New qualitative research options how to choose
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New Qualitative Research Options: How to Choose. Presented to: QRCA NYC Chapter June 25, 2010 By Jay Zaltzman Bureau West, Inc. Market Research & Marketing Strategy Los Angeles, California, USA Tel: +1-818-752-7210 Email: [email protected] Decisions, decisions.

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New qualitative research options how to choose

New Qualitative Research Options: How to Choose

Presented to:

QRCA NYC Chapter

June 25, 2010

By Jay Zaltzman

Bureau West, Inc.

Market Research & Marketing Strategy

Los Angeles, California, USA

Tel: +1-818-752-7210

Email: [email protected]

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Decisions decisions

Decisions, decisions

  • Inundated with new qualitative options:

    • Online bulletin board focus groups

    • Remote webcam focus groups

    • Telephone focus groups

    • Online chat focus groups

    • Mobile phone research

    • Online journaling

    • Video diaries

    • Telephone interviews with “desktop” (computer screen) sharing

    • Online communities/social networks

    • And more!

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Decisions decisions1

Decisions, decisions

  • And then there are the traditional options such as focus groups and IDI’s

  • Infinite combinations of the above

  • How to choose?

    • Benefits

    • Client comfort level

    • “Bells and whistles”

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


New qualitative research options how to choose

Moderator post

Threadedresponses

Online bulletin board focus groups

  • Asynchronous

  • Less interaction, less spontaneity

  • Greater depth

  • More individual opinions and less influence of fellow participants

    • But still get some of the synergy of group discussion

  • Anonymous

  • Geographic dispersion

  • Cost savings

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Online bulletin board focus groups

Online bulletin board focus groups

  • Well-suited for:

    • Website-related research

    • Discussing new concepts

    • High-involvement topics

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Webcam video focus groups

Webcam (video) focus groups

  • More interactive than online bulletin board focus groups

    • Though still not the same as in-person

  • Psychological safety of home or office

    • Less “groupthink” than in-person focus groups

  • Best of both worlds?

  • Geographic dispersion

  • Costs: not cheap, but save on travel

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Webcam video focus groups1

Webcam (video) focus groups

  • Examples:

    • Research: reactions to TV ads

    • Home use of products

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Online chat focus groups

Online chat focus groups

  • Moderated discussion conducted online

    • Think of a large chat room, with visuals that can change

    • Moderator asks questions and probes while the comments scroll down the page

    • Clients view the online chat in real-time, and are able to have the moderator ask additional questions, if needed

  • Somewhat interactive

  • More immediacy

  • No dominators

  • Simultaneous responses = large amount of data in short amount of time

  • Anonymous

  • Geographic dispersion

  • Cost savings

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Online chat focus groups1

Online chat focus groups

  • Well-suited for reactions to visuals and to concepts

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Telephone focus groups

Telephone focus groups

  • Teleconference

    • Can be done as a regular conference call or using an online conference system like WebEx or GoToMeeting, so participants can view stimuli on their computer screens

  • More non-verbal communication than online bulletin boards, less than in-person focus groups or webcam focus groups

  • Fairly interactive

  • Geographic dispersion

  • Quick and easy to set up

  • Cost savings

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Telephone focus groups1

Telephone focus groups

  • Tend to use when webcam focus groups are too expensive or too difficult (e.g., no time to send webcams to respondents)

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Desktop sharing

Desktop sharing

  • Can work both ways

  • Moderator and clients see respondent’s desktop

    • For remote website usability testing

  • Respondents and clients see moderator’s desktop

    • For telephone focus groups or interviews with visual component

  • With or without a webcam

  • Providers:

    • Webex

    • GoToMeeting

    • AdobeConnect

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Mobile phone texting research

Mobile phone (texting) research

  • Not just for quant anymore

  • Questions asked by text message at pre-determined times over the course of days or weeks

  • Immediate

  • More natural, researcher has less impact on the behavior being researched

  • Well-suited for:

    • Learning about behavior (e.g., shopping, watching TV)

    • Getting at feelings, emotional reactions

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Mobile phone texting research1

Mobile phone (texting) research

  • Examples:

    • How PR staffers feel about their work

    • Reactions to marketing messages

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Online journaling immersive research

Online journaling (“immersive research”)

