The document discusses various market research methods, tools, and techniques. It begins with an overview of the goals of the training, which are to provide attendees with a toolbox of methods they can apply to research objectives. It then covers a wide range of qualitative and emerging techniques, including focus groups, interviews, observation, ethnography, and techniques using artificial intelligence. Specific methods discussed include exploratory qualitative research, grounded theory, immersion techniques, and ideation/cocreation workshops. The document emphasizes choosing the right combination of techniques for a given problem and considering factors like platforms, sample types, and ethical standards in research design.

1. Methods and Madness
market research methods, tools and
techniques
http://methodsandmadness.co.uk/contact/

2. 2© Jonny Storey, Methods and Madness 2019
Share methods, tools and techniques
Break the secrecy surrounding
techniques
Portfolio of tools and techniques
What approach, methods, tools and
techniques to apply?
Breakthrough and reveal insight
Aim of the
training
Walk away with a toolbox of
tools and techniques, methods
and approaches you can call
upon in the future.

3. 3© Jonny Storey, Methods and Madness 2019
TODAY
Foundation
Design Method Platforms
Approaches Techniques Tools
Screener and
Discussion
Guide
Moderation
Analysis Delivery
Quick overview
10% of potential tools
and techniques and
approaches.
300+ methods, tools
techniques and approaches

5. 5© Jonny Storey, Methods and Madness 2019
Why tools
and
techniques
Lack of engagement

6. 6© Jonny Storey, Methods and Madness 2019
Why tools
and
techniques
Low participant engagement
Shorter attention spans
Boredom or switch off
Breakthrough to truth
Insight reveal

7. 7© Jonny Storey, Methods and Madness 2019
Messy, chaotic
THE PROBLEM WITH QUAL, IS IT
CAN BE VERY MESSY AND OFTEN
RELIES ON CREATIVE
CONCEPTUAL THINKING AND
INTUITION.
PEOPLE TEND TO HIDE THE
TRUTH, WILL TELL YOU WHAT
THEY THINK YOU WANT TO
HEAR.
Methods and
Madness
Human factor
People tend to
hide the truth…

8. 8© Jonny Storey, Methods and Madness 2019
Tools and
techniques to
help you
breakout and
breakthrough
Get through to the truth
‘it’s about being creative and innovative, coming
up with solutions to solve business problems’

9. 9© Jonny Storey, Methods and Madness 2019
Techniques for the
sake of techniques
Blind leading the blind
Square peg in a round hole
It’s not all about
focus groups, or your
research product.
It’s about?
Insight

10. 10© Jonny Storey, Methods and Madness 2019
Qual comes with a health
warning
WHY
Depth of understanding
Explorative
Not statistically valid
Evidence enough?
Providing solutions – methods designed to
interrogate and answer the question

11. 11© Jonny Storey, Methods and Madness 2019
FOCUS
Primary
Methods
Approaches
Techniques
Tools
Are a mixture of methods, tools and
techniques used to tackle a
research objective/business aim.
These are the fundamental
qualitative methods from which
most other research derives from.
Are applications or specific
approaches typically used within
the primary methods.
Are exercises that can be used to
deliver a specific outcome or
feedback, useful to the research
objectives.

12. 12© Jonny Storey, Methods and Madness 2019
Latitudes of
methods
Primary
Methods
Approaches
Techniques
Tools
Method + technique + tools
+ platform = research solution
Focus group or IDI
Cocreation or projection
Quant technique applied as Qual
‘think and say’ or ‘collage’ exercise

13. 13© Jonny Storey, Methods and Madness 2019
FIRST
Foundation
Design
Platforms
Building a foundation of
understanding through grounded
theory and immersion
Deciding which methods, tools
and techniques to will deliver best
results, and breakthrough to
reveal new insights?
What platform will be most
appropriate and effective?
Different techniques will be
dropped in, in the above
modules as well as the
techniques module.
Look out for
these technique
summaries.

