CARRY ON ROUND THE “U BEND” AN EXPERIMENTAL COMPARISON OF THREE QUALITATIVE METHODOLOGIESGroup V
The Context Imagineers Inc ,United Kingdom Physics of the “U Bend” Household cleaning products To develop a new & unique product concept. Research Objectives – To understand consumer behaviour & attitudes to cleaning the toilet The role of the family The products used The purchase cycle & context The imagery of the main brand players The indications of possible brand partners and idea generation
Premises Premises •Single qualitative Group Participant research Discussion observation methodology can 1.5 hrs using video result in misleading and field notes’ recommendations. (in-home 2 X 3) •Focus groups, which import Accompani respondents to the ed researchers world. shopping preceded •Participant by interviews observation & (Segment ethnography, where on loyalty) the researcher
Group Discussion Group Discussions- Advantage Insight on understanding how toilet cleaning fits into the way in which women view their role today, the meaning of the toilet Window as a room in its own right Disadvantages Very less insights on retail of context and consumer shopping behaviour Dependency on moderator’s values interpretation of discussion Consumer may tend to provide socially desirable responses
Ethnographic Approach Ethnographic approach Advantages: Bring the consumer alive for the listening clients, Real attitudes/behaviour rather than project constructions WindowEmbarrassment People are never Implications (Change in taught how to for client emotions) clean a toilet of Disadvantages Very less insights on retail context and consumer shopping behaviour Behaviou At times inhibits the interviewee if r information is sensitive
Accompanied Shopping Advantages: Insights related to retail cues Insights regarding store layout, retailer assumptions on promotions Disadvantages Window Few insights related to consumer emotions regarding brand, product, product usage of Lack of insights on brand imagery Lack of space and crowd limit the Retail amount of information that can be elicited from consumer cues Restricted to agenda of “Shopping”
Caveat: The Client ResearcherRelationship Increasing pressures of time and tight budgets have tempted clients to collapse the brand planning cycle into one study and consequently overload the research with an unrealistic scale and spread of objectives. Thus we are dealing with the researchers imaginings rather than their insights.