This document summarizes research conducted to understand qualitative factors influencing house buying preferences. Focus groups were conducted with couples and individuals from middle-class and upper-middle-class families. Key insights included that commute, amenities, and basic necessities were prioritized over price. Religious aspects played a lesser role than peace and calm. Proper facilitation and analysis of focus groups provided insights into actual customer needs and perceptions. The conclusion recommends balancing consistency and specificity of responses, moderating intensity, using an effective communication strategy, and creating a memorable experience for participants.
A session on using focus groups, mainly in a higher education research and evaluation setting. How can we decide whether to use a focus group vs interviews or surveys. What does a focus group look like etc
A session on using focus groups, mainly in a higher education research and evaluation setting. How can we decide whether to use a focus group vs interviews or surveys. What does a focus group look like etc
A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign.
Understanding the principles and methodologies for conducting research & surveys.
1. Understanding Research Context
2. Designing a Survey
3. Designing a Questionnaire
4. Capturing & Analysing Design Research
5. Tools//Offline & Online
A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign.
Understanding the principles and methodologies for conducting research & surveys.
1. Understanding Research Context
2. Designing a Survey
3. Designing a Questionnaire
4. Capturing & Analysing Design Research
5. Tools//Offline & Online
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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2. Research objective
Objective
• Analyze customer preferences (qualitative)
in purchasing apartments
• Check whether the overhype of price as the
main criteria, has merit
Market segment
• Middle-class/Upper-middle class who wish to
purchase homes in the range of INR 40-70
lakhs
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
3. Sample selections
Couples Individuals
• Husband-wife interviews with • A mix of married and
both as participants in bachelors, but an all male
discussion group.
• Selected across India-based • Selected across India-based
and NRIs returning to India and NRIs returning to India
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
4. Strategies and insights
Pampered the
participants:
• Fed them well with Provided a
cold drinks and chips Listened to feeling that each
• Called each one of opinion of each participant is
them, explained the one and recorded important.
importance of their
involvement and sent their inputs. Sensitive to their
a personal invitation time restrictions
to each
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
5. Group Discussion guide
The discussion points contained a mix of
projective techniques:
Sentence association
Word associations
Color associations
Story completion – 1
Picture associations
Discussions among the group regarding
each item
Try to weave in response from all questions
to understand customers’ unsaid needs
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
6. Sentence associations
• Shady trees, Paved footpath, Bus/train
What comes stop nearby
to your mind?
• 3 Aartis and/or 5 Azaans a day – loud
How do you and clear
feel?
• Came home after 4 hrs of shopping.
I wish… Walked up 3 floors and entered my home
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
7. Word associations
10 th floor
Midnight
earthquake
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
8. Color associations
relaxation
food
family
preparation
argument exercise
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
9. Story completion
Time to go to office. I take the car out of
parking lot and drive out of the
apartment complex…
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
10. Picture associations – Part 1
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
12. …and the big confusion!!
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
13. Group 1
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
14. Group 2
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
15. Key insights
Commute and amenities of city life take
precedence over price
Places of religion play a lesser role than
daily peace and calm
Peoples’ preference is largely affected by
availability of basic necessities such as:
Water
Electricity
Proximity to shopping
Proximity to open areas and parks
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
16. Key insights
When given a visual stimuli, people react according
to their preferences and established needs
e.g. A glass full of beer, could be
○ Relaxation with friends and family
○ Pub with a choice of beer
○ Something you do not want around
○ A negative attribute to society
Insights from color associations
Perceived property of a color is not necessarily reflected
universally
○ E.g. Saffron was found to be the color of relaxation, prayer
as well as violence.
Places within house were painted differently by different
associations of utility.
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
17. Methodology, learning and
suggestions
•Avoid direct and quantitative mode of questioning
In-depth Interview •Try to go for face-face rather than phone
•Manage flow of thoughts, unobtrusively
Focus group •Do not prompt or direct the interview
discussion, with •Arrive at common ground after every question
•Managing more than 7 or less than 5 is a problem
projective techniques •Time management is critical
•Patterns emerge based on proper aggregation and
assimilation of information
Analysis •Insight into actual, not reported, behaviors
•Proper sampling helps in better results
•Critical to understand perceptions
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection
18. Conclusion
Internal consistency and specificity of
responses to be balanced
Moderate the intensity of comments to
get to the subliminal layer
Communication strategy is critical
Make the sessions memorable for
participants (in a good way, i.e)
Research Sample
GD guide Key Insights Methodology Conclusion
Objective Selection