  • Participants write their own “blogs”

  • Can combine text, photos, video, audio to get at various aspects of the topic being researched

  • More natural, researcher has less impact on the behavior being researched

  • Can participate at their convenience

    • More “in the moment” than an IDI, less than texting

    • Provides greater depth than texting

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Online journaling immersive research1

Online journaling (“immersive research”)

  • Well-suited for:

    • Learning about behavior

    • Getting at feelings, emotional reactions

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Video diaries

Video diaries

  • Questions and answers on video – more natural and easier for participants

  • Portable video cams enable us to “follow” participants, with minimum observer impact

  • Participants don’t have to write and organize thoughts, can speak spontaneously

  • Rich visuals for report

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Video diaries1

Video diaries

  • Well-suited for:

    • Learning about behavior as it happens (“day in the life”)

    • Getting at feelings, emotional reactions

  • Examples:

    • P&G research about morning routines

    • Midas customer research

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Market research online communities

Market research online communities

  • Large group of people recruited to a private online platform to participate in a variety of research activities over time.

  • Uses:

    • Co-innovation: involving customers in the product development process.

    • Identifying trends: participants recruited for MROC’s are engaged, creative types of people who tend to be at the forefront of trends.

    • Longitudinal input: obtain information over the whole course of the decision-making process, or input about product use over time.

    • Speed: answers can be available in days rather than weeks.

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


So how to choose

So how to choose?

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Decision process start here

Decision process: start here

Are people with broadband internet representative of the target?

Can’t use remote or online methods (except telephone focus groups and IDI’s)

No

Yes

Can consider online methods – continue to next page

Is confidentiality absolutely essential?

No

Yes

Can’t use remote or online methods

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


New qualitative research options how to choose

In Person

InteractionSpontaneity

In Home or Office

Psychological security

Webcam focus groups

In-person focus groups

Online journaling

Telephone focus groups

Video diaries

In-person IDI’s

Mobile phone research

Online bulletin board focus groups

Online chat focus groups

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


New qualitative research options how to choose

Depth

Superficiality

Online bulletin board focus groups

In-person focus groups

Mobile phone research

Telephone focus groups

Online journaling

In-person IDI’s

Video diaries

Webcam focus groups

Online chat focus groups

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


New qualitative research options how to choose

Group

Group dynamic

Individual

In-person focus groups

Online bulletin board focus groups

Mobile phone research

Telephone focus groups

Online journaling

Webcam focus groups

Video diaries

Online chat focus groups

In-person IDI’s

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


New qualitative research options how to choose

Immediate

Retrospective

In-person focus groups

Mobile phone research

Online bulletin board focus groups

Webcam focus groups

Video diaries

Telephone focus groups

Online journaling

Online chat focus groups

In-person IDI’s

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


New qualitative research options how to choose

Input at a point in time

Input over time

In-person focus groups

Market research online communities

Online bulletin board focus groups

Online journaling

In-person IDI’s

Video diaries

Webcam focus groups

Mobile phone research

Telephone focus groups

Online chat focus groups

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Decision process also consider

Decision process – also consider:

  • Client comfort level

  • Savings in travel cost, time

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Sample projects you choose the method

Sample projects – you choose the method

  • Resort has lower-than-average return rate; executives think it’s because the advertising does not accurately reflect the experience at the resort. Want to test that hypothesis.

  • Boat manufacturer wants to learn about the challenges faced by boaters to inform their innovation efforts. They also want input on some ideas for potential innovations.

  • A software manufacturer wants to know if it would be effective to target small business people through consumer media channels.

  • A company is considering adding a library of video clips to their website. They want to know if their site users are interested in video, what type and length, and how much advertising would be tolerated.

  • An advertising agency is trying to decide between two potential ad campaigns, including TV commercials, print ads and web banner advertising. They have mock-ups of the advertising.

  • Client developing anti-smoking campaign aimed at teens: wants to understand what motivates teens to smoke.

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Summing up

Summing up

  • “Selling” new techniques to clients

  • Consider a combination

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


Thank you

Thank you

  • Jay Zaltzman

  • Bureau West - Market Research & Marketing Strategy

    • Our Research Tidbit newsletter keeps you up to date on what's new and interesting in marketing and market research each month

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Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected]


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