Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Qualitative research at a crossroads:           where to now?    Clients’ views of qualitative research methods     Prepar...
View from the hilltop Imagine standing on a hill overlooking      the valley / the woods      the vast plain      the ...
Which way to go?          Valley   =   face-to-face          Forest   =   observational          Plain    =   online, n...
Crossroads ‘Marketing at a crossroads’      Keith Weed, CMO Unilever, 2012      we need to think more about how we     ...
Crossroads
Interviews 26 client interviews in 6 countries      by phone and face-to-face      taking BRIC markets into account   –...
Credits Researchers Thierry Tricard, Gatard Research, France Simon Barker, Firefly Millward Brown, Beijing, China Qing ...
Clients      P&G             eBay             Diageo             Coca-Cola             Kraft Foods                   ...
Objectives What do clients say about qualitative  research methods?      How are the various methods       characterised...
A word from our sponsorsDo clients care passionately aboutqualitative research methods?It’s not about method, it’s aboutso...
Another caveat OF COURSE …     methods reflect business      and research objectives     WHAT is done matters less     ...
Methods madnessFace-to-face         Telephone                Online         User-generated                                ...
Summary More demands on process     faster, cheaper, better, newer, more relevant, insightful     NOT a case of, out wi...
‘Focus groups’ criticised, shock Recent examples      Diageo: ‘say no to focus groups’      Linked In Consumer Insights...
‘Focus groups’ to date             US military originsESOMAR data (2007) vs conference platforms
Our survey said … ‘Focus groups’ do still have a key role      some advantages over other methods      more support in ...
Our survey said …FGD +ves            FGD -vesEfficient           SuperficialConsumer            Reported behaviourexperien...
The case for …                                               with(groups) are what  the market is comfortable             ...
The case against …Very uneven … superficial … stale … boring …nothing has changed … posturing … false (Australia)    We ar...
Conflict at the heart of the method?Colliding client/consumer agendas
The rise and rise of digital Increase in online methods      from online FGDs to social media analysis      newer, can ...
eople are still                           terpret (‘ traditional’) qual …. but pEveryone knows how to in             hodol...
Behavioural focus Technology, zeitgeist … clients return  to behavioural focus  It’s even more important than ever to try...
Behavioural challenges ‘Ethno-lite’      but how lite?      definitions      standards      training Interpretation ...
Roles of qualitative researchers The method used will be determined by the project,  the project is conditioned by how re...
artist      jester           consultant          geek           scientist      geniusscholar       detective           tea...
consultant                 ideas person                                 listener      curiousstoryteller   observer     de...
Sum up in a single word Multifaceted Critical dimensions:      inside vs outside      ideas vs information      speci...
I’ll tell you what I want‘wide-eyed’ and curious but business savvy (with) a strongpull towards those who can speak the in...
The heart of the matter the heart of it is respondents being listened to; being listened to is happening less and less … a...
A shift from …client                    consumer                  QRideas                     information
A shift to …client                    consumer               QR  ideas                    information results      INSIGHT...
Where to now? Explore Examine Expertise
Onwards and upwards Explore     the newer methods and techniques     add to and fit with our core skills     used appr...
Do wonder Examine    ‘Perhaps it is strange to speak of wonder as a method.    But if we understand method as methodos, a...
Expertise
Just do it well Expertise      face-to-face/observation: ‘whole person’ methods      how to reclaim/hold our ground?   ...
Which way …?Any way we please, starting in the Valley
Upcoming SlideShare
Loading in …5
×

Qualitative research at a Crossroads: where to next?

949 views

Published on

What do clients around the world want from qualitative research methods? A presentation given to the AQR/QRCA conference, Rome 2012.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Qualitative research at a Crossroads: where to next?

