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Bureau West ? Market Research

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So Many Research Options, So Little Time: How to Choose Among New and Traditional Qualitative Research Methods Jay Zaltzman Bureau West, Inc. Market Research ... – PowerPoint PPT presentation

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Title: Bureau West ? Market Research


1
So Many Research Options, So Little TimeHow to
Choose Among New and Traditional Qualitative
Research Methods
  • Jay Zaltzman
  • Bureau West, Inc.
  • Market Research Marketing Strategy
  • Los Angeles, California, USA
  • Tel 1-818-588-6050
  • Email info_at_bureauwest.com
  • MRIA-ARIM
  • June 16, 2011

2
Bureau West research strategy
  • Consortium of independent researchers
  • Qualitative research (focus groups, interviews,
    online methods)
  • Quantitative research (surveys)
  • Website-related research (usability, conceptual)
  • Agnostic when it comes to methodology
  • Whats the best way to answer the research
    question?

3
Decisions, decisions
  • Inundated with new qualitative options
  • Online bulletin board focus groups
  • Remote webcam focus groups
  • Telephone focus groups
  • Online chat focus groups
  • Mobile phone research
  • Online journaling
  • Video diaries
  • Telephone interviews with desktop (computer
    screen) sharing
  • Online communities/social networks
  • And more!

4
Decisions, decisions
  • And then there are the traditional options such
    as focus groups and in-person interviews
  • Infinite combinations of the above
  • How to choose?
  • Benefits
  • Client comfort level
  • Bells and whistles

5
Online bulletin board focus groups
  • Asynchronous
  • Less interaction, less spontaneity
  • Greater depth
  • More individual opinions and less influence of
    fellow participants
  • But still get some of the synergy of group
    discussion
  • Anonymous
  • Geographic dispersion
  • Cost savings

6
Online bulletin board focus groups
  • Well-suited for
  • Website-related research
  • Discussing new concepts
  • High-involvement topics

7
Webcam (video) focus groups
  • More interactive than online bulletin board focus
    groups
  • Though still not the same as in-person
  • Psychological safety of home or office
  • Less groupthink than in-person focus groups
  • Best of both worlds?
  • Geographic dispersion
  • Costs not cheap, but save on travel

8
Webcam (video) focus groups
  • Examples
  • Research reactions to TV ads
  • Home use of products

9
Online chat focus groups
  • Moderated discussion conducted online
  • Think of a large chat room, with visuals that can
    change
  • Moderator asks questions and probes while the
    comments scroll down the page
  • Clients view the online chat in real-time, and
    are able to have the moderator ask additional
    questions, if needed
  • Somewhat interactive
  • More immediacy
  • No dominators
  • Simultaneous responses large amount of data in
    short amount of time
  • Anonymous
  • Geographic dispersion
  • Cost savings

10
Online chat focus groups
  • Well-suited for reactions to visuals and to
    concepts

11
Telephone focus groups
  • Teleconference
  • Can be done as a regular conference call or using
    an online conference system like WebEx or
    GoToMeeting, so participants can view stimuli on
    their computer screens
  • Fairly interactive
  • Geographic dispersion
  • Quick and easy to set up
  • Cost savings

12
Telephone focus groups
  • Tend to use when webcam focus groups are too
    expensive or too difficult (e.g., no time to send
    webcams to respondents)

13
Desktop sharing
  • Can work both ways
  • Moderator and clients see respondents desktop
  • For remote website usability testing
  • Respondents and clients see moderators desktop
  • For telephone focus groups or interviews with
    visual component
  • With or without a webcam
  • Providers
  • Webex
  • GoToMeeting
  • AdobeConnect

14
Mobile phone research
  • Not just for quant anymore
  • Questions asked by text message at pre-determined
    times over the course of days or weeks
  • Respondents answer by text message
  • Alternate method have people call in their
    answers
  • Immediate
  • More natural, researcher has less impact on the
    behavior being researched
  • Well-suited for
  • Learning about behavior (e.g., shopping, watching
    TV)
  • Getting at feelings, emotional reactions

15
Mobile phone (texting) research
  • Examples
  • How PR staffers feel about their work
  • Reactions to marketing messages

16
Online journaling (immersive research)
  • Participants write their own blogs
  • Can combine text, photos, video, audio to get at
    various aspects of the topic being researched
  • More natural, researcher has less impact on the
    behavior being researched
  • Can participate at their convenience
  • More in the moment than an IDI, less than
    texting
  • Provides greater depth than texting

17
Online journaling (immersive research)
  • Well-suited for
  • Learning about behavior
  • Getting at feelings, emotional reactions

18
Video diaries
  • Questions and answers on video more natural and
    easier for participants
  • Portable video cams enable us to follow
    participants, with minimum observer impact
  • Participants dont have to write and organize
    thoughts, can speak spontaneously
  • Rich visuals for report

19
Video diaries
  • Well-suited for
  • Learning about behavior as it happens (day in
    the life)
  • Getting at feelings, emotional reactions
  • Examples
  • PG research about morning routines
  • Midas customer research

20
Social media
  • Still finding our way proceed with caution!
  • Many consider Facebook and MySpace to be very
    personal forums.
  • Can temporarily connect to (friend)
    respondents.
  • This provides a deeper and more candid view of
    the person than is available otherwise.
  • Data mining opportunities.

21
Market research online communities
  • Large group of people recruited to a private
    online platform to participate in a variety of
    research activities over time.
  • Uses
  • Co-innovation involving customers in the product
    development process.
  • Identifying trends participants recruited for
    MROCs are engaged, creative types of people who
    tend to be at the forefront of trends.
  • Longitudinal input obtain information over the
    whole course of the decision-making process, or
    input about product use over time.
  • Speed answers can be available in days rather
    than weeks.

22
So how to choose?
23
Decision process start here
Are people with broadband internet
representative of the target?
Cant use remote or online methods (except
telephone focus groups and IDIs)
No
Yes
Can consider online methods continue to next
page
Is confidentiality absolutely essential?
No
Yes
Cant use remote or online methods
24
In Person InteractionSpontaneity
In Home or Office Psychological security
Webcam focus groups
In-person focus groups
Online journaling
Telephone focus groups
Video diaries
In-person IDIs
Mobile phone research
Online bulletin board focus groups
Online chat focus groups
25
Depth
Superficiality
In-person focus groups
Online bulletin board focus groups
Mobile phone research
Telephone focus groups
In-person IDIs
Online journaling
Webcam focus groups
Video diaries
Online chat focus groups
26
Group Group dynamic
Individual
In-person focus groups
Online bulletin board focus groups
Mobile phone research
Telephone focus groups
Online journaling
Webcam focus groups
Video diaries
Online chat focus groups
In-person IDIs
27
Immediate
Retrospective
In-person focus groups
Mobile phone research
Online bulletin board focus groups
Webcam focus groups
Video diaries
Telephone focus groups
Online journaling
Online chat focus groups
In-person IDIs
28
Decision process also consider
  • Client comfort level
  • Savings in travel cost, time

29
Summing up
  • Selling new techniques to clients
  • Consider a combination

30
Thank you
  • Jay Zaltzman
  • Bureau West - Market Research Marketing
    Strategy
  • Our Research Tidbit newsletter keeps you up to
    date on what's new and interesting in marketing
    and market research each month
  • Please send me an email if you'd like to receive
    it. Just email info_at_bureauwest.com and write
    newsletter in the subject line
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