Brainstorming session - Providing top-notch (online) research that clients can afford - ICG
 

Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

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Brainstorming session - Providing top-notch (online) research that clients can afford - ICG Brainstorming session - Providing top-notch (online) research that clients can afford - ICG Presentation Transcript

  • Brainstorming  session:    Providing  top-­‐notch  (online)  research  that  clients  can  afford.  1  Merlien  Qualita>ve  Online  360  -­‐  Day  Two    Thursday  18th  April  2013  13.45  ICG  –  Robin  Shuker  and  Andy  Evans    
  • Who  we  are  Robin  Shuker    •  Started  in  adver>sing  –  London  Sydney  and  Scotland  •  Research  -­‐  online  qual  in  2004  •  Chatgroups  and  communi>es  •  Research  background  •  Smartphone  ethnographic  research  app  plaXorm  •  Developers  of  bespoke    research  and  marke>ng  apps  2  Andy    Evans    
  • Independent  Consultants  Group:    •  400  +  members  •  Experienced  researchers    •  Broad  exper>se  across  range  of  sectors  •  Mul>  discipline  resource    •  Extended  interna>onal  network    •  Open  approach  to  iden>fy  best  soware  solu>on  •  Ac>ve  e-­‐group  for  sharing  best  prac>ce  and  sourcing    •  Cost  effec>ve  resource  with  high  level  exper>se    3  Members  of  the  ICG   View slide
  • Workshop  brief:  4   View slide
  • Many  people  have  had  their  fingers  burnt…  5  
  • Cost  barriers  to  online…    Problem  is  clients  think  that  because  it  is  online  it  will  be  much  cheaper,  but  ren>ng  the  online  plaXorms  can  be  more  expensive  than  ren>ng  facili>es  for  face  to  face  fieldwork  6  Requires  oen  greater  modera>on  and  data  analysis  –  which  has  to  be  paid  for  Recruitment  and  incen>ve  costs  remain  the  same,  as  we  have  to  increase  their  involvement  all  through  the  fieldwork  >me  “““““ “
  • 7  •  Online  can  in  certain  scenarios  offer  dis>nct  cost  and  speed  benefits…  
  • •  We  believe  that  cost  and  speed  as  the  main  drivers  is  an  age  old  argument  that  is  misleading  •  We  believe  the  debate  has  moved  on  8  
  • • Gives  you  types  of  insight  you  can’t  get  in  a  viewing  studio  9  Main  driver  for  online  qual  should  be  it  offers  dis>nct  advantages…  
  • 10  Today  it  is  about  applying  right  tools  for  the  right  job  Guarantee  quality  insight  and  also  ensure  cost  effec>ve  
  • So  workshop  to  explore:    1)  Current  trends  and  thinking  on  main  drivers  for  online  qual  2)  Share  survey  data  on  adtudes  and  usage  3)  Group  exercises  to  explore  best  prac>ce  of  online  tools  4)  Explore  the  future  for  online  qual  •  Where  would  you  invest?    5)  Define  the  message  to  convert  the  masses!  11  
  • Current  trends  and  thinking…  Pre  conference  survey       21  from  agendees        86  from  Research  Community    12  
  • What  methods  will  you  use  in  next  12  months?  •  Blogs    •  Bulle>n  boards  (  with  10  to  20  people)    •  Live  text  groups  (  Real  Time  Groups)  •  Video  groups  (  Real  Time)  •  Diaries    •  Mobile  apps  for  qual  research  •  One  on  One  interviews  –  video  and/or  screensharing    •  MROC  –  Online  market  research  community    13  
  • Current/Future  use    -­‐  broad  range  of  tools  Combined  scores  for  Occasional  (<10)  and  Frequent  (10+)  use  14  38%  66%  39%  24%  76%  62%  34%  48%  0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  100%  "Blogs"   Bulle>n  Board   Live  text   live  video   Diaries     Mobile   121   MROC  Current  use     Future  Use    
  • Future  Use  –    Broad  range  of  tools    Conference  agendees  v    General  research  community    15  38%  66%  39%  24%  76%  62%  34%  48%  0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  100%  Blogs     B  Boards     Live  Text     Live  Video     Diaries     Mobile     One2  One     MROC    Conf     Non  Conf    
  • Top  benefits  –  top  2  scores    16  48%   47%  72%  67%  62%  71%  47%  0%  10%  20%  30%  40%  50%  60%  70%  80%  Cost     Speed   Real>me  insight   Interna>onal     Depth     Co  Crea>on   Open  Response  
  • Why  online  qual  was  a  good  solu>on?    •  Online  qual  allows  to  obtain  deeper  and  more  honest  answers  as  well  as  to  connect  with  the  most  crea>ve,  emo>onal  and  aspira>onal  self  of  par>cipants.    •  Best  op>on  when  we  are  tes>ng  digital  s>mulus  material  or  experience  •  Beger  result  for  sensi>ve  informa>on  that  people  normally  would  not  tell  you  face  to  face.    •  Reaching  geographically  diverse  respondents...    •  Cost-­‐effec>ve  way  of  suppor>ng  quant  surveys.    17  
