iModerate’s Christy Tchoumba delivered this presentation at the New MR Qualitative Research Webinar, Putting the ‘Qual’ in Qualitative Research. This 20-minute presentation takes a look at cognitive process and details the reasons why it’s so challenging for researchers to unlock the deeper parts of the consumer psyche. With a better understanding of how consumers think in hand, the presentation details how different qualitative techniques, strategies and question types can be applied to get researchers past surface answers to uncover deeper, more meaningful insights. Specifically, Christy delves into projective techniques, enabling techniques and other insightful approaches.
Navigating the Online Qualitative LandscapeiModerate
This presentation gives you a look at the tools and techiques that makeup the online qualitative arena. This details the strenghts, weaknesses and applications of each approach.
You Can Let Go Of Your Focus Groups, Really, It's O.K.iModerate
This presentation tries to help you come to grips with not always defaulting to focus groups. It gives you the reasons why people always run to groups, debunks some myths and highlghts some other options.
The document summarizes research from interviews with recent graduates of both 4-year degree programs and 2-year/vocational programs as well as their parents about their perceptions of the value of higher education. Some key findings include:
- While higher education is still seen as valuable, 4-year graduates want universities to better prepare students for careers through more hands-on learning and career guidance.
- 2-year/vocational program graduates appreciate their more focused education but have uncertainty about career advancement long-term without additional degrees.
- Graduates who are satisfied in their careers see the most value from their education while those struggling wish they had received more career support or chosen a different major.
- Both
here at iModerate, we conducted a new study that shows the impact Social TV is having on our viewing habits. Our study also reveals who the biggest participants are, or as we call them, “The Social TV Gurus”. Finally, we found that beyond giving feedback and supporting their shows, the other main reasons individuals engage in Social TV are to be relevant and recognized, be part of a community, maintain relationships, and have virtual “hang out time” with friends. Enjoy!
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
Consumer Confidence From the Consumer's POV Feb-April 2014iModerate
Every four weeks the media erupts with headlines trumpeting the latest Consumer Confidence numbers. And while we love a good statistic as much as the next person, we kept asking ourselves the same questions: what does that number really say about the economy? At the end of the day, what does it mean in terms of how real people act in real life?
To satisfy our curiosity and give our longitudinal qualitative approach a proper test drive, we spent the past 3 months striving to uncover the heartbeat that lurks behind Consumer Confidence. And we will spend future months doing so as well. We’re developing a barometer for why people feel the way they do about the economy, their personal finances and their future, so that we can read between the numbers to understand the consumer on a deeper, more intimate level than what the data and percentages have to say.
Zeba media work - Analysis of title sequence Zeb Kazi
The title sequence introduces the plot, characters, genres, and mysteries of the film. It shows the three main child characters in various dangerous situations as they try to escape from the villainous man who is pursuing them. Through dramatic imagery and situations like being in a storm at sea or hanging from a cliff, the audience learns that the children will face many unfortunate events and dangers in their adventure, but also see their bravery, resilience, and ability to work together as they try to survive and escape their pursuer. Mysteries are set up about the relationship between the children and their villainous pursuer, and whether they will ultimately escape his clutches.
Christine Tchoumba gave a presentation at the NewMR "Putting the Qual in Qualitative" event on March 28, 2012 about obtaining deeper insights from qualitative research participants. She discussed how direct questioning often only elicits surface-level answers and barriers like analytical skills, articulation, and self-awareness can prevent participants from sharing their true motivations and perceptions. Alternative techniques like projective exercises, enabling techniques, and custom approaches can help overcome these barriers by accessing feelings and unconscious decision-making. Tchoumba advocated matching the technique to the research objective and creating a comfortable environment to obtain richer qualitative insights.
Navigating the Online Qualitative LandscapeiModerate
This presentation gives you a look at the tools and techiques that makeup the online qualitative arena. This details the strenghts, weaknesses and applications of each approach.
You Can Let Go Of Your Focus Groups, Really, It's O.K.iModerate
This presentation tries to help you come to grips with not always defaulting to focus groups. It gives you the reasons why people always run to groups, debunks some myths and highlghts some other options.
