2016 Quirks Event How a Qualitative Researcher Learned to Love Her Qualitative Side

1. © Advanis 2014. All rights reserved. Please contact Advanis prior to distribution and quotation.
Ask First, Listen Second
How a Quantitative Researcher
Learned to Love Her Qualitative Side
@LoriReiser @AdvanisInsights

2. Advanis wrote the books on research methodologies, and has a long
history of using creative approaches to help our clients solve complex
business problems.
2
AN INNOVATIVE COMPANY FROM THE GET GO
DEVELOPING NEW APPROACHES HELPING COMPANIES INNOVATE
STAYING AHEAD IN TECHNOLOGY
@LoriReiser @AdvanisInsights

3. Moving beyond today; what’s next?
What is disruptive in my industry?
Consumer perspective on emerging trends?
What types of projects are more common today?
@LoriReiser @AdvanisInsights

4. 4
UNDERSTANDING THE BUSINESS QUESTIONS
WITH MULTIPLE STAKEHOLDERS
INVOLVED IN THE PROCESS, THERE
ARE OFTEN TOO MANY
QUESTIONS THAT NEED AN
ANSWER.
WHAT SPECIFIC QUESTIONS MUST THE
RESEARCH ANSWER TO ADDRESS THIS
BUSINESS PROBLEM?
@LoriReiser @AdvanisInsights

5. 5
UNDERSTANDING THE FUTURE BUSINESS CONTEXT
#2: ULTRA-CUSTOMIZATION: CUSTOMER IN CONTROL
ON-DEMAND, AS-DEMANDED
STORE PATH & INTERACTIONS
COMMUNICATION PRIVACY
SELF-SERVE/ BUY AND PICK UP
Whether in-store or online, some customer
at some times will want to self-select their
purchase and pick-up immediately.
UN-INTRUSIVE
WAYFINDING/ GEOFENCING
“Wayfinding…actually gives us a very powerful tool to define the route
that we want people to go. It may not be the fastest route.” (E2)
INVITED WITH RULES & PERMISSIONS
“I only want to know about X, Y, Z products, don’t talk
to me more than five times a week, and these are the
things I’m interested in.” (E2)
PRODUCT
Exactly what I want, when I want it;
Always in stock.
PURCHASE MULTI-DIRECTIONALITY
The future calls for the ability to aggregate and
create dynamic delivery routes and a
multidirectional flow of goods.****
ANONYMOUS & INDEPENDENT
RECOMMENDED/ DELIVERED
At the same time, also in-store or online,
some customers at some times will
require assistance and delivery.
ASSISTED/ ENRICHEDSELF-DIRECTED
SERVICE
Help/ support when I need it, how I want it:
chat, phone, web, in-person.
Geofencing enables text or push notifications on an opt-in basis to
mobile devices.*
* http://www.mobilemarketer.com/cms/opinion/columns/16375.html ** http://www.retaildoc.com/blog/retail-customer-service-silence-is-deadly
*** https://routingbyrumor.wordpress.com/2007/12/15/the-national-do-not-call-registry-an-american-success-story/ **** http://www.accenture.com/Microsites/financial-services-
innovation-center/Documents/pdf/Accenture-Retail-Edge-New-Opportunities-Customers-Retailers.pdf
“I can't stand being bothered by shop staff. I walked out of two
stores with overly intrusive staff today. Please shop-keeps - do not
bother your customers! Most of us just want to be left alone in
peace to browse.”**
“Peace and quiet. Brought to you by your friends at the United
States Federal Trade Commission. Americans who have registered
almost 150 million phone numbers on the Do Not Call Registry
can’t be wrong.”***
FROM COMPLEXITY AND
CONFUSION…
… TO CLEAR PRINCIPLES TO GUIDE
THE DESIGN OF THE SOLUTION.
@LoriReiser @AdvanisInsights

