Moving beyond focus groups as de-facto qualitative option - GfK

Qualitative 360 Europe 2014

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1 © GfK 2014 | Qual360 Istanbul © GfK 2014 | Qual360 Istanbul

GfK Turkey

Moving beyond focus groups as de-facto qualitative

option

2 © GfK 2014 | Qual360 Istanbul

Burçak Gökbayrak

GfK Turkey

Qualitative Group Manager

Esra Zeynep Kırımlı

GfK Turkey

Qualitative Group Manager

Who are we?

3 © GfK 2014 | Qual360 Istanbul Source: Roper Reports Worldwide 2012 (US filter)

Today, consumers:

• Don’t follow a straight line ‘path to purchase’

• Share information, interact with brands in different ways

• Experience brands in-store, by WOM, using social media, mobile apps

and more

• Have different expectations For marketers:

• More opportunities to engage

and influence

• More complexity in

understanding how market

dynamics inter-relate

• Fast, accurate activation

The Consumer Journey To 2020


GfK Smart Discovery Philosophy


GfK Smart Discovery – The INSIDE - OUT Consumer

View

360° DEEP view 360° BROAD view

A consumer view of how people make sense of the market and how

the market fits into their everyday life

A qualitative “map” of how consumers

view and participate in your “category”

Rich stories and insights on how the

consideration set fits into their lives


What is the “Broad Lens” View?

Integrated

Market

View

Seeks to view a broad spectrum

of consumer demographics,

attitudes, behaviors and

motivators to broaden

understanding of possible view

Understanding now needs

differ across the breadth of

occasions so as to map the

profiles of

occasions/situations

Seek to understand the

broader consideration set’s

role in addressing needs

Identifies consumer needs in a

way that moves beyond just

functional, but into emotional

territory to view the broader range

of emotional payoffs in an ideal

world


What is the “Deep Lens” View?

Longitudinal view of evolving experiences in life that shape consumer values and personalities

Touchpoint Influencers Relationship and Cultural Influencers

It provides a truer view of how consumers’ experiences and

influences shape their perspective of the broader consideration

set over time


GfK Smart Discovery Approach

CLIENT KICK-OFF WORKSHOP

to gather knowledge, gain

alignment, and set a positive tone for

the project

LAUNCH

Pilot interviews and area mapping

to identify touchpoint

influencers and understand broad

lens

FEEL THE GROUND

Digital qualitative solution: GfK

SocioLog.dx, also participant

observation and in-depth interviews to understand deep

lens

DEEP DIVE

Multi-moderator Group Analysis

ANALYSIS STAGE


GfK Smart Discovery – LAUNCH

Participation from different departments from the client

Project team and all the moderators

Getting together more than once, sometimes brainstorming sessions

Kick-off Workshops


GfK Smart Discovery – FEEL THE GROUND

Visiting each store before fieldwork

Getting / drawing the map of the store/point

Observation

Area Mapping

Pilot interviews


GfK Smart Discovery – DEEP DIVE

Mainly Ethnography

Observation / Participant Observation

In-depth Interviews

Various methodologies

Digital Solutions

Including different stakeholders: getting both retailers’ and shoppers/customers’ perspectives


GfK SocioLog.dx: The digital qual landscape

Exploratory Deep, holistic understanding

Targeted Learning

Specific, tactical feedback

Quick

Real-Time Extended

Duration

Exploratory research including online diaries or product testing

Mixing methodologies (i.e., individual questions, group discussions and diaries in the same project)

Using a Smartphone app to access projects on the go

Collecting multimedia e.g., video, photos etc.

Small scale communities over shorter time scales

SocioLog.dx is ideal for:

SocioLog.dx takes respondents on a journey through immersive and interactive activities that leverages the expressive power of the web to bring their experiences to life.


GfK Smart Discovery – ANALYSIS STAGE

Several moderators

Working sessions

A general report covering common points in all sales points

Group Analysis

Separate reports for EACH POINT


Case Stories


“Evil is in details.” Bernard Shaw


Objective: How to enhance the shoppers’ experience in the GSM shop and increase

closure rates?

