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Qualimetrics?

• Qualimetrics Measurement or Metrics in a
  Qualitative Research Project
• More accurate and positive descriptor than, say
  Quali-Quant or Quanti-Qual, for area on the
  qualitative side of the border between
  qualitative and quantitative research

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Qualimetrics Add Strategic Value

• Incorporating appropriate structured
  tasks/activities into qualitative research design
  for focus groups, IDIs, bulletin boards, theatre
  sessions
• adds value to qualitative
• complements the classic open-ended discussion
  techniques
• allows for processing or analysis, using
  techniques associated with quantitative
• the development of rational graphics, based on
  qualimetrics, heightens impact/improves
  communication of findings

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Qualimetrics

• Looking for patterns and meaning
• material generated in sessions
• homework assignments
• combination of secondary sources
• Many different approaches including
• word counts
• coding of collages, images, videos
• processing worksheets
• As with all research design, qualimetric
  component(s) should be driven by the specific
  objectives of the research

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B2B Project Examples

• From the Financial, Utility, and Medical sectors
• Corporate image and repositioning
• Website evaluation
• Understanding attitudes towards the category and
  specific products
• Optimizing incentive packages for renewal

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Focus Group and IDI Approach

• Structured tasks and sorting of stimuli
  integrated into focus group/interview guides
• Results processed and analyzed using techniques
  from quantitative
• Development of rational visuals for
  presentation on positioning and brand image

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Typical Tasks Integrated in Guides

• Listing of businesses/products in the
  category/sources of business information/websites
  visited/suggestions for improvement in
  service/reasons for changing suppliers/barriers
  for adopting technology
• Selection/sorting of images/taglines associated
  with client and competition, and/or creating
  character descriptions
• Circling/Marking words or phrases in text that
  have value/resonate
• Completing worksheets with rating scales

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Preparation of Stimuli/Worksheets

• For Qualimetrics, typically respondents work with
  identical sets of images and stimuli
• Decks/sets of images/worksheets are prepared in
  collaboration with client and agencies
• Stimuli may require lamination, standard size
  format, and numbering/labeling on reverse to aid
  in coding

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Processing of Imagery/Sorting Tasks

• Recording of the images/taglines/exhibits grouped
  or selected for clients brand and its
  competition using the ID
• Notes and verbatims of the character descriptions
  for the images selected as most representative
  for each brand
• Production of grids and hand tallies
• Preparation of materials for the project debrief,
  with text summaries supported by images/tallies

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Sample Reporting Slide on Brand Image

• Fewer
• associations
• than competition
• traditional
• conservative
• rigid
• old boys club
• fraud
• deceit
• substance abuse
• sexual deviancy

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Processing of Circling/Marking Text Tasks

• Processing as with a quantitative survey
• each sheet assigned a respondent ID number
• tabulation of number who circled individual words
  and phrases
• may complete separate tabulations for total and
  subgroups
• Preparation of materials summarizing the results
  with visual representation of the text with size
  of typeface proportional to the number of
  respondents indicating the word or phrase was
  valued
• larger typeface higher value
• smaller typeface lower
  value

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Sample Reporting Slide on Text

• Trust and support greatest value, especially to
  employees
• Paragraph with to encourage ourselves to be
  heroes generally inappropriate.
• How can you be a hero if you are doing what
  youre supposed to do?.Not a hero, just doing my
  job
• Employees also valued the following phrases more
  than customers and non-customers
• To stand together in the face of challenge
• To recognize each others contributions

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Sample Reporting Slide on Text
All Respondents
Employees

• To stand together in the face of challenge.
• To recognize each other's contributions.
• To trust and support each other so we might act
  in the best interests of our customers.
• To encourage ourselves to be heroes, by providing
  each other with the products and information our
  customers really need.

• To stand together in the face of challenge. To
  recognize each other's contributions.
• To trust and support each other so we might act
  in the best interests of our customers.
• To encourage ourselves to be heroes, by providing
  each other with the products and information our
  customers really need.

