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Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare
Anita Black and Neil Rothstein, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company. The company is set on empowering individuals to make better health decisions and building a DNA database to accelerate scientific discoveries and improve global health. However most people are still unaware of the service and DNA testing is rich in misperceptions and concerns. The research created intimacy in order to understand why existing customers had used the company's service and how it had impacted on them. This research led to the creation of an advertising campaign which focussed on giving consumers simple information about DNA testing in general and 23andMe's service, and sought to normalise DNA testing.
Insight mining with positive psychology: Adding richness and increasing engagement for respondents and observers
Stacy Graiko, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a new study, in which using positive interventions at the beginning, during and at the end of focus groups and individual interviews was found to increase engagement and creativity for research respondents, generating deeper and richer insights for innovation and foundational research.
This paper describes a new study, in which using positive interventions at the beginning, during and at the end of focus groups and individual interviews was found to increase engagement and creativity for research respondents, generating deeper and richer insights for innovation and foundational research. Positive affect has been shown to increase creativity and problem-solving, while interventions developed from positive psychology, the scientific study of well-being, have been shown to increase engagement, verbal fluidity and creativity in clinical and non-clinical populations. The approach drives engagement and enjoyment of the research process for both respondents and backroom observers, and creates high-calibre experiences for all.
The beauty and the beast: How can a bank communicate in times of stress
Jochum Stienstra and Tibor van Bekkum, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank.
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank. A narrative method is presented that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped the client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity.
How we see the world without seeing it: A multi-method app-sights study
Ute Rademacher and Josephin Wandt, ESOMAR, CEE Research Forum, Prague, March 2013
This paper describes the methodology and findings of a research project exploring the drivers of the current boom in smartphone apps.
This paper describes the methodology and findings of a research project exploring the drivers of the current boom in smartphone apps. A hybrid methodology combined online diaries, standard focus groups and focus groups conducted in the dark. The latter, which sought to eliminate all distracting visual stimuli, were found to produce more constructive, friendly and authentic insights. Overall, the research generated a range of insights about smartphones and apps: smartphones (particularly Apple iPhones) are iconic objects that transfer status on their owners; apps make smartphones what they are, more so than mobile websites; popular app icons have developed equities that are on par with real brand equities; and apps deliver a level of consumer empowerment, offering both structure and stimulation.
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.
From the bottom of the heart: Understanding cultures for better communications
Michael Sack, Jaisy Desai and Akash Sahu, ESOMAR, Congress, Atlanta, September 2012
This ESOMAR paper looks into emotional branding, specifically the use of Visual Language to uncover the underlying motivations which very often lay trapped under social and cultural constructs.
This ESOMAR paper looks into emotional branding, specifically the use of Visual Language to uncover the underlying motivations which very often lay trapped under social and cultural constructs. It looks at a campaign for an Indian alcoholic drink brand to illustrate these points. The research period used images to reveal the subconscious decision influencers of the target audience: images extend the research participant's vocabulary, stimulate ideas and bring common feelings to the surface.
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.
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.
Researching the unresearchable: How research helped Samaritans in their campaign to reduce suicide
Nicola Peckett and Nick Johnson, ESOMAR, Qualitative, Vienna, November 2011
In the UK, 6,000 people take their own lives every year; 4,000 of them are men. Samaritans, a charity providing emotional support to those experiencing despair, sought to develop an ad campaign aimed at reducing male suicide.
In the UK, 6,000 people take their own lives every year; 4,000 of them are men. Samaritans, a charity providing emotional support to those experiencing despair, sought to develop an ad campaign aimed at reducing male suicide. Together with Network Rail (the owner of the UK's rail network), it launched a five-year joint partnership to reduce suicides on the railways. The campaign was aimed at men in low income groups living in the most socially deprived areas of the UK, requiring research in areas typically ignored or avoided. This was extended to prisons and young offenders institutes. Following the campaign, Samaritans' call volume figures showed that 12,000 more men called the helpline in 2010 compared with 2009. Furthermore, the number of suicides on Britain's rail network fell from 233 in 2009/10 to 207 in 2010/11 – an 11% decrease.
We got a crush on you(th)! involving influential Gen Y'ers from 15 global cities to learn why something is cool
Simona Sbarbaro, Joeri Van den Bergh, Elias Veris and Tom De Ruyck, ESOMAR, Qualitative, Vienna, November 2011
Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers.
Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers. This paper explores what drives this fickle, youthful generation and how global brands can connect with it. The paper highlights the key dimensions behind cool brands - which it formulates into a brandCRUSH model - derived from a research community connecting urban youth in 15 different cities around the globe. It concludes that to stay hot and follow the current evolutions among this youth generation, cool brands need to connect on a deep and individual emotional level.
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Focus groups, workshops
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Projective and collage techniques
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Reliability of qualitative research
Research analysis and reporting
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Qualitative and verbatim data
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