Poynter lesson 4

Marketing Research & Social Communication Lesson 4

Beyond Traditional Approaches

Ray Poynter

1 Ray Poynter, Marke/ng Research & Social Communica/on, 2015

Agenda

1.  Reviewing the structure and role of MR 2.  Quantitative research beyond surveys 3.  Qualitative research beyond focus groups 4.  Quiz and assignment for next week

Ray Poynter, Marke/ng Research & Social Communica/on, 2015 2

Remember If you have not completed the survey for this week, open your PC, phone, or tablet and go to

NewMR.org/Saitama-2015



Market Research

Scope: Customers Objec6ve: Help organisa6ons make be=er decisions

Quan6ta6ve Research Approach: Numbers Main Tool: Surveys Conduct survey with a sample and generalise to a popula/on

Qualita6ve Research Approach: Meaning Main Tool: Focus Groups Gather words, images, concepts & video to iden/fy paFerns to create meaning

Lesson 2 – Big Picture


1.  Quantitative market research is about describing things with numbers.

2.  Surveys are the most common tool in quantitative market research.

3.  We normally need to be able to generalise from a sample to a population.

4.  Surveys need to use questions that people are willing and able to answer.

Lesson 3 – Big Picture


1.  Qualitative research is about understanding not measuring.

2.  The most common qualitative tool is the focus group, followed by depth interviews.

3.  But, there are many more qualitative methods.

4.  Qual does not seek an objective truth, it seeks a useful explanation.


Market Research


Quan6ta6ve Research Main Tool: Surveys Includes: •  Transac/onal data •  Metered measures •  Web metrics •  Social media •  Passive data

Qualita6ve Research Main Tool: Focus Groups Includes: •  Depth Interviews •  Dairies •  Ethnographies •  Online discussions •  Semio/cs

Quantitative Research Beyond Surveys

Includes: •  Transactional data •  Metered measures •  Web metrics •  Social media •  Passive data


Transactional Data

Includes: •  Bank and credit card data •  Loyalty schemes •  Retailer records •  Telco records (e.g. telephone company) •  Online shopping records •  Usage records, e.g. libraries


Metered Measures •  Utilities – e.g. gas, water, and electricity •  People meters * •  IoT – Internet of Things


hFp://dashboard.sidlee.com/

People Meters 1

TAM 1 https://youtu.be/58d-dk3UfHw


People Meters 2

TAM 2 https://youtu.be/EGttftwcBcw


People Meters 3

Radio http://www.nielsen.com/us/en/insights/news/2013/nielsen-tv-every-day-counts-

in-radio.html


Meters – old and new


Web Metrics


Click Flow


Facebook Insights


Social Media Research More next week


Passive Data


Google Ads


http://www.google.com/settings/ads/

Location History


https://maps.google.com/locationhistory

7 days of travel

Google Search History


https://www.google.com/history/

Google Other


4.  Google monthly security and privacy report – lis/ng all the services you use hFps://www.google.com/seVngs/dashboard

5.  Apps and extensions that have access to your Google data hFps://security.google.com/seVngs/security/permissions

6.  Export all your Google data hFps://www.google.com/takeout

7.  History of all your YouTube searches hFps://www.youtube.com/feed/history/search_history

Beyond Surveys

Surveys are currently the main tool for quant research

Weaknesses of surveys? – Samples – Cooperation – Memory – Cost per data point


Structure of Quant Methods


Census

Sample

Ac/ve Passive

Surveys

The Census Airport landing forms Bank records

Media People Meters

Web analy/cs

Social Media

Smartphone Passive


Market Research


Quan6ta6ve Research Main Tool: Surveys Includes: •  Transac/onal data •  Metered measures •  Web metrics •  Social media •  Passive data

Qualita6ve Research Main Tool: Focus Groups Includes: •  Depth Interviews •  Dairies •  Ethnographies •  Online discussions •  Semio/cs

Qualitative Research Beyond Focus Groups

Includes: •  Depth Interviews •  Dairies •  Ethnographies •  Online discussions •  Semiotics


Depth Interviews

•  The second most common qual method

•  Moderator and one person – Sometimes two people, paired depths (dyads)

•  Typically 8 to 16 interviews

•  Typically 30 to 90 minutes


Focus Groups or Depths? Focus Groups

– Where interaction is good – Where members SHOULD influence each other – To tap into experiences – Example: Explore the problems with drying

clothes on wet and humid days

Depth Interviews –  Individual stories – Where the differences are important – Or where things are sensitive – Example: How do people get into debt

Diaries


Typical diary study one week, some/mes one day, some/mes several weeks.

Can also be quant, if the ques/ons numerical and the sample size larger.

Ethnography


How does a queue form in Starbucks? How does it change when more people arrive? What do people do in the queue? How does the queue impact other behaviour?

Online Discussions


Semiotics


Big Picture 1.  Surveys are the main method of

conducting quantitative research. 2.  Quant alternatives include:

–  Transactional data, metered measurements, web metrics, passive data & social media.

3.  Focus groups are the main method of conducting qualitative research.

4.  Qual alternatives include: –  Depth interviews, ethnography, diaries,

online discussions & semiotics Ray Poynter, Marke/ng Research & Social Communica/on, 2015 34

Before Next Lesson

1.  Find out Three things about Ray Poynter from social media and the internet.

2.  Find out Three things about ESOMAR from social media and the internet.

3.  Everybody will be asked to mention one item at the next lesson.


Questions?


Quiz Lesson 4


Please complete the quiz sheet

Put your name on the sheet

Education

Poynter lesson 4