Qualitative 360 Europe
2014
Gold Sponsor

Silver Sponsor

Supported by

Organised by
GfK Turkey
Moving beyond focus groups as de-facto qualitative
option
© GfK 2014 | Qual360 Istanbul

1
Who are we?

Burçak Gökbayrak

Esra Zeynep Kırımlı

GfK Turkey
Qualitative Group Manager

GfK Turkey
Qualitative Group Man...
The Consumer Journey To 2020
Today, consumers:
• Don’t follow a straight line ‘path to purchase’
• Share information, inte...
GfK Smart Discovery Philosophy

© GfK 2014 | Qual360 Istanbul

4
GfK Smart Discovery – The INSIDE - OUT Consumer
View
A consumer view of how people make sense of the market and how
the ma...
What is the “Broad Lens” View?
Seeks to view a broad spectrum
of consumer demographics,
attitudes, behaviors and
motivator...
What is the “Deep Lens” View?
It provides a truer view of how consumers’ experiences and
influences shape their perspectiv...
GfK Smart Discovery Approach
CLIENT KICKOFF WORKSHOP
to gather
knowledge, gain
alignment, and set
a positive tone for
the ...
GfK Smart Discovery – LAUNCH
Kick-off Workshops
Participation from different departments
from the client

Project team and...
GfK Smart Discovery – FEEL THE GROUND
Area Mapping
Visiting each store before fieldwork
Getting / drawing the map of the s...
GfK Smart Discovery – DEEP DIVE
Various methodologies
Mainly Ethnography
Observation / Participant Observation
In-depth In...
GfK SocioLog.dx: The digital qual landscape
SocioLog.dx takes respondents on a journey through immersive and interactive a...
GfK Smart Discovery – ANALYSIS STAGE
Group Analysis
Several moderators
Working sessions
A general report covering common p...
Case Stories

© GfK 2014 | Qual360 Istanbul

14
“Evil is in details.”
Bernard Shaw

© GfK 2014 | Qual360 Istanbul

15
Case 1 - Discovering the moment of truth in a GSM shop
Objective: How to enhance the shoppers’ experience in the GSM shop ...
Case 1 - Discovering the moment of truth in a GSM shop
Marketing challenges

© GfK 2014 | Qual360 Istanbul

17
Case 1 - Discovering the moment of truth in a GSM shop
Understanding the GSM shops: First step of a comprehensive research...
Case 1 - Discovering the moment of truth in a GSM shop
FEEL THE GROUND & DEEP DIVE
Ethnography
Participant
Observation

24...
Case 1 - Discovering the moment of truth in a GSM shop
FEEL THE GROUND & DEEP DIVE

Exit interviews with the
shoppers
Obse...
Striking Findings

© GfK 2014 | Qual360 Istanbul

21
Case 2 – Customer Journey in a Car Dealer
Objective: Understand the customer journey in a car dealer, while bringing the
v...
Case 2 – Customer Journey in a Car Dealer

© GfK 2014 | Qual360 Istanbul

23
Case 2 – Customer Journey in a Car Dealer
Marketing Challenges: Improve the satisfaction of the service usage, which is
al...
Case 2 – Customer Journey in a Car Dealer
FEEL THE GROUND & DEEP DIVE

SAMPLE:
14 DEALERS IN 9 CITIES /
110 RESPONDENTS
OB...
Case 2 – Customer Journey in a Car Dealer
FEEL THE GROUND & DEEP DIVE

Observation at the vehicle
delivery time, questioni...
Case 2 – Customer Journey in a Car Dealer
Semiotic Checklist – From the visible to the invisible one...
 Entrance
 Infor...
Striking Findings

-Different moods of the sales and
service customers
- Typologies
- Impact of the physical elements on
t...
Finally,

If;
You need more than the classical approaches,
You would like to live the story of the customer/shopper,
You l...
THANK YOU

2014 QUAL360 ISTANBUL
© GfK 2014 | Qual360 Istanbul

30
Qualitative 360 Europe
2014
Gold Sponsor

Silver Sponsor

Supported by

Organised by
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Moving beyond focus groups as de-facto qualitative option - GfK

