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The Power of Going Long

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We’re used to thinking of 30-minute phone interviews, 1-hour IDIs, 2-hour focus groups and 3-hour ethnographies . . . but in many situations, thinking of ways to interact with your participants over a longer period of time (a week to a few months or longer) will open the door to much deeper, richer, more accurate learning. This presentation will talk about the benefits of longitudinal qualitative studies and provide several real-life examples.

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The Power of Going Long

  1. 1. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech The Power of Going Long with Qualita4ve Research Presented to NewMR by: Dorrie Paynter Leapfrog Marke4ng Research
  2. 2. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech TRADITIONAL BACKGROUND WHY LONGITUDINAL? EXAMPLES Longitudinal Research MULTIPLE OBJECTIVES EXPLORE A LONG PROCESS LOGISTICAL TIMES/LOCATIONS QUESTIONS EVOLUTION OF EXPERIENCE AGENDA
  3. 3. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech Challenge: LimitaNons of TradiNonal Qual Time constraints –  Limited to 1, 2, 3 hours at a 7me –  One point in 7me –  Easy to miss the cri7cal moments Reliance on memory Loca4on constraints –  Can’t go on vaca7on with them, watch them care for their newborn, aHend a Dr’s appointment… Ac4vity constraints –  Can’t research & buy a car, plan a wedding, go through a new roll of paper towels ….
  4. 4. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech SoluNon: Go long! •  Recruit par7cipants for 2 days, 2 weeks, 2 months . . . or a year •  Will usually involve a web and/or mobile based asynchronous plaNorm o Could use phone, email and/or in-person interviews •  Allows moderators, observers and par7cipants to engage with research mul7ple 7mes over the course of the study •  Easily collect text, photos, videos and audio •  Can take the form on an Insights Community or a stand alone project •  Take note! More work to maintain engagement, prepare for aHri7on, volume of data
  5. 5. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech •  Longitudinal dialogue – same person mul7ple 7mes at different stages of process or experience •  Be in-the-moment with par7cipants, where ac7on is happening, regardless of loca7on or 7me of day Advantages of Longitudinal Qual •  Removes the reliance on memory; can show, not just tell •  Allow process to happen at natural pace with natural influences •  Build trust; barriers go down •  Gives you more 7me to explore in depth RESULT? Deeper, richer more accurate learning
  6. 6. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech Examples 6 1.  A lot to do 2.  Challenging Nmes and locaNons 3.  Explore a long process 4.  EvoluNon of experience
  7. 7. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech •  Objec&ve: To explore why Americans don’t eat more mangos •  Challenge: To explore 1) percep7ons of mangos, 2) shopping for mangos, 3) in-home prepara7on of mangos AND 4) assessing new mango crea7ve … all in one study So Much To Do . . . •  Tradi&onally: 3-hour ethnographies? •  Solu&on: 3-day online discussion board with mobile component •  Benefits: –  Do everything with 20 par7cipants in 3 days vs 10 days + travel for ethnographies; save money and 7me –  Client loved seeing store displays across country; got many ideas –  Could see challenges novices encountered preparing a mango; much more realis7c and detailed than if par7cipants tried to describe what they had done Mango consump4on . . .
  8. 8. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech So Much To Do . . .
  9. 9. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech •  Challenge: How to learn what challenges people encounter while they are driving in a variety of situa7ons •  Tradi&onally: 2-hour focus groups? •  Solu&on: 5-day digital “Auto Journals” plus in-person interviews. Conducted over weekend and weekdays to cover varied driving situa7ons. •  Benefits: Deep understanding of driver’s rela7onship with their car, driving prac7ces and what issues they run into . . . from their natural environment and before we met Challenging Time/LocaNons Driving scenarios . . . Objec&ve: To generate ideas for how to improve in-car infotainment systems
  10. 10. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech 5-Day Auto Journals
  11. 11. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech Holiday shopping process… •  Objec&ve: Explore how consumers decide what they are going to purchase during the winter holiday shopping period •  Challenge: To learn about a process that can take over 2 months to complete •  Tradi&onally: 2-hour focus groups in January? •  Methodology: Ten-week digital qual study – early November -> mid-January Par7cipants reported on every aspect of the process, when and where it happened •  Benefits: –  Able to “be with” (virtually) par7cipants every step of the way - researching, planning, shopping, purchasing, wrapping, giving and returning – online, in a store, at home, etc. –  Generated lots of images and videos which helped bring process to life. More Involved Processes
  12. 12. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech Experience of women using new acne treatment . . . •  Objec&ve: To understand the emo7onal and behavioral impact of a new acne treatment •  Challenge: To observe how usage evolves over 7me •  Tradi&onally: 1-hour one-on-one interview? •  Methodology: Two month digital qual study with ongoing journaling and monthly in-depth ques4oning •  Benefits: Able to learn ini7al and longer-term reac7ons, see applica7on process, learn about likes/dislikes based on real-world usage EvoluNon of an Experience
  13. 13. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech Go long when you research . . . A process . . . 1.  Wedding planning 2.  Buying a car 3.  Picking a college 4.  ? An evolu4on . . . 1.  Training your dog 2.  Usage of new paper product 3.  Interest in music service 4.  ? Challenging 4ming/ loca4ons 1.  Sporadic medical condi7on 2.  Losing things 3.  Snacking 4.  ?
  14. 14. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech Thank You! Dorrie Paynter Leapfrog Marke4ng Research Dorrie@LeapfrogResearch.com +1-415-336-8280 (US) +81-70-1513-4875 (Japan)
  15. 15. The Power of Going Long Dorrie Paynter, Leapfrog Marke7ng Research New but not Tech Q & A Dorrie Paynter Leapfrog Marke7ng Research Sue York The Handbook of Mobile Market Research

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