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Researching implicit memory: Blend qual and quant
Leanne Tomasevic and Marielle Cottee, Admap, May 2013, pp. 34-35
This article argues that conventional, singular research methodologies are limiting and only uncover the partial truth.
This article argues that conventional, singular research methodologies are limiting and only uncover the partial truth. To understand fully the influences that shape and influence consumer behaviour, and get to the 'whole truth', brands need to adopt multiple and diverse research methodologies that blend qualitative and quantitative strands. Applying this mixed mode approach will uncover more unconventional truths that stimulate and inspire exciting new strategies for businesses and brands.
Beneath the surface: Uncovering the hidden motivations of mobile users
Vicki Draper and Greg Stucky, ARF Key Issue Forum, Re:Think conference, 2013
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour.
This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour. The methodology included a qualitative stage to capture a broad range of 'mobile 'moments' and then a two-pronged quantitative stage that surveyed smart phone users and tracked their device usage via metering technology. The 'mobile moments' uncovered by the research were then divided in into seven segments: accomplish, socialise, prepare, me time, discover, shop and express myself. 'Me time' accounts for most (46%) of all mobile usage and is discussed is some detail. Analysis revealed that the same app or website can fulfil different needs in different moments, indicating that consumers are using apps and websites to fulfil non-intuitive needs (e.g. online shopping sites could fulfil both 'shop' and 'me time' moments). Equally, a lot of mobile usage was found to occur in the home, questioning the assumption that mobile use is all about consumption 'on the go'.
Introducing 'Quintegrated' research: Leveraging the power of qualitative and quantitative research integration
Kristin Hickey, Market Research Society, Annual Conference, 2012
This paper foresees an era of Quintegration: the mixing and merging of left brain and right brain, qualitative and quantitative applications, techniques and thinking.
This paper foresees an era of Quintegration: the mixing and merging of left brain and right brain, qualitative and quantitative applications, techniques and thinking. It presents a series of six Quintegrated approaches where such dualism is not only advantageous, but essential. These include advertising ROI, concept testing and co-creation forecasting. The paper also covers how traditional MR methods can be turned on their head and explored from the perspective of the opposing discipline, how these techniques might be applied in an increasingly data intensive world and why this is likely to change the future of the market research industry.
All for one and one for all: Targeting sustainability - the revival of 'virtues' in research and results
Nicole Hanisch, Jens Lönneker and Yvonne Masopust, ESOMAR, Qualitative, Vienna, November 2011
This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two.
This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two. Equally, it offers guidelines for incorporating messages relating to sustainability into communications, based on the psychology of sustainability, including how to overcome consumer cynicism by exploring the signals and aesthetics of sustainability. The multi-client backing of the project allows for new general insights as well as insights for different industries that want to include sustainability in their marketing.
From co-creation to co-deployment: A case study on consumer segmentation - How strong collaboration between the insight function, research agency and ad agency led to effective results
Murat Demiral and Wendy Mitchell, ESOMAR, Qualitative, Vienna, November 2011
This paper uses a case study of a research project for Nestlé's NESTEA iced tea brand to highlight the importance of effective collaboration between a client's insight function, its market research agency and its advertising agency to bring customer segments to life.
This paper uses a case study of a research project for Nestlé's NESTEA iced tea brand to highlight the importance of effective collaboration between a client's insight function, its market research agency and its advertising agency to bring customer segments to life. Such an approach, it argues, ensures that insights and learnings are deployed throughout an organisation and actually acted upon. The NESTEA project involved two consumer segments ("Youthful and Carefree" and "Individual and Purposeful") and involved the advertising agency conducting in-home research, followed by fuller qualitative research by the research agency (with life collages, filming consumption behaviour, visual diaries and 'Me and my NESTEA' self-scripting). To deploy these learnings throughout the organisation, the agencies ran a series of workshops to immerse marketers in the lifestyles of the segments. These consumer insights were fed into the development of communications by the advertising agency and have also informed the creation of a platform for portfolio management and brand activation.
Bridging the gap: A quant geek makes the case for (better) qualitative
David Bakken, ESOMAR, Qualitative, Vienna, November 2011
This paper explores a new framework for insight generation, based on four distinctive but overlapping types of insights: discovery insights, predictive insights, explanatory insights and transformational insights.
