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Jay Zaltzman Bureau West, Inc. Market Research & Marketing Strategy Los Angeles, California, USA

So Many Research Options, So Little Time: How to Choose Among New and Traditional Qualitative Research Methods. Jay Zaltzman Bureau West, Inc. Market Research & Marketing Strategy Los Angeles, California, USA Tel: +1-818-588-6050 Email: info@bureauwest.com MRIA-ARIM June 16, 2011.

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Jay Zaltzman Bureau West, Inc. Market Research & Marketing Strategy Los Angeles, California, USA

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  1. So Many Research Options, So Little Time:How to Choose Among New and Traditional Qualitative Research Methods Jay Zaltzman Bureau West, Inc. Market Research & Marketing Strategy Los Angeles, California, USA Tel: +1-818-588-6050 Email: info@bureauwest.com MRIA-ARIM June 16, 2011 Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 1

  2. Bureau West: research & strategy • Consortium of independent researchers • Qualitative research (focus groups, interviews, online methods) • Quantitative research (surveys) • Website-related research (usability, conceptual) • “Agnostic” when it comes to methodology • What’s the best way to answer the research question? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 2

  3. 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) 588-6050, email: info@bureauwest.com 3

  4. Decisions, decisions • And then there are the traditional options such as focus groups and in-person interviews • 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) 588-6050, email: info@bureauwest.com 4

  5. 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) 588-6050, email: info@bureauwest.com 5

  6. 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) 588-6050, email: info@bureauwest.com 6

  7. 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) 588-6050, email: info@bureauwest.com 7

  8. 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) 588-6050, email: info@bureauwest.com 8

  9. 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) 588-6050, email: info@bureauwest.com 9

  10. Online chat focus groups • Well-suited for reactions to visuals and to concepts Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 10

  11. 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 • Fairly interactive • Geographic dispersion • Quick and easy to set up • Cost savings Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 11

  12. 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) 588-6050, email: info@bureauwest.com 12

  13. 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) 588-6050, email: info@bureauwest.com 13

  14. Mobile phone research • Not just for quant anymore • Questions asked by text message at pre-determined times over the course of days or weeks • Respondents answer by text message • Alternate method: have people call in their answers • 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) 588-6050, email: info@bureauwest.com 14

  15. 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) 588-6050, email: info@bureauwest.com 15

  16. 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) 588-6050, email: info@bureauwest.com 16

  17. 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) 588-6050, email: info@bureauwest.com 17

  18. 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) 588-6050, email: info@bureauwest.com 18

  19. 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) 588-6050, email: info@bureauwest.com 19

  20. Social media • Still finding our way – proceed with caution! • Many consider Facebook and MySpace to be very personal forums. • Can temporarily connect to (“friend”) respondents. • This provides a deeper and more candid view of the person than is available otherwise. • Data mining opportunities. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 20

  21. 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) 588-6050, email: info@bureauwest.com 21

  22. So how to choose? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 22

  23. 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) 588-6050, email: info@bureauwest.com 23

  24. 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) 588-6050, email: info@bureauwest.com 24

  25. 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) 588-6050, email: info@bureauwest.com 25

  26. 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) 588-6050, email: info@bureauwest.com 26

  27. 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) 588-6050, email: info@bureauwest.com 27

  28. Decision process – also consider: • Client comfort level • Savings in travel cost, time Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 28

  29. Summing up • “Selling” new techniques to clients • Consider a combination Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 29

  30. 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 • Please send me an email if you'd like to receive it. Just email info@bureauwest.com and write “newsletter” in the subject line Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 30

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