14. 14© Jonny Storey, Methods and Madness 2019
tools
techniques
approaches
Primary
methods
What is the best approach?...
Foundational
(design, platforms)
Combination of
methods
(techniques) Specific
applications
Facilitate
research
…for this therapy,
treatment,
disease,
patient or
physician profile?

15. 15© Jonny Storey, Methods and Madness 2019
Must have a foundation of
best practice and due
diligence in the design
• Respondent duty of care
• Personal identity
• Regulations
• Compliance
• Ethics
• GDPR
• Guidelines
• Industry standards
• Adverse event reporting

16. 16© Jonny Storey, Methods and Madness 2019
DESIGN
Foundation
Design Method Platforms
Approaches Techniques Tools
Screener and
Discussion
Guide
Moderation
Analysis Delivery
The fundamentals of
good Qual research

17. 17© Jonny Storey, Methods and Madness 2019
design
CLARIFY
PROBLEM
IMMERSION HYPOTHESIS SAMPLE

18. 18© Jonny Storey, Methods and Madness 2019
Grounded Theory
Construction of theories through methodical
gathering of information into themes/ideas and
providing depth of understanding.
1
Data Gathering
• Online searches
• Reports and academic studies
• Market data
• Magazine articles
2
Immersion
• ‘Eat the pies’
• Field visits – shop/buy
• Talk to a specialist
• Blogs and YouTube
Exploratory?

19. 19© Jonny Storey, Methods and Madness 2019
Immersion
“and then I decided I was a lemon for a
couple of weeks.” ― Douglas Adams, Life,
the Universe and Everything
It’s not only about studying
and internet searching
It’s ethnographic, get
involved, absorbing
involvement.
Have a go and dive right in.
Talk to all the stakeholders
Internet and literature searching

20. 20© Jonny Storey, Methods and Madness 2019
Explorative
qual
Used to help navigate future research
and identify the key attributes and
issues likely to be faced in the business
problem or key question.
It’s an aid to immersion, but tends to be
a planned and structured activity. Also
used to provide content to quantitative
questionnaires.
•Short focus group with the primary suspects
(target audience). Open questions with off-the-
cuff probing.
Short focus
group
• Short interview with subject expert or
professional.
Expert
interview
•Visiting a related venue and asking advice: how
to, what’s best etc.Casual advice
•Observing suspects: fashion, eating, behaviours
and people watching. Can often involve initial
ethnographic approaches.
Observation
•Joining a patient blog (but with permission, full
disclosure)Blogging
•Used to provide language, attributes and
context to Quant as well as testing
questionnaires.
Piloting
Delivers direction and focus
TECHNIQUE
Seek legal advice

21. 21© Jonny Storey, Methods and Madness 2019
METHOD
Foundation
Design Method Platforms
Approaches Techniques Tools
Screener and
Discussion
Guide
Moderation
Analysis Delivery
What method/s are
most appropriate?

22. 22© Jonny Storey, Methods and Madness 2019
Many methods and techniques evolving out of IDIs and focus groups
Qualitative
research
ACTIVE
Focus
Groups
Semiotics
Psycho-
graphics
Heuristics
Blog and
Social Net
Research
On-line
focus
groups
Video Vox
Pops
Mystery
Shops
In-depth
interviews
Innovation
workshops
Shopper
Research
Online
Communities
NEW
Autography
Ethnography

23. 23© Jonny Storey, Methods and Madness 2019
…and many new
tools and techniques.
• Autography
• Online and mobile communities
• Self ethnography
• In the moment
• Life logging
• Web cam qual (not so new, but growing in popularity)
Embryonic
• Web messaging
• Chat bots (Research bots)
• Facial coding
• Gamification
So where do we start?
Ai Qual

24. 24© Jonny Storey, Methods and Madness 2019
Ai Qual utilizes (Q+Q) qual/quant techniques
Ai uses machine and deep learning, by utilizing
artificial neural networks to both speed up
laborious text and content analysis and interpret
the responses. It’s particularly good at using ‘big
qual’ derived from social listening and
quantitative data.
It’s also capable of interacting with respondents
and generating intuitive questions and therefore
conversational moderating and probing.
Advanced Ai is capable of identifying emotions
and by using neurological and biometric
responses as well as psychographic modelling.
Human’s (ethnographers) are still needed to put
outputs into context and understand the analysis
generated by the Ai models.
Artificial neural networks
attempt to simulate the
human brain’s processes.
Ref. Mike Stevens, The Guide to Arti􀃒cial Intelligence for Research & Analytics, 2019

