Why the deepest insights play hard to get

1. A
Presenta*on
from
The
NewMR
“Pu6ng
the
‘Qual’
in
Qualita*ve”
Event
28
March
2012
Why
the
deepest
insights
play
hard
to
get
Chris2ne
Tchoumba,
iModerate
Research
Technologies
Event
sponsored
by
EthOS
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa>on
about
Ethos
visit
www.ethosapp.com
For
more
informa>on
about
NewMR
events
visit
newmr.org

2. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Why the deepest insights play
hard to get
Christine Tchoumba
VP of Strategic Accounts
March 28, 2012

3. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Factors influencing consumers
Decisions
ADtudes
Mo>va>ons
Percep>ons

4. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Barriers for respondents
Analy>cal
Skills
• Difficult
to
analyze
their
mo>va>ons
and
behaviors
Ar>cula>on
• Hard
to
ar>culate
what
drives
them
Awareness
• Some>mes
unaware
of
their
underlying
mo>ves,
aspira>ons,
values
and
aDtudes

5. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
What creates these barriers?
• Memories are not readily played
back
• Emotions are right-brained
happenings, while language is left-
brained
• Most of our decision making is
unconscious which involves non-
rational input
• Social conventions can constrain
the expression of feelings and
reporting of behaviors

6. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Direct Questioning
Asking why is simply not enough
– Encourages logical thinking
– Uncovers only surface answers
– Does not circumvent the fear people may have of the
researcher (a stranger) or judgment of others

7. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Utilizing other techniques
Deeper
more
meaningful
insights
Feelings
that
drive
aDtudes,
thoughts
and
behaviors
Deeper
level
of
feeling
&
percep>on
of
the
world
Surface
Answers

8. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Alternative Techniques
Projec>ve
Techniques
Enabling
Techniques
Custom
Approach

9. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Projective/Enabling Techniques
Mind
Mapping
Bubble
Drawing
&
Cartoon
Tests
Image/Mood
Boards

10. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Projective/Enabling Techniques
• Time
Machine
• Planetarium
• Withdrawal
Techniques
Chrysler
Mitsubishi
Opel
Citroen
GM
Peugeot
RenaultAlfa
Romeo
Fiat
Skoda
Rover
Ideal
brand
Daewoo
Hyundai
Kia
Mazda
Toyota
Ford
Lexus
Cherokee
Audi
Nissan
VW
Subaru

11. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Implementation
Match
the
technique
to
your
objec>ve
Know
your
audience
Consider
the
sector
in
which
you
are
opera>ng
Create
a
comfortable
research
environment
U>lize
more
techniques
with
s>muli

12. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Custom Approach
Develop your own…
What
is
your
methodology?
What
are
the
research
ques>ons
you
answer?
What
does
that
align
with?

13. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
iModerate’s Custom Approach
Our
framework
draws
on
three
select
cogni>ve
theories

14. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Considerations
Advantages
• Richness
of
the
insights
• Alleviate
respondent
barriers
• Make
a
significant
contribu>on
if
the
research
is
concerned
with
beliefs,
value,
mo>va>on
or
other
aspects
related
to
individuals
Disadvantages
• Complexity
of
insights
and
the
corresponding
skills
required
to
interpret
the
informa>on
(Burns
&
Lennon,
1983)
• Expensive
• Some>mes
it
is
difficult
to
get
respondents
to
par>cipate
effortlessly
• Difficult
to
set
up

15. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Thank you
Christine Tchoumba
iModerate

16. Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
Q & A
Christine Tchoumba
iModerate
Sue York
NewMR

17. A
Presenta*on
from
The
NewMR
“Pu6ng
the
‘Qual’
in
Qualita*ve”
Event
28
March
2012
Why
the
deepest
insights
play
hard
to
get
Chris2ne
Tchoumba,
iModerate
Research
Technologies
Event
sponsored
by
EthOS
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa>on
about
Ethos
visit
www.ethosapp.com
For
more
informa>on
about
NewMR
events
visit
newmr.org