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Introducing market research: purpose and principles

Introducing market research: purpose and principles. Pernille Berg, Lund University and Niels Brock 8 November 2007 DTU. PART OF A NEW AND DISTINCTLY BOLD COLLECTION. Consumer values and benefits. You can’t do anything without needs, so you can provide users with benefits.

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Introducing market research: purpose and principles

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  1. Introducing market research: purpose and principles Pernille Berg, Lund University and Niels Brock 8 November 2007 DTU

  2. PART OF A NEW AND DISTINCTLY BOLD COLLECTION

  3. Consumer values and benefits • You can’t do anything without needs, so you can provide users with benefits. • Steps from Demographics to Benefits Demographics Who are the consumers.. Consumer Insight What do we know, specific about our users that translates into the needs. Values What do they believe in, what is important to them Attitudes How do they act in towards their surroundings in any given situation Needs What do they need to support their lifestyle.. Benefits What do they get from your product, what needs are full filled when they use the product This slide is developed by: Steen Meyerhoff, Product Manager at Nokia Mobile Phones

  4. The challenge is ‘how do we do that?’ How do we convert intangibles into tangibles?

  5. Programme: • Take me to the Market • Trendy or set? • Show and share • Wrapping up

  6. Ideo’s innovation process Source: www.ideo.com

  7. It is the principles of connections, it is the circulating fluidity which is the social. It is the recording and describing which constitute the method. (Latour 2005)

  8. Let the actors make their own set of associations! (Latour 2005)

  9. Do we kill anything by using the following templates?

  10. Methodology • Research philosophy • Positivism, Realism (social) Phenomenology, Interpretivism • Research approaches • Inductive or deductive • Research strategies • Time horizons • Data collections methods

  11. Methodological terminology • Inductive • Deductive • Quantitative methods • Qualitative methods • Triangulation • Validity • Reliability • Bias • Selection criteria

  12. Validity What does it mean? Relevance or in other words are the findings really what they appear to be about? • External validity • Internal validity • ‘Validity of construction’ • ´Data validity’ • Validity of the research project

  13. Reliability What does it mean? ‘Can we trust the data which we have collected?’ • Is the collected data reliable? • How do we collect the data? • Are the measurements/readings correct? • Are the arguments of the analysis/interpretation well-founded?

  14. Methodology • What was the research setting? • Why did you choose that particular setting? • How many participants/respondents? • How were they selected? • What were their characteristics? • What interviews or observation schedules were used?

  15. Methodology • How were the resulting data analysed? • What were the characteristics of the interviewers and observers and how were they trained? • How valid and reliable do you think that the procedures were? • What instructions were given to participants? • How many interviews/observations/questionnaires were there; how long did they last; where did they take place? • When was the research carried out? (based on Saunders et al 2000: 419-420).

  16. The innovations can be proposed by ordinary actors (Latour 2005). “It is crucial that enquirers do not in advance, and in place of the actors, define what sorts of building blocks the social world is made of” (Latour 2005: 41; my emphasis).

  17. How to find the right method? • What do I need to know? • Why do I need to know this? • How can I obtain this knowledge? “The presence of the social has to be demonstrated each time anew; it can never be postulated” (Latour 2005: 53).

  18. Methods - what, why, how and when? • Qualitative • Interviews • Single interviews • Expert interviews • Group interviews • Focus group interviews • Telephone interview • Casestudy • Observations • Participant observations • Non-participant observation

  19. Qualitative Methods • One way of demonstrating ‘figuration’. Advantages • In-depth knowledge, nuances • Obtain ‘understanding’ (Verstehen, Weber), • Build theoretical framework yourself (grounded theory, Glaser and Strauss)

  20. Qualitative Methods • Disadvantages • Depth but no width • Not representative • Not scientific • Difficult to analyse and present • Going native • Become biased