  1. 1. Qualitative research at a crossroads: where to now? Clients’ views of qualitative research methods Prepared for the AQR/QRCA Conference, Rome, 2012 by Kevin McLean, Wardle McLean, UK
  2. 2. View from the hilltop Imagine standing on a hill overlooking  the valley / the woods  the vast plain  the hills and mountain range
  3. 3. Which way to go?  Valley = face-to-face  Forest = observational  Plain = online, neuro  Hills = analytical frameworks eg semiotics, BE
  4. 4. Crossroads ‘Marketing at a crossroads’  Keith Weed, CMO Unilever, 2012  we need to think more about how we get back to serving consumers ‘Capitalism at the crossroads’  Umair Haque (2011), HBR  learn to create authentic, lasting value for (people), ‘shared value’
  5. 5. Crossroads
  6. 6. Interviews 26 client interviews in 6 countries  by phone and face-to-face  taking BRIC markets into account – network of local researchers in – France, UK, China, Australia, Brazil, USA
  7. 7. Credits Researchers Thierry Tricard, Gatard Research, France Simon Barker, Firefly Millward Brown, Beijing, China Qing Wang and Sharon Zhou, The Behavioural Architects, Shanghai, China Cristiano Schenardi and Maria Helena Rodrigues, Kyra, Brazil Thais Senger, Insight Evolution, Florida, USA David Tunnicliffe, Storyville, Australia Ilana Bryant, Special Forces NY, USA
  8. 8. Clients  P&G  eBay  Diageo  Coca-Cola  Kraft Foods Agencies  McDonald’s  Molson Coors  BBDO  Ogilvy  Kimberly-Clark  Publicis  Schick Energiser  JWT  AB InBev  Westpac  PepsiCo  Ferrero  Gillette
  9. 9. Objectives What do clients say about qualitative research methods?  How are the various methods characterised by them? What do clients want from qualitative research nowadays and is this changing/evolving?
  10. 10. A word from our sponsorsDo clients care passionately aboutqualitative research methods?It’s not about method, it’s aboutsolution and result! (China)I don’t give a (damn) about methods,I just need to know what to do (UK)
  11. 11. Another caveat OF COURSE …  methods reflect business and research objectives  WHAT is done matters less that HOW it is done
  12. 12. Methods madnessFace-to-face Telephone Online User-generated Online groups Self-completion tasks groups interviews Written diaries depths groups Bulletin boards Video diaries workshops Social media MROCsObservational Psychological Neurological AnalyticalPure observation Trance interviews Eye-tracking Semiotics Participant Implicit association EEG NLP observation assessment BE
  13. 13. Summary More demands on process  faster, cheaper, better, newer, more relevant, insightful  NOT a case of, out with the old, in with the new Trends towards:  online/use of technology  behavioural focus (observation, user-generated)  other forms of face-to-face than FGDs eg workshops, direct interaction clients/consumers
  14. 14. ‘Focus groups’ criticised, shock Recent examples  Diageo: ‘say no to focus groups’  Linked In Consumer Insights Group: ‘have classical group methodologies had their shelf life?’ Technical clarification, ‘FGDs’
  15. 15. ‘Focus groups’ to date US military originsESOMAR data (2007) vs conference platforms
  16. 16. Our survey said … ‘Focus groups’ do still have a key role  some advantages over other methods  more support in China and Brazil Awareness of shortcomings / reputation  compensate by adding other methods Evidence of declining share  to other face-to-face methods  to ethnography and online
  17. 17. Our survey said …FGD +ves FGD -vesEfficient SuperficialConsumer Reported behaviourexperience (not actual)Listen in DistancingInternational BoringDebate the issues Vested interestsEntertaining Not cool. Not even close
  18. 18. The case for … with(groups) are what the market is comfortable cientand is asking for … (groups) are the most effi hina) e ba sic ideas of consumers (Cmethod to understand th Focus Groups are still the standard reference in qualitative studies. (I) believe (they) can be improved to guarantee dynamism ... (but) nothing replaces a good focus group (Brazil) there is still tremendous va lue from having conversati with customers … which is ons analysed (UK)
  19. 19. The case against …Very uneven … superficial … stale … boring …nothing has changed … posturing … false (Australia) We are moving away from focus groups, it’s been the number 1 over-used methodology for years now (USA) (Focus groups) justify more than they invent, they reduce analysis into Powerpoint quotes and they (give the impression that) anyone can do it (France)
