Qualitative Research Session with Piyul Mukherjee & Pia Mollback Verbic

Quipper Research Pvt Ltd • 176 Udyog Bhavan • Sonawala Rd • Goregaon E • Mumbai 400063 • India • www.quipperresearch.com

Making Sense of the Hearts & Minds of our Consumers

NORTHPOINT 2015, Aug 2-3Piyul Mukherjee & Pia Mollback Verbic

Into The Trenches

Into the Trenches

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Objectives To make students aware of qualitative

market research principles andmethodologies.

Provide a general understanding of when/why/how qualitativeresearch is conducted.

The process for execution Professional do's and don'ts Ethics and International best practices

Make students acquainted with key interviewing techniques such as projective exercises, and modes of research such as ethnography

Develop knowledge of domains such as semiotics & new online methodologies

…and provide an understanding of how to analyze qualitative data.

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Day 1: Schedule ”… designed to combine contemporary theory with rigorous practice…”

August 2nd 2015

9:30-10:15 1. Intro; Teams; What is Qualitative Research?10:15-11:00 2. How to choose Quali Methodology Tea Break11:15-12:00 3. The Social Sciences – Intro to Semiotics12.00- 1.00 4. Ethnography and Online MethodologiesLunch2:00-3.00 5. Discussion Guide & Moderating Fundamentals 3.00-3.45 6. Projective Tools & Analysis TipsTea Break4:00-4:45 7. Prepping fieldwork5:00 Bus leaves for fieldwork

8.30 Return

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August 3rd 2015

Till 11:00 Student edit fieldwork findings

11:00-1:00 4 Student Presentations

Lunch

1.45-2.45 2 Student Presentations

2.45-3.15 General Discussion/ review of concepts

Tea Break

3.30-4.00 (Announcement of Results); Q&A



So what is Qualitative

Market Research?

Limbic ManagementOur BrainsReptilian : Survival, fight or

flight, rage, ‘protection’ of nextgen, ‘aulad’ - religion

Limbic : ID… Emotional, Instinctual – shared with mammals

Cortical – EGO… Rational

SUPEREGO….Morality and IdealsCultures, Learning Ability, Language


Behavior

What determines behavior:NormsValuesPerceptionsBeliefsAttitudesCultureBackgroundUpbringing

9/10


Quali gets Under the Surface

Qual Research – seeks meanings & motivations behind behavior, implications of

people’s actions, words, ideas

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TAME PROBLEM

May be complicated, but resolvable

Those where there is always an answer

IIT-JEE questions, engineering problems, building a nuclear

plant, weapons

Mechanical, digital, technological, scientific

Tame Problem – Wicked Problem


TAME PROBLEM WICKED PROBLEM

May be complicated, but resolvable Complex, rather than complicated; each problem is essentially

novel/unique

Those where there is always an answer Have no single right answer; every solution is a one-stop (no trial &

error)IIT-JEE questions, engineering problems,

building a nuclear plant, building the Sea-link bridge

Violence against Women, social injustice, dowry, war,

Human interaction

Mechanical, digital, technological, scientific Likely to be a symptom of other related problems – social, cultural,

psychological

Tame Problem – Wicked Problem

The Problems that Qualitative Research tries to solve are often all wicked problems• Hard to separate cause & effect

• Cannot be solved by application of standard or known methods – demand interdisciplinary understanding and creative solutions


Physical PoliticalSocial

Cultural

Economic

Wicked Problem

The Need for QUAL:

• Because we deal with the subconscious – to keep selling our BRANDS…

• The conversation should never be about the brand... But about the consumer; just WHO is the consumer!?


