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A	  Presenta*on	  from	  The	  NewMR	  “Pu6ng	  the	             ‘Qual’	  in	  Qualita*ve”	  Event	                       ...
Why the deepest insights play         hard to get         Christine Tchoumba       VP of Strategic Accounts           Marc...
Factors influencing consumers                                 ADtudes	                                  Decisions	        ...
Barriers for respondents    Analy>cal	                                                              Awareness	            ...
What creates these barriers?                         •  Memories are not readily played                            back   ...
Direct QuestioningAsking why is simply not enough  –  Encourages logical thinking  –  Uncovers only surface answers  –  Do...
Utilizing other techniques              Deeper	  more	  meaningful	                insights	                     Feelings	...
Alternative Techniques Projec>ve	                                Enabling	  Techniques	                               Tech...
Projective/Enabling Techniques    	                                Bubble	  Drawing	  Mind	  Mapping	                     ...
Projective/Enabling Techniques       	         •  Time	  Machine	         •  Planetarium	         •  Withdrawal	  Techniqu...
Implementation    Match	  the	                                                         Consider	  the	                    ...
Custom ApproachDevelop your own…                                        What	  are	  the	     What	  	  is	  	  your	  	  ...
iModerate’s Custom Approach	  Our	  framework	  draws	  on	  three	  select	  cogni>ve	  theories	                      Sp...
Considerations            Advantages	                                           Disadvantages	  •  Richness	  of	  the	  i...
Thank you         Christine Tchoumba              iModerate         Speaker: Christine Tchoumba, iModerate, USANewMR Putti...
Q&A       Sue York                        Christine Tchoumba       NewMR                                iModerate         ...
A	  Presenta*on	  from	  The	  NewMR	  “Pu6ng	  the	             ‘Qual’	  in	  Qualita*ve”	  Event	                       ...
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Why the Deepest Insights Play Hard to Get

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iModerate’s Christy Tchoumba delivered this presentation at the New MR Qualitative Research Webinar, Putting the ‘Qual’ in Qualitative Research. This 20-minute presentation takes a look at cognitive process and details the reasons why it’s so challenging for researchers to unlock the deeper parts of the consumer psyche. With a better understanding of how consumers think in hand, the presentation details how different qualitative techniques, strategies and question types can be applied to get researchers past surface answers to uncover deeper, more meaningful insights. Specifically, Christy delves into projective techniques, enabling techniques and other insightful approaches.

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Transcript of "Why the Deepest Insights Play Hard to Get"

  1. 1. A  Presenta*on  from  The  NewMR  “Pu6ng  the   ‘Qual’  in  Qualita*ve”  Event   28  March  2012   Why  the  deepest  insights  play  hard  to  get     Chris2ne  Tchoumba,  iModerate  Research  Technologies     Event  sponsored  by  EthOS   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa>on  about  Ethos  visit  www.ethosapp.com   For  more  informa>on  about  NewMR  events  visit  newmr.org  
  2. 2. Why the deepest insights play hard to get Christine Tchoumba VP of Strategic Accounts March 28, 2012 Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  3. 3. Factors influencing consumers ADtudes   Decisions   Percep>ons   Mo>va>ons   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  4. 4. Barriers for respondents Analy>cal   Awareness   Ar>cula>on   Skills  •  Difficult  to   •  Hard  to   •  Some>mes   analyze  their   ar>culate  what   unaware  of   mo>va>ons  and   drives  them   their  underlying   behaviors   mo>ves,   aspira>ons,   values  and   aDtudes   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  5. 5. What creates these barriers? •  Memories are not readily played back •  Emotions are right-brained happenings, while language is left- brained •  Most of our decision making is unconscious which involves non- rational input •  Social conventions can constrain the expression of feelings and reporting of behaviors Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  6. 6. Direct QuestioningAsking why is simply not enough –  Encourages logical thinking –  Uncovers only surface answers –  Does not circumvent the fear people may have of the researcher (a stranger) or judgment of others Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  7. 7. Utilizing other techniques Deeper  more  meaningful   insights   Feelings  that  drive  aDtudes,   thoughts  and  behaviors   Deeper  level  of  feeling  &   percep>on  of  the  world   Surface  Answers   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  8. 8. Alternative Techniques Projec>ve   Enabling  Techniques   Techniques   Custom   Approach   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  9. 9. Projective/Enabling Techniques   Bubble  Drawing  Mind  Mapping   Image/Mood  Boards   &  Cartoon  Tests   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  10. 10. Projective/Enabling Techniques   •  Time  Machine   •  Planetarium   •  Withdrawal  Techniques     Skoda Opel Chrysler Toyota   Lexus Peugeot Fiat Daewoo Audi GM Ideal Cherokee VW Ford Citroen brand Subaru Hyundai Mazda Alfa Nissan Renault Romeo Rover Kia Mitsubishi Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  11. 11. Implementation Match  the   Consider  the   Know  your  technique  to  your   sector  in  which   audience   objec>ve   you  are  opera>ng   Create  a   U>lize  more   comfortable   techniques  with   research   s>muli   environment   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  12. 12. Custom ApproachDevelop your own… What  are  the   What    is    your     research   What  does  that   methodology?   ques>ons  you   align  with?   answer?   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  13. 13. iModerate’s Custom Approach  Our  framework  draws  on  three  select  cogni>ve  theories   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  14. 14. Considerations Advantages   Disadvantages  •  Richness  of  the  insights   •  Complexity  of  insights  •  Alleviate  respondent   and  the  corresponding   barriers   skills  required  to  •  Make  a  significant   interpret  the  informa>on   contribu>on  if  the   (Burns  &  Lennon,  1983)   research  is  concerned   •  Expensive   with  beliefs,  value,   •  Some>mes  it  is  difficult   mo>va>on  or  other   to  get  respondents  to   aspects  related  to   par>cipate  effortlessly   individuals   •  Difficult  to  set  up   Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  15. 15. Thank you Christine Tchoumba iModerate Speaker: Christine Tchoumba, iModerate, USANewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  16. 16. Q&A Sue York Christine Tchoumba NewMR iModerate Speaker: Christine Tchoumba, iModerate, USANewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
  17. 17. A  Presenta*on  from  The  NewMR  “Pu6ng  the   ‘Qual’  in  Qualita*ve”  Event   28  March  2012   Why  the  deepest  insights  play  hard  to  get     Chris2ne  Tchoumba,  iModerate  Research  Technologies     Event  sponsored  by  EthOS   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa>on  about  Ethos  visit  www.ethosapp.com   For  more  informa>on  about  NewMR  events  visit  newmr.org  
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