earth do I do now? interesting presentation CLIENTAnalysis and Report Writing, Slide No 45
  46. 46. Analysis and Report Writing, Slide No 46