New Marketing Research Methods: How to Choose

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New Marketing Research Methods: How to Choose

  1. 1. New Methods of Qualitative Research… How to Choose Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  2. 2. Presented By: Jay Zaltzman President, Bureau West Bureau West ▪ Market Research & Marketing Strategy ▪ info@bureauwest.com FocusVision Worldwide ▪ [email_address] So Many Research Options, So Little Time: How to Choose Among New and Traditional Qualitative Research Methods
  3. 3. Bureau West: Research & Strategy <ul><li>Consortium of independent researchers </li></ul><ul><ul><li>Qualitative research (focus groups, interviews, online methods) </li></ul></ul><ul><ul><li>Quantitative research (surveys) </li></ul></ul><ul><ul><li>Website-related research (usability, conceptual) </li></ul></ul><ul><li>“ Agnostic” when it comes to methodology </li></ul><ul><ul><li>What’s the best way to answer the research question? </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  4. 4. Decisions, Decisions <ul><li>Inundated with new qualitative options: </li></ul><ul><ul><li>Online bulletin board focus groups </li></ul></ul><ul><ul><li>Remote webcam focus groups </li></ul></ul><ul><ul><li>Telephone focus groups </li></ul></ul><ul><ul><li>Online chat focus groups </li></ul></ul><ul><ul><li>Mobile phone research </li></ul></ul><ul><ul><li>Online journaling </li></ul></ul><ul><ul><li>Video diaries </li></ul></ul><ul><ul><li>Telephone interviews with “desktop” (computer screen) sharing </li></ul></ul><ul><ul><li>Online communities/social networks </li></ul></ul><ul><ul><li>And more! </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  5. 5. Decisions, Decisions… <ul><li>And then there are the traditional options such as focus groups and in-person interviews </li></ul><ul><li>Infinite combinations of the above </li></ul><ul><li>How to choose? </li></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Client comfort level </li></ul></ul><ul><ul><li>“ Bells and whistles” </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  6. 6. <ul><li>Asynchronous </li></ul><ul><li>Less interaction, less spontaneity </li></ul><ul><li>Greater depth </li></ul><ul><li>More individual opinions and less influence of fellow participants </li></ul><ul><ul><li>But still get some of the synergy of group discussion </li></ul></ul><ul><li>Anonymous </li></ul><ul><li>Geographic dispersion </li></ul><ul><li>Cost savings </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Online Bulletin Board Focus Groups Moderator post Responses
  7. 7. Online Bulletin Board Focus Groups <ul><li>Well-suited for: </li></ul><ul><ul><li>Website-related research </li></ul></ul><ul><ul><li>Discussing new concepts </li></ul></ul><ul><ul><li>High-involvement topics </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  8. 8. Webcam (video-enabled) Focus Groups <ul><li>More interactive than online bulletin board focus groups </li></ul><ul><ul><li>Though still not the same as in-person </li></ul></ul><ul><li>Psychological safety of home or office </li></ul><ul><ul><li>Less “groupthink” than in-person focus groups </li></ul></ul><ul><li>Best of both worlds? </li></ul><ul><li>Geographic dispersion </li></ul><ul><li>Costs: not cheap, but save on travel </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  9. 9. Webcam (video-enabled) Focus Groups <ul><li>Examples: </li></ul><ul><ul><li>Research: reactions to TV ads </li></ul></ul><ul><ul><li>Home use of products </li></ul></ul><ul><ul><li>Usability </li></ul></ul><ul><ul><li>Alternative to phone interviews </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  10. 10. Online Chat Focus Groups <ul><li>Moderated discussion conducted online </li></ul><ul><ul><li>Think of a large chat room, with visuals that can change </li></ul></ul><ul><ul><li>Moderator asks questions and probes while the comments scroll down the page </li></ul></ul><ul><ul><li>Clients view the online chat in real-time, and are able to have the moderator ask additional questions, if needed </li></ul></ul><ul><li>Somewhat interactive </li></ul><ul><li>More immediacy </li></ul><ul><li>No dominators </li></ul><ul><li>Simultaneous responses = large amount of data in short amount of time </li></ul><ul><li>Anonymous </li></ul><ul><li>Geographic dispersion </li></ul><ul><li>Cost savings </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  11. 11. Online Chat Focus Groups Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com <ul><li>Well-suited for reactions to visuals and to concepts </li></ul>
  12. 12. Telephone Focus Groups <ul><li>Teleconference </li></ul><ul><ul><li>Can be done as a regular conference call or using an online conference system, so participants can view stimuli on their computer screens </li></ul></ul><ul><li>Fairly interactive </li></ul><ul><li>Geographic dispersion </li></ul><ul><li>Quick and easy to set up </li></ul><ul><li>Cost savings </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  13. 13. Telephone Focus Groups <ul><li>Tend to use when Webcam Focus Groups are too expensive or too difficult </li></ul><ul><ul><li>e.g., no time to send webcams to respondents </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  14. 14. Desktop Sharing <ul><li>Can work both ways </li></ul><ul><li>Moderator and clients see respondent’s desktop </li></ul><ul><ul><li>For remote website usability testing </li></ul></ul><ul><li>Respondents and clients see moderator’s desktop </li></ul><ul><ul><li>For telephone focus groups or interviews with visual component </li></ul></ul><ul><li>With or without a webcam </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  15. 