Qualitative Research in Segmentation

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  • + nimcapri nimcapri 2 months ago
    Hi Susan,

    I am quite enlightened to hear your thoughts. I’ve been working around a business idea and this presentation drives a similar concept home. Would love to keep a copy of it if its alright. Could you please email me on nim_capri@yahoo.co.in

    Best,

    Nimesh
  • + baklawaci baklawaci 2 years ago
    Woow Your presentation is unbelievble!.. May I have a copy of it? I would really appreciate it. Thanks now. My email baklawaci@gmail.com
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Qualitative Research in Segmentation - Presentation Transcript

  1. Qualitative Why you need it & how to get value Presented by: Susan Abbott Abbott Research & Consulting www.abbottresearch.com
  2. Wouldn’t you love a business like this?
  3. 1% of owners buy pet health insurance
    • Why do only 1% buy insurance?
    • Was this market lying dormant for decades? Or did something change?
    • An estimated 1,300 companies, including Viacom, Ford Motor Co. offer pet insurance to their employees. STARTRIBUNE.COM | 9.11.06
  4. Is Curves Right for Me?
  5. How do you get this without qualitative?
  6. Standard Chartered Segmentation
    • Developing Loyals I
    • Share of customers 9%
    • Share of profits 44%
    • Highest asset balance across segments
    • 25% of segment has high bank assets
    • Liabilities low
    Now what?
  7. What are your goals?
  8. Where are we going?
    • When to use
    • Designing the study:
      • scope
      • parameters
    • Interpreting and using the insights
    • Emerging trends in qualitative
    • Hybrid quali-quant research techniques
  9. When to use: before you design a model
    • Develop hypotheses
    • A priori segmentation ideas
    • Formulate ideas about how you would use segmentation based on understanding of customers
    Get organized to build model Deepen Learning Build Model Use
  10. When to use: after you build the model
    • To understand each segment better
    • Test different communication strategies with segments
    • Feedback on concepts from segments
    • All your research should incorporate segment knowledge
    Get organized to build model Deepen Learning Build Model Use
  11. When to use: during ??
    • Recruit respondents from the quantitative survey
      • You may now know what segment they are in
      • Instantly have a group for follow-up qualitative research
    Get organized to build model Deepen Learning Build Model Use
  12. Designing the Study Scope & Parameters
  13. Who do you want to talk to?
    • Be exact
    • Customers or non-customers? Users or non-users?
    • Recent experience
    • Widest possible profile
  14. Scope: Cost vs. Payoff
      • What is the total investment in the segmentation project?
      • 10:1 rule of thumb
  15. Quali-Quant Methods
    • Adding quantitative data gathering to a qualitative method
    • Good idea when you can’t get a large sample
      • E.g. CEO interviews – unlikely to get sample of 300
    • Content analysis methods can be revealing
      • E.g. word cloud diagrams
  16. How to interpret findings You are paying for insight, not methodology
  17. What you want insight about Language used, metaphors Usage, context, occasions & sequence Motivations & desires Goals & alternative solutions Problems Experiences & stories Influencers Emotions and feelings
  18. How to look for patterns “ pattern recognition begins with variation recognition” Cultural anthropologist Grant McCracken
  19. Teens and technology project  First off - I am constantly left on. Sometimes even overnight. She leaves me in her purse all day. It's stuffy in that tiny pocket shared with all of her other items! I feel like my battery is being charged everyother day from all of the use I get. Luckily, I haven't been dropped, scratched thrown or anything else, so I am in top condition. I've seen her other friend's cellphones and I consider myself very lucky. i got the cell for two reasons one privacy i can't count the number of times my mom picked up the phone when it was for me i'd say "don't pick it up but she would and start trying to have a conversation with them.the second reason is my friends always wants to know where am at so we could get together and chill  
  20. Methods New and emerging
  21. Interviews & Dyads
    • In-person or on phone
    • Can add web-meeting for audio-visual
    • Can add web-cam if needed
    • When interaction can hurt the analysis
    • Where group influence is feared
    • Where you need to cover more ground
    • Where they’ll never come to a group (e.g. lapsed users)
  22. Focus Groups & Roundtables
    • When discussion and interaction aids understanding
    • When you can get people in a room together
  23. Text Chat: Online Focus Group Whiteboard Respond here The Discussion
  24. Online Discussion Forum / Bulletin Board
  25. Ethnography
  26. Games, customer workshops
    • Develop hypotheses
    • Develop action plan
  27. Emerging – Instant Messaging 1
  28. Emerging – Webcam 2
  29. Blogs, communities, virtual worlds
    • Blogs and electronic journals/diaries
    • Online communities
    • What’s next
      • Virtual worlds
    3
  30. Qualitative inside the organization
    • Facilitated workshop to develop a plan
    • Interviews and focus groups to gather input from all stakeholders
    • Understand how groups are handling segments today
      • E.g. relationship strategy, sales strategy
    • Develop buy-in for new approach
  31. Best Practices
  32. Collaborate
    • Bring the researcher in early to assist in scoping and design
      • Particularly important if you do not have in-house research staff
    • Involve as many company insiders as you can
      • Insight in planning
      • Buy-in to execution
      • Variety of perspectives
      • Watching is more compelling than reading a report
      • Participating is more compelling than watching
  33. Before, During and After
    • Plan for when you can get the best use of the qualitative
    Get organized to build model Deepen Learning Build Model Use
  34. Keep researching…
    • Some things don’t change
    • How our brains are hardwired
    • Our need for sustenance
    • Our desire for safety, security, self-confidence, etc.
    • How we age
    • How taste-buds work
    • The stages of child development
    • People tend to form some kind of family or social group
    • Some things change constantly
    • How we respond to the culture around us
    • Our ways of meeting our needs and desires
    • Our expectations and aspirations
    • Our roles within the social groups and families
  35. Remember … We are not our customers. The more you understand your customer segments, the more competitive you can become.
  36. Thank you! Questions? Susan Abbott Web: www.abbottresearch.com E-mail: [email_address] Blog: www.arc.typepad.com/customercrossroads Phone: 416-481-7409 or 888-244-0285

+ Susan AbbottSusan Abbott, 2 years ago

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