This paper explores a new framework for insight generation, based on four distinctive but overlapping types of insights: discovery insights, predictive insights, explanatory insights and transformational insights. It argues that qualitative and quantitative techniques can generate each type of insight on their own, but the likelihood of generating insights increases exponentially when qualitative and quantitative techniques are thoroughly integrated (as opposed to simply "combined" in a research effort). The paper asserts that the two approaches have complementary strengths and weaknesses, and are subject to different interpretation biases, and that both can learn something from each other about identifying and mitigating these biases.
From the blog to the record shop: How online consumer dialogues can be used to catalyse action in fast-changing industries
Jamie Allsopp and Hanna Chalmers, ESOMAR, Qualitative, Vienna, November 2011
This paper describes the creation of Speakerbox, an online community of 2,000 UK music fans used by the record company Universal Music to facilitate an ongoing conversation with consumers.
This paper describes the creation of Speakerbox, an online community of 2,000 UK music fans used by the record company Universal Music to facilitate an ongoing conversation with consumers. It discusses the project's context, methodologies and factors leading to it success, as well as how it fuses quantitative and qualitative approaches. It concludes a fused approach dramatically accelerates the speed and fluidity of the research process and that using a single tool (the Speakerbox community) allows for different research approaches to be carried out simultaneously.
Blurring the boundaries between qual and quant: How the challenge to do consumer research in the rapidly developing technology industry made qual and quant come together
Maarten Schellekens, ESOMAR, Qualitative, Vienna, November 2011
This paper describes the evolving approach from product-led to consumer-focused research taken by Acer, the PC manufacturer, to better understand consumer needs and validate new product propositions.
This paper describes the evolving approach from product-led to consumer-focused research taken by Acer, the PC manufacturer, to better understand consumer needs and validate new product propositions. But since technology markets change quickly, standard research practices are often insufficient in high-tech markets. As a result, Acer's approach changed from the more traditional (and separate) use of both qualitative and quantitative methods to a blurring of the two. For example, the research programme saw consumers select a PC in a simulated store environment and then engaged in dialogue; and quantitative research using picture materials as a stimulus was employed to understand different consumer lifestyles. The paper argues that this "qualitization" of quantitative research satisfies the need for both highly meaningful, valid results and robust and representative results.
Sony Music UK & Europe: Getting the most qual out of their quant
Jonathan Puleston and Mark Uttley, ARF Key Issue Forum, Re:Think conference, 2010
The authors outline the approach Sony Music UK takes to market research, putting "as much qual into our quant as possible".
The authors outline the approach Sony Music UK takes to market research, putting "as much qual into our quant as possible". GMI Interactive was tasked with creating an online survey experience that would appeal to younger and music-oriented target audiences, and then getting the most out of the subsequent content and putting it in a form easily understood by Sony staff who aren't researchers. Techniques used included mood board ratings and avatar-style visuals to promote conversational feedback, allowing respondents to read and cross-evaluate each other's qualitative feedback. The resulting output has helped Sony understand where to launch new artists and how best to extend sales beyond the initial wave of purchases.
What women want - Exploring quantitative patterns underlying qualitative stories
Annelies Jansen & Wieke van der Borg, ESOMAR, Qualitative, Marrakech, November 2009
This presentation emphasizes the usefulness of narrative research in marketing, vividly illustrated by insights in women’s perspectives on advertising.
This presentation emphasizes the usefulness of narrative research in marketing, vividly illustrated by insights in women’s perspectives on advertising. A new software application (SenseMaker™), which brings narrative research to a higher level, is introduced. This software enables to up-scale the narrative data collection and detect signals in complex human data. First results using this method are shared. Based on initial analyses the presenters explain how to explore and interpret patterns in the complex human data.
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Qualiquant, mixed mode
Brainstorming and generating ideas
Collaboration and co-creation
Computer-aided and technological solutions
Consumer and shopper panels
Ethnography and observation
Eye-tracking and visibility research
Neuroscience and biometric methods
Quantitative data collection
Scanner panels, retail audit
Virtual reality and simulation methods
Qualitative and verbatim data
Bricolage and semiotics
Focus groups, workshops
Projective and collage techniques
Qualitative theories and methods
Reliability of qualitative research
Research analysis and reporting
Specific uses of qualitative research
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