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Consumer Research

Consumer Research. Being in the field Meeting 3. Know others by knowing yourself. Observe yourself as a customer Buy a cup of coffee and observe yourself from the time you are in line until the coffee has been consumed Practice introspection exercises

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Consumer Research

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  1. Consumer Research Being in the field Meeting 3

  2. Know others by knowing yourself Observe yourself as a customer • Buy a cup of coffee and observe yourself from the time you are in line until the coffee has been consumed Practice introspection exercises • Determine the essence of a product experience • Understand the nuances of behavior reinforcement • Use the knowledge of your own experience to understand the experience of others

  3. Secondary data Demographic/product use/media habits • Simmons (SMRB) and Mediamark (MRI) Public opinion and attitude surveys • Roper, Yankelovich and Gallup Motivation studies and VALS • SRI • American Demographic magazine Trade, Industry and Government sources

  4. Become a consumer detective • Great insights are revealed in little details • Use semiotics to discover clues • What can you discover about American from examining a one dollar bill? • What can you tell about the person next to you from his or her clothing? • What do you know about an instructor from the contents of his/her office?

  5. Category New Yorkers Professors Executives Gamblers Tourists Pet owners Detective Taxi drivers ? ? ? ? ? Professional detectives

  6. Measuring vs. Interpretation • Conduct a class poll to determine whether or not more women prefer Coke than Pepsi • Have women characterize Coke and Pepsi according to film stars cast to promote it • What conclusions can you make about each method’s ability to inform the question?

  7. Quantitative Count the number of activities taking place using pre-established categories Yields amounts and types of transactions Qualitative Observe and record activities taking place as they occur, letting events drive data. Note dress, mood Listen to conversations Results yield portrait of convenience store culture Field Observational Techniques:Convenience Store

  8. Quantitative Identify ad types (product in use, product alone etc) and count them. Provides a tally on ad content Qualitative View the magazine as text and allow categories to emerge on their own Provides insight on message delivery Content or Document Analysis:Magazine Ads

  9. Quantitative Surveys distributed with samples to wearer demographics Numbers yield statistically significant results Qualitative Open-ended questions posed to representative group and probed for more information Responses analyzed for patterns/themes Interviewing: Perfume

  10. Quantitative Validity Reliability Survey pre-testing Qualitative Authenticity Triangulation Data Quality

  11. Humanistic Researchers • Focus on wholeness of consumer experience • Search for meanings and essence of consumer experiences • Obtain descriptions of experience through 1st person accounts • Use data to understand consumer behavior • View behavior as inseparable relationship between consumer and product

  12. Qualitative Research for Advertising • Obtain background information on problem or target segment • Identify develop and test creative concepts with consumers • Identify behavioral patterns, beliefs, opinions and attitudes about brand perceptions (What is your experience with Timex watches?)

  13. Preparing for field research • Select participants who use product • Protect participants with anonymity • Identify and gain access to a field location using a gatekeeper • Shopping mall • Multinational corporation • Hospital maternity ward

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