25. Ai Qual comes in various forms and platforms
There is an ever increasing number of Ai tools and new technologies
being applied to market research.
Human
responses Chatbots
Conversational
feedback
AUTO
Transcription
and translation
Text Content
Analysis
BIG QUAL
Social Listening
ETHNOGRAPHER
Ai Emotion,
Psychographic
modelling
Semiotic and
sentiment
coding
Natural
Language
Processing
Typed
Voice
Facial
Biometrics
Neurological
Machine and deep learning networks
and crowd sourcing techniques
Structured and
unstructured

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Mono: Singular In-
depth Interviews
Produces great depth, but
lacks consensus.
Good for specialists, c-suit,
business-to-business, or
difficult to recruit individuals.
Especially good for emotional
depth and complex subject
areas or processes.
Usually one hour in duration
and capable of covering more
subjects than a focus group.

27. 27© Jonny Storey, Methods and Madness 2019
Group: Focus Group discussions
Produces depth and group consensus, but requires a highly
skilled moderator to engage the group and reveal genuine
insights.
Group responses and natural social bias or peer-ship can be
major factors in the conversation. Applying tools and
techniques are useful to negate this effect and help to
breakthrough.
Respondents tend to be overly positive about ideas, concepts
and new products, however clients often can not handle
negative feedback. This therefore needs to be balanced, with a
focus on revealing the truth realistically.
Applied Psychology and cognitive theory plays a big part in any
focus group, especially where emotion, opinion and attitudes
are concerned. Using Projection techniques is by far the most
common approach.
Good for all typologies, especially consumers, although
specialist and business-to-business tend to be smaller groups
or IDIs, due to difficulties with recruitment, attendance and
peer pressure.
Usually 90 minutes to two hours in duration and held in a
central location/viewing facility.
Six to eight respondents (twelve in US), depending on the
nature of the discussion.

28. 28© Jonny Storey, Methods and Madness 2019
The variations
Large (American) style
groups
12 respondents, includes voting,
covers a wide spectrum, good
for consensus, but some
respondents can be left on the
sidelines
Segment Groups
6-8 respondents, often
belonging to a particular
demographic, lifestyle or user
group. 6 is a good number to get
depth and breadth of opinion.
Triads and Comfort
groups
Useful to deep dive into sensitive
areas, share experiences,
collaboration and support as
well as tasks and feedback and
remote locations
Pairs
Often conducted as friendship
pairs, or exploring symbiotic
relationships, and juxter
opposed positioning ie patient
and caregiver
Workshops and Hall Tests
Useful for discussion by
segment, innovation, cocreation
and ideation exercises. Electronic
voting and concept
development.
Workshop approaches
Hothousing
Ideation
Co-creation
Innovation
Category Sauna

29. 29© Jonny Storey, Methods and Madness 2019
Active groups
We all know that memory is selective and
respondents will often respond in the way
they think you want to hear. By running
groups where the respondent uses and
interacts with the product or activity. We
can get to the truth and reality of
behaviours, attitudes and opinions and are
not reliant on a consumers perceived
memory.
Insulin Pens
Participants take part in product usage and activities along
with in a group discussion.
Ethnography inspired
memory is selective

