at Qualitative360 Asia Pacific 2014 1-2 October 2014, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

1. Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by

2. #QUAL360
Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners

3. The evolution of Qual research
And a few things to
consider on how to cope
….
Tyrone Almeida,
Director, Marketing & Insights, Kellogg Apac

4. How has the world Changed ?

5. • Technological
– Mobile, Connectivity, info access..
• Social
– Zero Privacy
– Interactive – Experiential
– Always on - Connected ..
– Data overload
• Economic
– more evolved needs,
– more fragmentation
– more discretionary items…
New Behaviors driven by …

6. New knowledge..
• Better appreciation of Cognitive biases,
irrationality…deep sub-conscious…
– Behavioral economics, Neurosciences
• Behavior = f (context, stimuli, subject..)
– Environments more complex now…..more behavioral
change due to context changes
– Chaos theory role of randomness….

7. New or more evolved
Needs & Behaviours + New understanding
New or more evolved ways of
Collecting, Analysing & Interpreting data

8. • Who is the Source of information
• Provide the insights
• Target of the analysis and research investigation
• What are the specific information needs
• Areas to focus / probe on
How will you execute: Methods & Tools
In Qualitative research

9. WHO

10. Classical WHO : Representative (Rep) consumers/shoppers
• The average (rep) consumer is NOT very :
– Involved ( in your category)
– Sensitive to marginal changes in the proposition ( with only few exposures to the stimuli)
– Aware of their buying behavior/habits ( more sub-conscious )
– Articulate enough to explain
• No panel is truly rep – skews exist
– Sometimes better to intentionally bias
– Easier to read and adjust for bias
WHO

11. “All happy families are alike;
each unhappy family is unhappy
in its own way.”
― Leo Tolstoy, Anna Karenina

12. • Two ends of the spectrum on a few key variables
• Category usage, Influencing, Adoption….amongst others
• Higher degree of sensitivity to different stimuli
– E.g. Heavy users of the category – tend to be more sensitive to minute changes in the pdt
or price. Light users tend to be very sensitive to level of engagement required with the
category.
• Not about trying to shift one end group to another – it’s about better understanding
the in-betweens – the ‘rep’
• Consumers and their states are not static, they cycle through different stages , even
through a bell curve. Bell curves for different categories are inter-connected ..often
via tail-end consumers…
• Level of diversity in tail-end consumers. Richer insights per person vs rep
HeavyLight
Consumption
Vocal/InfluencerQuiet
Influencing
Early AdoptersLaggards
Adoption
Tail end consumers

13. WHO

14. The ‘experts’ & ‘catalysts’..
The Experts
To Learn about Talk to :
• Shoppers Retailers…
• Food Chefs, food bloggers, retailers
• Cosmetics Make up artists, models, glam writers
• Comm. reactions neuroscientists, ethnographers..
Sometimes a few consumer experts give you more than speaking to hordes of
consumers
The Catalysts
Those who help get the best out of your interactions with consumers
• To better interpret consumer articulations
– Semiotic specialists, anthropologists, linguistic experts
• To better interpret consumer behavior
– Behavioral psychologists, neuroscientists, client side experts

16. WHAT
Behavior = f (context, stimuli, subject..)
• Shopping environment, cultural and social
norms, information processing…
– Case study: A tale of 2 sachets
• More effort to understand the context and how
that drives behavior
• E.g. Demand spaces
– what, where , when , with whom, why

17. WHAT
W.r.t. purchase behavior, Consumers not highly
self aware / unable to articulate
• Shift from direct probing to Observe & Infer model –
the emergence of mini-experiments /hypothesize &
test approach
– E.g. Case of Price Vs Brand Vs Benefit
• Unstructured conversations – the consumer leads ,
you listen

19. HOW
• Technology
– Video streaming, Online panels, Social media, …
– More spontaneity , large samples, extended durations, anytime follow
on probes…
• Problem of data management, analysis
– Better context probing with mobile…
• Pampers, Food testing…
• Experiments
– linked to the Observe & Infer approach
– Games, Exercises, Tests…

20. HOW
the Convergence of Domains
Qual – Quant
• Layering
• Hybrid techniques

21. • Pull all existing knowledge
on a topic together into a
map
• A review of this knowledge
map is the starting point for
designing each subsequent
research
• Each new piece of research
will then add to the
knowledge map as it will
either : reinforce the story,
create contradictions or
open new dimensions
• New work creates new pieces of the knowledge map or sharpens existing
pieces i.e. builds and creates new knowledge layers around a topic
• Great tool for managing information, helps focus future research
Layering

22. Layering and extending Qual to Quant
• A novel application of Bayes’ Theorem
– expresses how a subjective degree of belief should rationally
change to account for new evidence
– How the degree of belief in a hypothesis based on 1 piece of
research should change based on prior research
E.g.: Packaging research on pink vs blue packs
• A few FGDs suggest most prefer pink because it’s
feminine.
• Prior research suggests that feminine traits are a key
driver of product choice + Your own knowledge suggest
that in general most consumers would consider pink
more feminine.
• You infer that the in population the pink package would
be more preferred.

23. Qual–Quant Hybrids
• Combining qual probing and depth for certain
areas with the scale and structure of a quant
research.
• Equity measurement – Relevance Tags®
www.relevance.pro

24. “A lot goes on in our minds that we're
not aware of. Most of what influences
what we say and do occurs below the
level of awareness”
- Gerald Zaltman
Professor, Harvard Business School & creator of the Z-met
probing technique

25. “we are far less rational in our decision
making than we think.... (however) our
irrational behaviors are neither random
nor senseless- they are systematic and
predictable”
- Dan Ariely
Author of
Predictably Irrational:
The Hidden Forces That Shape Our Decisions

26. HOW
the Convergence of Domains
• Neuro-testing
– with FGD debriefs
– With Z-met
– Better understand the role of
emotions
• Behavioral Economics
– Bandwagon, Anchoring, Mental
accounting, Zero cost, Compromise
effect
• :::::

27. Summary
ExperimentsTech driven
UnstructuredObs vs ClaimedContext
CatalystsTail -End Experts
Quant from Qual
Layering
Convergence
Quant with Qual

28. Dealing with the changes..
1. Innovation in research: Play your part.
Engage , Push and Challenge your
vendor partners
2. The old and new often don’t talk to
each other. Push our vendors to
integrate emerging techniques with
the good aspects of the old..
3. Act like a venture capitalist. Break-
throughs come with failure. …Keep 10-
20% of your budget for piloting &
refining new stuff.

31. #QUAL360
Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners

32. Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by