The document summarizes research from interviews with recent graduates of both 4-year degree programs and 2-year/vocational programs as well as their parents about their perceptions of the value of higher education. Some key findings include:
- While higher education is still seen as valuable, 4-year graduates want universities to better prepare students for careers through more hands-on learning and career guidance.
- 2-year/vocational program graduates appreciate their more focused education but have uncertainty about career advancement long-term without additional degrees.
- Graduates who are satisfied in their careers see the most value from their education while those struggling wish they had received more career support or chosen a different major.
- Both
here at iModerate, we conducted a new study that shows the impact Social TV is having on our viewing habits. Our study also reveals who the biggest participants are, or as we call them, “The Social TV Gurus”. Finally, we found that beyond giving feedback and supporting their shows, the other main reasons individuals engage in Social TV are to be relevant and recognized, be part of a community, maintain relationships, and have virtual “hang out time” with friends. Enjoy!
The role of m-Commerce in the new shopper landscapeiModerate
In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.
Consumer Confidence From the Consumer's POV Feb-April 2014iModerate
Every four weeks the media erupts with headlines trumpeting the latest Consumer Confidence numbers. And while we love a good statistic as much as the next person, we kept asking ourselves the same questions: what does that number really say about the economy? At the end of the day, what does it mean in terms of how real people act in real life?
To satisfy our curiosity and give our longitudinal qualitative approach a proper test drive, we spent the past 3 months striving to uncover the heartbeat that lurks behind Consumer Confidence. And we will spend future months doing so as well. We’re developing a barometer for why people feel the way they do about the economy, their personal finances and their future, so that we can read between the numbers to understand the consumer on a deeper, more intimate level than what the data and percentages have to say.
Zeba media work - Analysis of title sequence Zeb Kazi
The title sequence introduces the plot, characters, genres, and mysteries of the film. It shows the three main child characters in various dangerous situations as they try to escape from the villainous man who is pursuing them. Through dramatic imagery and situations like being in a storm at sea or hanging from a cliff, the audience learns that the children will face many unfortunate events and dangers in their adventure, but also see their bravery, resilience, and ability to work together as they try to survive and escape their pursuer. Mysteries are set up about the relationship between the children and their villainous pursuer, and whether they will ultimately escape his clutches.
Christine Tchoumba gave a presentation at the NewMR "Putting the Qual in Qualitative" event on March 28, 2012 about obtaining deeper insights from qualitative research participants. She discussed how direct questioning often only elicits surface-level answers and barriers like analytical skills, articulation, and self-awareness can prevent participants from sharing their true motivations and perceptions. Alternative techniques like projective exercises, enabling techniques, and custom approaches can help overcome these barriers by accessing feelings and unconscious decision-making. Tchoumba advocated matching the technique to the research objective and creating a comfortable environment to obtain richer qualitative insights.
Siamack Salari of EthOS presented at the NewMR event on mobile qualitative research. He discussed how EthOS initially created a mobile platform to help researchers conduct fieldwork more efficiently, but found it disrupted their work and respondents' natural behaviors. While tagging and sharing was faster, engagement with respondents suffered. Mobile methods like auto-ethnography rely on self-editing and instant rationalization, risking performances. Analysis of mobile data requires building concepts from "Lego pieces" of content while maintaining an audit trail. Mobile also raises privacy and ethics challenges around ongoing informed consent over time.
The document provides an overview of a UX bootcamp that covers user-centered design principles and practices. The bootcamp introduces concepts like user-centered design, user research methods like being the user and observing users, understanding user goals, contexts and mental models, prototyping techniques, and usability testing. It discusses techniques like paper prototyping, storyboarding, and setting up usability tests. The bootcamp aims to teach designers how to design products and services based on understanding user needs through research and iterative design.
Presented by Rob Tannen of the Bresslergroup and Charles Mauro of MauroNewMedia on February 29, 2012 at "Measuring Your User Experience Design." The event was held at the New York Institute of Technology and organized by the New York Technology Council (NYTECH). www.nytech.org
Unit I
Introduction; meaning and nature of research; significance of research in business decision making, identification and formulation of research problem, setting objectives and formulation of hypotheses.