  1. 1. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by
  2. 2. GfK Turkey Moving beyond focus groups as de-facto qualitative option © GfK 2014 | Qual360 Istanbul 1
  3. 3. Who are we? Burçak Gökbayrak Esra Zeynep Kırımlı GfK Turkey Qualitative Group Manager GfK Turkey Qualitative Group Manager © GfK 2014 | Qual360 Istanbul 2
  4. 4. The Consumer Journey To 2020 Today, consumers: • Don’t follow a straight line ‘path to purchase’ • Share information, interact with brands in different ways • Experience brands in-store, by WOM, using social media, mobile apps and more For marketers: • Have different expectations • More opportunities to engage and influence • More complexity in understanding how market dynamics inter-relate • Fast, accurate activation © GfK 2014 | Qual360 Istanbul Source: Roper Reports Worldwide 2012 (US filter) 3
  5. 5. GfK Smart Discovery Philosophy © GfK 2014 | Qual360 Istanbul 4
  6. 6. GfK Smart Discovery – The INSIDE - OUT Consumer View A consumer view of how people make sense of the market and how the market fits into their everyday life 360° BROAD view A qualitative “map” of how consumers view and participate in your “category” © GfK 2014 | Qual360 Istanbul 360° DEEP view Rich stories and insights on how the consideration set fits into their lives 5
  7. 7. What is the “Broad Lens” View? Seeks to view a broad spectrum of consumer demographics, attitudes, behaviors and motivators to broaden understanding of possible view Understanding now needs differ across the breadth of occasions so as to map the profiles of occasions/situations © GfK 2014 | Qual360 Istanbul Seek to understand the broader consideration set’s role in addressing needs Integrated Market View Identifies consumer needs in a way that moves beyond just functional, but into emotional territory to view the broader range of emotional payoffs in an ideal world 6
  8. 8. What is the “Deep Lens” View? It provides a truer view of how consumers’ experiences and influences shape their perspective of the broader consideration set over time Relationship and Cultural Influencers Touchpoint Influencers Longitudinal view of evolving experiences in life that shape consumer values and personalities © GfK 2014 | Qual360 Istanbul 7
  9. 9. GfK Smart Discovery Approach CLIENT KICKOFF WORKSHOP to gather knowledge, gain alignment, and set a positive tone for the project LAUNCH © GfK 2014 | Qual360 Istanbul Pilot interviews and area mapping to identify touchpoint influencers and understand broad lens FEEL THE GROUND Digital qualitative solution: GfK SocioLog.dx, also participant observation and indepth interviews to understand deep lens DEEP DIVE Multi-moderator Group Analysis ANALYSIS STAGE 8
  10. 10. GfK Smart Discovery – LAUNCH Kick-off Workshops Participation from different departments from the client Project team and all the moderators Getting together more than once, sometimes brainstorming sessions © GfK 2014 | Qual360 Istanbul 9
  11. 11. GfK Smart Discovery – FEEL THE GROUND Area Mapping Visiting each store before fieldwork Getting / drawing the map of the store/point Observation Pilot interviews © GfK 2014 | Qual360 Istanbul 10
  12. 12. GfK Smart Discovery – DEEP DIVE Various methodologies Mainly Ethnography Observation / Participant Observation In-depth Interviews Digital Solutions Including different stakeholders: getting both retailers’ and shoppers/customers’ perspectives © GfK 2014 | Qual360 Istanbul 11
  13. 13. GfK SocioLog.dx: The digital qual landscape SocioLog.dx takes respondents on a journey through immersive and interactive activities that leverages the expressive power of the web to bring their experiences to life. SocioLog.dx is ideal for: Exploratory Deep, holistic understanding Quick Real-Time  Extended Duration Exploratory research including online diaries or product testing Mixing methodologies (i.e., individual questions, group discussions and diaries in the same project) Using a Smartphone app to access projects on the go Targeted Learning Specific, tactical feedback © GfK 2014 | Qual360 Istanbul Collecting multimedia e.g., video, photos etc. Small scale communities over shorter time scales 12
  14. 14. GfK Smart Discovery – ANALYSIS STAGE Group Analysis Several moderators Working sessions A general report covering common points in all sales points Separate reports for EACH POINT © GfK 2014 | Qual360 Istanbul 13
  15. 15. Case Stories © GfK 2014 | Qual360 Istanbul 14
  16. 16. “Evil is in details.” Bernard Shaw © GfK 2014 | Qual360 Istanbul 15
  17. 17. Case 1 - Discovering the moment of truth in a GSM shop Objective: How to enhance the shoppers’ experience in the GSM shop and increase closure rates? To discover the whole experience of the shoppers in a GSM shop, To learn the shopper paths, trip missions and decision making hierarchy To derive improvement areas for the in-store environment © GfK 2014 | Qual360 Istanbul 16