30. 30© Jonny Storey, Methods and Madness 2019
In the
moment
Real-time qualitative responses
There are many mobile apps and other online tools
that can be used to capture respondents activities
whilst on the move or engaged in activities.
It’s a good alternative to desktop PC research as is
more convenient and can negate the dependency on
memory as can be conducted real-time whilst the
respondent is engaged in the subject being
researched.
This is particularly useful for retail shopper research
where you can give participants tasks whilst shopping
as well as giving a running commentary on their
footpath whilst in-store and the decisions they are
making on-the-go.
Short easy
tasks
Natural
flow of
activity
In context
of situation
Mobile Chat
system
A regular chat system can be used providing it’s secure
and private, or a system that can hold a discussion
guide. This will require you to be online at the time of
the activity to moderate in real-time.
Some systems allow you to record and video chat at the
same time, those collecting deeper insights.
Alternatively, you could set-up a mobile bulletin board
and respondents are tasked with going online at the
time of the activity. With some bulletin board type
systems they can collect audio, pictures and video of
the activity.
By using Ai crowdsourcing tools, an interactive and
responsive interview can be conducted in real-time by
using a chat bot. Ai systems have the advantage of
being able to evaluate the response and ask reiterative
‘agreement’ questions/responses, thus enabling group
consensus, by crowd sourcing.
If possible, ask in-the-moment, give short
easy tasks and consider the context or
situation in which they’re in. The
responses need to be as natural as
possible without disrupting the natural
flow of the activity.

31. 31© Jonny Storey, Methods and Madness 2019
observer groups
Mirror groups where the second party
watches and comments on participants, is
useful to understand the dynamics of the
interactions.
Other stakeholders and influencers in the
culture and family circle are interviewed to
gather all perspectives.
Simulated groups is where a situation is re-
enacted under strict ethical controls. Both
parties are interviewed separately following
the exercise to understand the
communication gaps.
Sales Rep – simulated call – Detail Aid
evaluation.
Communication gaps and cultural perspectives
Doctor observes
patient discussion
group and adds
commentary in
backroom
Patients participate in
focus groups, often
commenting on
relationship with Doctor.
Simulated
consultation
Spouse or caregiverGynaecologist and
patient
+
Mirror groups


32. 32© Jonny Storey, Methods and Madness 2019
Understanding
consumer needs
Market
opportunity
Idea generation
Product and
idea prototyping
ideation Idea generation and development
Ideation starts with generating new ideas, followed
by the development stages and usually ending in
prototyping or actualisation. It’s typically part of the
design process. Qualitative methods and techniques
can help facilitate this process, by conducting groups
and workshops with management teams, consumers
and professional business groups. Crowd sourcing,
idea reiteration and using online community panels
have become very popular.
In a focus group format, this usually involves first
understanding the target user/consumer wants and
needs, what might make their life easier and more
enjoyable. What are the unmet needs, unknown and
future needs.
Ideas are usually facilitated by using innovation tools
and techniques – Innovation/ideas tools
INNOVATION
PROCESS
USING INNOVATION TOOLS
TO SPRINGBOARD IDEA

33. 33© Jonny Storey, Methods and Madness 2019
Consumer
experiences
Concept testing
Idea generation
Product and
idea prototyping
cocreation Building ideas collaboratively together
Cocreation workshops are not unlike ideation
groups, only with a mixed group of
stakeholders involved in the product or
service.
These could include:
Clients: Marketers etc
Consumers
Patients
Experts
Doctors
Extreme externals (push the envelope)
COCREATION
PROCESS
Consumers/users and client
marketers work together
Experiential Exercises
(product usage and making)
Important to have
a mix and variety
of participants

34. 34© Jonny Storey, Methods and Madness 2019
PLATFORMS
Foundation
Design Method Platforms
Approaches Techniques Tools
Screener and
Discussion
Guide
Moderation
Analysis Delivery
What platform is going
to deliver the best
insights?

