Description
The result of looking at something deeply and seeing it in a different way., Leads you to the “aha!” moment in any situation., The level of depth that makes the difference.
Strategic Market Research
by Dr. Anne E. Beall
Prepared by Matthew A. Gilbert, MBA
Insight
? The result of looking at something deeply and
seeing it in a different way.
? Leads you to the “aha!” moment in any situation.
? The level of depth that makes the difference.
Hearing Beyond Words
? You have to interpret what people tell you to really
understand what they are saying.
? Phrases indicating no potential purchase:
? A product or service is good for someone else.
? Can’t imagine using it now but might later on.
? Timing reveals a great deal about their intent.
? If the timing is far off it means they’re not sold.
Hearing Beyond Words
? Respondents communicate value:
? “Make it Cheaper” means it doesn’t provide enough value.
? Americans typically pay good money for all kinds of things.
? If it really is price you can ask what they would pay for it.
? Remember: It’s what people do, not what they say.
? What people don’t say tells you more than what they do.
Asking the Same Question
? Qualitative research is generally conversational.
? Ask the same question in several different ways.
? Reveals consistency among respondents’ answers.
? Externalize the question, make it less personal.
? Put it in a different framework to create response.
? Ask them to design perfect product or service.
? Ask respondents to imagine life without item.
? Ask what a good advertisement would be.
Probing and Probing
? Dig and dig: don’t stop at the surface level.
? Keep asking for additional detail.
? Strive for specific answers.
Achieving Depth
? Manage the research project so that subsequent
focus groups, interviews or discussion forum
sessions don’t duplicate previous ones.
? Remember: Focus means getting clearer!
? Have different topics during the first and last
discussion groups.
Achieving Depth
? Reiterative Approach: Revise concept statements,
taglines and advertising communications between
groups based on what is learned in each session.
? Ask client observers what questions they have during
breaks between each of the focus group sessions.
? Engages the client observers and helps guide the
moderators towards addressing the real issues as they
become more apparent.
? Helps you refine the process to reveal truth.
Testing Specific Hypothesis
? Obtain depth in both qualitative and quantitative
research by testing a specific hypothesis.
? Strategic research involves understanding what the
hypotheses are in an organization and testing them.
? Create questions to address the hypothesis.
? Respondents’ answers will prove or disprove them.
Testing Potential Scenarios
? Explore how respondents will react to a potential
scenario (e.g. possible future actions to be taken).
? Quantitative: Present specific scenarios and
measure consumers’ likelihood to purchase.
? Qualitative: Test scenarios with “what if” questions.
? Conjoint and Discrete Choice Analysis: One major
“what if” between different product configurations.
? Example: Different car makes, models and types.
Skip Patterns (Qualitative)
? Useful in Internet and telephone surveys.
? Patterns skip respondents in and out of questions
without them knowing questions apply only to them.
? Example: People who prefer Pepsi over Coke only asked
questions about Pepsi. Those who prefer Coke are only
asked questions about Coke. Those without a preference
are asked questions about both brands.
? You effectively ask three questionnaires in the
context of one survey.
? Longer overall survey but shorter for each respondent.
Open-Ended Questions (Qualitative)
? Give respondents the option to write in their
thoughts and feelings in an open-ended format.
? Ask people to explain what they like or dislike.
? Responses are grouped into “codes.”
? Codes are common responses given to each question.
Each response is assigned to one or more codes, and
agency calculates the percentage of people who
volunteered that reason or perception.
doc_577039557.ppt
The result of looking at something deeply and seeing it in a different way., Leads you to the “aha!” moment in any situation., The level of depth that makes the difference.
Strategic Market Research
by Dr. Anne E. Beall
Prepared by Matthew A. Gilbert, MBA
Insight
? The result of looking at something deeply and
seeing it in a different way.
? Leads you to the “aha!” moment in any situation.
? The level of depth that makes the difference.
Hearing Beyond Words
? You have to interpret what people tell you to really
understand what they are saying.
? Phrases indicating no potential purchase:
? A product or service is good for someone else.
? Can’t imagine using it now but might later on.
? Timing reveals a great deal about their intent.
? If the timing is far off it means they’re not sold.
Hearing Beyond Words
? Respondents communicate value:
? “Make it Cheaper” means it doesn’t provide enough value.
? Americans typically pay good money for all kinds of things.
? If it really is price you can ask what they would pay for it.
? Remember: It’s what people do, not what they say.
? What people don’t say tells you more than what they do.
Asking the Same Question
? Qualitative research is generally conversational.
? Ask the same question in several different ways.
? Reveals consistency among respondents’ answers.
? Externalize the question, make it less personal.
? Put it in a different framework to create response.
? Ask them to design perfect product or service.
? Ask respondents to imagine life without item.
? Ask what a good advertisement would be.
Probing and Probing
? Dig and dig: don’t stop at the surface level.
? Keep asking for additional detail.
? Strive for specific answers.
Achieving Depth
? Manage the research project so that subsequent
focus groups, interviews or discussion forum
sessions don’t duplicate previous ones.
? Remember: Focus means getting clearer!
? Have different topics during the first and last
discussion groups.
Achieving Depth
? Reiterative Approach: Revise concept statements,
taglines and advertising communications between
groups based on what is learned in each session.
? Ask client observers what questions they have during
breaks between each of the focus group sessions.
? Engages the client observers and helps guide the
moderators towards addressing the real issues as they
become more apparent.
? Helps you refine the process to reveal truth.
Testing Specific Hypothesis
? Obtain depth in both qualitative and quantitative
research by testing a specific hypothesis.
? Strategic research involves understanding what the
hypotheses are in an organization and testing them.
? Create questions to address the hypothesis.
? Respondents’ answers will prove or disprove them.
Testing Potential Scenarios
? Explore how respondents will react to a potential
scenario (e.g. possible future actions to be taken).
? Quantitative: Present specific scenarios and
measure consumers’ likelihood to purchase.
? Qualitative: Test scenarios with “what if” questions.
? Conjoint and Discrete Choice Analysis: One major
“what if” between different product configurations.
? Example: Different car makes, models and types.
Skip Patterns (Qualitative)
? Useful in Internet and telephone surveys.
? Patterns skip respondents in and out of questions
without them knowing questions apply only to them.
? Example: People who prefer Pepsi over Coke only asked
questions about Pepsi. Those who prefer Coke are only
asked questions about Coke. Those without a preference
are asked questions about both brands.
? You effectively ask three questionnaires in the
context of one survey.
? Longer overall survey but shorter for each respondent.
Open-Ended Questions (Qualitative)
? Give respondents the option to write in their
thoughts and feelings in an open-ended format.
? Ask people to explain what they like or dislike.
? Responses are grouped into “codes.”
? Codes are common responses given to each question.
Each response is assigned to one or more codes, and
agency calculates the percentage of people who
volunteered that reason or perception.
doc_577039557.ppt