  18. 18. Case 1 - Discovering the moment of truth in a GSM shop Marketing challenges © GfK 2014 | Qual360 Istanbul 17
  19. 19. Case 1 - Discovering the moment of truth in a GSM shop Understanding the GSM shops: First step of a comprehensive research project Research is specifically designed GSM Shops are important • Are one of the main reference points for the brand image • Are the information sources and have influence on the decision making of shoppers. Face of the brand • With some small changes in the stores and system, it is possible to: • Increase the sales • Provide customer loyalty • Increase customer satisfaction © GfK 2014 | Qual360 Istanbul • Gave actionable findings with specific, concrete real life examples • Used to formulate the quantitative design of the research • Awarded for the Silver Owl by Turkish Researchers Association 18
  20. 20. Case 1 - Discovering the moment of truth in a GSM shop FEEL THE GROUND & DEEP DIVE Ethnography Participant Observation 24 hrs of shopper observations and around 100 exit interviews In-depth interviews 7 in-depth interviews with sales representatives and store managers Digital Qualitative: SocioLog.dx 8 store managers from 6 different cities for 5 days © GfK 2014 | Qual360 Istanbul 19
  21. 21. Case 1 - Discovering the moment of truth in a GSM shop FEEL THE GROUND & DEEP DIVE Exit interviews with the shoppers Observing shopper behavior, (interaction with objects & people and path in the store) Evaluation of the point according to the semiotic checklist and photographing Moderators inform the store personnel and interview the store manager © GfK 2014 | Qual360 Istanbul 20
  22. 22. Striking Findings © GfK 2014 | Qual360 Istanbul 21
  23. 23. Case 2 – Customer Journey in a Car Dealer Objective: Understand the customer journey in a car dealer, while bringing the vehicle to the service or buy a new one. The experience of the customers in a car sales / repair point -The identification of the elements that would affect this experience - Evaluation of the physical elements in the points © GfK 2014 | Qual360 Istanbul 22
  24. 24. Case 2 – Customer Journey in a Car Dealer © GfK 2014 | Qual360 Istanbul 23
  25. 25. Case 2 – Customer Journey in a Car Dealer Marketing Challenges: Improve the satisfaction of the service usage, which is already quite high. Experience in the service and sales dealers • Are quite important in the brand perceptions main reference points for the brand image • Are effective on the next car purchase and brand loyalty. © GfK 2014 | Qual360 Istanbul Research is specifically designed Need of a feminine touch in the men’s world • Since automotive sector has a male dominance in the country: • For the needs of the sector and business objectives – no other present research as a benchmark • The evaluation of the service and sales points needed a feminine point of view. • Gave actionable findings with specific, concrete real life examples with photos. 24
  26. 26. Case 2 – Customer Journey in a Car Dealer FEEL THE GROUND & DEEP DIVE SAMPLE: 14 DEALERS IN 9 CITIES / 110 RESPONDENTS OBSERVATION & ETHNODEPTH INTERVIEWS IN THE CAR SALES POINT/DEALER © GfK 2014 | Qual360 Istanbul 25
  27. 27. Case 2 – Customer Journey in a Car Dealer FEEL THE GROUND & DEEP DIVE Observation at the vehicle delivery time, questioning and photographing Interviewing of the customer for one hour Evaluation of the point according to the semiotic checklist and photographing Moderator informs sales and service representatives © GfK 2014 | Qual360 Istanbul 26
  28. 28. Case 2 – Customer Journey in a Car Dealer Semiotic Checklist – From the visible to the invisible one...  Entrance  Information Desk  Sales and service reps language, clothing, attitude  Signs and signboards in the area  Atmosphere  Colours and shapes  WCs  Sound and music  Internet corner  TV, newspapers availability © GfK 2014 | Qual360 Istanbul 27
  29. 29. Striking Findings -Different moods of the sales and service customers - Typologies - Impact of the physical elements on the customers - Different reactions of the different typologies to the physical elements © GfK 2014 | Qual360 Istanbul 28
  30. 30. Finally, If; You need more than the classical approaches, You would like to live the story of the customer/shopper, You look for the actionable insights, You believe that the details would make the difference! We invite you to use GfK Smart Discovery approach! GfK - 0212 368 07 00 burcak.gokbayrak@gfk.com zeynep.kirimli@gfk.com © GfK 2014 | Qual360 Istanbul 29
  31. 31. THANK YOU 2014 QUAL360 ISTANBUL © GfK 2014 | Qual360 Istanbul 30
  32. 32. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by

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