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Creative workshops as a qualitative research tool
Martyn Richards, International Journal of Market Research, Vol. 54, No. 6, 2012, pp. 781-798
Many commentators tell us that the qualitative research tools in most common use, while fit for many purposes, are ineffective in discovering the emotional reasons behind behaviour.
Many commentators tell us that the qualitative research tools in most common use, while fit for many purposes, are ineffective in discovering the emotional reasons behind behaviour. In my arena – children and young people’s research – I am seeking to address this with the development of creative workshops. With this, I have for the first time combined my dual backgrounds of qualitative research and drama (before retraining as a researcher, I was in theatre for 15 years as an actor and director, including many productions for children). Workshops will comprise a mix of research and drama exercises, together accessing areas normally hidden during, for instance, standard focus groups. The impetus for this development comes from a current trend to involve storytelling in research in some way or another.
Babyface: Reading nonverbal cues to measure infants' acceptance of food products: How mothers know whether or not their babies like a product and how to communicate baby preferences back to their mothers
Payal Kondisetty, Lauren Yourshaw, Amy Elkes, Ashley Gabel and Kelly Sheahan, ESOMAR, Congress, Atlanta, September 2012
This paper discusses the results of a study that aimed at better understanding core Stonyfield YoBaby yogurt users' level of acceptance of a new product formulation.
This paper discusses the results of a study that aimed at better understanding core Stonyfield YoBaby yogurt users' level of acceptance of a new product formulation. The project involved recording research participants' YoBaby consumption at home via video recording equipment, along with follow-up interviews and ethnography. The paper goes on to suggest several advantages to this methodological approach: one is that the videos provide a powerful means of communicating findings to executives or other decision-makers who were not closely involved in the research.
Exploring children's attitudes towards research participation
Stacey Baxter, International Journal of Market Research, Vol. 54, No. 4, 2012, pp. 455-464
Marketing researchers are interested in the consumption-related knowledge, attitudes and behaviours of children.
Marketing researchers are interested in the consumption-related knowledge, attitudes and behaviours of children. As a result, children often constitute the target population for marketing-related research, participating in focus groups and interviews and completing questionnaires. However, what are children’s attitudes towards participating in such research? This paper presents the results of a series of focus groups conducted to address this question. Findings suggest that, overall, children (5–12 years of age) enjoy participating in research. Children over the age of 6 were also found to have a good understanding of why marketers conduct research and hold a positive attitude towards the use of information obtained. Children were found to prefer research activities that are short and visually appealing, that enable them to express their opinions and are not completed independently.
Researching children: are we getting it right? A discussion of ethics
Agnes Nairn and Barbie Clarke, International Journal of Market Research, Vol. 54, No. 2, 2012, pp. 177-198
As the role of children in society becomes more prominent, their participation in research seems set to increase.
As the role of children in society becomes more prominent, their participation in research seems set to increase. In this paper we review whether we are getting the ethics of children’s research right. We show that, since the late 1980s, children have been treated universally as a special case and that they have been accorded their own special set of human rights (UNCRC), which primarily grants them rights to protection and participation. We go on to argue (with practical examples) that the core MRS research principles of well-being, voluntary informed consent and privacy/confidentiality must be applied to children with particular caution and care. We note that, as research with children grows and as new techniques are developed, we are presented with fresh challenges for keeping children safe and maintaining their trust. We end by presenting the results of a survey that sought children’s views on being research participants in a quite sensitive piece of research. We found that children are highly appreciative of being consulted about their lives in general and being asked about their feelings. However we also found that some children can be uncomfortable with some of the issues raised and can feel compelled to answer the questions. We conclude that, while we have good industry codes, ethics evolves with shifting social, political and cultural patterns, and we need to keep challenging ourselves to maintain best practice.
How to market effectively to youth
Joseph Clift and Roderick White, Warc Best Practice, November 2011
Provides an overview of the complex and ever-changing youth market, including latest trends in researching the young consumer, and youth tribes.
Provides an overview of the complex and ever-changing youth market, including latest trends in researching the young consumer, and youth tribes. The paper also discusses putting together a creative strategy and media plan for a youth-oriented campaign, and includes several recent case studies of successful campaigns of this kind. It also includes a list of related articles and items for further reading available on Warc.