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Processing of Rating Sheets

• Processing as with a quantitative survey
• each sheet assigned a respondent ID number
• tabulation with calculation of mean scores
• may prepare charts using multivariate approach,
  such as mapping or dendograms

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Sample Text from PA in Focus Group Mode

• New design was generally considered to enhance
  the corporate image as more professional and
  efficiently run.
• In the Perception Analyzer scores the new Website
  received average ratings out of 10 of 7.4 for
  fits in with your impression of the company and
  7.1 for enhances the companys reputation,
  compared to scores of 6.2 and a low 4.8
  respectively for the current Website.
• Typical spontaneous comments and notes about the
  new design include

• Graphically its more corporate, serious.
• The functionality of the site is very corporate.
• (The image of the new site relative to the
  current site) still in the same building but it
  went through a renovation.

• Very professional.
• More hitech.
• Conservative
• Image projected is more consistent (than current
  site) with the company.

PERCEPTION ANALYZER AUDIENCE RESPONSE SYSTEM
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Sample Chart from PA in Focus Group Mode
WEB SITE ASSESSMENT Average Mean Score Ratings
out of 10 For Business, Consumer and Total
Participants
PERCEPTION ANALYZER AUDIENCE RESPONSE SYSTEM
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Theatre Sessions with PA/ARS/Key Pads

• Qualimetrics also covers measurements in large
  theatre sessions using Perception Analyzer or
  similar ARS/keypads. Typically these sessions can
  last up to an hour and are followed by break-out
  focus groups.
• In addition to rating scales, you can conduct
  trade-offs and moment-by-moment assessment of
  advertising and videos.
• Results shown to clients during the sessions on
  screens in viewing room. Data is processed as
  with a quantitative survey.

PERCEPTION ANALYZER AUDIENCE RESPONSE SYSTEM
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Sample Charts From Theatre Sessions

• Effectiveness and impact of incentive packages
• Contact with client, and client follow-up call
• Preferred partners for co-branding
• Overall appeal of two direct mail packages

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Effectiveness and Impact of Incentive Packages
Average Ratings of Four Packages Scale of 1 to 100

• 3
• 25 reduction in membership fees, or
• 2500 Bonus Points, or
• Special offers

58.8
68.4

• 4
• Free cellular phone, or
• Long distance offer, or
• 2500 Bonus Points

58.1
46.7

• 1
• Free membership rewards, or
• 2500 Bonus Points, or
• Long distance offer

41.9
47.6

• 2
• Free Magazine subscription, or
• Free 1 year insurance registry, or
• One time free week of travel insurance

34.2
GROUP A
42.9
GROUP B
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Communication of Cancellation
Contact After Cancellation?
How Did You Notify Client of Cancellation?
?
72
?
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Returned Product
IF YES (n13)
4
8
Contact had no impact
12
Confirmation
Contact made reconsider
4
Contact made reinstate
1
1
Reinforced desire to cancel
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Preferred Partners for Co-branding
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Overall Appeal of Two Mail Packages
Overall Appeal Score out of 100
Informal Letter
60
Formal Letter
60
Likelihood of Positive Response to the Letter
54
Informal Letter
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Formal Letter
52
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Very/Somewhat
Very
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Challenges

• Additional effort preparing stimuli and
  processing task notes and worksheets
• Budget impact as increases the executive
  commitment, and/or technology if using
  PA/ARS/keypads
• Need to be consistent in terms of conducting the
  tasks/exercises (versus flexibility in making
  changes to guides/interview/sessions throughout
  the project)
• Qualimetrics lives in the borderline/grey areas
  between qualitative and quantitative and, for
  some professionals, is contentious

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Conclusions

• Qualimetrics are a valuable and valid part of the
  qualitative arsenal
• Qualimetrics do not force you into the
  strait-jacket of quantitative research
• Relevant to B2B where target populations are
  smaller e.g. IDIs with medical specialists
• Qualimetrics can liberate your creativity and add
  to the value actionability of the research