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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] 1

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] 2

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] 3

slide4
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] 4

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] 5

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] 6

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] 7

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] 8

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] 9

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] 10

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] 11

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] 12

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] 13

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] 14

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] 15

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] 16

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] 17

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] 18

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] 19

so how to choose
So how to choose?

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected] 20

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] 21

slide22
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] 22

slide23
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] 23

slide24
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] 24

slide25
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] 25

slide26
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] 26

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] 27

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] 28

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] 29

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
    • Please send me an email if you'd like to receive it. Just email [email protected] and write “newsletter” in the subject line

Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 752-7210, email: [email protected] 30

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