Common Applications of Quali Research

Product Development Package Design Copy Testing Advertising Strategy Brochure Design Communication check

Consumer Satisfaction Product Attribute Testing Concept Testing Employee Research Mock Juries Behavior Research (Ethno)


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Quipper’s Projects

Two sides of same coin…

Quali and Quanti compliment and supplement each other – used in tandem stages – Rarely a question of one vs. the other– Objectives are fundamentally different

• Quanti = investigates extent of behavior• Quali = explores reasons for behavior


Quali vs QuantiQUALI QUANTI

Purpose To describe To predict

Sample Small sample Large sample

Form No predetermined categories for analysis

Standardized measure

Approach (Supposedly) subjective (Supposedly) objective

Analysis Interpretive – how and why?Inductive

Statistical – what and how many?Deductive

Possible Negatives

Over-complicated thinking, making the issues murkier than they are

Simplistic thinking, making the issues less than they are

Optimal results

Greater understanding of individual differences, patterns and the reasons behind attitude / behavior

Greater understanding of group similarities, patterns and the extent of certain attitudes / behavior


Quali research is never:

≠ Used to measure/tally/estimate anything

≠ As “tie-breaker” in design making

≠ To determine awareness of advertising

≠ To set price point or predict sales

≠ To understand majority behavior

≠ Used to confirm one’s own ideas/agenda

≠ Used for selling or promoting new products (pharma)

Better done with Quanti


How To Choose a Qualitative Methodology

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Standard Qualitative Methodologies

• Depth Interviews (1)• Dyads (2)• Triads (3)• Quads (4)• Mini Groups (6)• Focus Groups (8-10)

• Ethnographies• Online & Hybrids

These have lots in common

Except no. of resp,

Conducted at venue/facility

Different ‘animals’


Choosing Methodology

Focus Groups?DI..? …Dyads?Triads? Mini

groups?Arrr…I’ll just pick

one


IDIs vs. GroupsThe classic continuum

1 2 3 4 6 8DI Dyads Triads Quads Mini Full Grp

Sensitive issues Non-sensitiveSpecialized target grp “Common” consumerIntense individual probing Grp dynamic essential

Note: It’s not the type of study, but the nature of the topic which determines the quali methodology!


METHOD MATRIX

Relatively difficult to talk about

Relatively easy to talk about 1 2 3 4 5

Need for intensive individual probing

NO need for intensive individual probing

1 2 3 4 5

Highly charged topic (Loaded with stigmas/taboos)

Not a charged topic (No stigmas or taboos)

1 2 3 4 5

Hard to recruit/schedule in same geographical location

Easy to recruit in same geographical location

1 2 3 4 5

Sensitive topic

NOT a sensitive topic 1 2 3 4 5

Group dynamic is a minus

Group dynamic is a positive for exercises and dialogue

1 2 3 4 5

High peer pressure

Low peer pressure 1 2 3 4 5

Lots of social norms surrounding the topic

Few social norms surrounding the topic

1 2 3 4 5

Assess the nature of your research topic before choosing method…

Total score: <20 = DIs/Dyads 20-30 = Triads, Quads or Mini Grps >30 = Full Groups (8-10)


Method Matrix Exercise1. Think of the nature of the research topic (and your

particular angle to the topic)A. Exploring Inflation issues B. Contraception

2. Assess the topic according to the 8 polar-ended issues in the Method Matrix

3. Rate each on the 5-point scales…and tally the complete score

< 20 IDIs or Dyads20–30 Triads, Quads, Mini Grps

> 30 Full Groups (8-10)

4. (Consider timeline, budget, logistics, etc.)


Briefs are anchored in Only 2 Qualitative Objectives• Always either:

EXPLORATORY or EXPLANATORY• Explore unknown consumer behavior/attitudes/beliefs • Explain known aspects/facets/facts of these

behaviors/attitudes and beliefs

• Note: not mutually exclusive – many quali projects include both objectives


Exploratory ProjectsExamples • Brand image & Positioning Studies

• Idea generation – new products, line extensions, ad copy, etc.

• Consumer familiarization studies – background info or details about behavior, satisfaction, decision making, language

• Plain Discovery – when little is known about X or when more knowledge is needed (Pikachu)

• Hypothesis generation

• Preliminary input – learn right Qs to ask in most meaningful way in larger survey

• Process description – steps of behavior


http://en.wikipedia.org/wiki/Image:English_Pokemon_logo.png

http://en.wikipedia.org/wiki/Image:Pikachu.png

Explanatory ProjectsExamples

• Motivational analysis – understand the grounds, meanings, reasons and conditions associations with attitude or behavior

• Cultural analysis – differences based on the impact of culture

• Consumer differentiation and segmentation – patterns of variation

• Post quanti interpretation – giving meaning to numbers• Comprehension analysis – communication on directions,

instructions, product claims, promotional copy, etc.

