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Real qual for real R and D

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Real qual isn’t just focus groups. It doesn’t have to be IDI’s. It can be digital, it can be agile. It’s about the depth of understanding and the actionability of insight. It’s about recognising that moment of consumer truth, exploring it in full and providing R&D teams with specifics – rules and toolkits on exactly how to build market leading products.

For R&D teams, real qual goes beyond likes and dislikes. It’s not enough to say that the button ‘makes the product easy to use’; real qual explores specifically what it is about the shape, feel, pressure, look of the button, which makes it easy to use. Find out how we do it…

This presentation forms part of the online Festival of NewMR webinar series. Presented by Hannah Rogers from Blue Yonder Research.

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Real qual for real R and D

  1. 1. Campaign for Real Qual in R&D Hannah Rogers Blue Yonder Research The Festival of NewMR, March 2020
  2. 2. Sponsors Gold Silver The Festival of NewMR, March 2020
  3. 3. Automation is every where… …and more and more it’s used to express ‘quality’; it’s become an RTB: this MUST be better, because a programme has reviewed it and analysed it… It’s become a by-word for: §  Efficiency §  Speed §  Low cost
  4. 4. It has its place; it’s increasingly useful to accelerate research journeys… …but it’s just not always as precise as we sometimes need it to be.
  5. 5. You can’t automate passion – a researcher’s passion to dig deeper, to find more, to keep pushing and combine multiple data sources to tell a powerful, precise, insight story.
  6. 6. This is where we need REAL QUAL.
  7. 7. What do we mean by ‘real qual?’ Real ‘qual’ can be: §  Face to face §  Digital It’s about truly connecting consumer, product, client and researcher to get insight with impact – precise insight - not just information.
  8. 8. It’s not about the methodology, it’s about depth.
  9. 9. Automation can get us close to some of these things, but a researcher's brain and experience is the best decoding tool of all. Real qual is holistic. It seamlessly blends listening, observing, cultural decoding…
  10. 10. R&D teams need real qual.
  11. 11. This is not an anti-automation message; it’s about fighting against anything that is generic – the imprecise – the vague.
  12. 12. Automation tells us to optimise the hair removal experience by ‘improving the blade’ of a razor…
  13. 13. Real qual will tell you precisely how to optimise that blade §  Size §  Shape §  Material §  Angle §  Finish §  Flexibility §  Colour …And anything else that really matters to real people
  14. 14. Real qual is essential to understand product functionality, ergonomics and sensory experiences It gives 360o product understanding – intricate knowledge of every single touchpoint in the product lifespan. It’s holistic. Expansive…yet contradictorily focussed.
  15. 15. Pressure on button to actuate Cone angle Pack shape Pack size Finger position Material Texture Weight Balance Sound of spray Opening Closing Audio sensory cues It’s absolute decoding of the functional, emotional and cultural cues of a pack or product…
  16. 16. If you’re wondering whether you’ve achieved ‘real qual’, you’ll find out when it’s time to write your report… (…and, more specifically, your recommendations).
  17. 17. Your report must engage, inspire, tell a story, ignite action… and, practically, become a tool kit.
  18. 18. The handle must deliver good grip. The handle must deliver a good grip: §  Centre of gravity must be below handle (bulk of weight) §  Gap between handle and body: allows hand through without knuckles touching body §  When around handle, fingers must be approx. 1cm from palm of hand For R&D teams, ‘real qual’ creates a measure from which to judge success…
  19. 19. The biggest challenge to real qual is agility Traditionally, it’s slower and more expensive. But why? We’re qual experts? Why can’t we achieve cheaper, faster and better through focus?
  20. 20. BRAND AND MARKETING TEAMS CATEGORY TEAMS TRADE MARKETING AND SALES TEAMS DISCOVERY TEAMS R&D TEAMS Real qual, that lens of exploration and precision, stretches across all research territories…
  21. 21. So what do I want you to take out of this webinar? That everything has its place… …And the place for real qual, is most definitely, the place in which you need precision.
  22. 22. Q & A Hannah Rogers Blue Yonder Research Ray Poynter NewMR The Festival of NewMR, March 2020
  23. 23. Sponsors Gold Silver The Festival of NewMR, March 2020

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