is qual holding us back?



22.02.08


jason oke
head of planning
juniper park
roi
does research
provide its own roi?
“over 50% of the research done at
companies is wasted. they’re asked to
do things that, even if the research
project is pe...
“[research] is this huge industry of
billions of dollars that anyone basically
can do.”

  – alison zelen
    director of ...
“it’s like the hole in the ozone layer.
everyone knows it’s a growing problem.
but they just ignore it and go on to the
ne...
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
three issues facing qual today

1   we haven’t kept up with culture

2   we haven’t kept up with science

3   we’re not vi...
1 we haven’t kept up with culture
getting the chance to give feedback
to a company used to be interesting.
now it’s assumed.
response rates are low

it’s hard to recruit decent
               respondents



        is it any wonder?
today, research is a brand touchpoint




but most market research
is a highly negative brand experience
communication needs to engage and
provide value…


why is research any different?
“the core problem is one of
relevance and value.
if more research were relevant and provided value
back to participants, t...
“it’s a symptom of the horribly compartmentalised way
most of us do our jobs that we can spend half our day
thinking of de...
what can we learn from culture?

people will enjoy contributing

… when it’s fun & interesting

… when they get to be crea...
“imaginative research design can
be like great video game design;
you can get respondents into a flow state, having
purpose...
ethnography
observation
projective games
storytelling
2 we haven’t kept up with science
research tends to assume

1. people are aware of their
   behaviour/needs/wants/motivations

2. people can access and desc...
we ask people questions they can’t answer
“the consumer does
not behave as they
say, they do not say
what they think and
they do not think
what they feel”

- david ...
Hang in there,baby!!!
“too much analysis can confuse people
         about how they really feel. there are
         severe limits to what we can...
making you think about a choice
unconsciously changes
your answer
towards
cautious
safe
familiar choices
because they are easier to explain
so we are often
highly skeptical of new ideas
the first time we see them
“you simply can’t research your way to
        everything and here’s why:
        consumers prefer the familiar and can
  ...
but all of this isn’t
necessarily a problem

the problem is taking the answers at
face value
3 we’re not vigilant enough in ensuring
  research is used properly
what people say

vs

what people mean
the questions we want answered

vs

the questions we ask
part of the problem is how
research is used
fear of failure
fear of blame
inability to make decisions
habit
history
support
“let the consumer decide.”
no one ever got fired
for doing “what consumers
said we should do”
“one should never simplify or pretend to
be sure of such simplicity where there is
none. if things were simple, word would...
we all know better.

we know when we’re doing ‘bad’
research.
“researchers are to blame too… for not
pushing back, or at least not disclosing
what the quality trade-offs will be from
l...
researchers          clients




          agencies
build bridges to your partners

don’t just wait for a project to come up
discuss this when there’s nothing urgent looming
we all need to work together to
stick up for better research
the people who can make the
biggest difference are in this room
it’s not rocket science



we need to say        “no” more often

      “… we can’t do it that way, and here’s why”
we need to educate our
colleagues
that our brains are
good at some things
and bad at others
we are good at
associating
understanding
we are bad at
explaining & describing
what we want
what we like like
and why we do things
we need to get beyond self-
reported descriptions &
explanations
it doesn’t need to be complicated
ask less
observe more
learn from culture & science
make it fun again
fight for good research
and
hang in there,
baby
thanks.




http://jasonoke.wordpress.com
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Is qualitative research holding us back?
Upcoming SlideShare
Loading in …5
×

Is qualitative research holding us back?

11,648 views

Published on

The communications industry is in a period of massive change. It is a time when more than ever, we need to be grounded in an understanding of people’s evolving behaviour and needs. But at this moment of opportunity the industry is waking up to the fact that instead of leading the way, a lot of qualitative research is based on faulty assumptions, has not kept up with cultural change or scientific learning about how the brain works, and may actually be hindering success. This is not the fault of researchers: most companies use market research poorly and don’t ask for innovation in research. But this situation runs the risk of damaging qualitative research’s value and credibility at a time when it is most needed; and researchers, clients, and agencies need to work together to win that credibility back.

Published in: Business, Technology
7 Comments
86 Likes
Statistics
Notes
  • It helped me understand what RESEARCH is all about......thanks
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Fantastic and bang on.....
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I found a great informative presentation for this 'Technology to Enhance Research Practice '. I am very impressive from this slide presentations. Great Job very nice present information. I like very much this 'Technology to Enhance Research Practice '. I have more interest in archaeology research field. my archaeology research related blog is http://archaeologyexcavations.blogspot.com/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I found this slide presentation is very useful. Great Job ! This Slide Presentation is very nice. Easy to understand ' current event and understands '.

    Our regular update blog news visit http://dinosaurs-video.blogspot.com/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Holistic, systems thinking with a human brain bent - what a concept. The strip-mining quote is priceless.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
11,648
On SlideShare
0
From Embeds
0
Number of Embeds
1,985
Actions
Shares
0
Downloads
0
Comments
7
Likes
86
Embeds 0
No embeds

No notes for slide

Is qualitative research holding us back?