• ‘Disaster checks’ – last check before market placement


http://www.litespeed.com/bikes/2008/icon.aspx

Facts & Myths about Focus Groups Quali offers contextual insights

which quanti can’t Sheds light to norms, values,

attitudes, beliefs, and perceptions, which motivate consumer behavior

Small sample can provide valuable insights even though the data is not statistically projectable

Group size has an impact on amount and type of data collected

Trained moderators learn to use a variety of skills to collect data (projectives)

≠ FGDs are easy. Watching a few groups qualifies anyone to be a moderator

≠ Moderating is an ad hoc, completely improvised form of interaction with respondents

≠ Enjoying talking to people is the only qualifier for a good moderator

≠ More respondents in a group is better than fewer because it is more representative

≠ Every minute of a every group is important

≠ You can statistically project the answers of a few people to the universe of the target market


Qualitative Research- Locates maximum strands of meanings- Makes Sense of multiple threads of meaning

- - At ease with flood of soft data

-The Qualitative Researcher is the curator

- who decides which ‘bits’ of info to display


TEA BREAK


Semiotics


Are We Colored By Our Own Lens?

Do Not Underestimate the Power of a Social Group


Semiotics

• The Production of Meaning… a tool to analyze the giant paradigm shifts in the global marketplace.

• Helps to decode the Cultural Landscape…• The codes and rules the world around us is

playing by..


Which comes first?

The consumer chicken or the cultural egg???

Consumers- Cultural effects, not Prime causes


We all decode signs and symbols to create meaning from our cultural ‘default’ mode …• Which product do you immediately assume this is an ad for?

Critical Studies / Cultural Studies Semiotics Linguistics Social sciences

• Psychology• Sociology• Discourse analysis• Anthropology• Politics• History

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How do you encompass all this?


Ethnography


Ethnography & In situ interviews-Watching & speaking with real people in their own

surroundings (in-situ) & direct experience of consumers’ everyday reality


Ethnography• Observational Research

• In Pure terms (anthropology) – over weeks and months…

• In MR, a more ‘bastardized’ version!

• Direct observation in a natural context

• Actual as versus Recalled behavior

• Spontaneity; Overcomes problems of memory and social pressure to conform

• Besides, many actions are not consciously thought about …is habitual, part of ritual / routine

• Everything is potential data! Notes / Diary / Video / Audio


Look for symbols in her home to signal:

• Modernity• Tradition (how different

from earlier times)• An easier life• An unchanged life• Her own position … how ‘spaced’ in conversation


Doing Ethnography

• Improvisation and Spontaneity• Never perfect or complete

• A Road Map

• Make the respondent an ally• Keeping things natural• No opinions / initiative / assistance

• Seeking patterns of behavior; ‘performance’??• Symbols – what it stands for…


Ethnography = Context InclusionOn-site Field Research

• The original qualitative research approach • Good for ritualistic/routine behavior and

high intensity interactions – Sales encounters– Meal preparation– Personal hygiene routines – Communication b/w persons w. diff authority

Pros:• Eliminates intimidating environment• Introduces the cultural dimension

– Physical environment– Context pre & post– Physical actions / behavior

Cons:• Intensely time consuming • Voluminous data• Costly

ETHNO

Context: Pre/post/

during

Behavior/Actions

Attitudes& beliefs

PhysicalEnvironment


Observational Approach

Pure Observation (covert) • No interaction with

respondent• Questions are posed after

the act • Uninterrupted action - but

less explanation. • Must remember relevant Qs

to end

Participant Observation (overt)• Questions and probes are posed

simultaneous with act• Continuous interaction with

respondent• Risk of altering/disturbing behavior

vs. opportunity for deeper probes


An Ethno Recap - The consumer universe

1. Write down preconceived notions (What do you expect to hear/see)2. Decide on observational approach (pure vs. participant) 3. Think minimalist – less is better (fewer people, less equipment, etc)4. Document environment - Take video/pictures/audio

– Assess intrusiveness (pros and cons) – Consider time lapse photography vs. continued video taping

5. Decide on roles – one moderator, one note taker, one recorder 6. Decide on same note taking technique if more than one moderator

– Prepare Observation Guide7. Write mind dump immediately after session with thoughts/insights8. Record/observe beyond words and actions: mood, pre & post

activities9. Back home record debriefing with team - use DG as outline


Purpose Statement

• Purpose Statement = The client brief in a nut shell – summed up in one line.