Unit-II
Research design and data collection; research designs – exploratory, descriptive, diagnostic and experimental data collection; universe, survey population, sampling and sampling designs. data collection tools- schedule, questionnaire, interview and observation, use of SPSS.
Unit-III
Scaling techniques; need for scaling, problems of scaling, reliability and validity of scales, scale construction techniques- arbitrary approach, consensus scale approach (Thurston), item analysis approach (Likert) and cumulative scales (Gut man’s Scalogram)
Unit-IV
Interpretation and report writing; introduction, meaning of interpretation, techniques and precautions in interpretation and generalization report writing- purpose, steps and format of research report and final presentation of the research report.
Oplægget blev holdt ved InfinIT-arrangementet "Temadag om personas" afholdt den 2. maj 2012.
Læs mere om arrangementet på http://www.infinit.dk/dk/hvad_kan_vi_goere_for_dig/viden/reportager/brugeren_som_persona.htm
SemTech 2012 - Making your semantic app addictive: Incentivizing UsersINSEMTIVES project
The document discusses incentivizing users to contribute semantic content through gamification. It describes two case studies: (1) motivating employees at Telefonica R&D to annotate knowledge on their intranet portal, and (2) designing a mobile app for restaurant reviews that uses gamification like badges to encourage detailed, semantic annotations from users. Experimental results showed that social incentives like competition and viewing neighbors' performance can be as effective as monetary rewards at motivating contributions. The document advocates using iterative design methods like prototyping and field experiments to develop incentive-compatible semantic applications.
Learning Solutions 2011 #LS2011 presentation on Learner Experience Design. Address what instructional design can learn from Ux (User Experience Design).
Users, Usability & User Experience - at PodCamp Cleveland 2011Carol Smith
Presented at PodCamp Cleveland at the Cuyahoga Valley Career Center in Brecksville, Ohio on April 29, 2011 by Carol Smith of Midwest Research, LLC.
The gap between a good design and a great one can be bridged by understanding your users.
In this presentation find out the basics of usability and user experience.
Learn cheap and easy techniques to find out more about your users and improve your audience's experience.
Effective visuals will be introduced that can help you remember and share what you learn.
Research design and Design-oriented Researchluciapurpura
This document summarizes a presentation about using research design and storytelling techniques to analyze qualitative data from a study of Community Multimedia Centers (CMCs) in Mozambique. The study used photo-elicitation interviews with 101 CMC users and staff to understand their perceptions. The methodology included creating a photo taxonomy, thematic analysis, comparisons between groups, cluster analysis of user and staff types, and developing "Point of View" personas to synthesize the results into narratives. The goal was to move beyond just describing results to more design-oriented outcomes that provide explanatory power and arrive at "usable" insights for improving CMCs.
This document discusses using social technology and digital communities to promote learning. It provides advice from students on overcoming barriers to digital engagement, such as sharing inspiration rather than personal details. Digital networks can be open communities or closed groups. Both culture change and technology implementation are important, as is developing digital literacy skills. As learning professionals, it is important to recognize healthy networks, know when and how to participate through roles like connectors and moderators, and analyze networks using both data and personal stories. The top three takeaways are that organizational culture, community management and content design, and the technology platform all significantly impact success.
The document discusses steps for structuring decision problems:
1. Filter and operationalize objectives by classifying them as means or fundamental objectives and how they will be measured.
2. Structure the elements of the decision problem in a logical framework using influence diagrams to represent decisions, uncertain events, and consequences and their logical relationships.
3. Fill in the details of the influence diagram by precisely defining decisions and uncertain events, specifying probability distributions, and how consequences will be measured against the objectives.
Graham Freeburn - Make Your Testing Smarter - Know Your Context!TEST Huddle
EuroSTAR Software Testing Conference 2008 presentation on Make Your Testing Smarter - Know Your Context! by Graham Freeburn. See more at conferences.eurostarsoftwaretesting.com/past-presentations/
Ready to expand your palette? Jacqueline Antalik, Director of User Experience, and Deborah MacKenzie, User Experience Designer at OpenRoad Communications walk you through some of those design methods you've been hearing about but never had the opportunity to try—such as The Future, Backwards, Reframing Innovation, and Bodystorming.
