Bartlett Research & Analysis is a market research firm that specializes in providing actionable insights to help clients address business issues through intelligent research solutions. They use a bespoke approach for each client, employing both qualitative and quantitative methods such as interviews, focus groups, and surveys. Their director Ron Bartlett has 25 years of experience in consumer insights. They aim to deliver high-quality, on-time research that helps clients respond to changing markets.

1. To inform practical decision-making and, in so
doing, aid business/strategy development

2. Contents
About Bartlett Research & Analysis
Type of projects undertaken
Ethnography in New Product Development

3. What we do
Address real business issues through intelligent design of
market research solutions
We provide commercially-actionable recommendations
We understand that delivering well-designed market research
is only half the challenge
We develop insights that help our clients respond to the everchanging product, retail and consumer landscape
We aim to understand our client‘s business strategies

4. How we do it
The optimum bespoke approach for each particular business
issue to be addressed
No ‗off the shelf‘ solutions, we address each problem as
unique
Vast experience of all forms of qualitative and quantitative
disciplines and wider business strategy experience.
Hands-on director-level involvement at all stages
Close relationships with our clients, taking time to understand
their objectives and underlying business issues.
Energetic, enthusiastic and flexible approach.

5. Ron Bartlett
• 25 years‘ client-side experience.
• 10 years as Consumer Insight Director.
• 4 years as Retail Research Consultant.
• Market report writing
• Workshop moderation
• Naturally inquisitive
A wealth of experience across a variety of sectors and backgrounds

6. Our approach
On time, on budget.
Enthusiastic and innovative approach.
Commercially aware
Relationships/understanding client needs.
Support services used as required.
Keeping things simple.

7. Our techniques
Qualitative
Quantitative
Group
discussions
Face-to-face
(ie, onstreet, exit, inter
cept)
Depth
interviews (ie,
one-on-one,
paired)
Accompanied
shopping trips
Consultancy
Analysis
Workshops/
new product
development
Sales/
EPoS data
Desk
research
Secondary data
Online/selfcompletion
Mystery
shopping
Segmentation/
statistics/
modelling
Retail testing
Specialising in retail research and market assessments
Market
intelligence/
entry/sizing

8. In summary
Value
Efficiency
Insight
Philosophy (ie, senior
consultant on all projects).
Delivery of condensed and
powerful analysis.
Long-term client
relationships (ie, postproject
inputs, empathy, understan
ding).
All the services/resources
of a large consultancy.
Hands-on ‗accessibility‘ of a
small/friendly agency.
UK/international coverage
Support services subcontracted to long-term
partners.
Concentration on the
‗added-value‘ elements.
Exceptional value for
money.
Working Together To Provide Insight

9. Contact details
Ron Bartlett
Bartlett Research & Analysis
12 Harwood Close
Sandal
Wakefield
West Yorkshire
WF2 6QY
Telephone: 07756 271441
ron@bartlettresearch.co.uk

10. Project examples

11. Product Design – incorporating Semiotics/ Ethnography
Aim
Raw product development, based on
unexplored potential market segments
Research Method
Internal Ideation workshops, focus groups
concepts, designers contribute within group
Insight Gained
Designers able to gain first-hand insight,
bounce ideas off respondents
Outcome
Generation of several potential market
segments, based on identified needs
Implementation
Evaluate success in market and
continuous refinement/ development

12. Consumer Lifestyle Segmentation
Aim
To understand how consumers‘ lifestyle
influences their communication
Research Method
Blend of qual. and quant. methods including
video diaries, focus groups, and online
Insight Gained
5 segments of consumers identified, with
different needs in style and emotion
Outcome
Products re-balanced to address each
segment. Each segment adopted by an
internal working group in client company
Implementation
Workshops with client management
to drive change through the company

13. Product Development
Aim
To develop new product category for the
UK market
Research Method
Focus groups at concept stage; design
screen hall tests; competitive retail test
Insight Gained
Key characteristics of product with high
consumer appeal
Outcome
Introduction of several new brands into
the UK market and ultimately into the US
market
Implementation
Iterative process of continuous product
development and design leverage

14. Price & Value Relationship
Aim
Consumers perception of price v.
size, complexity and emotional resonance
Research Method
Hall test/ mock shop to replicate shopping
experience and price expectations
Insight Gained
Identify each component‘s effect on the
perceived price, and pricing sensitivity
Outcome
Complex price strategies by product type,
and a price mix based on emotional need
Implementation
Price expectation of consumers – and post
analysis to isolate individual factors