35. 35© Jonny Storey, Methods and Madness 2019
Several different platforms can be used for IDIs
Mono: Singular In-depth Interviews
Face-to-face?
Tel/VOIP?
Online?
Digital?
BB/Communities?
Operates similar to a focus group, although applying techniques can be less insightful and time consuming.
Requires good person-to-person skills and the ability to follow the flow of natural conversation, at the same
time re-tracking to the discussion guide. These are usually audio recorded and transcripts tend to be long and
can lack structure. The big advantage is material can be shown and body language observed.
The most common form of in-depth interviews. It’s quite cost effective as it negates the need for travel and can
be less intrusive and provides a level of anonymous-ity. It’s particularly useful in cross country studies as can be
performed in different languages. These are usually audio recorded, but transcripts tend to be long and can lack
structure.
Unless synchronous, it lacks spontaneity and the natural flow of conversation. It relies on open questions and
typed in answers and responses can be short and unrevealing, if not moderated. It’s particularly good for very
personal subjects as can be completely anonymous. It’s convenient as respondents can take part at any time of
day and often from mobile.
Either using digital tools and Aps or SMS or Tweeter. It usually relies on continuous feedback to sequential
questions/answers and is somewhat like an open survey. New digital audio technologies are starting to be used,
allowing direct verbal feedback.
Questions are often posted as one-to-one Q&A, but the advantage is that other respondents can see and
observe a response, either adding to or commenting on the content. Material including: Photos, Video and
audio can be posted, by the moderator and the respondent, often eliciting, deeper more insightful feedback and
information gather.
* At the end of the day, nothing beats face-to-face interviews conducted by a skilled interviewer.

36. 36© Jonny Storey, Methods and Madness 2019
Online
communities,
forums and
bulletin boards
• Questions, discussion and exercises pri-uploaded.
Probes following respondent postings.
Timed and synchronous
postings and probes
• Respondents recruited to take part – per day, per
week (up to 6 weeks).
Respondents invited to
take part online
• Operate via postings and responses to postings
Blog forums and Bulletin
Boards
• Discussion moderated in real-time, based on a
discussion guide and live probing.
Synchronous online
groups
• Online video discussion with up to 12 respondents.Video groups
• White board exercises
• Shuffle card sorting
Online tools
• Smartphone exercises and photo/video uploads,
forums, blogs, polls, surveys + +
Online communities
(usually extended
periods)
Operate just like a blog or Facebook page.
There are many hosting platforms, all with
various facilities and tools. These need to be
monitored and moderated on a daily basis,
apart from the synchronous discussions and
video groups. Text based discussion and
open responses with smartphone photo and
video uploads.
Most methods and techniques can be
conducted online. The advantage is the
convenience of asynchronous interviews
across geographies and no need for a
central location (costs).
NB. Feedback is different to face-to-face or
telephone interviews.
Qualitative Online as ‘techniques and approaches’

37. 37© Jonny Storey, Methods and Madness 2019
Social
listening
Understand the emotional language, drivers
and motivators by surfing and collecting
content, developing key themes and what’s
topical.
Social listening: Positive sentiment and by channel
Blogs
Facebook
groups
Support
groups
YouTube
Listening to social media chatter
Is it secondary data used for
a different purpose? Did the
patients give permission for
it’s use?

38. 38© Jonny Storey, Methods and Madness 2019
APPROACHES
Foundation
Design Method Platforms
Approaches Techniques Tools
Screener and
Discussion
Guide
Moderation
Analysis Delivery
What platform is going
to deliver the best
insights?

39. 39© Jonny Storey, Methods and Madness 2019
What approach?
Critical decision dictates the success of the research
The design
Method?
Techniques?
Tools?
Which way to go?

40. 40© Jonny Storey, Methods and Madness 2019
Choices
Method
•Mono: Singular
In-depth
Interviews
•Group: Focus
Group
discussions
studies
•Triads and
comfort groups
•Pairs
•Ethnographic:
Observational
•Workshops and
Hall Tests
•Accompanied
Platforms
•Face-to-face
•Tel/VOIP
•Bulletin Board,
forums and
Communities
•Onsite or in-
home or
remote
•Online Chat
•Ai and Crowd
Sourcing
•Digital and
remote
•Technologies
(Cool Tool etc)
Approach
•Explorative
•Singular
•Multiple
•Qual Quant
•Hothousing
•Category sauna
•Category
management
•Consulting
supplement
•Experimental
•Retail
•Social Listening
Techniques
•Behavioural
•Psychographic
•Segmentation
•Concept test
•Laddering
•Needs
Hierarchy
•Heuristic
•Ideation
•Cocreation
•Ethnographic
techniques
•Observation
•Gamification
•Testing
Tools
•Show and tell
•Card sort
•Collage
•Diary
•Scale
•Ideate
•Mapping
•Think and say
•Illustration
•Ethnographic
exercises
•Homework
•Eye tracking
•In the moment
•Streaming
•gestalt

