Embed Size (px)
Citation preview
Digital or In-Person?
How to Choose the Best Research Approach for the Best Results
About Our Our Presenter Today
2
Monika Wingate has over 20 years of industry experience including positions at General Mills and Pillsbury, where she led best practices in new product development and qualitative research.
She was formerly the Director of the A.C. Nielsen Center for Marketing Research at the University of Wisconsin-Madison, and founded and managed Fountainhead Brand Consulting for 7 years.
Monika is CEO of Digsite, where she has developed innovative new methods for conducting focus groups, ethnographic research, and idea generation through private social media-style communities
How is the market research landscape changing?
When does Digital make sense?
Examples of Digital vs. In-person approaches
Q&A
Agenda
• What is your organizational role?– Marketer– Brand/Product Manager– Client-side Researcher– Research Agency/Consultant– Other
Poll Question #1
How is market research landscape changing?
Greenbook GRIT report, Q1-Q2 2015
RESEARCH TECHNIQUES USED
“Ideally, researchers would like to extract trends, consumer behaviors, and predictive metrics from consumers in real-time because this would give the truest emotions at the point in time where consumer decisions are being made.”
- Greenbook GRIT Report, Q1-Q2 2015
What is driving adoption?
Qualitative
One-on-one
Observation
Collaboration
Custom Analysis
Digital technology is blurring the lines between methods
Quantitative
Group Interviews
Diaries
Feedback
Big Data
How are you currently spending your research budget?–All in-person–More in-person than digital–More digital than in-person–All digital
Poll Question
THE CHALLENGE:Understand consumer trends and behaviors to provide validation & guidance for new product concepts and development.
THE RESULTS:
28Natural Food
Buyers
Days
WHO HOW LONGWHAT
THE SOLUTION:
Target SegmentsProduct Testing
“Digsite has become a valuable tool for tera’s when they are developing and evaluating products. It’s their go-to method for getting this kind of feedback.”
Karla BaranskiFountainhead Brand Consulting
Opportunity Identification
35
Example – All Digital
THE CHALLENGE:Facilitate brainstorming with a group of tradespeople to update and improve product design.
THE RESULTS:
28Tradespeople
(Online)
Days
WHO HOW LONGWHAT
THE SOLUTION:
Stayed In BudgetDeep Group Discussion
“Without Digsite, we would not have gotten the same kind of richness of responses, and it would have cost a lot more.”
Alan Bergstrom Actionable Ideas for Product Improvement
60
Example – Mixed Method
Research Consultant
16Tradespeople
(In-Person)
16Tradespeople(Back Online)
Type of Participant Subject Matter Depth/Complexity
Context Timeline Collaboration
When Does Digital Make Sense?
Identifying Needs vs. Building Ideas
Identifying Needs
In-person Interview
Online Survey
Mobile Diary
Webcam Live
Online Comm-unity
Complex process
Empathy building
Sensitive Topic
Controlled Environment
Group Dynamics
Anonymity
Hard to Find Target
Larger Samples
Impulse behaviors
Longitudinal Behavior
When identifying pain points?
When understanding routines?
When building empathy?
Building Ideas
One-on-One
Interview
Focus Group
Survey Online Comm-unity
Brainstorm solutions
Feedback on Ideas
Physical interaction
In-natural environment
Iterative optimization
Longitudinal/Advisory
Larger Samples
Digital Stimulus
When generating new ideas?
Getting In-depth feedback?
When comparing ideas?
What is the biggest driver to considering digital methods?
Reduce time/effort to design, field, analyze researchGetting more frequent feedback during developmentAble to complete the research fasterReduce the cost of research projectsGet more high quality feedback vs. in-person
Poll Question
