0
THINK!
THAN
SPICER
you
THIS
IS
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...
- Tim Stock
You‟ll never be a swimmer
if you don‟t get in the pool.
WHY DO RESEARCH?
we must harness research to uncover
insigths that will act as catalysts for
transformation
Good research should empower and
propel the path from desirability to
viability.
Marketer
Share
Consumer
Relevance
…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 watc...
[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”
quantity quality
“THE NARRATIVE SHIFT”
Social Networks are the
“era of transparency”
...how much does this
transparency begin to
distort the reliability of the
d...
Demographics
OLDNETWORK RESEARCH
NEWNETWORK RESEARCH
Culture
A vs. B Narrative
Historical Data
Testing
Rating Scales
Real-...
Human Data Flows we TAG the data
we collect!
“between 2007 and 2008 FLICKR grew from 600 to 1200 million images”
We align
ourselves with
cultures that
share similar
„data feeds‟:
…“I Love Chocolates!”
Modalities of Research
LISTENING FOR PATTERNS
LISTEN
, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red
shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”
“red...
…as an ethnographic
tool, twitter offer flows
of language and ideas!
LISTEN
LISTEN
OBSERVE
OBSERVE What activities should be
uniform in order to be
more likely unique to an
individual?
data patterns
become easier
...
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.
IN-DEPTH INTERVIEWS
help us bring dimension to
the stories and uncover
hidden elements.
ASK
FOCUS GROUPS
‘unleash’ key perceptions
and attitudes.
ASK
(Burger)
WHOPPER
eat a
would you
How
Video: “WHOPPER VIRGINS” [click here to watch]
...this is spicer than you think!
...this is spicer than you think!
...this is spicer than you think!
...this is spicer than you think!
...this is spicer than you think!
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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"

Version 2.0

Transcript of "...this is spicer than you think!"

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