Qualitative Research Analysis Case Studies
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  • 1. Qualitative Research Analysis
  • 2. How to start? How to proceed? What methodology to follow? What topic to include? How best to present? What should be the low of report? Should we follow discussion guide? Report writing? Analysis points to remember Objectives of the study is the backbone for analysis Before starting analysis do secondary research which almost answers all questions
  • 3. Case study 1: Diaper Objectives: Diaper brand awareness and Usage & Attitude Concept test Main finding: Ideal diaper brand proved to be a combination of Quality, price, and packaging. Process: Used FGDs Coverage: shifting pattern, Issues, Triggers, Decision maker, Competition, Name test, Product specific issues. Media preferences,
  • 4. Case study 2- OTC product for Chest congestion
    • Objectives:
    • The main objective is to know about the OTC market in Korea.
    • Other objectives are;
    • To know the role played by different people in the health care system in promoting a
    • product.
      • Doctor
      • Pharmacist
      • Specialist
    Main finding: Unique health care system Promotion through Pharmacist is better Process : We divided the entire analysis into parts as Consumer groups and HCPs. Coverage : Consumers groups, Pharmacists, and Specialists. All the respondents were asked mainly about OTC market. More emphasis was given on advertisement, price, packaging,
  • 5. Case study 3- Energy drink
    • Objectives:
    • The main objective is to understand the consumers. Their perception towards Energy drink
    • Other objectives are;
    • package test, product test, promotion test.
    Main finding: Mainly it was to understand the customer and formulate strategy based on that. Process : Entire analysis and reporting was done in 2 days with client satisfaction. Coverage : Students, Housewives, Men. More emphasis was given on advertisement, packaging, response towards product in terms of taste, price, reaction towards scientific findings,
  • 6. Case study 4- Shampoo
    • Objectives:
    • Understanding the customer usage attitude, and purchase behavior.
    • Awareness of shampoo.
    This study was mainly concentrated understanding the shampoo usage pattern, care towards hair. It was mainly to understand the needs of the customers. And modify the product according to their needs.
  • 7. Case study 5- Corporate connection
    • Objectives: Very Big study with more number of objectives
    • Understanding the corporate customer experience (overall lifecycle)
    • Understanding the relative importance of the different VAS (value added services)
    • Assessing the competitors in the market
    Study was conducted in two different cities. 4 different segments construction, Trade, Manufacturing, and Services. Analysis was divided among 3 people and analysis was not too tough as 3 people were handling instead reporting was challenging. The study was mainly focused on corporate spending on telecom. And value added services (14) prevailing and pattern in different industries.
  • 8. Case study 6- Add-ons
    • Objectives: Very Big study with more number of objectives
    • Identify most appealing offer in terms of add-ons and initial promotion
    • Identify reasons for appealing offers
    • Few of the specific objectives are.
        • Test the likeability of the of add-on idea
        • Variations between segments
        • Test the best wording for “Add On”
        • Test the idea of payment for extra add-on (multiple add-ons versus single)
        • Evaluate the add-on process
    Study was conducted in two different cities. Among cities it was divided between Male and Female, And 6 different segments were available Analysis was divided among 3 people and analysis was not too tough as 3 people were handling instead reporting was challenging
  • 9. Case study 7- Mystery shopping
    • Objectives:
    • To test the performance of staffs when dealing with the customers
    • Understand customer satisfaction level
    • Mystery shopping was conducted to evaluate stores mainly in 4 areas.
    • Telephonic interviews
    • Household section
    • Furniture section
    • Infrastructure
  • 10. THANK YOU