15. Understanding consumers at retail
Aim
Understand consumers‘ view overall retail
experience and specific brand image
Research Method
One to One depth interviews
Insight Gained
Detailed insight of specific areas that most
influence usage and attitudes
Outcome
Brand image, Point of Sale, and the retail
experience fine-tuned to create a
compelling offer to consumers
Implementation
Consumer centric development, focusing on
those areas of most interest to consumers

16. EPoS sales analysis
Aim
Measure sales performance by product;
category; and retailer
Research Method
Build data warehouse and analyse actual
sales in major retailers
Insight Gained
Actual real sales performance v competitors
Outcome
Product analysis based on actual consumer
sales, product lines rebalanced
Implementation
Product lines rebalanced to yield greater
sales

17. Market assessment
Aim
Research, write and publish a report to
fully understand the market
Research Method
Comprehensive review of published material,
and observations
Insight Gained
Provides brand owners with concise
information in order to help them formulate
their own strategies
Outcome
Report published to brand owner or to
commissioning publisher
Implementation
Information based product launches

18. Confidentiality
We do not as a matter of policy reveal the names of our clients.
Our recent clients have included:
Greeting Card Publishers UK & US
Designer of a ‗new‘ format of children‘s books
A product design company
Global market report publisher
Working on behalf of clients, we have conducted research in the majority
of the major UK retail chains.
We operate within the data protection laws, to ensure client and
respondent confidentiality.

19. MRS Code of Conduct
Professional Code:
MRS Code of Conduct
―Members must not disclose the identity of Clients or any
confidential information about Clients without the Client‘s
permission unless there is a legal obligation to do so‖
http://www.mrs.org.uk/standards/codeconduct.htm

20. - Working Together To Provide Insight To inform practical decision-making and, in so
doing, aid business/strategy development

21. Ethnography in Product
Design

22. Research is dead… long live research
• I attend lots of seminars where the speaker will tell you that
either Marketing or Marketing Research is dead!
– They then proceed to tell you about their ‗new‘ brand of
Marketing or Marketing Research.
• These ‗new‘ tools in market research are an evolution of
‗best practice‘ research techniques

23. Why Market Research?
• Provides actionable insights for the purpose of…
– Developing useful and usable products that
consumers want and that can be produced and sold
at a price that makes a fair profit.
• Another way of putting it…
– Useful + Usable + Desirable = Valuable
• In general, people only pay money for things of value.

24. Issues With Market Research
• Recall in Context
– Most of the purchasing that people do relies on
subconscious influences
– What people say they do and what they actually do
are often different.
– In essence, each of us is the sum of everything that
we have ever experienced.

25. Knowing Your Customer
• We need to understand early in the design process:
– Why people use our products?
– Who will use products?
– How they will use them?
– Where will they use them?
– What are the alternatives?

26. ―Voice of the Consumer‖
• You know something is big when it is simply referred to
by its initials—‗VOC‘
• VOC has been under attack of late…
– You might not understand what ―the Consumer‖ is
saying!
– Consumers may not be telling us anything useful.
• Do we have the right tools to listen to our consumers?
• Do we have
consumers?
the
right mind-set to listen
to our

27. Is Market Research Doing Enough?
• Are we asking the right questions?
• How do we ask those questions?
• Where do we ask those questions?
• Are we able to make sense of the answers to our
questions?

28. The final piece - Observation

29. Observation before ―Traditional‖ Studies
• Quantitative Marketing Research
– Helps us construct hypotheses
– Helps to identify the right questions on surveys
– Who to survey?
• Focus Groups
– Choosing the right issues to discuss
– Who to include?
• Usability Testing
– Selecting the right types of participants
– Having them perform the most relevant tasks

30. Observation Allows us to Learn Things that
You Cannot Learn any other Way
• Really BIG difference between asking what people want
and observing what they need.

31. What is Ethnography?
• Ethnography:
• ‘‘a descriptive, qualitative market research methodology for studying
the customer in relation to his or her environment. Researchers spend
time in the field observing customers and their environment to acquire
a deep understanding of customers’ lifestyles or cultures as a basis for
better understanding their needs and problems’’ (Belliveau, Griffin, and
Somermeyer, The PDMA Toolbook, 2002, p. 442).
Observation!