Example:

The research objective is to explore how gender equations affect the daily lives of middle class and lower socio-economic segments of India.


DG Mindmap - Team Exercise • With the research objective in mind – start

ideating on relevant DG topic areas to explore• Make mindmap on white board:

– What comes to mind when thinking about:

SMARTPHONES (Research Assignment)

5 min


Quipper Research Pvt Ltd

Research Objective - 2015A device manufacturer is looking at how to create the right value proposition for their next budget (Rs <5k) smartphone:• Who are the next wave of smartphone buyers

and what are they looking for in a smartphone?

• How do they rank different benefits and features and why?

Understand unmet/undermet

needs in relation to smartphone

Understand relationship with current

phone


Research Assignment – 2015

Objectives: Who are the next wave of smartphone buyers and what are they looking for in a smartphone?

Diagnostic: Their current lifestyles, how is the phone used; evolution of usage – last 5 years / last one year

Specifics: How do they rank different benefits and features and why?How much of it is peer group influenced; difference by gender

Inductive From ‘nuggets’ to a larger paradigm; What is the Conclusion: hierarchy of priorities


Mindmap - Example(Source: Bystedt, Lynn, Potts, 2003)

•A chain reaction of associations

•A visual brainstorm session

•Broad landscape view of issue

•Write down anything that comes to mind!

•Thoughts, feelings & associations

•Use: signs, symbols, text, drawings, diff. colors


Online Methodologies - The new generation research


Live WebCam IDI

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TVCs

Text Chat

Web Cam

& Audio

Projective

Exercise

MarkerTool


Live Webcam Dyad (Cont)

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Competitive Products

Comparison

Labels

Web Cam

& Audio


Instant Transcripts with Time Stamps

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Time Stamps


5 min debateOnline vs F2F

• Split class in 2 teams• Argue pros and cons of two methodologies• One for online – one for F2F

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Issues to Consider

1. Can online interviews be compared to F2F interviews?

2. Does behavior change online?

3. Will online resps feel more compelled to lie?


Hail us!Lunch


A Recap…

Qual versus Quant;Qual – A Method in the Madness… IDI versus

FGD vs Home EthnographiesQual – Secondary / Desk Research; SemioticsQual – A ‘wicked’ problem, multistranded,

multidimensionalAnchored in the real world and in real-life

experiencesNEVER monotonous… yet, never ‘kuchh bhi’

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Fieldwork - Research ObjectiveObjectives: Who are the next wave of smartphone buyers and what

are they looking for in a smartphone?

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Ethnography: Recruit respondents form Khandala surroundingsTeam of 8 students splits into sub-groups of 4 Each sub-group to conduct one or two in-home interviews Each interview must last approx. 30 minDecide on roles; Moderator, note taker, cameraman Record parts of each interview with your cell phoneAdd e.g. mobile picture or audio clips Bring incentive (goodie bag of 150 Rs)


Final Video Presentation1. Each team-group (8 students) must present overall research findings with a 5-7

minute video edit followed by 10 min verbal reflection on the experience (the process, what went well/not so well, surprises, things one would do differently in future, etc).

2. The edit must show how and where a smartphone is likely to fit into their lives, and how it could affect the daily lives of the middle class & lower SEC by clipping together snippet of fieldwork flip-cam-recordings.

3. Be as creative as you wish: use video clips from the 4 recorded interview and add e.g. subtitles, voice over, a narrator explaining the conclusions, graphics and music

4. The video must follow the flow of key focus areas: 1) Diagnostics, 2) specifics, 3) priorities 4) Inductive conclusion of the hierarchy of priorities


DISCUSSION GUIDE &MODERATION


Execution

1. Identify research objectives (purpose statement)2. Determine methodology3. Identify demographics of respondents4. Make screener and recruit respondents5. Identify key issue areas 6. Compose discussion guide7. Prepare resp homework, projective exercises, etc.8. Conduct the research 9. Make mind dumps after interviews10. Debrief and discuss data with team11. Review, interpret and analyze all data12. Write report of findings13. Present to client