6. 6
REVEALING UNMET AND EMERGING NEEDS
STARTING WITH CUSTOMERS
NEEDS RATHER THAN BUSINESS
INTERNAL ASSUMPTIONS TO
ACHIEVE RELEVANT RESULTS.
@LoriReiser @AdvanisInsights

7. DEVELOPING NEW PROPOSITIONS
COLLABORATION BETWEEN
CUSTOMERS AND THE BUSINESS
HELPS DEVELOP MORE APPEALING
AND RELEVANT PROPOSITIONS
FROM NEEDS…
… TO CO-CREATION …
… TO PROTOTYPE
7
@LoriReiser @AdvanisInsights

8. “If I asked you to build a bridge for me,
you’d go off and build a bridge. Or, you
can ask me why I need a bridge. I’d tell
you then that I need it to get to the other
side of a river.
There are clearly many ways to get
across a river besides building a bridge.”
Ana Andjelic – What problem are you solving?
http://www.campaignlive.com/article/problem-
solving/1330198

9. • If you want to “deep dive” into issues that emerge from
a quantitative check in
• If you want to ask long, deep,
questions that may not have
a quantitative parallel
• If you want to co-create
with your consumers
• If you want to immerse your participants
A mix of qual/quant may work…
cc: Ed Yourdon - https://www.flickr.com/photos/72098626@N00

10. www.advanis.net
Case Studies

11. Life stage impact on “good health”
@LoriReiser @AdvanisInsights

12. Audience: New Retirees & Young Adults
Original Research Question:
• Desire to test new benefits and services for insurance products
catered to these two demographics
Refined Research Question:
• What concerns, fears, and excitement do they have about this life
stage?
• How do they define ‘good health’?
• How does health fit into their life stage planning?
Lifestage impact on
“good health” Client: Health
Insurer
@LoriReiser @AdvanisInsights

13. Method:
•In person focus groups
•online bulletin boards
“Journey mapping, defining health, build
an ideal company”
Lifestage impact on
“good health” Client: Health
Insurer
@LoriReiser @AdvanisInsights

14. Internal Communications Audit
@LoriReiser @AdvanisInsights

15. Target:
• Staff and Stakeholders of a government
inspection agency
• Multi layered organization
Research Objective:
• Understand gaps in communications to each
group, barriers to success, and unique
improvement ideas
Internal Communications Audit
@LoriReiser @AdvanisInsights

16. Internal Communications Audit
Survey of staff
and inspected
organizations
•Preference for
communications
method, frequency
•Current success or
challenges
Interim
report
•Identified gaps, and
selected those that
were most
concerning AND
most actionable for
follow up
IDIs with
staff and
inspected
orgs
•Targeted IDIs based
on survey responses
•Probed on areas
identified in
preliminary reporting
@LoriReiser @AdvanisInsights

17. Patient Centred Pharmacy
@LoriReiser @AdvanisInsights

18. In person focus groups conducted after
the survey with only a 3 question
moderation guide
1. Explore issues that were uncovered during
the survey
2. Develop a group understanding of ‘patient
centered care’
3. How to overcome the barriers to achieve PCC
Patient Centred Pharmacy
@LoriReiser @AdvanisInsights
o Survey of ~4300 pharmacists
o Interaction with regulations;
communications; evolving role of the
pharmacist; SWOT

19. Restaurant Design
@LoriReiser @AdvanisInsightscc: Robert S. Donovan - https://www.flickr.com/photos/10687935@N04

20. Restaurant Design
@LoriReiser @AdvanisInsightscc: Robert S. Donovan - https://www.flickr.com/photos/10687935@N04
Simultaneous
qual + quant
Rotational design
@LoriReiser @AdvanisInsights

21. oClick to edit Master text styles
oSecond level
oThird level
Click to edit Master title style
• Ask broad questions
• Stakeholder time commitment
• Use skilled moderation
• Involving participants as co-creators
LPT: Life Pro Tips

22. www.advanis.net
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