Case 1 - Discovering the moment of truth in a GSM shop

To discover the whole

experience of the shoppers in

a GSM shop,

To learn the shopper paths,

trip missions and decision

making hierarchy

To derive improvement areas

for the in-store environment


Marketing challenges



Understanding the GSM shops: First step of a comprehensive research project

GSM Shops are important

Face of the brand

Research is specifically

designed

• With some small changes

in the stores and system, it

is possible to:

• Increase the sales

• Provide customer loyalty

• Increase customer

satisfaction

• Are one of the main

reference points for the

brand image

• Are the information

sources and have

influence on the decision

making of shoppers.

• Gave actionable

findings with specific,

concrete real life

examples

• Used to formulate the

quantitative design of

the research

• Awarded for the Silver

Owl by Turkish

Researchers Association



Case 1 - Discovering the moment of truth in a GSM shop FEEL THE GROUND & DEEP DIVE

24 hrs of shopper observations and around 100 exit interviews 7 in-depth interviews with sales representatives and store managers 8 store managers from 6 different cities for 5 days

Ethnography

Participant

Observation

In-depth

interviews

Digital

Qualitative:

SocioLog.dx

http://www.gettyimages.de/detail/80641803/Asia-Images


Case 1 - Discovering the moment of truth in a GSM shop FEEL THE GROUND & DEEP DIVE

Moderators inform the store

personnel and interview the

store manager

Evaluation of the point

according to the semiotic

checklist and photographing

Observing shopper behavior,

(interaction with objects &

people and path in the store)

Exit interviews with the

shoppers


Striking Findings


Case 2 – Customer Journey in a Car Dealer

Objective: Understand the customer journey in a car dealer, while bringing the

vehicle to the service or buy a new one.

The experience of the

customers in a car sales

/ repair point

-The identification of the

elements that would

affect this experience

- Evaluation of the

physical elements in the

points


Experience in the

service and sales dealers

Need of a feminine touch in

the men’s world

Research is specifically

designed

• Since automotive sector

has a male dominance in

the country:

• The evaluation of the

service and sales points

needed a feminine point

of view.

• Are quite important in the

brand perceptions main

reference points for the

brand image

• Are effective on the next

car purchase and brand

loyalty.

• For the needs of the

sector and business

objectives – no other

present research as a

benchmark

• Gave actionable

findings with specific,

concrete real life

examples with photos.

Marketing Challenges: Improve the satisfaction of the service usage, which is

already quite high.



SAMPLE: 14 DEALERS IN 9 CITIES /

110 RESPONDENTS

OBSERVATION & ETHNO-DEPTH INTERVIEWS IN THE CAR SALES

POINT/DEALER

Case 2 – Customer Journey in a Car Dealer FEEL THE GROUND & DEEP DIVE


Moderator informs sales and

service representatives

Evaluation of the point

according to the semiotic

checklist and photographing

Interviewing of the customer

for one hour

Observation at the vehicle

delivery time, questioning

and photographing

Case 2 – Customer Journey in a Car Dealer FEEL THE GROUND & DEEP DIVE


Semiotic Checklist – From the visible to the invisible one...

Entrance

Information Desk

Sales and service reps language, clothing, attitude

Signs and signboards in the area

Atmosphere

Colours and shapes

WCs

Sound and music

Internet corner

TV, newspapers availability



Striking Findings

-Different moods of the sales and service customers

- Typologies - Impact of the physical elements on

the customers - Different reactions of the different typologies to the physical elements


Finally,

If; You need more than the classical approaches,

You would like to live the story of the customer/shopper, You look for the actionable insights,

You believe that the details would make the difference! We invite you to use GfK Smart Discovery approach!

GfK - 0212 368 07 00 [email protected]

[email protected]


THANK YOU

2014 QUAL360 ISTANBUL

Qualitative 360 Europe 2014

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Moving beyond focus groups as de-facto qualitative option - GfK

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