Trends In Usability Testing - IA Summit 2010 & Maine IxDAKyle Soucy
Presented to Maine UX (Maine IxDA) on 7.22.09 and the IA Summit on 4.9.10.
About the Presentation
Over the years, there have been some exciting developments in the way usability tests are facilitated. During this session we will take a closer look at the trends in the tools and techniques used in usability testing and discuss the benefits and drawbacks of each.
Some of the topics that will be covered include:
• Current Think Aloud (CTA) vs. Retrospective Think Aloud (RTA) Technique
• Pros and Cons
• How to moderate using RTA
• When to use RTA
• Remote Testing
• Pros and Cons
• Tips for proper facilitation
• Testing paper and low-fidelity prototypes remotely
• Overview of different remote testing tools
• Automated Testing (unmoderated remote testing)
• What you can and can’t learn
• When it should be used
• Overview of different automated testing tools
• Interview-based Tasks vs. Pre-defined Tasks
• Pros and cons
• Tips for proper facilitation
• Observer Debriefing
• Tips for proper facilitation
• Overview of different debriefing techniques
Videos and live demos of these trends will be included, which should make for an entertaining hands-on learning experience!
Supporting the Acquisition of 21st Century Skills through Multimodal Learning...Xavier Ochoa
Collaboration, communication, creativity, critical thinking and problem-solving are among the skills that are needed to study and work in this 21st century. As important as they are, evaluating, assessing and teaching them in a practical, scalable and efficient way is still a challenge not fully met by current pedagogical-technological practices. Multimodal Learning Analytics (MmLA), the processing and analysis of multiple sources of data to better understand and improve learning processes, has been posed as a possible solution to augment the natural capabilities of both instructors and students to provide and receive feedback to support the development of those skills. During this session, we will explore the affordances that low-cost sensors and current advances in artificial intelligence provide to automatically record and analyze face-to-face, complex learning processes as those involved for the development of 21st-Century Skills. Finally, we will discuss and ideate practical MmLA tools that could be built to augment your current teaching and learning practices.
The document summarizes the process of conducting a contextual user research workshop. The summary is:
1) The workshop involves identifying users, collecting data through contextual inquiry, and assimilating the data using affinity diagramming.
2) Contextual inquiry involves building rapport with users, observing them in their environment, conversing to understand their needs, and gathering notes, photos and videos.
3) Affinity diagramming is used to assimilate the collected data. It involves grouping notes collaboratively and individually, adding labels, and reorganizing the notes into overarching themes.
This course examines how technology impacts leadership and explores using technology to enhance human connections. It identifies risks of overreliance on virtual communication and uses a simulation to develop leadership skills. The document also discusses challenges of remote work and strategies for effective virtual teamwork, including emphasizing teamwork and human relationships over technology.
Agile tales of creative customer collaborationClaudio Perrone
This document discusses strategies for successful IT project management. It covers three key areas: [1] using agile practices like short iterations and user stories to keep projects adaptive; [2] employing effective communication techniques to build trust and a shared understanding; and [3] applying deliberate creativity methods to challenge assumptions and generate new ideas. The author relates their experience turning around a failing project by implementing these strategies, which ultimately led to success.
A qualitative market research report that focuses on the lodging competition between Airbnb and hotels. This report provides consumer insights around why travelers prefer one over another and why, and their expectations of each.
We wanted to know what brings consumers to stores in the first place, what makes them likely to return, and what factors contribute to a positive or negative experience? We surveyed over 800 consumers and had hour-long conversations with 80 of them in order to understand what the future looks like for retail stores. This is what we found...
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Siamack Salari of EthOS presented at the NewMR event on mobile qualitative research. He discussed how EthOS initially created a mobile platform to help researchers conduct fieldwork more efficiently, but found it disrupted their work and respondents' natural behaviors. While tagging and sharing was faster, engagement with respondents suffered. Mobile methods like auto-ethnography rely on self-editing and instant rationalization, risking performances. Analysis of mobile data requires building concepts from "Lego pieces" of content while maintaining an audit trail. Mobile also raises privacy and ethics challenges around ongoing informed consent over time.
