Beyond traditional market research approaches, i.e. alternatives to surveys and focus group.

1. Marketing Research & Social Communication
Lesson 4
Beyond Traditional Approaches
Ray Poynter
1
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015

2. Agenda
1. Reviewing the structure and role of MR
2. Quantitative research beyond surveys
3. Qualitative research beyond focus groups
4. Quiz and assignment for next week
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
2

3. Remember
If you have not completed the survey for this week, open your
PC, phone, or tablet and go to
NewMR.org/Saitama-2015
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
3

4. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
4
Market
Research
Scope:
Customers
Objec6ve:
Help
organisa6ons
make
be=er
decisions
Quan6ta6ve
Research
Approach:
Numbers
Main
Tool:
Surveys
Conduct
survey
with
a
sample
and
generalise
to
a
popula/on
Qualita6ve
Research
Approach:
Meaning
Main
Tool:
Focus
Groups
Gather
words,
images,
concepts
&
video
to
iden/fy
paFerns
to
create
meaning

5. Lesson 2 – Big Picture
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
5
1. Quantitative market research is about
describing things with numbers.
2. Surveys are the most common tool in
quantitative market research.
3. We normally need to be able to generalise
from a sample to a population.
4. Surveys need to use questions that people
are willing and able to answer.

6. Lesson 3 – Big Picture
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
6
1. Qualitative research is about understanding
not measuring.
2. The most common qualitative tool is the
focus group, followed by depth interviews.
3. But, there are many more qualitative
methods.
4. Qual does not seek an objective truth, it
seeks a useful explanation.

7. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
7
Market
Research
Scope:
Customers
Objec6ve:
Help
organisa6ons
make
be=er
decisions
Quan6ta6ve
Research
Main
Tool:
Surveys
Includes:
• Transac/onal
data
• Metered
measures
• Web
metrics
• Social
media
• Passive
data
Qualita6ve
Research
Main
Tool:
Focus
Groups
Includes:
• Depth
Interviews
• Dairies
• Ethnographies
• Online
discussions
• Semio/cs

8. Quantitative Research
Beyond Surveys
Includes:
• Transactional data
• Metered measures
• Web metrics
• Social media
• Passive data
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
8

9. Transactional Data
Includes:
• Bank and credit card data
• Loyalty schemes
• Retailer records
• Telco records (e.g. telephone company)
• Online shopping records
• Usage records, e.g. libraries
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
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10. Metered Measures
• Utilities – e.g. gas, water, and electricity
• People meters *
• IoT – Internet of Things
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Poynter,
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Research
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Communica/on,
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hFp://dashboard.sidlee.com/

11. People Meters 1
TAM 1 https://youtu.be/58d-dk3UfHw
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
11

12. People Meters 2
TAM 2 https://youtu.be/EGttftwcBcw
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
12

13. People Meters 3
Radio
http://www.nielsen.com/us/en/insights/news/2013/nielsen-tv-every-day-counts-
in-radio.html
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Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
13

14. Meters – old and new
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Poynter,
Marke/ng
Research
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Communica/on,
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15. Web Metrics
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Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
15

16. Click Flow
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Poynter,
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Research
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Communica/on,
2015
16

17. Facebook Insights
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Poynter,
Marke/ng
Research
&
Social
Communica/on,
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18. Social Media Research
More next week
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Poynter,
Marke/ng
Research
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Communica/on,
2015
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19. Passive Data
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Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
19

20. Google Ads
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Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
20
http://www.google.com/settings/ads/

21. Location History
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Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
21
https://maps.google.com/locationhistory
7
days
of
travel

22. Google Search History
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Poynter,
Marke/ng
Research
&
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Communica/on,
2015
22
https://www.google.com/history/

23. Google Other
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Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
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4. Google
monthly
security
and
privacy
report
–
lis/ng
all
the
services
you
use
hFps://www.google.com/seVngs/dashboard
5. Apps
and
extensions
that
have
access
to
your
Google
data
hFps://security.google.com/seVngs/security/permissions
6. Export
all
your
Google
data
hFps://www.google.com/takeout
7. History
of
all
your
YouTube
searches
hFps://www.youtube.com/feed/history/search_history

24. Beyond Surveys
Surveys are currently the main tool for quant
research
Weaknesses of surveys?
– Samples
– Cooperation
– Memory
– Cost per data point
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
24

25. Structure of Quant Methods
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
25
Census
Sample
Ac/ve
Passive
Surveys
The
Census
Airport
landing
forms
Bank
records
Media
People
Meters
Web
analy/cs
Social
Media
Smartphone
Passive

26. Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
26
Market
Research
Scope:
Customers
Objec6ve:
Help
organisa6ons
make
be=er
decisions
Quan6ta6ve
Research
Main
Tool:
Surveys
Includes:
• Transac/onal
data
• Metered
measures
• Web
metrics
• Social
media
• Passive
data
Qualita6ve
Research
Main
Tool:
Focus
Groups
Includes:
• Depth
Interviews
• Dairies
• Ethnographies
• Online
discussions
• Semio/cs

27. Qualitative Research
Beyond Focus Groups
Includes:
• Depth Interviews
• Dairies
• Ethnographies
• Online discussions
• Semiotics
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
27

28. Depth Interviews
• The second most common qual method
• Moderator and one person
– Sometimes two people, paired depths (dyads)
• Typically 8 to 16 interviews
• Typically 30 to 90 minutes
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
28

29. Focus Groups or Depths?
Focus Groups
– Where interaction is good
– Where members SHOULD influence each other
– To tap into experiences
– Example: Explore the problems with drying
clothes on wet and humid days
Depth Interviews
– Individual stories
– Where the differences are important
– Or where things are sensitive
– Example: How do people get into debt

30. Diaries
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
30
Typical
diary
study
one
week,
some/mes
one
day,
some/mes
several
weeks.
Can
also
be
quant,
if
the
ques/ons
numerical
and
the
sample
size
larger.

31. Ethnography
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
31
How
does
a
queue
form
in
Starbucks?
How
does
it
change
when
more
people
arrive?
What
do
people
do
in
the
queue?
How
does
the
queue
impact
other
behaviour?

32. Online Discussions
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
32

33. Semiotics
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
33

34. Big Picture
1. Surveys are the main method of
conducting quantitative research.
2. Quant alternatives include:
– Transactional data, metered measurements,
web metrics, passive data & social media.
3. Focus groups are the main method of
conducting qualitative research.
4. Qual alternatives include:
– Depth interviews, ethnography, diaries,
online discussions & semiotics
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
34

35. Before Next Lesson
1. Find out Three things about Ray Poynter
from social media and the internet.
2. Find out Three things about ESOMAR
from social media and the internet.
3. Everybody will be asked to mention one
item at the next lesson.
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
35

36. Questions?
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Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
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37. Quiz Lesson 4
Ray
Poynter,
Marke/ng
Research
&
Social
Communica/on,
2015
37
Please
complete
the
quiz
sheet
Put
your
name
on
the
sheet