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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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...this is spicer than you think! ...this is spicer than you think! Presentation Transcript

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