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Brief encounters: How qualitative research is able to meet the need for efficiency paradigm
Michael Dorsch, Fernando Akira Yagi, Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research is able to meet the need for an efficiency paradigm without losing its identity, by focussing on qualitative core techniques.
This paper explains how qualitative research is able to meet the need for an efficiency paradigm without losing its identity, by focussing on qualitative core techniques. "Faster, cheaper, smarter" are the requirements of current market research, and are rooted in client demands as well as respondent capacities. Brief Encounters is a hybrid approach which challenges researcher's methodological and analytical skills as well as client handling, and strengthens the position of researchers. Examples of this research method in practice are described.
How Elizabeth Arden generates shopper insights
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report discusses how Elizabeth Arden, the cosmetics company, uses research to understand shoppers.
This event report discusses how Elizabeth Arden, the cosmetics company, uses research to understand shoppers. The research strategy seeks to distinguish consumers and shoppers, and to identify opportunities. Described are three different levels of research budget and the methods that can be used to match them. Lower budgets should be used for broad based surveys, ideally on mobile, while bigger budgets allow for greater segmentation. To maximise the impact of research, three top action points should be identified and executed quickly.
Ana Alvarez and Fiona Blades, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how PepsiCo, the beverage manufacturer, is developing a 'sustainable' research approach, using the example of Brazil.
This paper discusses how PepsiCo, the beverage manufacturer, is developing a 'sustainable' research approach, using the example of Brazil. Sustainability has often been neglected or meant making a donation to charity. PepsiCo took a different approach by engaging with communities in Brazil to collect information useful to the business, and then investing in community projects. PepsiCo hopes that this project will change the way teams within the company work.
Multimode, Global Scale Usage: Understanding respondent scale usage across borders and devices
Melanie Courtright, Kartik Pashupati, Annie Pettit and Roddy Knowles, ESOMAR, Best Methodological Paper Award, Congress, Istanbul, September 2013
This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys.
This paper discusses survey response styles, considering the personal characteristics - such as gender, age and nationality - which create response style and the difference between response style in online, telephone and other surveys. Response style is a person's tendency to systematically respond to questionnaire items regardless of content, e.g. by giving extreme or mid-point responses on a scale. The impact of dropping or retaining the neutral point on scales is examined and the reliability of different measurement scales compared. Amongst the findings, the research showed that men are more likely to use the negative side of the scale, while women are most likely to use the extreme positive side. Guidelines for designing global online and mobile surveys which take response style into account are developed.
Always-on research: 24/7 dialogues with customers in a community? Yes, we can!
Tom De Ruyck and Anouk Willems, ESOMAR, CEE Research Forum, Prague, March 2013
This paper offers an overview of online communities and advice on how to run them, in order to maximise engagement among all stakeholders, including community participants themselves and the client company funding the project.
This paper offers an overview of online communities and advice on how to run them, in order to maximise engagement among all stakeholders, including community participants themselves and the client company funding the project. Unlike social listening and online ethnography, online communities are created for the specific purpose of research, involving consumers who wish to engage and co-create with brands. A range of different types of such communities are described, as are their uses – from one-off product developments and innovations, to measuring customer satisfaction on an ongoing basis. For success, the paper argues that engagement is crucial on three levels, and offers guidance on creating it. ‘Natural’ engagement requires participants to have a genuine interest in the topic or the brand under investigation, in order to engage fully. Equally, ‘method’ engagement demands that researchers should propose questions in a fun and challenging way to increase participation and quality of input. Finally, ‘impact’ engagement is required for the research output to create internal engagement within the client organisation and effect change.
Choice of consumer research methods in the front end of new product development
Mariëlle Creusen, Erik Jan Hultink and Katrin Eling, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 81-104
This study investigates the choice of consumer research methods in the fuzzy front end (FFE) of the new product development (NPD) process.