The document provides an overview of a UX bootcamp that covers user-centered design principles and practices. The bootcamp introduces concepts like user-centered design, user research methods like being the user and observing users, understanding user goals, contexts and mental models, prototyping techniques, and usability testing. It discusses techniques like paper prototyping, storyboarding, and setting up usability tests. The bootcamp aims to teach designers how to design products and services based on understanding user needs through research and iterative design.
Presented by Rob Tannen of the Bresslergroup and Charles Mauro of MauroNewMedia on February 29, 2012 at "Measuring Your User Experience Design." The event was held at the New York Institute of Technology and organized by the New York Technology Council (NYTECH). www.nytech.org
Unit I
Introduction; meaning and nature of research; significance of research in business decision making, identification and formulation of research problem, setting objectives and formulation of hypotheses.
Unit-II
Research design and data collection; research designs – exploratory, descriptive, diagnostic and experimental data collection; universe, survey population, sampling and sampling designs. data collection tools- schedule, questionnaire, interview and observation, use of SPSS.
Unit-III
Scaling techniques; need for scaling, problems of scaling, reliability and validity of scales, scale construction techniques- arbitrary approach, consensus scale approach (Thurston), item analysis approach (Likert) and cumulative scales (Gut man’s Scalogram)
Unit-IV
Interpretation and report writing; introduction, meaning of interpretation, techniques and precautions in interpretation and generalization report writing- purpose, steps and format of research report and final presentation of the research report.
Oplægget blev holdt ved InfinIT-arrangementet "Temadag om personas" afholdt den 2. maj 2012.
Læs mere om arrangementet på http://www.infinit.dk/dk/hvad_kan_vi_goere_for_dig/viden/reportager/brugeren_som_persona.htm
SemTech 2012 - Making your semantic app addictive: Incentivizing UsersINSEMTIVES project
The document discusses incentivizing users to contribute semantic content through gamification. It describes two case studies: (1) motivating employees at Telefonica R&D to annotate knowledge on their intranet portal, and (2) designing a mobile app for restaurant reviews that uses gamification like badges to encourage detailed, semantic annotations from users. Experimental results showed that social incentives like competition and viewing neighbors' performance can be as effective as monetary rewards at motivating contributions. The document advocates using iterative design methods like prototyping and field experiments to develop incentive-compatible semantic applications.
Learning Solutions 2011 #LS2011 presentation on Learner Experience Design. Address what instructional design can learn from Ux (User Experience Design).
Users, Usability & User Experience - at PodCamp Cleveland 2011Carol Smith
Presented at PodCamp Cleveland at the Cuyahoga Valley Career Center in Brecksville, Ohio on April 29, 2011 by Carol Smith of Midwest Research, LLC.
The gap between a good design and a great one can be bridged by understanding your users.
In this presentation find out the basics of usability and user experience.
Learn cheap and easy techniques to find out more about your users and improve your audience's experience.
Effective visuals will be introduced that can help you remember and share what you learn.
Research design and Design-oriented Researchluciapurpura
This document summarizes a presentation about using research design and storytelling techniques to analyze qualitative data from a study of Community Multimedia Centers (CMCs) in Mozambique. The study used photo-elicitation interviews with 101 CMC users and staff to understand their perceptions. The methodology included creating a photo taxonomy, thematic analysis, comparisons between groups, cluster analysis of user and staff types, and developing "Point of View" personas to synthesize the results into narratives. The goal was to move beyond just describing results to more design-oriented outcomes that provide explanatory power and arrive at "usable" insights for improving CMCs.
This document discusses using social technology and digital communities to promote learning. It provides advice from students on overcoming barriers to digital engagement, such as sharing inspiration rather than personal details. Digital networks can be open communities or closed groups. Both culture change and technology implementation are important, as is developing digital literacy skills. As learning professionals, it is important to recognize healthy networks, know when and how to participate through roles like connectors and moderators, and analyze networks using both data and personal stories. The top three takeaways are that organizational culture, community management and content design, and the technology platform all significantly impact success.
The document discusses steps for structuring decision problems:
1. Filter and operationalize objectives by classifying them as means or fundamental objectives and how they will be measured.