41. 41© Jonny Storey, Methods and Madness 2019
Starts with a group exploring the
category and initial ideas and
concepts are presented.
Client team take feedback from
the first group and rework/refine
ideas and concepts
Reworked and refined ideas are
presented, ranked and rated
Hot housing
Same day exercise
This is a useful method to develop brand and
advertising concepts, advertisements and
product ideas. This can help the client to
understand what works and the messages
respondents get from the ideas presented.
The client team might include their creative
agency, illustrators and copywriters, as well as
marketing and brand management.

42. 42© Jonny Storey, Methods and Madness 2019
Message
optimization
‘storyline’
This approach develops the optimal
storyline or communication. It uses qual to
develop and choose the messages to test.
The messages are then ranked and rated,
followed by a chosen best combination by
placing the preferred messages into their
best story position.
Qual or Quant can then be used to rate the
message combinations by greatest
emotional response and purchase
propensity or call-to-action.
Finally the highest scoring messages need
to be finetuned using Qual.
QUAL Develop and choose
messages
Quant Ranking and rating
best messages
Put together a
storyline: Premise,
promise, proposition
Best emotional
response rating
QUAL Fine tune messages
Premise (insight) Promise (benefits) Proposition (the offer)
Beginning Middle End
*A
*B*C
*D
*K
*E
*X
*F
*H
Ratingscore
Location in time
How to achieve the optimum message test…
A Qual-Quant approach

43. 43© Jonny Storey, Methods and Madness 2019
TECHNIQUES
Foundation
Design Method Platforms
Approaches Techniques Tools
Screener and
Discussion
Guide
Moderation
Analysis Delivery
Are applications or
specific approaches
typically used within
the primary methods.

44. 44© Jonny Storey, Methods and Madness 2019
TECHNIQUES
Are applications or
specific approaches
typically used within
the primary methods.
Techniques
•Concept test
•Semiotic
•Gamification
•Segmentation
•Laddering
•Needs
Hierarchy
•In the moment
•Behavioural
•Psychographic
•Heuristic
•Ideation
•Cocreation
•Ethnographic
techniques
•Observation
•Gamification
•Testing
Grouping by
occasion
and need
state.
Laddering
or heuristic
modelling.
Choice
modelling
and
subtraction.
Shuffle card
or product
selection.
+ Tools

45. 45© Jonny Storey, Methods and Madness 2019
Projection techniques
In it’s simplest form you might say, ‘what do you think
others do?, or what would they say?’. The idea is to
get a response from people without them feeling it’s
associated with themselves. It’s also used to get them
to think in ‘others’ shoes and is a good way to
understand their assumptions and prejudices.
• Sentence Completion
• Cartoon Completion
• Stereotyping
• Brand Personification
It’s not me, it’s
you

46. 46© Jonny Storey, Methods and Madness 2019
Emotional Research?
do emotions determine behaviour?

47. 47© Jonny Storey, Methods and Madness 2019
Emotions can indicate our motivations and intensity
of response to a brand, an advert or new concept.
Stimulus Emotion
Physical
response
Think Label
Self-talk rational
thoughts label an
activity or event
The brain labels an
emotional response
Emotional theories
By understanding the emotions, we can understand
the human motivations, the behaviours and why
people make the choices they make.
Emotions are a form of heuristic allowing people to
instinctively react to any given situation.