All humanity is one undivided and indivisible family (Mahatma Gandhi) - Emerging markets, emerging cultures, emerging families: a case study
Catriona Ferris and Barbie Clarke, ESOMAR, Congress, Amsterdam, September 2011
Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe.
Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially close to the area of the family market. The freedom to engage in messy play provides valuable opportunities for children to fully develop physical skills, and learn how to think creatively and solve problems. But how acceptable is this within different cultures, especially emerging markets? To find out, Unilever commissioned a new study into emerging markets. The purpose of the study was not only to identify differences in family life, but to analyse and highlight important cultural diversity that can add to brand understanding.
Researching Children: Are we getting it right? A discussion of ethics
Barbie Clarke and Agnes Nairn, Market Research Society, Annual Conference, 2011
This paper asserts that children are playing increasingly prominent roles in society, and they are therefore likely to attract more research.
This paper asserts that children are playing increasingly prominent roles in society, and they are therefore likely to attract more research. Therefore, researchers must remind themselves of their ethical responsibilities to respect the wellbeing, consent and privacy of children. It quotes evidence that children welcome being asked their opinions, but some feel uncomfortable with the questions they are asked. The article argues that it is important to remember that not all children will understand why they are being asked to take part in a study. The authors remind commercial researchers that they should be mindful of the different role that such research plays in the marketing mix, and they should not confuse research and selling. In the same vein, researchers should not mix doing pure research with running a sales or marketing campaign for clients.
Mapping the Unarticulated Potential of Qualitative Research: Stepping out from the Shadow of Quantitative Studies
Peter Nuttall, Avi Shankar and Michael B. Beverland; Insights from Cheryl Stallworth Hooper, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 153-166
This paper reviews the contributions of qualitative methods to the development of advertising as represented within the Journal of Advertising Research over the last 50 years.
This paper reviews the contributions of qualitative methods to the development of advertising as represented within the Journal of Advertising Research over the last 50 years. The authors present a systematic review of every Journal of Advertising Research paper, with each paper coded for the role and contribution of qualitative research methods to its findings. The authors then classify the papers into a 2×2 matrix. They find that qualitative research contributes to improve existing managerial practice, developing new techniques for improving consumer understanding, keeping up to date with developments in practice, and identifying new consumer segments. Looking forward, the authors identify potential research avenues and practices that may enhance the standing of qualitative advertising research.
Project Hijack: Step Changing Our Dialogue With Teens
Philip McNaughton and Beth Corte-Real, ESOMAR, Congress Odyssey, Athens, September 2010
This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business.
This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business. It will show how approaching a classic insight question with a collaborative, open source mentality has allowed us to enter completely new spaces & find out answers to questions that we didn't even know we wanted to ask. Although the project in question was aimed at older teens, the method - online communities and co-creation - has been followed across other key audiences for Coca-Cola both in GB, and increasingly across the globe. The paper will also show how the project has evolved over time, bringing in new tools and techniques and adapting to the needs of the business to keep Coca-Cola completely in touch with their key audiences in the real world, and in real time
Research with children and schools: a researcher's recipe for successful access
Katja Jezkova Isaksen and Stuart Roper, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 293-308
Despite the growing literature surrounding child research, little has been written about how to access samples of children – specifically within schools.
Despite the growing literature surrounding child research, little has been written about how to access samples of children – specifically within schools. For this reason, this paper aims to highlight potential barriers to access and provide practical guidance for child researchers wishing to work with schools. The guidance given is drawn from the experience of a doctoral researcher in a UK university, examining ‘the social and psychological impact of branding on adolescents’. Over the course of three years, over 60 schools were contacted, 13 accessed and data collected from over 1000 teenagers (13–15 year olds). The data collected were of both a qualitative and quantitative nature, and the sample size required ranged from four to 500 participants. Through a series of anecdotes and examples, this paper aims to equip (specifically novice) researchers with the essential knowledge needed to maximise their chances of access. This knowledge includes practical advice surrounding who to contact, how best to contact them, what to expect from them and, importantly, what can go wrong when working with schools as institutions.
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