2. Structure the elements of the decision problem in a logical framework using influence diagrams to represent decisions, uncertain events, and consequences and their logical relationships.
3. Fill in the details of the influence diagram by precisely defining decisions and uncertain events, specifying probability distributions, and how consequences will be measured against the objectives.
Graham Freeburn - Make Your Testing Smarter - Know Your Context!TEST Huddle
EuroSTAR Software Testing Conference 2008 presentation on Make Your Testing Smarter - Know Your Context! by Graham Freeburn. See more at conferences.eurostarsoftwaretesting.com/past-presentations/
Ready to expand your palette? Jacqueline Antalik, Director of User Experience, and Deborah MacKenzie, User Experience Designer at OpenRoad Communications walk you through some of those design methods you've been hearing about but never had the opportunity to try—such as The Future, Backwards, Reframing Innovation, and Bodystorming.
Trends In Usability Testing - IA Summit 2010 & Maine IxDAKyle Soucy
Presented to Maine UX (Maine IxDA) on 7.22.09 and the IA Summit on 4.9.10.
About the Presentation
Over the years, there have been some exciting developments in the way usability tests are facilitated. During this session we will take a closer look at the trends in the tools and techniques used in usability testing and discuss the benefits and drawbacks of each.
Some of the topics that will be covered include:
• Current Think Aloud (CTA) vs. Retrospective Think Aloud (RTA) Technique
• Pros and Cons
• How to moderate using RTA
• When to use RTA
• Remote Testing
• Pros and Cons
• Tips for proper facilitation
• Testing paper and low-fidelity prototypes remotely
• Overview of different remote testing tools
• Automated Testing (unmoderated remote testing)
• What you can and can’t learn
• When it should be used
• Overview of different automated testing tools
• Interview-based Tasks vs. Pre-defined Tasks
• Pros and cons
• Tips for proper facilitation
• Observer Debriefing
• Tips for proper facilitation
• Overview of different debriefing techniques
Videos and live demos of these trends will be included, which should make for an entertaining hands-on learning experience!
Supporting the Acquisition of 21st Century Skills through Multimodal Learning...Xavier Ochoa
Collaboration, communication, creativity, critical thinking and problem-solving are among the skills that are needed to study and work in this 21st century. As important as they are, evaluating, assessing and teaching them in a practical, scalable and efficient way is still a challenge not fully met by current pedagogical-technological practices. Multimodal Learning Analytics (MmLA), the processing and analysis of multiple sources of data to better understand and improve learning processes, has been posed as a possible solution to augment the natural capabilities of both instructors and students to provide and receive feedback to support the development of those skills. During this session, we will explore the affordances that low-cost sensors and current advances in artificial intelligence provide to automatically record and analyze face-to-face, complex learning processes as those involved for the development of 21st-Century Skills. Finally, we will discuss and ideate practical MmLA tools that could be built to augment your current teaching and learning practices.
The document summarizes the process of conducting a contextual user research workshop. The summary is:
1) The workshop involves identifying users, collecting data through contextual inquiry, and assimilating the data using affinity diagramming.
2) Contextual inquiry involves building rapport with users, observing them in their environment, conversing to understand their needs, and gathering notes, photos and videos.
3) Affinity diagramming is used to assimilate the collected data. It involves grouping notes collaboratively and individually, adding labels, and reorganizing the notes into overarching themes.
This course examines how technology impacts leadership and explores using technology to enhance human connections. It identifies risks of overreliance on virtual communication and uses a simulation to develop leadership skills. The document also discusses challenges of remote work and strategies for effective virtual teamwork, including emphasizing teamwork and human relationships over technology.
Agile tales of creative customer collaborationClaudio Perrone
This document discusses strategies for successful IT project management. It covers three key areas: [1] using agile practices like short iterations and user stories to keep projects adaptive; [2] employing effective communication techniques to build trust and a shared understanding; and [3] applying deliberate creativity methods to challenge assumptions and generate new ideas. The author relates their experience turning around a failing project by implementing these strategies, which ultimately led to success.
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We wanted to know what brings consumers to stores in the first place, what makes them likely to return, and what factors contribute to a positive or negative experience? We surveyed over 800 consumers and had hour-long conversations with 80 of them in order to understand what the future looks like for retail stores. This is what we found...
