Navigating Qualitative Research: New & Different Ideas
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Transcript of Navigating Qualitative Research: New & Different Ideas
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Navigating Qualitative Research: New & Different Ideas
Presented by M/A/R/C® Research
August 31, 2011
#NewInsight@SmartResearch
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Presenters
Scott Waller Vice President
Brian Barnes Executive Moderator
Clay Dethloff Senior Vice President Qualitative
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About M/A/R/C
46 years of research service and innovation
Omnicom Group
Industry experience includes:
• CPG
• Pharmaceuticals & Healthcare
• Telecommunications & Technology
• Dining
• Hospitality
• Retail
• Banking & Finance
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Objectives
Today we will discuss…
the practical applications of insights obtained using multiple methodologies;
the latest approaches being implemented by researchers;
the range of methodologies that can be used in combination with each other; and
the differentiating benefits of each technique.
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Agenda
Poll Question
FAQs • Can I get a copy of today’s presentation?
• Is today’s webinar being recorded?
• What can I win if I tweet #NewInsight @SmartResearch ?
Overview
Case Studies: • Casual Dining Chain
• New Concept Challenge
• CPG Shopper Insight
Q & A
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Range of Qualitative Methods
Product Innovation
Branding & Strategy
Communication
Shopper Insights
IDIs Focus
Groups
TeleDepths
Ethnography Creative Ideation
Bulletin Boards
Online Focus Groups
Shop Alongs
Diaries
Research Framework
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7
Why Combine Multiple Methods?
Qualitative is used to explore and assess
● Help in survey development
● Aid in survey refinement
Qualitative goes “hand-in-hand” with social media monitoring
● Guide and inform social media monitoring efforts
● Deeper understanding of trends and information
Qual Quant
Quant Qual Qual Qual
Social Media Monitoring Qual
Qualitative is used to understand and comprehend
● Understand the “why” behind the “what”
● Develop stories for added insights
Develop a fuller, more robust picture
● Understand multiple aspects of an issue
● Understand multiple issues
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Case Study: Casual Dining Chain
Casual Dining Chain
CPG Shopper Insight
New Concept Challenge
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Research Issue & Objectives
Research objectives:
Identify opportunities for growth
Understand brand perceptions
Understand the in-store experience
Identify “pain points”
Consider the impact of the design and décor
How do you continue to grow a “homegrown” business and
expand nationally?
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Research Solution
Challenge: Illuminate the customer experience on two widely divergent levels from
micro to macro.
Observed behavior
Reality-based
Natural context
Granular, actionable
Respondent-driven
Geographic reach
In-depth responses
Ability to probe
Time for “assignments”
Convenient
In-Store Interviews
Bulletin Boards
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Key Research Outcomes
The in-store component helped the client see the customer experience with fresh eyes.
The bulletin board component allowed them to quickly and efficiently obtain a comprehensive “read” from widely dispersed respondents.
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Why do Mix-Methodologies Work?
Every method has inherent strengths and weaknesses. When objectives are more than one method can
optimally support, think “Multi-Method.”
Some factors to consider:
Multiple objectives ● Macro / Micro understanding
● Pre-store / in-store decision making
Multiple targets (sample)
What techniques are needed
Multiple touch points with respondent vs. multiple respondents
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Casual Dining Chain
CPG Shopper Insight
New Concept Challenge
Case Study: New Concept Challenge
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Research Issue & Objectives
So everybody’s “favorite” concept didn’t test so well…
Now what?
Research objectives:
Uncover the key drivers of low purchase intent scores
Understand the quantitative findings at a more actionable level
Identify areas of improvement
Illuminate opportunities to re-purpose aspects of the concept
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Research Solution
Post-quant Online Bulletin Boards
Using the same respondent pool
Challenge: Quickly understand issues with new concept in order
to identify more viable go-forward strategy and specific next steps
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Casual Dining Chain
CPG Shopper Insight
New Concept Challenge
Case Study: CPG Shopper Insight
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Research Issue & Objectives
How can you identify and understand the relationships your
customers have with the places they purchase your product?
Research objectives:
Understand strengths and weaknesses of the different channels
Understand “place” the category has within the channel
Understand impact and appeal of category promotions
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Research Solution
Traditional Focus Groups (2 per channel)
Online Bulletin Boards
(1 per channel)
Online Focus Groups (1 per channel)
Challenge: Understand the general “lay of the land” for each of the channels
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Key Research Outcomes
Channel shoppers identified
Deeper insight into shopping behaviors
Observed shopper reaction to promotions
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In-person one-on-one interviews + in-home “self- ethnography”
In-person focus groups + online focus groups
Dyads + online bulletin boards with unique stakeholders
Other Creative Approaches
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Benefits of Multi-Methodology Approaches
Every methodology has unique strengths and weaknesses
Multi-method research provides
in-depth understanding
Imagination and creativity set the limits of what is
possible
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M/A/R/C® Research Strong brands start with
strong research
Brian Barnes
Executive Moderator
202 CentrePort Dr. Suite 450 Greensboro, NC 27409
tel: 336-681-1025 fax: 336-664-6705
www.MARCresearch.com
M/A/R/C® Research Strong brands start with
strong research
Scott Waller
Vice President
1660 North Westridge Circle Irving, TX 75038-2424
tel: 972-983-0412 fax:972-983-0444
[email protected] www.MARCresearch.com
M/A/R/C® Research Strong brands start with
strong research
Clay Dethloff
Senior Vice President
1660 North Westridge Circle Irving, TX 75038-2424
tel: 972-983-0490 fax:972-983-0444
[email protected] www.MARCresearch.com