LECTURE 4 ETHNOGRAPHIC RESEARCH & THE PROPOSAL

1. LECTURE 4 ETHNOGRAPHIC RESEARCH & THE PROPOSAL

2. ethnography is the study of behavior in its naturally occurring context In traditional research we invite consumers at the research agency In etnographic studies we go where the consumer is

3. In etnographic research we try to identify the “meaning” people attain to their various purchases and activities through close observation of everyday life The crucial question is: how do individuals and social groups organize particular aspects of their lives based on their sociocultural background?

4. Ethnography describes the whole environment that influences human behavior by determining what internal (emotional, motivational) and external (contextual) influences affect behavior ... Context-the immediate physical and situational surroundings, as well as language, culture and history, which all provide a basis for the meaning and significance

5. How to do ethnographic research? Literature Review: Review all online sites (blogs, web sites ..etc) related to the category Expert interviews: First identify & list WHO the experts are AND then interview with them to draw an outline for the study DEVELOP THE FINAL PROPOSAL Camera surveys: Visit households with a camera and captures images at home & at the channel Indepth interviews: Interview with people at home with the products and in the channel during shopping Workshop: Bring all data relevant together, invite opinion leaders as well as customers and develop a creative workshop for in depth analysis of the issues Create a lot of mind maps & colages..etc

6. Major stages in ethnographic research? Dive deep in culture, history and philosophy of consumer behaviour and understand how people interact with products and services Observe in consumer’s natural setting to feel the deep-down motivation and emotion behind their choices and behaviour and reactions.. Explore other industries and cultures to find fresh inspirations and get in touch with the whole individual behind the consumer Combining the experiences and insights coming from different stakeholders to develop cognitive maps and personal inventories

7. But always start with preparing the proposal which will be your guide through out the study...

8. INITIAL PRINCIPLES FOR THE PROPOSAL WHO IS THE PROPOSAL FOR? - certainly for the client -also for yourself – it is a thinking process - for others who will be involved in the research project - at home (domestic research) - abroad (regional/international) - advertising agency and other 3rd parties

9. Before we develop the proposal we simply “design” the research according to the brief. The research design will then help us to develop the discussion guide. Designing the research is involved in structuring the major research areas according to their specificity. Each research design is “custom-tailored” according to the specificity of the - task and - client needs.

11. Designing the research goes through 3 stages 1- Provide a brief background: what we already know 2- Defining the research objective: what we are after 3-Setting the research boundaries and prioritising 4- Developing the methodology: how will we obrain the insights

12. 1- Provide a brief background: what we already know Clarify what you already know and have in your repertoire before you start the research. Provide a brief background to the brand, market, competition To draw the framework for the intented study.. First write acapsule statement of “what is being proposed” and then proceed to “introduce the subject” to a stranger. You should not assume that your reader is familiar with your subject.

13. 2- Defining the research objective On arrival of the brief we must do 2 things: 1-Clarify what is being sought for/researched 2-Come to terms with the client about the research specificity 1-Assessment of sales teams’ perceptions of how the product be viewed by the consumers Attitudes of company sales team towards the introduction of a a new product 2-Assessment of sales teams perceptions of how the new product will be 3-Both

14. ................. Image Media coverage ................. Brand perception Advertising Problem: Low sales in haircolor market Packaging Product range Pack design Color range Shelf impact Package functionality Product content .................

15. 2-Setting the research boundaries and prioritising As we define the problem and set the research objectives than we start drawing mind-maps related to the area to be investigated in order to set the research boundaries and priorities. This helps us highlight major issues and its subsets to go in depth:

16. “Must to know” rather than “nice to know”.. The research scale should be kept manageable. Going further to peripheral areas destroy the research and bring us alot of useless information. So we must always concentrate on the core research objective and draw our mind-map vertically,in other words, in depth, not horizantally. Delimiting process Avoiding “nice to know” syndrom

17. We are not interested in how the design of the service station contribute to consumer satisfaction We are not interested in how advertising communicate the company brand We are not interested in types of petroil consumers prefer Affect of Shell loyalty card On petrol station choice We are not interested in the aditional products and services accepted from the sattion We are not interested in the manners of servicing team in consumer loyalty We are not interested in affcets of the location of the station in consumer choice

18. 3- Developing the methodology Here we define our sampling frame and choose the most appropriate methodology to the audience and task to dig as much insights as possible.

19. Types of samples And settings Focus groups Group discussions extended groups Creativity groups Weekend groups Reconvened groups Peer groups Mini groups Workshops Brainstorming There are no limits! Individual depths Paired depths (dyad) Triads Conflict pairs Partners Families etc. In facilities In home In hall In shops On line At work On the bus At the zoo In a theatre In pubs and clubs In public lavatories etc. Be creative! Diaries Bring visuals Change behaviour Take photographs Interview friends Observations Consumers/non consumers Users/non/lapsed users Experts/key informants Employees

20. Traditional sampling Demographic & Psychographic Variables + Product usership • age • gender • social class • marital status • work status • region • product usership • brand usership • sometimes attitudes

21. Butnow? We still need these to a degree but: Differing perspectives at the same age Later marriages and births Living with parents longer - esp. S. Europe Lessening of differences between age groups Age

22. Butnow? We still need these to a degree but: Gender May still be very important but is it always?

23. Butnow? We still need these to a degree but: Social Class Can be crucial for some topics In developed countries differentials eroded Usership, attitudes, behaviours may matter more Marital status Marriage on the decline Single parenthood Lifestage likely to be a much better discriminator Work status Still may matter but disposable income should also be considered as a priority

24. Butnow? We still need these to a degree but: Region National differences are still important but Not enough to explain consumer choice... Do we want to talk to early uptakers rather than seek national representation?