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aula open english sobre Classic-motorcycles-2_1.pdf
Why the Deepest Insights Play Hard to Get
1. A
Presenta*on
from
The
NewMR
“Pu6ng
the
‘Qual’
in
Qualita*ve”
Event
28
March
2012
Why
the
deepest
insights
play
hard
to
get
Chris2ne
Tchoumba,
iModerate
Research
Technologies
Event
sponsored
by
EthOS
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa>on
about
Ethos
visit
www.ethosapp.com
For
more
informa>on
about
NewMR
events
visit
newmr.org
2. Why the deepest insights play
hard to get
Christine Tchoumba
VP of Strategic Accounts
March 28, 2012
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
3. Factors influencing consumers
ADtudes
Decisions
Percep>ons
Mo>va>ons
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
4. Barriers for respondents
Analy>cal
Awareness
Ar>cula>on
Skills
• Difficult
to
• Hard
to
• Some>mes
analyze
their
ar>culate
what
unaware
of
mo>va>ons
and
drives
them
their
underlying
behaviors
mo>ves,
aspira>ons,
values
and
aDtudes
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
5. What creates these barriers?
• Memories are not readily played
back
• Emotions are right-brained
happenings, while language is left-
brained
• Most of our decision making is
unconscious which involves non-
rational input
• Social conventions can constrain
the expression of feelings and
reporting of behaviors
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
6. Direct Questioning
Asking why is simply not enough
– Encourages logical thinking
– Uncovers only surface answers
– Does not circumvent the fear people may have of the
researcher (a stranger) or judgment of others
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
7. Utilizing other techniques
Deeper
more
meaningful
insights
Feelings
that
drive
aDtudes,
thoughts
and
behaviors
Deeper
level
of
feeling
&
percep>on
of
the
world
Surface
Answers
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
8. Alternative Techniques
Projec>ve
Enabling
Techniques
Techniques
Custom
Approach
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
9. Projective/Enabling Techniques
Bubble
Drawing
Mind
Mapping
Image/Mood
Boards
&
Cartoon
Tests
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
10. Projective/Enabling Techniques
• Time
Machine
• Planetarium
• Withdrawal
Techniques
Skoda
Opel Chrysler Toyota
Lexus Peugeot
Fiat Daewoo
Audi GM
Ideal Cherokee VW Ford Citroen
brand
Subaru Hyundai
Mazda
Alfa Nissan Renault
Romeo Rover
Kia
Mitsubishi
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
11. Implementation
Match
the
Consider
the
Know
your
technique
to
your
sector
in
which
audience
objec>ve
you
are
opera>ng
Create
a
U>lize
more
comfortable
techniques
with
research
s>muli
environment
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
12. Custom Approach
Develop your own…
What
are
the
What
is
your
research
What
does
that
methodology?
ques>ons
you
align
with?
answer?
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
13. iModerate’s Custom Approach
Our
framework
draws
on
three
select
cogni>ve
theories
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
14. Considerations
Advantages
Disadvantages
• Richness
of
the
insights
• Complexity
of
insights
• Alleviate
respondent
and
the
corresponding
barriers
skills
required
to
• Make
a
significant
interpret
the
informa>on
contribu>on
if
the
(Burns
&
Lennon,
1983)
research
is
concerned
• Expensive
with
beliefs,
value,
• Some>mes
it
is
difficult
mo>va>on
or
other
to
get
respondents
to
aspects
related
to
par>cipate
effortlessly
individuals
• Difficult
to
set
up
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
15. Thank you
Christine Tchoumba
iModerate
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
16. Q&A
Sue York Christine Tchoumba
NewMR iModerate
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3
17. A
Presenta*on
from
The
NewMR
“Pu6ng
the
‘Qual’
in
Qualita*ve”
Event
28
March
2012
Why
the
deepest
insights
play
hard
to
get
Chris2ne
Tchoumba,
iModerate
Research
Technologies
Event
sponsored
by
EthOS
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa>on
about
Ethos
visit
www.ethosapp.com
For
more
informa>on
about
NewMR
events
visit
newmr.org