Proven tools & customized approaches to deliver on qualitative research objectives

1. Proven Tools & Customized Approaches
To Deliver On Research Objectives
Frank Hines
President
Hines & Lee, Inc.

2. Delivering 100% On Your Research Objectives
• We utilize proven tools, techniques, & creative approaches.
• Every project is a one-off – customization is critical.
• We deliver new & different insights from every engagement.
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3. Qualitative Market Research Experience
3"
NATIONAL
ACADEMY OF
ENGINEERING!

4. Proven Qualitative Research Tools
4"
Exploratory Labs – Interactive focus
groups that put you in the room
Vidnography™ – Consultant-directed,
consumer-generated video ethnography
Market Immersion – Field trips &
customized in-market experiences
Online Research – Bulletin boards
& webcam-enabled focus groups

5. Understand Emotions & Illustrate Insights
• To confirm hypotheses & illustrate insights related to consumers’ bread-eating
habits, we asked consumers from various behavioral segments
to film interviews, kitchen tours, reactions to photos of various types of
bread, and a five-day video diary.
• Utilized special HD cameras to provide footage for facial coding
software to conduct deeper emotional analysis.
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6. Understand the Market to Fuel Innovation
• To drive “long-term care insurance” innovation, we took a senior
marketing team on a two-day Market Immersion guided field trip to visit
and gather insights from various constituents in their marketplace.
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7. Demonstrate Product Visibility & Interaction
• To document who opens the refrigerator, how often, what they see,
and what they touch, we placed motion-sensitive cameras in
consumers’ kitchens, filming every interaction with the refrigerator.
• We studied refrigerator interactions, tallied every product touch, and
produced a time-lapse video of families opening and closing their
refrigerators over a one-week period.
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8. Develop New Product Concepts
• To develop new generations of mailing machines, we conducted
Exploratory Labs with corporate mailing operations managers.
• We provided physical models and prototypes so respondents could
touch and feel new concepts, and show us the best configurations.
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9. Understand Mom/Child Shopping Dynamics
• To gather insights from moms and their children, driving the creation
of new beverages and dessert novelties, we conducted Exploratory
Labs with children aged 8-12 (separately and, then, with their moms
in interactive discussion groups).
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10. Leverage World-Class Brand Attributes
• To identify & leverage the attributes
of world-class brands, we conducted
a Market Immersion tour in
Manhattan, focused on the sensory
cues that communicate the brand
essence of some of the world’s
marquis brands.
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11. Identify High-Performance Attributes
• To fuel the development of new sports watches incorporating the most
critical performance attributes, we gathered insights from professional
triathletes about their needs during competition.
• We worked with the publishers of Triathlete magazine to recruit world-class
triathletes including a two-time winner of the Ironman triathlon and
his wife, an Olympic silver medalist, for interactive discussion sessions.
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12. Geographically Dispersed Populations
• To gather insights from senior managers regarding a new financial
management service, we utilized both Exploratory Labs and an Online
Bulleting Board service. This enabled iterative discussions with
managers in major metros as well as more remote locations.
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13. Creative Tools For Illustrating Insights
Vidnography™ In-Session Artists Consumers’ Sketches
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Favorite Activities,
By Time Spent
0" 4" 8" 12" 16" 20"
Outdoors"
Movies"
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Charts & Graphs Wordles PhotoPhone Essays™

14. Who We Are
• Consultants offering services in research, strategy & innovation.
• Professional facilitators who believe in the power of the diversity &
experience of teams.
• We believe that teams own what they help create.
• Providers of an innovative portfolio of qualitative research services.
• Pioneers of Vidnography™ – consultant-directed, consumer
generated, video enthnography.
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15. Experience Bringing Insights To Life
• In addition to the tools outlined in this presentation, we are always
developing new tools to bring insights to life, customized to your
research and innovation objectives.
• Each of our consultants and consulting partners has 20+ years of
experience each in international marketing & market research, all
with some client-side experience.
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Frank Hines
• 30+ years international marketing experience
• About 20 years as an innovation consultant
• Group facilitator & focus group moderator
• Research, strategy, & innovation experience
• Holds three patents
• Engineer & MBA