25. Butnow? We still need these to a degree but: Brand Usership This needs real thought Product differences are lessening and it is the soft elements of brands which discriminate increasingly

26. AND NOW... Attitudes To life and the world may be as good or better discriminators than many others These can affect attitudes to products, brands and services Behaviours Are they early uptakers or conservative How often do they do things etc.

27. AND NOW... Relationships How people inter-relate with each other and the number of different social contexts within which they operate

28. Men With Men Men With Themselves Men With Family Men With Women Multi-dimensional selvesa number of “Selves” or moods

30. C C C PRINCIPLES C SAMPLING BY THE FOUR “Cs” Comprehensiveness Compatibility Comparability Compression

31. Comprehensiveness Compatibility as far as practicable/ afforded by cost not representative but representative of relevant targets,range or viewpoints to reflect world at large construct groups with common characteristics - to minimise inhibition and maximise contribution and co-operation BUT NOT UNIFORMITY! Comparability Compression - are they recruitable - how long will it take - are definitions clear - how and where can they be found Intravert people seem to prefer high profile brands fine BUT... ELMALARLA ARMUTLARI KARIŞTIRMAYIN 

32. STAGES IN A PROPOSAL BACKGROUND PURPOSE OF RESEARCH METHODOLOGY - arguments - recommendations - methodology - procedure ADMINISTRATION WHO WHEN HOW MUCH SET THE SCENE WHAT YOU NEED TO FIND OUT WHAT YOU WILL DO - premises it is based on - how you will approach it - the sample - guides and protocols DETAILS TO REASSURE THE PERSONNEL TIMEFRAME THE COST

33. SÜTAŞ _ ÇOCUK DÜNYASI KALİTATİF ARAŞTIRMA Ağustos 2006

34. Araştırmanın Amacı ve Hedefleri Araştırmanın ana amacı; 8-11 yaş aralığında yer alan çocukların dünyalarını, hayallerini, beklentilerini, ihtiyaçlarını anlamaktır. Bu amaca ulaşmak için ele alınan başlıca konular; Çocukların yaşam biçimi; Hobileri, ilgi alanları, tercih ettikleri oyunlar, sahip oldukları oyuncaklar, beğendiği TV dizileri, çizgi filmler, bugüne ve geleceğe yönelik hayalleri Çizgi film karakterlerinin analizi; Sembolize ettiği değerler, çocukların dünyasında hangi rolü doldurduğu ve ne tür ihtiyaçlara cevap verdiği, karakterin var oluş nedeni, tipolojisi, temel kişilik özellikleri. Süt ve süt ürünlerine karşı tavır ve tutumlar; Tüketim alışkanlıkları İlişkilendirilen değerler Satın alma davranışı Marka seçimi

35. Projeye davet edilen çocuklarda aranılan özellikler; • Birbirlerini tanıyan, arkadaş olan, • Benzer sosyo-ekonomik ve kültürel yapıdan, • Dışa dönük ve sosyal anlamda daha aktif bir yaşam biçimi olan, • Çizgi film izleme alışkanlığı olan, • Evinde aşağıda belirtilen elektronik cihaz veya yayın sistemlerinden en az bir tanesine sahip olan çocuklar; • DVD, VCD, Video • Video Game • Digiturk, Kablolu TV

36. Kalitatif Araştırma - Grup tartışması yöntemi • Grup tartışmalarına, araştırmada görüşülen çocukların anneleri de davet edilmiş ve annelere çocuklarını eş zamanlı izleme imkanı sağlanmıştır. • Bu sayede; • Hem çocukların gerçek dünyalarının daha derinlemesine anlaşılması için destek alınmış, • Hem de çocukların günlük yaşamlarındaki alışkanlıkları ile görüşmelerdeki tavırları arasında ne derecede paralellik olduğu konusunda annelerin görüşlerine baş vurulmuştur. • 12 çocuk grubuna paralel olarak annelerle de toplamda 12 grup tartışması gerçekleştirilmiştir.

37. Kim bu çocuklar? Farklı yaş gruplarının psikolojik dinamikleri Çocuk dünyası ile ilişkilendirilen ihtiyaçlar & değerler Çocukların yaşam biçimi(ilgileri,hobileri hayalleri) Çizgi karakterlerin analizi Aromalı süte karşı tavır ve tutumlar Marka seçimi Sonuçlar ve yorumlar

38. Donone Kids Beverege Market Usage and Attitudes Survey This report has been specially prepared for Danone, in November 2004,

39. Kids’ are structured around two poles; Danone Hayat is aiming to understand the potential for Danone Kids Beverage in the Turkish market. The main marketing objectives of the project is Objectives(as in the proposal) Understand the major consumer dynamics in kids beverege markets Evaluate set of concepts on kids functional / aqua drinks.

40. Beverege repertoire, Attitudes towards major bevereges, Consumption occasions, Reasons for consumption, (benefits) Choice criteria, Major concerns, Decision maker, Ideal drinks, Attitudes towards flavoured water, Objectives(as in the proposal) Attitudes towards bevereges consumed by kids

41. Objectives(as in the proposal) Attitudes towards sugar and sweetener • Awareness, • Barriers to consumption, • Changing habits, • Purchasing bahaviour, Attitudes towards functional drinks (Concept evaluation) • Physical power • Strong bones, • Intellectual performance, • Growth, • Health bevereges, • Fun bevereges, • Message communicated, • Appeal and relevance, • Product image

42. Sample Structure and Methodology Moms & kids from urban background, • Kids- aged between aged 6-12 • Moms- (Aged between 25-40) who have children aged between 6-12 and Who?