48. 48© Jonny Storey, Methods and Madness 2019
Based on ‘emotional response’
The heart rules the head?
We act fast on our feelings. They create a shortcut to
our decisions and are driven by instinct. The More We
Feel, The More We Buy. Ref. System1 (brainjuicer)
People choose brands quickly and intuitively based on how they feel!
How does this
advert make you
feel?
Ref. 6seconds.org

49. 49© Jonny Storey, Methods and Madness 2019
Example Psychographic segmentation
Emotion mapping
Often used to identify the
emotional drivers to purchase or
take action and classify brands.
Based on eight (8) basic
universal emotions, their
opposites and intensity, you
might ask; “how do you
feel/what emotions do you
associate with this brand or
activity?”
Place a coin where you think this
brand best fits and compare to
other competitor brands.
Probe on emotional attributes
and associations.
Ref. Robert Plutchik wheel of emotions
Brand
X

50. 50© Jonny Storey, Methods and Madness 2019
Neuroscience
neuromarketing
Tools used to measure response to ads, new
concepts, packaging.
Response to stimuli
Combined with qualitative to understand the
motivations to response, neuromarketing can capture
the unspoken, non-verbal responses.

51. 51© Jonny Storey, Methods and Madness 2019
TOOLS
Foundation
Design Method Platforms
Approaches Techniques Tools
Screener and
Discussion
Guide
Moderation
Analysis Delivery
Are exercises that can be
used to deliver a specific
outcome or feedback,
useful to the research
objectives.

52. 52© Jonny Storey, Methods and Madness 2019
Think and say
What do you think they’re
saying and thinking?
What questions does she
have?
What is worrying her?
What feelings does she
have?
What is he trying to
communicate?
Identifies the gaps in
communication.
Am I going to
die?
Yes Doctor, I
understand
What do you think they’re saying and thinking?
Is she listening to
me?
Your endometrial cancer has
metastasised to your kidneys
depressed
scared
angry
In denial

53. 53© Jonny Storey, Methods and Madness 2019
Family
generations
Thinking about the brands in
the category, place a card
against the person most
closely relates too.
Probe the role, it’s function
and future
Brand role and
positioning and how
used and thought of in
the collective.
What do you think they’re saying and thinking?
Brand A
Brand X
Brand F
Brand E
Brand B
Brand C
Old reliable
matriarch, but
dated
Was effective,
but a bit too
rough
New head of
family and lead
go to productGentle caring
and nurturing
product
Untested, gentle acting but
similar to brand A
The new upstart with
greatest potential.

54. 54© Jonny Storey, Methods and Madness 2019
Plus many more…..
Method
•Mono: Singular
In-depth
Interviews
•Group: Focus
Group
discussions
studies
•Triads and
comfort groups
•Pairs
•Ethnographic:
Observational
•Workshops and
Hall Tests
•Accompanied
Platforms
•Face-to-face
•Tel/VOIP
•Bulletin Board,
forums and
Communities
•Onsite or in-
home or
remote
•Online Chat
•Ai and Crowd
Sourcing
•Digital and
remote
•Technologies
(Cool Tool etc)
Approach
•Explorative
•Singular
•Multiple
•Qual Quant
•Hothousing
•Category sauna
•Category
management
•Consulting
supplement
•Experimental
•Retail
•Social Listening
Techniques
•Behavioural
•Psychographic
•Segmentation
•Concept test
•Laddering
•Needs
Hierarchy
•Heuristic
•Ideation
•Cocreation
•Ethnographic
techniques
•Observation
•Gamification
•Testing
Tools
•Show and tell
•Card sort
•Collage
•Diary
•Scale
•Ideate
•Mapping
•Think and say
•Illustration
•Ethnographic
exercises
•Homework
•Eye tracking
•In the moment
•Streaming
•gestalt

55. 55© Jonny Storey, Methods and Madness 2019
The way forward?
So, tools and techniques, can be…
…used to breakthrough and reveal
insight
Techniques can engage
participants…
…but beware of techniques for the
sake of techniques.
New techniques push ethical
boundaries, so it’s about…
…using the techniques, in the right
way and…
…understanding what’s the best
approach
It’s about good design + immersion
(understanding the problem)…
…and the right fit with Pharma. Is
there a place for emotional
research?
The full programme gives you
access to many more methods,
tools, techniques and approaches.
ethics

56. Summary discussion
For more information contact
jonny.storey@icloud.com
https://methodsandmadness.co.uk/

57. 57© Jonny Storey, Methods and Madness 2019
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