  21. Qualitative Methods • How do we conduct qualitative research? • Craftsmanship (Peter Dahler-Larsen) • Diligence and patience • Transparency (Peter Dahler-Larsen) • Make sure you can account for every part of your primary data collection process • Reflexivity • Field dairy / log book • Ethics • Remember any kind of personal interaction has ethical implications • How to conduct qualitative research ethically

  22. Qualitative Methods • Ethical Issues • Participation • informed consent/confidentiality • Interview situation • confidentiality issues and consequences of interview interaction • Transcription • confidentiality and what is a loyal written transcription of an interviewee’s oral statements

  23. Qualitative Methods • Ethical issues • Analysis • how deep and critical can your analysis be and should your subjects have a say in your interpretations (e.g. Action research) • Verification • It is the ethical responsibility of the researcher to report knowledge that is as secured and verified as possible • Reporting • Confidentiality and what are the consequences of the published report for the interviewees/organisation

  24. Show and Share “They translate the many expressions of their informants into their own vocabulary of social forces” (Latour 2005: 57).

  25. Show and Share The crucial and critical question! • What does it take in order to transform impressions, observations, notes and statements to data? • “the mechanical aspect of qualitative methods cannot be reified and made independent; it is in constant dialogue with the aspect of comprehension; that is to say the reasoning reflection of the concrete methodological steps” (Dahler Larsen 2002: 30).

  26. Show and Share • Displays • What is a display? • A visual presentation of your coding and categorization • A visual presentation which can take any form • What is the purpose of a display? • It ensures saturation and bounding • Rules of displays • Rule of authenticity • The data in its original form • Rule of inclusion • All the data that are within the categories you are presenting in your display must be listed and included. • It is in the aberration, deviation, irritation and / or interruption that the impetus for new knowledge and realization lies • Rule of transparency • It has to be transparent how you designed/constructed the display • (Dahler Larsen 2002)

  27. Show and Share • The value of displays • A display illustrates your prioritization • A display is closely connected to theory • A display is closely connected to data • The display structures, prioritizes and not least condenses a large amount of data • The display illustrates how the data form the basis of the deduced conclusions • The display is an amazing means of communication • (Dahler Larsen 2002)

  28. Show and Share • The value of displays during your research • It contributes to prioritizing and forces you to stay focused • It facilitates and aids you in bounding and saturation • It facilitates and aids you in ensuring concentration of and storing your data • It facilitates and aids you in identifying deficiencies and anomalies • It facilitates and aids you in presenting and condensing data and thus inference • It contributes in ensuring communicative validity • It conveys the connection / stringency between data and conclusion • It contributes in ensuring that you can infer, argue and sustain the over-all analytical point throughout your research analysis • (Dahler Larsen 2002)

  29. How to ensure quality and validity in research? • Criteria of craftsmanship • The scientific aspect of the research / analysis is not dependent on the scope or nature of research / analysis but the way in which the research process has been conducted • The criteria of craftsmanship basically refers to the way in which the research process in conducted with integrity • The quality is contextual • It is almost a way in which you conduct a discussion of validity

  30. “when we attempt to trap chaos and convert it to our preconceptions, order! becomes an enormous effort. we try to eliminate fault or error. we try hard but the effort turns to dullness and the Formal” (balmond 2002: 222-223). “the more subtle approach is to seek the notion that chaos is a mix of several states of order. what is an improvisation is in fact a kernel of stability which in turn sets sequences that reach equilibrium” (balmond 2002: 224-225). “several equilibriums coexist. simultaneity matters, not hierarchy” (balmond 2002: 224-225). cecil balmond, 2002, informal, london, prestel

  31. Recommended literature • Kvale, Steinar, 1996, InterViews, London, Sage Publications • Latour, Bruno, 1999, ‘Knowledge as mode of existence’ • Latour, Bruno, 2005, Reassembling the Social, Oxford, Oxford University Press • Latour, Bruno, 2007, ‘A plea for Earthly Sciences’, speech to British Sociological Association

  32. Thank you!

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