Execution of Quali#1-7 more influential on output than #9-13 … NOT vice versa 1. Identify research objectives (Client Brief)2. Determine methodology3. Identify demographics of respondents4. Make screener and recruit respondents5. Identify key issue areas 6. Compose discussion guide7. Prepare resp homework, projective, etc.8. Conduct the research 9. Make mind dumps after interviews10. Debrief and discuss data with team11. Review, interpret and analyze all data12. Write report of findings13. Present to client

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60-70%Of overall efforts

30-40%Of overall efforts


Execution of Quali 1. Identify research objectives (Client Brief)2. Determine methodology3. Identify demographics of respondents4. Make screener and recruit respondents5. Identify key issue areas 6. Compose discussion guide7. Prepare resp homework, projectives, etc.8. Conduct the research 9. Make mind dumps after interviews10. Debrief and discuss data with team11. Review, interpret and analyze all data12. Write report of findings13. Present to client


The DG!

Why write a Discussion Guide?- Can’t the moderator just wing it?


DG = Road Map

• Road map for the entire project• Agreement between clients and QRC • Overview for observers• Note taking tool (write in margin) • Outline for the analysis and report • Gets team on the same page

Not a crutch … Moderator should learn it by heart and be able to juggle and improvise


Common Steps

1. Define purpose statement2. Make mindmap of “topic universe” 3. Define key issue areas 4. Craft questions and probes for each issue 5. Plan projective exercises 6. Revise/tweak content base on feedback from team


…Form pairs & moderate

• Interview each other about the topic of Gender – using the unstructured mindmap alone

• Improvise questions and probes• Each person try moderating for 5 min

10 min


…Merge & Refine Map

• Merge the 2 sub-grp maps to one team map • Add ideas/areas form the interview• Refine the final map to clusters of topic areas• Present to group


Composing Quali Qs

7 Basic rules:1. Attempt to minimize the use of “why?”

• The easy way out• Put respondent on the spot• Establishes parent/child relationship• Tends NOT to yield very rich answers Practice altering question stems and use probes


Composing Quali Qs…. Examples of altered stems/probes – avoiding ‘why’:– Can you give me an example– Give me a picture/description of how that works …– So the message you want me to get from that story is (let resp

complete)– Explain to me …your thoughts, reasons for this reaction – Tell me more about this … (be quiet – let resp pick up)– Take me though your thought process around this – Tell me what goes on, when you…– What are you reacting to… – What is bothering you?– I hear you are agreeing – but not with much enthusiasm – how

come?– What does that mean/suggest about X– Tell me how you decide on this order/priority/hierarchy


Composing Quali Qs

2. Ask short questions– Remember:

– Short questions give long answers!– and vice versa


Composing Quali Qs (cont…)

3. Use open-ended Qs (only few closed-ended) • Upside:

– Allow for a wide range of answers– Can open doors to new and unexpected information– Provide the most opportunity for new discoveries

• Downside: – Risk of wandering off topic

“Is water important in the Indian culture?” vs.

“What can you tell me about water and its role in the Indian culture?”



4. Avoid double-barreled Qs• These are really two questions in one • Respondent don’t know which to answer • End up answering only one

“What are your thoughts and concerns about this product?”



5. Neutral vs. Leading

How are you reacting? vs. You are upset by this, right?

What do you believe about …? vs. Don’t you believe that…?

How was the seminar? vs. Wasn’t the seminar great?



6. Avoid bundling

Bundled: “Think about the last time you bought music; Tell me where you shopped for it, what you bought and how you chose the music you bought?”

Un-bundled: 1) Where did you last shop for music? (answer)2) What did you buy the last time you bought music? (answer)3) How did you choose what to buy? (answer)



7. Probe when hearing:• “Nominalizations” – words used to describe abstract

concepts e.g. nice, healthy, perfect, boring, unusual, attractive, different,

exciting, clean, safe etc.• Generalizations

“Nobody use that detergent anymore”“Everybody like that commercial”

• ContradictionsAsk for clarification in non-confrontation way

• MisinformationGreat opportunity to understand perceptions, beliefs, attitudes and opinions – explore instead of correct


Complete your DG (20 min)

1. Gather in your team-groups (8 in each)2. Consult your mind map3. Internalize the research objective4. Write min. 5 questions & 5 probes for each key

section (must be turned in)

4. Finally: Jot down what you expect to hear during fieldwork on a separate sheet? (must be turned in)

Questions?


