Navigating Qualitative Research: New & Different Ideas
Presented by M/A/R/C® Research
August 31, 2011
#NewInsight@SmartResearch
Presenters
Scott Waller Vice President
Brian Barnes Executive Moderator
Clay Dethloff Senior Vice President Qualitative
About M/A/R/C
46 years of research service and innovation
Omnicom Group
Industry experience includes:
• CPG
• Pharmaceuticals & Healthcare
• Telecommunications & Technology
• Dining
• Hospitality
• Retail
• Banking & Finance
Objectives
Today we will discuss…
the practical applications of insights obtained using multiple methodologies;
the latest approaches being implemented by researchers;
the range of methodologies that can be used in combination with each other; and
the differentiating benefits of each technique.
Agenda
Poll Question
FAQs • Can I get a copy of today’s presentation?
• Is today’s webinar being recorded?
• What can I win if I tweet #NewInsight @SmartResearch ?
Overview
Case Studies: • Casual Dining Chain
• New Concept Challenge
• CPG Shopper Insight
Q & A
Range of Qualitative Methods
Product Innovation
Branding & Strategy
Communication
Shopper Insights
IDIs Focus
Groups
TeleDepths
Ethnography Creative Ideation
Bulletin Boards
Online Focus Groups
Shop Alongs
Diaries
Research Framework
7
Why Combine Multiple Methods?
Qualitative is used to explore and assess
● Help in survey development
● Aid in survey refinement
Qualitative goes “hand-in-hand” with social media monitoring
● Guide and inform social media monitoring efforts
● Deeper understanding of trends and information
Qual Quant
Quant Qual Qual Qual
Social Media Monitoring Qual
Qualitative is used to understand and comprehend
● Understand the “why” behind the “what”
● Develop stories for added insights
Develop a fuller, more robust picture
● Understand multiple aspects of an issue
● Understand multiple issues
Case Study: Casual Dining Chain
Casual Dining Chain
CPG Shopper Insight
New Concept Challenge
Research Issue & Objectives
Research objectives:
Identify opportunities for growth
Understand brand perceptions
Understand the in-store experience
Identify “pain points”
Consider the impact of the design and décor
How do you continue to grow a “homegrown” business and
expand nationally?
Research Solution
Challenge: Illuminate the customer experience on two widely divergent levels from
micro to macro.
Observed behavior
Reality-based
Natural context
Granular, actionable
Respondent-driven
Geographic reach
In-depth responses
Ability to probe
Time for “assignments”
Convenient
In-Store Interviews
Bulletin Boards
Key Research Outcomes
The in-store component helped the client see the customer experience with fresh eyes.
The bulletin board component allowed them to quickly and efficiently obtain a comprehensive “read” from widely dispersed respondents.
Why do Mix-Methodologies Work?
Every method has inherent strengths and weaknesses. When objectives are more than one method can
optimally support, think “Multi-Method.”
Some factors to consider:
Multiple objectives ● Macro / Micro understanding
● Pre-store / in-store decision making
Multiple targets (sample)
What techniques are needed
Multiple touch points with respondent vs. multiple respondents
Casual Dining Chain
CPG Shopper Insight
New Concept Challenge
Case Study: New Concept Challenge
Research Issue & Objectives
So everybody’s “favorite” concept didn’t test so well…
Now what?
Research objectives:
Uncover the key drivers of low purchase intent scores
Understand the quantitative findings at a more actionable level
Identify areas of improvement
Illuminate opportunities to re-purpose aspects of the concept
Research Solution
Post-quant Online Bulletin Boards
Using the same respondent pool
Challenge: Quickly understand issues with new concept in order
to identify more viable go-forward strategy and specific next steps
Casual Dining Chain
CPG Shopper Insight
New Concept Challenge
Case Study: CPG Shopper Insight
Research Issue & Objectives
How can you identify and understand the relationships your
customers have with the places they purchase your product?
Research objectives:
Understand strengths and weaknesses of the different channels
Understand “place” the category has within the channel
Understand impact and appeal of category promotions
Research Solution
Traditional Focus Groups (2 per channel)
Online Bulletin Boards
(1 per channel)
Online Focus Groups (1 per channel)
Challenge: Understand the general “lay of the land” for each of the channels
Key Research Outcomes
Channel shoppers identified
Deeper insight into shopping behaviors
Observed shopper reaction to promotions
In-person one-on-one interviews + in-home “self- ethnography”
In-person focus groups + online focus groups
Dyads + online bulletin boards with unique stakeholders
Other Creative Approaches
Benefits of Multi-Methodology Approaches
Every methodology has unique strengths and weaknesses
Multi-method research provides
in-depth understanding
Imagination and creativity set the limits of what is
possible
M/A/R/C® Research Strong brands start with
strong research
Brian Barnes
Executive Moderator
202 CentrePort Dr. Suite 450 Greensboro, NC 27409
tel: 336-681-1025 fax: 336-664-6705
www.MARCresearch.com
M/A/R/C® Research Strong brands start with
strong research
Scott Waller
Vice President
1660 North Westridge Circle Irving, TX 75038-2424
tel: 972-983-0412 fax:972-983-0444
[email protected] www.MARCresearch.com
M/A/R/C® Research Strong brands start with
strong research
Clay Dethloff
Senior Vice President
1660 North Westridge Circle Irving, TX 75038-2424
tel: 972-983-0490 fax:972-983-0444
[email protected] www.MARCresearch.com
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