  20. 20. Conflict at the heart of the method?Colliding client/consumer agendas
  21. 21. The rise and rise of digital Increase in online methods  from online FGDs to social media analysis  newer, can be faster and cheaper  great reach, capacity will only develop more things are definitely moving digitally (France) And yet:  jury still out for some, uncertainty  partial data set; not fully trusted, how deep, how reliable?
  22. 22. eople are still terpret (‘ traditional’) qual …. but pEveryone knows how to in hodologies, learning how to use them, igital metbecoming familiar with d e (Brazil) is import ant to have experts to hirhow to assess them, so itThe most recent th ing is neuroscienceyears now, and up , but I’ve been hea until today, nobod ring about it for 7 y uses it confidentl y (Brazil)
  23. 23. Behavioural focus Technology, zeitgeist … clients return to behavioural focus It’s even more important than ever to try to live in the consumer’s shoes (USA) We observe more and ask less, these days (UK) Behaviour more central  video ethnography, mobile phone diaries, immersion studies, pre-tasks
  24. 24. Behavioural challenges ‘Ethno-lite’  but how lite?  definitions  standards  training Interpretation is key e output was I’ve done ethnograp hy, webnography and th l stuff (Brazil) d anything to the traditiona not so good, it didn’t ad
  25. 25. Roles of qualitative researchers The method used will be determined by the project, the project is conditioned by how research is framed:  so, what do clients want from qualitative research  … and qualitative researchers?
  26. 26. artist jester consultant geek scientist geniusscholar detective teacher listener therapistcurious observer storyteller guru ideas person mediator
  27. 27. consultant ideas person listener curiousstoryteller observer detective geek guru therapist
  28. 28. Sum up in a single word Multifaceted Critical dimensions:  inside vs outside  ideas vs information  specialist vs generalist  speed vs depth  pictures vs words Role has expanded, emphasis shifted … … but at its heart remains the same
  29. 29. I’ll tell you what I want‘wide-eyed’ and curious but business savvy (with) a strongpull towards those who can speak the internal languagethe researcher role should move from mediator to a mix ofobserver’, ‘story-teller’ and ‘business consultant. I have greatfaith in qual done … in a human-centric and creative waythe qual researcher is largely a follower, I wish them to be moreof consultant …(less) carrying out what is assigned to them(but) brave enough to be forward and strategic thinking
  30. 30. The heart of the matter the heart of it is respondents being listened to; being listened to is happening less and less … and this is true for our clients as well if we abandon the tried and trusted ways, we impoverish the quality of our insight, not grow it the fundamentals have not changed, we still need to know why people do what they do. The basic skill is (still) about wondering why.
  31. 31. A shift from …client consumer QRideas information
  32. 32. A shift to …client consumer QR ideas information results INSIGHT experience
  33. 33. Where to now? Explore Examine Expertise
  34. 34. Onwards and upwards Explore  the newer methods and techniques  add to and fit with our core skills  used appropriately and well  expand F2F beyond FGD
  35. 35. Do wonder Examine ‘Perhaps it is strange to speak of wonder as a method. But if we understand method as methodos, as path or way, then we may consider wonder an important motive in human science inquiry. The "way" to knowledge and understanding begins in wonder. From this moment of wonder, a question may emerge that addresses us and that is addressed by us. It should animate ones questioning of the meaning of some aspect of lived experience.’ (Dr Max Van Manen, Phenomenologist)
  36. 36. Expertise
  37. 37. Just do it well Expertise  face-to-face/observation: ‘whole person’ methods  how to reclaim/hold our ground? ‘A good conversation is one in which you say what you have never said before … Conversation … doesn’t just exchange facts but transforms them … doesnt just reshuffle the cards, it creates new cards.’ (Theodore Zeldin)  fundamental inquiry values o curiosity, respect, imagination, courage
  38. 38. Which way …?Any way we please, starting in the Valley

×