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New Research Options: How to Choose

New Research Options: How to Choose. By Jay Zaltzman Bureau West, Inc. Market Research & Marketing Strategy Los Angeles, California, USA Tel: +1-818-588-6050 Email: info@bureauwest.com Presented as a QRCA QCast March, 2011. Bureau West: research & strategy.

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New Research Options: How to Choose

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  1. New Research Options: How to Choose By Jay Zaltzman Bureau West, Inc. Market Research & Marketing Strategy Los Angeles, California, USA Tel: +1-818-588-6050 Email: info@bureauwest.com Presented as a QRCA QCast March, 2011 Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 1

  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 • What’s the best way to answer the research question? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 2

  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! Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 3

  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” Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 4

  5. Moderator post Threadedresponses 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 Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 5

  6. Online bulletin board focus groups • Well-suited for: • Website-related research • Discussing new concepts • High-involvement topics Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 6

  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 Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 7

  8. Webcam (video) focus groups • Examples: • Research: reactions to TV ads • Home use of products Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 8

  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 Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 9

  10. Online chat focus groups • Well-suited for reactions to visuals and to concepts Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 10

  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 • More non-verbal communication than online bulletin boards, less than in-person focus groups or webcam focus groups • Fairly interactive • Geographic dispersion • Quick and easy to set up • Cost savings Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 11

  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) Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 12

  13. Desktop sharing • Can work both ways • Moderator and clients see respondent’s desktop • For remote website usability testing • Respondents and clients see moderator’s desktop • For telephone focus groups or interviews with visual component • With or without a webcam • Providers: • Webex • GoToMeeting • AdobeConnect Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 13

  14. Mobile phone (texting) research • Not just for quant anymore • Questions asked by text message at pre-determined times over the course of days or weeks • 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 Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 14

  15. Mobile phone (texting) research • Examples: • How PR staffers feel about their work • Reactions to marketing messages Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 15

  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 Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 16

  17. Online journaling (“immersive research”) • Well-suited for: • Learning about behavior • Getting at feelings, emotional reactions Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 17

  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 don’t have to write and organize thoughts, can speak spontaneously • Rich visuals for report Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 18

  19. Video diaries • Well-suited for: • Learning about behavior as it happens (“day in the life”) • Getting at feelings, emotional reactions • Examples: • P&G research about morning routines • Midas customer research Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 19

  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. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 20

  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 MROC’s 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. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 21

  22. So how to choose? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 22

  23. Decision process: start here Are people with broadband internet representative of the target? Can’t use remote or online methods (except telephone focus groups and IDI’s) No Yes Can consider online methods Is confidentiality absolutely essential? No Yes Can’t use remote or online methods Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 23

  24. Decision process: variables to consider Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 24

  25. Decision process: qualitative options Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 25

  26. Decision process – also consider: • Client comfort level • Savings in travel cost, time Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 26

  27. Summing up • “Selling” new techniques to clients • Consider a combination Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 27

  28. 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@bureauwest.com and write “newsletter” in the subject line Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com 28

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