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...this is spicer than you think!

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New perspectives on Qualitative Consumer Research: based and adapted from "The Purpose of Research" …

New perspectives on Qualitative Consumer Research: based and adapted from "The Purpose of Research"

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  • 1. THINK! THAN SPICER you THIS IS Inspired in “The Purpose of Research”
  • 2. RE- SEARCH
  • 3. Is market RESEARCH this way?
  • 4. Research Basics Exercise: 1. Think about yourself as a “Brand”! 2. How would you define yourself? / Why others should "buy" you? 3. Observe and Think about others as “Products”! 4. How would you define other's character? / Why would you "buy" some of them?
  • 5. - Tim Stock You‟ll never be a swimmer if you don‟t get in the pool.
  • 6. WHY DO RESEARCH?
  • 7. we must harness research to uncover insigths that will act as catalysts for transformation
  • 8. Good research should empower and propel the path from desirability to viability. Marketer Share Consumer Relevance
  • 9. …start by collecting stories!
  • 10. [quote from a movie] “we use to read porn, now it’s IKEA catalogs” Video: “a „Fight Club‟ movie scene” [click here to watch]
  • 11. [WHATS IN YOUR FRIDGE?] …is it consistent with how you portray yourself every day?
  • 12. UNCOVER MOTIVES …why did you buy that cereal?
  • 13. Social Factor‟s Trends SHAPE the story, motives and behavior.
  • 14. “what we will want” quantity quality “THE NARRATIVE SHIFT”
  • 15. Social Networks are the “era of transparency” ...how much does this transparency begin to distort the reliability of the data?
  • 16. Demographics OLDNETWORK RESEARCH NEWNETWORK RESEARCH Culture A vs. B Narrative Historical Data Testing Rating Scales Real-Time Data Discovery Natural Language
  • 17. Human Data Flows we TAG the data we collect! “between 2007 and 2008 FLICKR grew from 600 to 1200 million images”
  • 18. We align ourselves with cultures that share similar „data feeds‟: …“I Love Chocolates!”
  • 19. Modalities of Research
  • 20. LISTENING FOR PATTERNS LISTEN
  • 21. , “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes” “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes” “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes” “red shoes”, “red shoes”, “black shoes”, “black shoes”, “red shoes”,, “red shoes”, “red shoes”, “red shoes”, “red shoes “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes” “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes” “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes” “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes” “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”
  • 22. …as an ethnographic tool, twitter offer flows of language and ideas! LISTEN
  • 23. LISTEN
  • 24. OBSERVE
  • 25. OBSERVE What activities should be uniform in order to be more likely unique to an individual? data patterns become easier to see as stories
  • 26. Video: “PIANO STAIRS” [click here to watch] OBSERVE
  • 27. …what makes us humans (?!)
  • 28. What BRANDS do you interact with throughout the day?
  • 29. OBSERVE
  • 30. OBSERVE
  • 31. ASK CONSUMER INTERCEPTS works well in catching people in context and of guard.
  • 32. IN-DEPTH INTERVIEWS help us bring dimension to the stories and uncover hidden elements. ASK
  • 33. FOCUS GROUPS ‘unleash’ key perceptions and attitudes. ASK
  • 34. (Burger) WHOPPER eat a would you How
  • 35. Video: “WHOPPER VIRGINS” [click here to watch]

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