  • Bulle>n  Board  –  I  week  ,  10  to  20  par>cipants    18  
  • Observer  Feedback    Poll    Results    Interac@ve  Whiteboard    Par@cipant    Avatars    Text  chat    Moderators    Pos@ng  and    Emo@cons      Offer  par@cipants  a  more  engaging  experience  Online  Focus  groups  90  mins.  live  8  people    
  • Video  Groups    4  to  6  people      
  • 21  Participants mousecan be seenremotelyParticipants can beviewed by webcamClients can viewremotely and passcomments onprivately tomoderatorParticipants sharethe web site theyare looking atOnline  usability  tes>ng    
  • Mothercare Employee Engagement Survey330 MumsJuly to Jan 201345 projectsHow you performedv 13 competitorsQuant surveysBrand perceptionsService deliveryOnline  community  
  • Diary  /  mobile  apps  23  Ethnographic,  shopping  studies  sales  force  feedback,  event  feedback  
  • Pitch  for  an  online  solu>on!    Thinking  about  the  merits  of  different  solu>ons  24  Dra  a  1  minute  pitch    Flip  Chart    Detailing  applica>ons,  benefits  and  costs  10  minutes  to  prepare    
  • Applica>ons,  Benefits  and  Costs  –  Full  service      Group     Method     Scope    1   Bulle>n  Board     2  Boards  of  10  business  customers  (Hotel)  running  for  1  week    2   Online  Focus  Groups   4  groups  of  housewives  aged  25  –  45    3   Video  /  screensharing  interviews     12  interviews  las>ng  45  mins    4   Market  Research  Community   3  months  ,  300  Mothers  with  kids  <  5    5   Mobile  Applica>ons     50  Shoppers  looking  for  Home  furnishings  over  the  weekend  6   Diaries     One  week  of  18  –  25  year  olds  drinking    25  
  • 26  Let’s  hear  your  pitch!?!  
  • Design  the  best  proposal    Building  on  experience  and  discussions  at  the  conference…    27  
  • 28  Congratula>ons  you  have  just  bought  HMV!    
  • Your  task  is  to  design  a  research  programme  that  will  save  the  brand    BRIEF:  HMV  need  a  research  programme  to  provide  insight  that  will  enable    them  to:  •  Develop  a  strong  and  compelling  brand  proposi>on    •  Inform  the  crea>ve  development  of  a  marke>ng  campaign  •  Revitalise  the  stores  and  online  presence  to  meet  consumer  needs  •  The  research  must  be  detailed  enough  to  convince  a  scep>cal  and  cau>ous  board  as  well  as  provide  material  for  the  marke>ng  department  •  Must  be  delivered  as  cost  effec>vely  as  possible  and  within  a  rela>vely  >ght  >metable    of  12  weeks.    •  The  research  must  focus  on  the  main  three  markets  –  US,  Germany,  and  UK.  29  NOTE:      Cost  is  key  parameter,  the  board  are  willing  to  consider  any  research  proposal  if  they  are  persuaded  by  the  arguments  for  quality  of  insight.    
  • Task:  On  your  teams  work  out:  • Recommended  methodology,  focusing  on  online  qual  solu>ons    • Ra>onale  for  recommended  approach  • Outline  budget  breakdown    Parameters:  • 15  minute  table  discussion  • Write  proposal  on  flipchart  • Present  back    30  
  • 31  Feedback  for  exercise    
  • 32  •  Some  clients  will  always  want  fast  and  cheap  •  Speed  and  cost  are  important  but  secondary  drivers  •  Real>me,  real  life  insight  and  co  crea>on  should  be  primary  drivers  for  use  •  Conference  has  highlighted  many  methodologies  and  models  for  best  prac>ce  •  For  quality  output  and  cost  savings    •  You  need  right  tools  for  right  brief            (right  skills  and  support)    
  • 33  The  most  effec>ve  research  reflects  the  way  that  people  feel  most  comfortable  communica>ng  ““
  • 34  “Ability  to  convince  big  clients  its  more  effec>ve  and  efficient  -­‐  client  educa>on”  “Within  some  companies  online  isnt  that  established  yet  or  does  not  have  the  best  reputa>on.  People  arent  well  informed  about  online  methods  or  have  "wrong"  ideas"  so  they  are  rather  skep>cal  when  such  an  approach  is  suggested”  “Crea>ve  usage  of  different  plaXorms  rather  than  pudng  all  efforts  and  beliefs  in  one  single  research  approach”  “Moderator  skill  to  engage  par>cipants  and  get  best  use  from  plaXorms”  “Online  plaXorms  should  be  easier  to  use  /  edit  by  the  project  manager,  to  save  >me”  “Faster  broadband”  
  • Looking  to  the  future,  where  would  you  invest…  •  Areas  of  improvement  in  technology,  training,  working  prac>ces  •  Please  have  a  discussion  on  your  tables  .  Ideas  on  a  flip  chart  35  
  • Evangelists  –  convert  the  uninformed    •  How  are  we  going  to  covert  the  uninformed  and  ill-­‐informed?  •  Please  have  a  discussion  on  your  tables  •  Ideas  on  a  flip  chart  36  
  • Thank  you!    37