'Harder, better, faster, stronger': deep insights through more indirect & creative questioning in online qualitative research
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The document discusses techniques for gaining deep insights through more indirect and creative questioning in online qualitative research. It presents seven techniques including using more visuals and fewer words in questions, measuring emotional and implicit responses, and conducting deep dive activities with consumer consulting boards to gain fresh insights and concrete actions. Discovering new opportunities through these techniques can lead to structural collaboration with consumers and a better understanding of consumer behavior and context.
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'Harder, better, faster, stronger': deep insights through more indirect & creative questioning in online qualitative research
- 1. Harder, better, faster, stronger: deep insights through more indirect & creative questioning in online qualitative research
- 2. FROM QUARANTINE TO CONSUMER CONTEXT
- 3. SO HOW CAN WE WHAT DID WE DO? MAKE THIS HAPPEN
- 4. We think much less than we think we think …
- 6. EMOTION
- 7. We are social animals
- 8. The power of the crowd
- 9. Context is a better predictor of consumer behaviour
- 11. Structural Collaboration with consumers
- 13. TECHNIQUES TO GAIN DEEP INSIGHTS #1
- 15. TECHNIQUES TO GAIN DEEP INSIGHTS #2
- 17. -29% drop-out 4x more visuals 2x more arguments
- 18. TECHNIQUES TO GAIN DEEP INSIGHTS #3
- 20. TECHNIQUES TO GAIN DEEP INSIGHTS #4
- 24. Fresh insights, concrete action
- 25. TECHNIQUES TO GAIN DEEP INSIGHTS #5
- 26. 65% 2x more visuals 47 vs. 87 words
- 27. TECHNIQUES TO GAIN DEEP INSIGHTS #6
- 29. TECHNIQUES TO GAIN DEEP INSIGHTS #7
- 33. Consumer Consulting Board: deep dive activity e.g. immersion Consumer consulting survey, e.g. insight validation Bottom-up activities TO THE BEAT OF your company 24 hour challenges Time > Intensity > Consumer Consulting Board reactivation e.g. co-creation
- 35. Managing Partner & Head of CCBs linkedin.com/in/tomderuyck tom@insites-consulting.com @tomderuyck Ready for a bright future? www.insites-consulting.com
Editor's Notes
- We have been talking about those who participate in research, but it is also about what you do with your participants – what you make them do The second challenge for today’s surveys is to better capture the complex consumer reality
- So how did we want to make this happen. What did we do in order to: Make surveys an more engaging experience for participants in order to get more richer and better data Mirror surveys to the complex reality consumers are in
- The majority of our decisions are made quickly, automatically and intuitive, using our the so called system 1 thinking. Only less than 5 % of our decision are taken by the right side of the brain or our system 2 thinking, which is more deliberate and rational and requires a lot of effort. Traditional marketing and marketing research is quit firmly routed in the idea that we influence people through the system 2 thinking. We give participants a list of brand benefits and we expect them to rate them each rationally in order to evaluate the overall brand performance. However, the movement around behavioral economics and the work of Daniel Kahreneman shows that “we think much less than we think we think”. People use heuristics in their daily decision making … and one of these heuristics are our emotions. Our decisions are wired by emotions. When having to choose out of a set of options we use emotions to simplify and guide our decision making. We often do not use “What do I think about that” (which taps into the more rational thinking), but we base many decision on “What do I feel about that”
- Besides personal identification, and an aha feel, an insight should have an emotional valence. It can be a friction or problem that consumers want to solve. But it could also be a desire for something. Consumers should be excited about having a potential solution. An insight should not be neutral, rather it should have a certain drive or willingness to change something. +++++ Valence, as used in psychology, especially in discussing emotions, means the intrinsic attractiveness (positive valence) or aversiveness (negative valence) of an event, object, or situation.[1]However, the term is also used to characterize and categorize specific emotions. For example, the emotions popularly referred to as "negative", such as anger and fear, have "negative valence".Joy has "positive valence"
- Consumer decisions are always taking in a social setting, however today we do not recognize this social dimension in survey research. Today surveys are an a-social activity – participants enter the survey and are asked to answer one question after the other without being able to connect and reflect together with other participants.