  1. 1. is qual holding us back? 22.02.08 jason oke head of planning juniper park
  2. 2. roi
  3. 3. does research provide its own roi?
  4. 4. “over 50% of the research done at companies is wasted. they’re asked to do things that, even if the research project is perfect, it won't be useful. it’s covering-your-butt kind of thinking.” – bob barocci ceo, advertising research foundation adage, sept 24 2007
  5. 5. “[research] is this huge industry of billions of dollars that anyone basically can do.” – alison zelen director of consumer & market insights, unilever adage, sept 24 2007
  6. 6. “it’s like the hole in the ozone layer. everyone knows it’s a growing problem. but they just ignore it and go on to the next project.” – shari morwood vp-worldwide market research, ibm adage, october 2 2006
  7. 7. 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
  8. 8. three issues facing qual today 1 we haven’t kept up with culture 2 we haven’t kept up with science 3 we’re not vigilant enough about how it’s used
  9. 9. 1 we haven’t kept up with culture
  10. 10. getting the chance to give feedback to a company used to be interesting.
  11. 11. now it’s assumed.
  12. 12. response rates are low it’s hard to recruit decent respondents is it any wonder?
  13. 13. today, research is a brand touchpoint but most market research is a highly negative brand experience
  14. 14. communication needs to engage and provide value… why is research any different?
  15. 15. “the core problem is one of relevance and value. if more research were relevant and provided value back to participants, then more people would be participating. it’s pure economics and incentives.” – max kalehoff, nielsen
  16. 16. “it’s a symptom of the horribly compartmentalised way most of us do our jobs that we can spend half our day thinking of delicious and imaginative ways to delight our audience. and then, in the next meeting, we round up some of the best and most influential customers, shove them in a dreary room for a couple of hours, confuse them with obtuse questions and odd drawings and then sent them on their way with £20 on the one hand we’re trying our hardest to be persuasive and seductive, on the other we’re strip- mining people’s heads.” - russell davies former global strategy director, nike campaign, august 30, 2007
  17. 17. what can we learn from culture? people will enjoy contributing … when it’s fun & interesting … when they get to be creative … when it’s interactive
  18. 18. “imaginative research design can be like great video game design; you can get respondents into a flow state, having purposeful fun with their answers, enjoying their experience with you, not noticing the time flying by. this not only gets you the answers you want, it leaves people liking you more. in a world where our customers are lining up to share their opinions anyway, imaginative research will this kind of soon be all that anyone’s going to pay for.” - russell davies
  19. 19. ethnography observation projective games storytelling
  20. 20. 2 we haven’t kept up with science
  21. 21. research tends to assume 1. people are aware of their behaviour/needs/wants/motivations 2. people can access and describe those things to others … neither is particularly true
  22. 22. we ask people questions they can’t answer
  23. 23. “the consumer does not behave as they say, they do not say what they think and they do not think what they feel” - david ogilvy
  24. 24. Hang in there,baby!!!
  25. 25. “too much analysis can confuse people about how they really feel. there are severe limits to what we can discover through self-reflection.” timothy wilson university of virginia new york times, dec 29 2005
  26. 26. making you think about a choice unconsciously changes your answer
  27. 27. towards cautious safe familiar choices because they are easier to explain
  28. 28. so we are often highly skeptical of new ideas the first time we see them
  29. 29. “you simply can’t research your way to everything and here’s why: consumers prefer the familiar and can have a hard time accepting the unexpected… but consumers are not always right.” scott bedbury ex-cmo nike & starbucks Advertising Age, May 1 2006
  30. 30. but all of this isn’t necessarily a problem the problem is taking the answers at face value
  31. 31. 3 we’re not vigilant enough in ensuring research is used properly
  32. 32. what people say vs what people mean
  33. 33. the questions we want answered vs the questions we ask
  34. 34. part of the problem is how research is used
  35. 35. fear of failure fear of blame inability to make decisions habit history support
  36. 36. “let the consumer decide.”
  37. 37. no one ever got fired for doing “what consumers said we should do”
  38. 38. “one should never simplify or pretend to be sure of such simplicity where there is none. if things were simple, word would have gotten around.” jacques derrida
  39. 39. we all know better. we know when we’re doing ‘bad’ research.
  40. 40. “researchers are to blame too… for not pushing back, or at least not disclosing what the quality trade-offs will be from low bids and rushed timelines.” – bob barocci ceo, advertising research foundation
  41. 41. researchers clients agencies
  42. 42. build bridges to your partners don’t just wait for a project to come up discuss this when there’s nothing urgent looming
  43. 43. we all need to work together to stick up for better research the people who can make the biggest difference are in this room
  44. 44. it’s not rocket science we need to say “no” more often “… we can’t do it that way, and here’s why”
  45. 45. we need to educate our colleagues that our brains are good at some things and bad at others
  46. 46. we are good at associating understanding
  47. 47. we are bad at explaining & describing what we want what we like like and why we do things
  48. 48. we need to get beyond self- reported descriptions & explanations
  49. 49. it doesn’t need to be complicated
  50. 50. ask less observe more learn from culture & science make it fun again fight for good research
  51. 51. and hang in there, baby
  52. 52. thanks. http://jasonoke.wordpress.com

×