The document discusses using multiple qualitative research methodologies together. It provides examples of combining in-store interviews with online bulletin boards to understand a casual dining chain's customer experience. Another example combines post-quantitative online bulletin boards to better understand issues with a new concept. A third combines focus groups, online bulletin boards, and online focus groups to understand shopper behaviors across retail channels. Combining methods provides a more complete picture by understanding issues on different levels and from multiple perspectives.

1. Navigating Qualitative Research:
New & Different Ideas
Presented by M/A/R/C® Research
August 31, 2011
#NewInsight@SmartResearch

2. Presenters
Scott Waller
Vice President
Brian Barnes
Executive Moderator
Clay Dethloff
Senior Vice President
Qualitative

3. About M/A/R/C
 46 years of research service and innovation
 Industry experience includes:
• CPG • Dining
• Pharmaceuticals & • Hospitality
Healthcare • Retail
• Telecommunications & • Banking & Finance
Technology
 Omnicom Group

4. Objectives
Today we will discuss…
 the practical applications of
insights obtained using multiple
methodologies;
 the latest approaches being
implemented by researchers;
 the range of methodologies that
can be used in combination with
each other; and
 the differentiating benefits of each technique.

5. Agenda
 Poll Question
 FAQs
• Can I get a copy of today’s presentation?
• Is today’s webinar being recorded?
• What can I win if I tweet #NewInsight @SmartResearch ?
 Overview
 Case Studies:
• Casual Dining Chain
• New Concept Challenge
• CPG Shopper Insight
 Q&A

6. Range of Qualitative Methods
Product
Innovation Diaries
Branding & Ethnography Creative
Ideation
Strategy
Shop Alongs Focus
IDIs Research
Groups
Framework
Online Focus Bulletin
Communication
Groups Boards
TeleDepths
Shopper
Insights

7. Why Combine Multiple Methods?
Social Media
Qual Quant Monitoring Qual
Qualitative is used to explore and Qualitative goes “hand-in-hand”
assess with social media monitoring
● Help in survey development ● Guide and inform social media
● Aid in survey refinement monitoring efforts
● Deeper understanding of trends
and information
Quant Qual Qual Qual
Qualitative is used to understand Develop a fuller, more robust
and comprehend picture
● Understand the “why” behind the ● Understand multiple aspects of
“what” an issue
● Develop stories for added ● Understand multiple issues
insights
7

8. Casual Dining
Chain
New Concept
Challenge
CPG Shopper
Insight
Case Study:
Casual Dining Chain

9. Research Issue & Objectives
How do you continue to grow a
“homegrown” business and
expand nationally?
Research objectives:
 Identify opportunities for growth
 Understand brand perceptions
 Understand the in-store experience
 Identify “pain points”
 Consider the impact of the design
and décor

10. Research Solution
Challenge: Illuminate the
customer experience on two
widely divergent levels from
micro to macro.
Observed behavior Geographic reach
Reality-based In-depth responses
In-Store Natural context
Bulletin Ability to probe
Interviews Boards
Granular, actionable Time for “assignments”
Respondent-driven Convenient

11. Key Research Outcomes
 The in-store component helped
the client see the customer
experience with fresh eyes.
 The bulletin board component
allowed them to quickly and
efficiently obtain a comprehensive
“read” from widely dispersed
respondents.

12. Why do Mix-Methodologies Work?
Every method has inherent strengths and weaknesses.
When objectives are more than one method can
optimally support, think “Multi-Method.”
Some factors to consider:
 Multiple objectives
● Macro / Micro understanding
● Pre-store / in-store decision making
 Multiple targets (sample)
 What techniques are needed
 Multiple touch points with
respondent vs. multiple
respondents

13. Casual Dining
Chain
New Concept
Challenge
CPG Shopper
Insight
Case Study:
New Concept Challenge

14. Research Issue & Objectives
So everybody’s “favorite”
concept didn’t test so well…
Now what?
Research objectives:
 Uncover the key drivers of low
purchase intent scores
 Understand the quantitative
findings at a more actionable level
 Identify areas of improvement
 Illuminate opportunities to re-
purpose aspects of the concept

15. Research Solution
Challenge: Quickly understand
issues with new concept in order
to identify more viable go-forward
strategy and specific next steps
Post-quant Online
Bulletin Boards
Using the same
respondent pool

16. Casual Dining
Chain
New Concept
Challenge
CPG Shopper
Insight
Case Study:
CPG Shopper Insight

17. Research Issue & Objectives
How can you identify and
understand the relationships your
customers have with the places
they purchase your product?
Research objectives:
 Understand strengths and
weaknesses of the different
channels
 Understand “place” the category
has within the channel
 Understand impact and appeal
of category promotions

18. Research Solution
Challenge: Understand the
general “lay of the land”
for each of the channels
Traditional Online Online
Focus Groups Bulletin Boards Focus Groups
(2 per channel) (1 per channel) (1 per channel)

19. Key Research Outcomes
Channel shoppers
identified
Deeper insight into
shopping behaviors
Observed shopper
reaction to
promotions

20. Other Creative Approaches
In-person one-on-one interviews
+ in-home “self- ethnography”
In-person focus groups +
online focus groups
Dyads + online bulletin boards
with unique stakeholders

21. Benefits of Multi-Methodology
Approaches
Every Multi-method Imagination and
methodology has research provides creativity set the
unique strengths in-depth limits of what is
and weaknesses understanding possible

22. Scott Waller
Vice President
1660 North Westridge Circle
Irving, TX 75038-2424
M/A/R/C® Research
Strong brands start with tel: 972-983-0412 fax:972-983-0444
strong research Scott.Waller@MARCresearch.com
www.MARCresearch.com
Clay Dethloff Brian Barnes
Senior Vice President Executive Moderator
1660 North Westridge Circle 202 CentrePort Dr. Suite 450
Irving, TX 75038-2424 Greensboro, NC 27409
M/A/R/C® Research M/A/R/C® Research
Strong brands start with tel: 972-983-0490 fax:972-983-0444 Strong brands start with tel: 336-681-1025 fax: 336-664-6705
strong research Clay.Dethloff@MARCresearch.com strong research Brian.Barnes@MARCresearch.com
www.MARCresearch.com www.MARCresearch.com