"In the moment” qualitative
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This document discusses different qualitative research methods for capturing experiences as they happen, known as "in the moment" research. Streettalk mobile interviews allow pre-recruited respondents to send texts, photos, or videos spontaneously reporting thoughts and reactions using their own phones. Shop along interviews involve researchers observing and questioning shoppers as they make purchase decisions in a retail setting to understand the impact of store displays and layout. A mixed-method approach combining different qualitative techniques provides more data points and contextual information for a 360-degree view.
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"In the moment” qualitative
- 1. “in the moment” qualitative Prepared for: AMA Chicago February 2011
- 4. streettalk® mobile interviews Using their own phones, respondents can send texts, voicemail messages, photos, and/or video capturing “stream of consciousness” thoughts—when and where they happen. Ideal for getting “in the moment” insights from pre-recruited respondents in situations when you can’t, or shouldn’t, be with them. 4 Media example
- 5. streettalk® mobile interviews 5 Outbound texts prompt responses over time.
- 6. streettalk® mobile interviews 6 Inbound: we provide direction; respondents respond on their own time.
- 7. shop along interviews Researchers spend time with a shopper, observing their behaviors and questioning them for clarification. Ideal when you want to understand the impact of store displays, merchandising, layout, and product selection in the retail setting. 7
- 8. shop along interviews Pre-recruited: Respondents recruited who plan to purchase a specific item in the next days/weeks/months. Asked to shop the store as if a decision will be made today. 8
- 9. shop along interviews Intercept: observe shoppers in a particular aisle. Intercept specific shoppers after they’ve made a product selection and question them. 9
- 10. mixed-method approach 360 view More units of analysis Contextual information 10
- 11. 11 Questions? Kathy Doyle Doyle Research Associates 400 N. Michigan Ave, Suite 1016 Chicago, IL 60611 312-863-7602 kdoyle@doyleresearch.com
Editor's Notes
- Focus groups are an incredible tool in every market researcher’s toolbox. They provide a forum for respondents to report on experiences and engage in dynamic group discussion to uncover valuable insights.But sometimes there are situations where “in the moment” research is called for. Either in addition to focus groups, or as a replacement for them.
- The immediacy produces insights that can be lost or forgotten by the time a respondent is asked to participate in a group session or interview, or that are unconscious, or subconscious, and need help to be surfaced.Today, we’ll be discussing two methods for “in the moment” research: StreetTalk® mobile interviews and shop along interviews.
- OutboundExamples: take a picture of what you have for breakfast this morning . Why? (sent each day for 2 weeks) did you do anything related to college prep today? If so, what?What are you watching on TV this eveningInbound Examples: call/text/email every time you visit a fast foodrestaurant over the next week. Tell us where/when you went; what you liked/disliked about the experience; what would improve the experience (photos where appropriate)Take a shopping trip and visit these three stores (specific section or product). Talk us through experience at each store. Ease of finding what you need; inventory; display; if you were going to make that purchase tomorrow, which store would you go to and why? (send photos to illustrate)
- OutboundExamples: take a picture of what you have for breakfast this morning . Why? (sent each day for 2 weeks) did you do anything related to college prep today? If so, what?What are you watching on TV this eveningInbound Examples: call/text/email every time you visit a fast foodrestaurant over the next week. Tell us where/when you went; what you liked/disliked about the experience; what would improve the experience (photos where appropriate)Take a shopping trip and visit these three stores (specific section or product). Talk us through experience at each store. Ease of finding what you need; inventory; display; if you were going to make that purchase tomorrow, which store would you go to and why? (send photos to illustrate)
- Whenever possible, shoppers are asked to follow our “think aloud” protocol so that we can hear the thoughts that are going through their heads as they complete their shopping excursion.
- Pre-recruited:observing their behaviors (could they find what they were looking for; what did they reach for first; what draws their eye; the purchase dynamics if more than one person is involved, any frustrations they experience)questioning them for clarification.
- Pre-recruited:observing their behaviors (could they find what they were looking for; what did they reach for first; what draws their eye; the purchase dynamics if more than one person is involved, any frustrations they experience)questioning them for clarification.
- Combination of StreetTalk® mobile interviews and shop along interviewsCombination of in-home/shop along interviews. Layers on contextual information. Lifestyle, cultural influences,