32. Ethnography‘s Signature Attributes
• Observation of people doing whatever it is they do on their
own turf
• Going out into the ―real world‖ and observing
• Qualitative
• Does not necessarily start with hypotheses
• Interaction with respondents
• ‗Participant-Observation‘
• Depth Interviewing (Long-Open-ended Interviews)

33. Roots of Traditional Ethnography
• Anthropology
• Sociology
• Social Psychology
• Folklore Studies
• Linguistics

34. The New ‗Ethnographic‘ Methods
• In the 1990s, various methods began to pop-up that
resembled traditional Ethnography, with a special
emphasis on—
• Actionable Insights into things like…
• Consumer behavior
• Consumer preferences
material and colour
for
• Patterns of use and purchase
product
features,
form,

35. Names you will have heard
•
‗Shadowing‘
•
‗Day-in-the-Life Studies‘
•
‗Ethnography Lite‘
•
‗Consumer Ethnography‘
•
‗Field Observation‘
•
‗Contextual Inquiry‘
•
‗Contextual Research‘
•
‗New Product Ethnography‘
•
‗Observational Research‘

36. Ethnography is Not Just One Technique
• Passive Observation
• One to One Depths
• Active Field Observation (includes Depth Interviews)
• Journals
• Video / Vox-pops
• Participant Observation
• Lifestyles
• Semiotics

37. Ethnography in NPD
• Identification of unarticulated needs that are otherwise
difficult to elicit, through—
• Access to actual behavior
• Memory cues related to context
• Memory cues from actual product usage
• Unconscious ‗work-arounds‘
• Access to attitudes and values

38. A Model for NPD
Integrating Ethnography / Design / Research
Real-world
Observation +Trend Analysis
Discovery
Goal:
1. Understand the gaps between
what people really need and/or
want and current products
2. See the way people actually use
products
Method:
1. Observation of people
actually doing what they
really do!
2. Trend Analysis
3. Popular Literature Review
Deliverables
1. Clear
description of a
Product
Opportunity
2. Initial
hypotheses

39. A Model for NPD
Integrating Ethnography / Design / Research
Discovery
Real-world
Observation +Trend Analysis
Consumer Research
Preliminary Market Research
Research
Goal:
Understanding of what it will take to
make the product experience valuable
and appealing to the people who will
be using it
Methods:
1. Observation/Ethnography)
2. Hypothesis Refinement
3. Initial Market Research
4. Human Factors Analysis
5. Questionnaire Pilot Testing
6. Usability Evaluation Planning
Deliverables
1. Refined Hypothesis
2. Initial assessment of market size
and competitors
3. Results from questionnaire pilot
testing
4. Initial Usability Testing Plan

40. A Model for NPD
Integrating Ethnography / Design / Research
Discovery
Research
Real-world
Observation +Trend Analysis
Consumer Research
Preliminary Market Research
Actionable
Insights
Goal:
Making sense of Discovery &
Research findings
Insights Deliverables:
1. Value Opportunities
2. Product Characteristics
3. Market Insights

41. A Model for NPD
Integrating Ethnography / Design / Research
Discovery
Research
Real-world
Observation +Trend Analysis
Consumer Research
Preliminary Market Research
Actionable
Insights
Traditional Market
Research
Multiple cycles
Goal:
Transform Opportunities into
actual Product Concepts and then
reduce the list to one or more
that is/are viable
Deliverables
1. Useful
2. Usable
3. Desirable

42. A Model for NPD
Integrating Ethnography / Design / Research
Discovery
Goal:
Refined Product Concept that is—
Research
1. Useful, usable and desirable
2. Patentable (if relevant)
Actionable
3. Ready for Implementation
Insights
Real-world
Observation +Trend Analysis
Methods:
1.
2.
3.
4.
5.
Design
Consumer Research
Usability Testing
Preliminary Market Research
Appeal Assessment
Depth Interviews
Engineering
Multiple cycles
Traditional Market
Research
Concept
Refinement
Concept Refinement Deliverables
•
Refined Product Concept fully specced and
ready to implement

43. A Model for NPD
Integrating Ethnography / Design / Research
Discovery
Research
Real-world
Observation +Trend Analysis
Consumer Research
Preliminary Market Research
Actionable
Insights
Multiple cycles
Traditional Market
Research
Concept
Refinement
Implementation
Evaluate success in
market / potential for
brand extensions, etc

44. Ethnography in NPD
• Ethnography provides the insight at the very first level
of NPD
• Traditional research techniques develop and prove the
concept
• Inquisitive
‗client-side‘
researchers
have
been
practicing many ethnography techniques for years
– In my client-side time, I always wanted to know
WHO? WHAT? WHY? WHERE? And WHEN?
– As a retail researcher, I spend many, many hours
watching consumers interact with retail and product
displays, and trying to understand the demographics
/ lifestyles / life-stages of consumers

45. - Working Together To Provide Insight To inform practical decision-making and, in so
doing, aid business/strategy development

46. Questions