Dub & CultrDig Mixed Methodology Research Webinar_Oct 2013
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Transcript of Dub & CultrDig Mixed Methodology Research Webinar_Oct 2013
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BREAKING NEW GROUNDWITH MIXED METHODOLOGY QUALITATIVE
Case Study:ClearWay Minnesota
Stephen Cribbett, CEO. Dub October 2013
How Online Communities
FocusGroups
Illuminating Insights & New Opportunities
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Introductions
Mixed Methodology Case Study
Thoughts & Results
Q&A
Agenda
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Valerie Esqueda is Chief Digologist from CultrDig, a culture-focused qualitative research company based in Minneapolis, Minnesota.
CultrDig brings to light the context of the culture or micro-culture surrounding a product, service, or brand experience.
Website: www.Cultrdig.comEmail: [email protected]: @cultrdig
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www.dubishere.com
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Quitters experiencing high levels of difficulty reaching their goals.Why were smokers not seeking QUITPLAN support, especially as proven effective?
Smoking cessation services underused by the 70% of Minnesotans who want to quit
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Objectives
Understand...
• Relationship of smoking to lifestyle and identity.
• Attitudes and perceptions of smokers ready to quit, thinking about quitting and successful quitters.
• Barriers to quitting and paths to decision to quit.
• The role of social media, texting, mobile in quitting process.
The role of tools such as mobile apps, NRTs and alternative treatments.Why QUITPLAN Services program satisfaction levels have declined.
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Provide insight to inform development of QUITPLAN updated offerings to ensure services are relevant
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Challenges
• Short time frame
• Large and diverse territory
• Segments with highly diffused preferences
• Emotionally sensitive• Large amount of data analysis
• Wide range of related objectives
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Mixed Methodology Approach
Short-Term Online Community
Eight days 32 participants 2 Segments:
Smokers
Former smokers
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Mixed Methodology Approach
Focus Groups
6 Groups 2 Segments:
Smokers
Former smokers
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Research Design: Two Phases
PHASE 1SHORT-TERM ONLINE COMMUNITY
PerceptionsIdentity
Opinions and Beliefs
Motivations
Triggers
Lifestyle
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Research Design: Two Phases
PHASE 290-MINUTE FOCUS GROUPS
Evaluate websiteExplore assumptions
Identify resonating assumptions
New territoriesReactions to new ideas
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Why IdeaStream™?
• High level of design and tech support
• Intuitive, well organized set-up and dashboard
• Frictionless sign up process for respondents and client
• Flexibility to react quickly and design for new information
• Robust data analysis tools
• Excellent community environment
• Strong co-creation ability
• Highly immersive
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Activity Design
Orchestrated range of online activities enabled research to:
• Capture important feelings, beliefs and attitudes through different modes of expression
• Understand and build crucial cultural context• Engage participants in a very personal and
meaningful way
• Identify key decision-making influencers and “hot spots” in decision-making process
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Activity Plan
Day 1
Identity
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Day 8
Smoker Enviro
nment
Triggers
Motivatio
ns
Support
Non-Smoker Perceptio
n
Role of Tobacco
Website awareness and re
actions
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THE SMOKING STORYUNFOLDS IN REAL TIME...
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Smokers Perceptions of Smokers
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Perceptions of Non-Smokers
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Perceptions of Non-Smokers
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My Smoking Life
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What Would Help Me Quit
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What Helped Me Quit
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THOSE WHO WANTED HELP AND SUPPORTTHOSE WHO WANTED TO DO IT THEIR OWN WAY
...And Then Comes to a “Y”
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“Y” Exploration: Understanding the Juncture
• Question separated respondents into two quitting styles
• Short survey by quitting style on motivations for success
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“Y” Exploration
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“Y” Exploration
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From Online to Offline
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From Online to Offline
Traditional focus group methodology:
• Further examined and validated findings from online group data about personal quitting styles
• Explored opportunities for new innovative services
• Built off input from P1 for ideation of an appealing and motivating smoking cessation services program.
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Result: Insights became a launching pad
• Different thinking about how to more interact authentically and create meaningful support
• Crucial design direction for content and services
• Increased ability to be relevant to all smokers across the state
• Stronger likelihood for successful quitting
• Opportunities for innovation
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Q&A
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Thank you!
Dub Contact [email protected]@dub_researchUK +44 20 7247 3327US +1 310 997 5779
CultrDig Contact [email protected]@CultrDig646-321-5612