This study investigates the choice of consumer research methods in the fuzzy front end (FFE) of the new product development (NPD) process. First, it delivers an up-to-date overview of currently available consumer research methods for use in the FFE of NPD. Second, using an online questionnaire, we obtain insights into the use of these consumer research methods by B-to-C companies based in the Netherlands (N = 88, including many major multinational companies). Third, these companies provided the major reasons for choosing these methods, and specified the types of consumer information that they aim to gather using these methods. Finally, we investigate the influence of company size, type of products developed (durable/non-durable) and product newness on the use of these methods. Based on these findings, we build a contingency framework that helps companies to improve their choice of consumer research methods in the FFE, where consumer insights are most important for new product success.
Reality check in the digital age: The relationship between what we ask and what people actually do
Alice Louw and Jan Hofmeyr, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
This presentation examines a variety of classical survey measures and questions to establish which remain relevant to today's research needs and which do not.
This presentation examines a variety of classical survey measures and questions to establish which remain relevant to today's research needs and which do not. The fitness of traditional survey questions was tested in four areas (Awareness, Usage, Brand Image, Brand Equity), over two categories (laundry detergents and grocery stores) and in two countries (UK and China). Recommendations include: focus on First Mention awareness questions; replace all usage question formats with a simple Stated Share format: and ensure survey design is relevant to individual respondents.
Socialized research: It is the end of market research, as we know it, but we feel fine!
Michael Rodenburgh, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
In an attempt to leverage social media data within the context of traditional survey research, Ipsos OTX is changing its approach to conducting research by focusing on Socialised Research.
In an attempt to leverage social media data within the context of traditional survey research, Ipsos OTX is changing its approach to conducting research by focusing on Socialised Research. Socialised Research blends traditional MR techniques with forward-thinking social media and technology solutions. This article outlines lessons learned, guidelines and considerations for these new approaches to MR. It is not easy to apply Socialized Research principles to traditional studies, however, the market research profession will be able to benefit from integrating social graph data into more datasets in the future. Benefits include bring able to leverage the demographic present in a respondent's Facebook profile to eliminate standardised profiling questions and can bridge the opinion vs. actual behaviour gap in typical market research surveys.
The 'irrationalisation' of surveys: Using behavioural economics to improve research results
Kevin Karty, Jeffrey Henning, Janet Thai, Bin Yu and Steve Lamoureux, ESOMAR, Congress, Atlanta, September 2012
This paper argues that survey techniques which reflect behavioural economic insights, such as discrete choice modelling, outperform traditional techniques for predicting real world behaviour, such as the monadic test.
This paper argues that survey techniques which reflect behavioural economic insights, such as discrete choice modelling, outperform traditional techniques for predicting real world behaviour, such as the monadic test. Specifically, it claims that the monadic test, which is used to assess the probable success of innovations like new positioning, is flawed as consumers can be subject to influences that change their behaviour in unpredictable ways. The paper outlines both approaches and the outcome of tests used to demonstrate the effectiveness of discrete choice modelling.
Webethnography: towards a typology for quality in research design
Daniel D. Prior and Lucy M. Miller, International Journal of Market Research, Vol. 54, No. 4, 2012, pp. 503-520
Traditional ethnography focuses on identifiable cultural groupings of individuals and, through a process of observation and participant interviews (among other techniques), the researcher explores the effects of the social dynamic with regard to a topic of interest.
Traditional ethnography focuses on identifiable cultural groupings of individuals and, through a process of observation and participant interviews (among other techniques), the researcher explores the effects of the social dynamic with regard to a topic of interest. Webethnography (also known as netnography, webnography, online ethnography and virtual ethnography) involves the application of ethnographic research methods to specific online communities through the observation and analysis of online dialogue and other online artefacts. This paper contends that webethnography is appropriate only where almost all interactions between group members occur online through the community site – that is, the community is a virtual community in the truest sense. Where communities conduct some or most of their interaction offline, webethnography is less appropriate as a stand-alone research method. Using a case study of project manager online communities on the social networking site www.LinkedIn.com, we argue that a triangulation with offline data sources helps to ensure data validity and generalisation to the group of interest. This paper presents a typology that proposes three general approaches to research design, to account for the differing scope of online cultural groups. The implications of this typology include the addition of additional precautions in the design of ethnographic studies.
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