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Culture of Smoking Mixed Methodology Research Dub/Cultrdig
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Culture of Smoking Mixed Methodology Research Dub/Cultrdig

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When tasked with exploring culture - in this instance the culture of smoking - and making recommendations on how to develop a communications program through understanding new opportunities to serve …

When tasked with exploring culture - in this instance the culture of smoking - and making recommendations on how to develop a communications program through understanding new opportunities to serve smokers, researchers and planners need to get deep inside the lives of the target audience using a range of tools and techniques.

Using a hybrid of online and offline research methods using Dub’s pioneering online qual software, CultrDig delivered successful study that:


-Quickly surfaced new ideas and opportunities
-Combined online, mobile and face-to-face engagement techniques
-Delivered actionable insights that communications agencies could easily leverage
-Enthralled and excited participants

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  • 1. BREAKING NEW GROUND WITH MIXED METHODOLOGY QUALITATIVE How Online Communities Focus Groups Case Study: ClearWay Minnesota Stephen Cribbett, CEO. Dub October 2013 Illuminating Insights & New Opportunities
  • 2. Agenda s tion c odu Intr etho M xed Mi y Stud e Cas y olog d ghts Thou s sult e &R Q&A
  • 3. Valerie Esqueda is Chief Digologist from CultrDig, a culture-focused qualitative research company based in Minneapolis, Minnesota. CultrDig brings to light the context of the culture or microculture surrounding a product, service, or brand experience. Website: www.Cultrdig.com Email: val@cultrdig.com Twitter: @cultrdig
  • 4. www.dubishere.com
  • 5. Smoking cessat ion ser vices und erused by the 70% of Minnesot ans who want to quit Quitters experie ncing high levels of difficulty reachin g their goals. Why were smok ers especially as pr not seeking QUITPLAN support, oven effective?
  • 6. Objectives Understand... • Relationship of smoking to lifestyle and identity. • Attitudes and perceptions of smokers ready to quit, thinking about quitting and successful quitters. • Barriers to quitting and paths to decision to quit. • The role of social media, texting, mobile in quitting process. The role of tools such as mobile apps, NRTs and alternative treatments. Why QUITPLAN Services program satisfaction levels have declined. Provide insight to inform development of QUITPLAN updated offerings to ensure services are relevant www.dubishere.com
  • 7. Challenges • • • • • • Short time frame Large and diverse territory Segments with highly diffused preferences Emotionally sensitive Large amount of data analysis Wide range of related objectives www.dubishere.com
  • 8. Mixed Methodology Approach Short-Term Online Community Eight days 32 participants 2 Segments: Smokers Former smokers www.dubishere.com
  • 9. Mixed Methodology Approach Focus Groups 6 Groups 2 Segments: Smokers Former smokers www.dubishere.com
  • 10. Research Design: Two Phases PHASE 1 SHORT-TERM ONLINE COMMUNITY Identity Perceptions Triggers Opinions and Beliefs Lifestyle Motivations www.dubishere.com
  • 11. Research Design: Two Phases PHASE 2 90-MINUTE FOCUS GROUPS Explore assumptions Evaluate website Identify resonating assumptions New territories Reactions to new ideas www.dubishere.com
  • 12. Why IdeaStream™? • High level of design and tech support • Intuitive, well organized set-up and dashboard • Frictionless sign up process for respondents and client • Flexibility to react quickly and design for new information • Robust data analysis tools • Excellent community environment • Strong co-creation ability • Highly immersive www.dubishere.com
  • 13. Activity Design Orchestrated range of online activities enabled research to: • Capture important feelings, beliefs and attitudes through different modes of expression • Understand and build crucial cultural context • Engage participants in a very personal and meaningful way • Identify key decision-making influencers and “hot spots” in decision-making process www.dubishere.com
  • 14. Activity Plan y8 Da y7 Da S En er ok m y6 Da y4 Da ers igg Tr y5 Da y3 Da y2 Da y1 Da t y tit en n de nm I iro v t ns ns co or ion o ac tio pp pt ati b c Su To rce tiv ea o of Pe dr M er an ole k R o ss e -Sm en on ar N aw ite s eb W www.dubishere.com
  • 15. THE SMOKING STORY UNFOLDS IN REAL TIME...
  • 16. Smokers Perceptions of Smokers www.dubishere.com
  • 17. Perceptions of Non-Smokers www.dubishere.com
  • 18. Perceptions of Non-Smokers www.dubishere.com
  • 19. My Smoking Life www.dubishere.com
  • 20. What Would Help Me Quit www.dubishere.com
  • 21. What Helped Me Quit www.dubishere.com
  • 22. ...And Then Comes to a “Y” THOSE WHO WANTED HE AND SUPPO LP RT THOSE WHO WANTED TO THEIR OWN DO IT WAY www.dubishere.com
  • 23. “Y” Exploration: Understanding the Juncture • Question separated respondents into two quitting styles • Short survey by quitting style on motivations for success www.dubishere.com
  • 24. “Y” Exploration www.dubishere.com
  • 25. “Y” Exploration www.dubishere.com
  • 26. From Online to Offline www.dubishere.com
  • 27. From Online to Offline Traditional focus group methodology: • Further examined and validated findings from online group data about personal quitting styles • Explored opportunities for new innovative services • Built off input from P1 for ideation of an appealing and motivating smoking cessation services program. www.dubishere.com
  • 28. Result: Insights became a launching pad • Different thinking about how to more interact authentically and create meaningful support • Crucial design direction for content and services • Increased ability to be relevant to all smokers across the state • Stronger likelihood for successful quitting • Opportunities for innovation www.dubishere.com
  • 29. Q&A
  • 30. Thank you! Dub Contact Info www.dubishere.com us@dubishere.com @dub_research UK +44 20 7247 3327 US +1 310 997 5779 CultrDig Contact Info www.cultrdig.com val@cultrdig.com @CultrDig 646-321-5612

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