Moderating Tips…


Rapport building… a high yield investment

• A moderator EARNS good rapport

Good rapport = open relaxed respondents = rich dataBad rapport = toxic environment = poor data

Goal:permissive, tolerant, trusting environment


Moderating Fundamentals & Rapport Building

Setting a comfortable environment– Pay attention to details: comfortable chairs, lighting,

refreshments, nametags– Create an environment people like to stay in and feel safe in

(be aware of cultural differences – eg personal space) Prepared welcome and clear Introductions

– use 5-10 min. Serves as warm-up. It sets the stage and pays off immediately - a trusting and relaxed atmosphere

Careful question design/wording – Minimize the use of “Why?” - alter question stem – Avoid putting resp on the spot. Very few resp will appreciate

direct confrontation in group setting



Careful question design/wording

– Minimize the use of “Why?” … alter question stem – Avoid putting resp on the spot. Very few resp will appreciate

direct confrontation in group setting

Acknowledge contributions• Respondents are sensitive to feedback• Remember names and who said what



Use Active listening skills– Open physical appearance – avoid crossed arms, frowns, etc. – Indicate that you follow statements with nonverbal gestures

Minimize note taking– Note taking is jeopardizing - cause unease

• don’t know why/what you write – Stay with the respondent who’s talking – don’t study guide



Avoid “serial” interviewing• A dialogue, not a test

Link and build• Makes people feel appreciated:

– Earlier X said bla … could anyone give me more color on that? – Y and Z mentioned something about bla bla … how does that

fit with this brand/product/service?


Read the room• Pay attention to energy level• Allow everyone airtime• Humor works as a charm

Laughing with a respondent is a joyLaughing at a resp is rude and unprofessional

Respect respondents• Stay open-minded• Have genuine interest in resp point of view• Acknowledge diverting views – don’t only go with

majority opinion



The life cycle of an Interview

InfancyChildhood

and adolescence

Young Adulthood

Mature Adulthood Old Age

The introductory

stage

The role taking and

rapport building stage

The general question

stage

The specific questions and

activities stage

Closing

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• The natural evolution of the interview – Design your discussion guide accordingly


Keep track of Air time – Who Talks?

• Aim for the 20/80 golden standard:

– Moderator should talk ~20% of the time– Respondents should talk ~80% of the time

• Different ratio may indicate – Loss of control over discussion– Respondents getting off on tangent

… or the opposite: moderator is monopolizing the air time


Projective Tools


What are Projective Techniques?

• Refers to group of exercises:– Umbrella terms for interviewing techniques – aimed at getting beyond top-of-mind & rational responses

• Caveat: No consistent terminologyInterventions = Alternative Techniques = Metaphorical Tools = PT


Benefits of Projectives• Provide more emotional (vs. rational) feedback

• Maximize benefits and minimize limitations of group dynamic

• Can shift talk-time from domineering respondent

• Have great neutralizing, equalizing and unifying side effect on the group dynamic

• Have ability of revitalizing the level of engagement

• If administered appropriately, yield excellent information in a time efficient manner - If not: obscure data causing havoc


Projectives: A wide range of exercises

• Can be as simple as: – Easel work (e.g. a mindmap) – Verbal exercises needing no props

• Common projectives:– Emotional Grading – Picture decks and Analogies– Perceptual mapping– Free associations and collages– Word bubbles and personifications

• Creative and more time consuming: – Sensory– Music compositions

• Specialized projectives: – Laddering – Arch type explorations


Life is a Creative Happening

• Experience colors what we remember

• What we remember colors our experiences

• …we all create our own reality!

Select Snippet logged

Experience


Experience


Experience


http://en.wikipedia.org/wiki/Image:FMRIscan.jpg

When Should Projective be Used?