- In reality a lot of decisions are taken in a certain context or occasion (e.g. in a store, at home,..) and it is important to grasp what context consumers are in when for example consuming a certain product or brand. An answer to a question is not as simple as yes and no… but might me yes when or … yes but Context is a better predictor of consumer behaviour than individual characteristics
- but if we look at the past innovations in the industry in the past years… the majority of changes took place in the field of qualitative research. Besides the shift from offline to online… survey research has been the same for pretty much the past decades. There are 3 key challenges for surveys. A fist challenge is to better engage participants Next surveys need to capture the complex consumer reality
- but if we look at the past innovations in the industry in the past years… the majority of changes took place in the field of qualitative research. Besides the shift from offline to online… survey research has been the same for pretty much the past decades. There are 3 key challenges for surveys. A fist challenge is to better engage participants Next surveys need to capture the complex consumer reality
- Next to the language challenge, we needed to make sure we were getting the insights in their daily lives and mobility routines, almost like an ethnographic study. That’s why we enabled them to use a mobile community application. This is actually a dual screen app, meaning that members use both desktop and mobile connection for all activities. The app enabled members to better perform offline tasks (for example, sharing hot spots in the city) The mobile community turned out to be great hit, resulting in 433 photos. Extra analyses on this method showed us 3 things: 1. mobile users were more engaged, contributed 65% more posts 2. the contributions that they made contained 2x more visuals and use half the number of words 3. The photos shared by mobile were much more relevant, and tagged most often compared to photos shared through the desktop. Especially for categories mobility solutions and favorite products. These results show that a mobile component is of crucial importance to fully understand the user group and uncover unique and fresh insights.
- but if we look at the past innovations in the industry in the past years… the majority of changes took place in the field of qualitative research. Besides the shift from offline to online… survey research has been the same for pretty much the past decades. There are 3 key challenges for surveys. A fist challenge is to better engage participants Next surveys need to capture the complex consumer reality
- This photostore task allowed us to get an understanding of existing consumer reality. For example: The coffee moment in Italy is more linked to reenergizing – coffee consumption is more on-the-go, small, strong amounts. A quick espresso standing in the coffee bar, perhaps with a croissant, or when I need to get a boost while studying, as the pictures on the right suggest. While in Sweden it is more linked to a social moment, enjoying a nice cup of coffee with friends. Besides the consumer reality the photostore task also allowed us to get an understanding of cultural differences and nuances.
- but if we look at the past innovations in the industry in the past years… the majority of changes took place in the field of qualitative research. Besides the shift from offline to online… survey research has been the same for pretty much the past decades. There are 3 key challenges for surveys. A fist challenge is to better engage participants Next surveys need to capture the complex consumer reality
- Here we have an overview of some of our survey tools. Some of the tools we have refreshed and revived while other we have build to capture the complex consumer reality we mentioned before. Each of these tools taps into the different aspects of the consumer reality, namely social, context and the emotional layers of our decision making. Let me give some examples for each of these dimensions.
- Different about 2013 edition
- Next to the language challenge, we needed to make sure we were getting the insights in their daily lives and mobility routines, almost like an ethnographic study. That’s why we enabled them to use a mobile community application. This is actually a dual screen app, meaning that members use both desktop and mobile connection for all activities. The app enabled members to better perform offline tasks (for example, sharing hot spots in the city) The mobile community turned out to be great hit, resulting in 433 photos. Extra analyses on this method showed us 3 things: 1. mobile users were more engaged, contributed 65% more posts 2. the contributions that they made contained 2x more visuals and use half the number of words 3. The photos shared by mobile were much more relevant, and tagged most often compared to photos shared through the desktop. Especially for categories mobility solutions and favorite products. These results show that a mobile component is of crucial importance to fully understand the user group and uncover unique and fresh insights.
- but if we look at the past innovations in the industry in the past years… the majority of changes took place in the field of qualitative research. Besides the shift from offline to online… survey research has been the same for pretty much the past decades. There are 3 key challenges for surveys. A fist challenge is to better engage participants Next surveys need to capture the complex consumer reality
- Next to the language challenge, we needed to make sure we were getting the insights in their daily lives and mobility routines, almost like an ethnographic study. That’s why we enabled them to use a mobile community application. This is actually a dual screen app, meaning that members use both desktop and mobile connection for all activities. The app enabled members to better perform offline tasks (for example, sharing hot spots in the city) The mobile community turned out to be great hit, resulting in 433 photos. Extra analyses on this method showed us 3 things: 1. mobile users were more engaged, contributed 65% more posts 2. the contributions that they made contained 2x more visuals and use half the number of words 3. The photos shared by mobile were much more relevant, and tagged most often compared to photos shared through the desktop. Especially for categories mobility solutions and favorite products. These results show that a mobile component is of crucial importance to fully understand the user group and uncover unique and fresh insights.
- but if we look at the past innovations in the industry in the past years… the majority of changes took place in the field of qualitative research. Besides the shift from offline to online… survey research has been the same for pretty much the past decades. There are 3 key challenges for surveys. A fist challenge is to better engage participants Next surveys need to capture the complex consumer reality
- but if we look at the past innovations in the industry in the past years… the majority of changes took place in the field of qualitative research. Besides the shift from offline to online… survey research has been the same for pretty much the past decades. There are 3 key challenges for surveys. A fist challenge is to better engage participants Next surveys need to capture the complex consumer reality
- Niels: The little fly in urinals does exactly that: making men aim for the fly, leading to 80% less spillover and changing male behavior for the better in the male restrooms. http://www.convinceandconvert.com/content-marketing/these-are-the-6-steps-i-use-for-great-content-marketing/ http://www.socialmediatoday.com/content/7-steps-successful-content-marketing-infographic