15. Mobile Phone Research <ul><li>Not just for quant anymore </li></ul><ul><li>Questions asked by text message at pre-determined times over the course of days or weeks </li></ul><ul><ul><li>Respondents answer by text message </li></ul></ul><ul><ul><li>Alternate method: have people call in their answers </li></ul></ul><ul><li>Immediate </li></ul><ul><li>More natural, researcher has less impact on the behavior being researched </li></ul><ul><li>Well-suited for: </li></ul><ul><ul><li>Learning about behavior (e.g., shopping, watching TV) </li></ul></ul><ul><ul><li>Getting at feelings, emotional reactions </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  16. 16. Mobile Phone (Texting) Research <ul><li>Examples: </li></ul><ul><ul><li>How PR staffers feel about their work </li></ul></ul><ul><ul><li>Reactions to marketing messages </li></ul></ul>
  17. 17. Online Journaling (“Immersive Research”) <ul><li>Participants write their own “blogs” </li></ul><ul><li>Can combine text, photos, video, or audio to get at various aspects of the topic being researched </li></ul><ul><li>More natural, researcher has less impact on the behavior being researched </li></ul><ul><li>Can participate at their convenience </li></ul><ul><ul><li>More “in the moment” than an IDI, less than texting </li></ul></ul><ul><ul><li>Provides greater depth than texting </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  18. 18. Online Journaling (“Immersive Research”) <ul><li>Well-suited for: </li></ul><ul><ul><li>Learning about behavior </li></ul></ul><ul><ul><li>Getting at feelings, emotional reactions </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  19. 19. Video Diaries <ul><li>Questions and answers on video </li></ul><ul><ul><li>More natural and easier for participants </li></ul></ul><ul><li>Portable video cams enable us to “follow” participants, with minimum observer impact </li></ul><ul><li>Participants don’t have to write and organize thoughts, can speak spontaneously </li></ul><ul><li>Rich visuals for report </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  20. 20. Video Diaries <ul><li>Well-suited for: </li></ul><ul><ul><li>Learning about behavior as it happens (“day in the life”) </li></ul></ul><ul><ul><li>Getting at feelings, emotional reactions </li></ul></ul><ul><li>Examples: </li></ul><ul><ul><li>P&G research about morning routines </li></ul></ul><ul><ul><li>Midas customer research </li></ul></ul>
  21. 21. Social Media <ul><li>Still finding our way – proceed with caution! </li></ul><ul><ul><li>Many consider Facebook to be very personal forums. </li></ul></ul><ul><li>Can temporarily connect to (“friend”) respondents. </li></ul><ul><ul><li>This provides a deeper and more candid view of the person than is available otherwise. </li></ul></ul><ul><li>Data mining opportunities. </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  22. 22. Market Research Online Communities <ul><li>Large group of people recruited to a private online platform to participate in a variety of research activities over time. </li></ul><ul><li>Uses: </li></ul><ul><ul><li>Co-innovation: involving customers in the product development process. </li></ul></ul><ul><ul><li>Identifying trends: participants recruited for MROC’s are engaged, creative types of people who tend to be at the forefront of trends. </li></ul></ul><ul><ul><li>Longitudinal input: obtain information over the whole course of the decision-making process, or input about product use over time. </li></ul></ul><ul><ul><li>Speed: answers can be available in days rather than weeks. </li></ul></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  23. 23. So How to Choose? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  24. 24. Decision Process: Start Here Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Yes No No Yes Can’t use remote or online methods (Except telephone focus groups and IDI’s) Can consider online methods – continue to next page Can’t use remote or online methods Are people with broadband internet representative of the target? Is confidentiality absolutely essential?
  25. 25. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com In Person Interaction Spontaneity In Home or Office Psychological security In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
  26. 26. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Depth Superficiality In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
  27. 27. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Group Group Dynamic Individual In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
  28. 28. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Immediate Retrospective In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
  29. 29. Decision Process – Things to Consider: <ul><li>Client comfort level </li></ul><ul><li>Savings in travel cost, time </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  30. 30. Summing Up <ul><li>“ Selling” new techniques to clients </li></ul><ul><li>Consider a combination </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  31. 31. Questions… Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  32. 32. <ul><li>Jay Zaltzman </li></ul><ul><li>Bureau West - Market Research & Marketing Strategy </li></ul><ul><li>Tel: +1-818-588-6050 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Jill Ransome </li></ul><ul><li>FocusVision Worldwide </li></ul><ul><li>Tel: +1-203-428-4230 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Find us on: </li></ul>Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com

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