• Especially appropriate when exploring:– Cultural stigmas– Politically correct/incorrect topics– Topics loaded with socially desirable content– Taboos– Habits or ritualistic behavior

• Less useful:– On-site research– When other stimuli is present

• Never as entertainments or ‘fun’


How do you feel about going and Interviewing people Personally?


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A B C D E

Analogies“If X were a actor/actress whom would it be?”

Purpose:• Use when the need is to learn about imagery related to

brand/product/issue/service• Good for product/brand comparison

Task:• To use metaphors from other “worlds”• Can be unaided or aided with images

Directions:• Ask resp to pick a comparison -> explain parallels • Repeat exercise with different analogies• Debrief with probe such as:

What is it about ___ that reminds you of X?How do the qualities of ___ seem similar to X?What are the characteristics of ___ in its world…and how is X like that?

Tips: • Mark each photo with letters or numbers• Let resp sift through images on table and write down

marking (so several resp can pick same)• Use ~25 pictures for each “world”• Choose ‘world’ with care

Akshay Kumar

Aamir Khan

Aishwarya Rai Ranbir Kapoor

Amitabh Bachchan

Shah Rukh Khan

Katrina Kaif

John Abraham

Deepika Padukone


http://www.surfindia.com/celebrities/bollywood/shah-rukh-khan.html

http://www.surfindia.com/celebrities/bollywood/amitabh-bachchan.html

http://www.surfindia.com/celebrities/bollywood/john-abraham.html

http://www.surfindia.com/celebrities/bollywood/ranbir-kapoor.html

http://www.surfindia.com/celebrities/bollywood/aamir-khan.html

http://www.surfindia.com/celebrities/bollywood/akshay-kumar.html

http://www.surfindia.com/celebrities/bollywood/aishwarya-rai.html

http://www.surfindia.com/celebrities/bollywood/katrina-kaif.html

http://www.surfindia.com/celebrities/bollywood/deepika.html

Homogenous Picture Decks (cont.)

Variations:• Provide each respondent with the

same deck of pictures and ask each to sort the images based on what “fits” and “doesn’t fit” with how they think and feel about X

• ….or print smaller images on one piece of paper (contact sheet) and have resp circle or check mark all the fits and cross over those that doesn’t fit

• ….or make it a group exercise if time/budget is a concern

• Why are pictures needed? Can’t this exercise just be verbal?

Examples of picture decks:– Sports team– Animals– Tools– Landscapes– Shoes– Fruits or vegetables – Music instruments – Hairstyles– Shapes – Plants


Picture decks 101

• Must include broad range • Opposites

– Things are not only defined by what they are …but also by what they are not!

• Analogy requires images from different universe (non-related to topic)

• As a rule of thumb: 20-30 pics • Requires category-user as minimum



Personification …If brand X was a person

Purpose:• To better understand the characteristics and image of a brand or product• Must be with at least category users – some brand awareness is needed• Note: this exercise is not about who buys or uses X

Task:• To assign human characteristics to one or two competitive brand(s) or product(s)• Each resp write down characteristics

Directions:• Ask resp to focus on brand or product…think about it’s qualities and

characteristics. Now imagine those traits being embodied in a person. Imagine the product/brand turning into a person.

• Explore if group have similar/completely different traits• Ask group to play back common themes• Are characteristics perceived to be positive or negative

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Personification (Cont..) …If brand X was a person

Example of probes:

– Male or female? Age?– Size and shape?– Where were this person born?– What style of clothes?– How long has this person gone to school?– Where does the person live?– What does the person’s home look like?– Whom does the person live with?– What is his/her favorite food/beverage? – What TV shows does this person like?– Who does he/she admire?– How does he/she feel about life right now?– What is he/she proud of?– What is this persons motto in life?– What is his/her goal in 5 years?– What is his/her name?


Collages

Group Exercise: Collage of customer profile(s) Hershey vs. CadburyCut out pix of people who represent H vs. C customers

See commonalities across groups


Which to use when? When you need to learn: Use:

All the pros and cons of an issue Debate

Imagery, feelings, perceptions about a brand/product/service, issues or experience

Analogy, Collage, Picture DeckVisualization, Personification,

Important attributes Product Sort

Comparative perceptions of before and after or reality and wish

Collage, Word Bubble

Greater/more rich details about a behavior, situation, relationship

Mindmapping, On-site Interviews, Visualization

Various influencers on a decision, perception or issue

Word Bubbles


Which to use when? (cont.)When you need to learn: Use:

Benefits associated with a product/brand/category

Mindmapping

How products/brands/services/prototypes compare on a single attribute/dimension

Line-up

How products/brands/services/prototypes compare on a single goal or to the ideal

Hitting the mark

How products/brands/services/prototypescompare on two key attributes/dimensions

Four Square

Fit or disconnect of a new product in a line or category

Personification

Sensitive, politically charged orconflicting attitudes

Word Bubble


Which to use when? (Cont.)When you need to learn: Use:

Strengths/weaknesses or similarities/differences relative to competition

Four Square, Line-upProduct Sort

Top-of-mind/incoming attitudes and perceptions of the topic

Free associationMindmapping

Relationship between products in line or category, or players in a situation

Four Square, Line-up,Personification

The frame of reference or competitive set for a product within a category

Product Sort

Perception of users Draw the User, People Picture Deck


Patton’s 10 Commandments For effective use of projective techniques

1. Do set the environment – physically & emotionally2. Give really, really, really clear instructions3. Encourage playfulness – should be fun exercise4. Exhibit unconditional positive regard 5. Don’t force participation6. Don’t use interventions as entertainment 7. Be prepared to handle strong reactions8. Do tailor techniques to exact needs9. Do probe! 10. Remember: Projectives are only the means to the end …

the data is in the debrief/discussion following the exercise


Analysis


The Traditional Pyramid of Understanding

Data

Information

Findings

Conclusions Knowledge


The Value of Understanding

Data

Information

Findings

Conclusions Knowledge


Analysis & InterpretationInvolves- making sense of the meaning of the research data via:

Intuition Emotion Judgment


Deconstruction

Mode of reading, attentive to a text’s multiple meanings

The textual unconsciousIts repressed contradictions and inherent

vulnerabilities


What NOT to do…• Usage of numbers is wrong… Majority said this… Show of

hands makes no sense…

• (Usually) not to be used as a source of new product ideas / prediction of future sales

• Use the Objective and Discussion Guide, but do not use it as a crutch… A scaffold may be a better analogy

• Do not see the tip of the iceberg alone… there’s a lot down there… how much of it have I captured… What else can I do to be sure?


Be passionate about it

- Believe in it; eat / sleep / wake up with it- Be truly empathetic & full of warmth - Have courage in your eclectic convictions- Never leave sight of the wood for the

trees… and vice versa- Do have the ability to laugh at yourself &

the world!

To be Successful at Consumer Immersion…


Fieldwork Assignment

• Everyone go for fieldwork • Bus leaves at 4:30 (back by 8:30pm)• When back – start planning the 10 min video edit• Edit clipping tomorrow morning – due in class at 11am

GOOD LUCK!


Nature is full of ‘fractal geometry’ – the science of roughnessBut repetition generates patterns

Clouds are not circular/spherical , mountains are not cones, lightning is not a straight line ∆, □, ○ exist in textbooks, not in real life

Let ALL your knowledge seep into your analysis. Collect Human Experience


The Ability to Accept Chaos

Now boldly go….

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August 2nd 2015

9:30-10:15 1. Intro; Teams; What is Qualitative Research?10:15-11:00 2. How to choose Quali Methodology Tea Break11:15-12:00 3. The Social Sciences – Intro to Semiotics12.00- 1.00 4. Ethnography and Online MethodologiesLunch2:00-3.00 5. Discussion Guide & Moderating Fundamentals 3.00-3.45 6. Projective Tools & Analysis TipsTea Break4:00-4:45 7. Prepping fieldwork5:00 Bus leaves for fieldwork

8.30 Return



August 3rd 2015

Till 11:00 Student edit fieldwork findings

11:00-1:00 4 Student Presentations

Lunch

1.45-2.45 2 Student Presentations

2.45-3.15 General Discussion/ review of concepts

Tea Break

3.30-4.00 (Announcement of Results); Q&A


Consumer Insights reading list


Qualitative Research Session with Piyul Mukherjee & Pia Mollback Verbic

Education

Transcript of Qualitative Research Session with Piyul Mukherjee & Pia Mollback Verbic