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Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
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.
Qualitative data, integrative frameworks, and the prospect of strategic impact
Jeffrey Hunter, ESOMAR, Qualitative, Valencia, November 2013
This paper describes changes in qualitative research as traditional forms decline and new forms gain popularity.
This paper describes changes in qualitative research as traditional forms decline and new forms gain popularity. In recent years a number of large agencies and client companies have moved away from focus group research, while methods like 'social media listening' have developed. There has also been a push to better integrate disparate forms of data to provide greater strategic impact. This paper creates a framework for the inclusion of qualitative data in a way that is likely to increase its strategic impact.
Research Fusion: Merging public health, consumer and healthcare market research to inform health initiatives in developing countries
Melissa Moodley, Colin Baker, Greg Zwisler and Evan Simpson, ESOMAR, Congress, Istanbul, September 2013
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign.
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign. The research examined issues around low cost healthcare solutions that could prevent deaths in poor countries to better understand why those solutions were under-utilised. The findings demonstrate the value of including market research techniques in public health strategy. It highlights the importance of taking a consumer centric approach and prioritising local insight over global.
Consumer research: How to merge qual and quant
Colin Rice, Admap, June 2013, pp. 42-43
While qualitative and quantitative research methods have their individual merits, this paper argues that adopting a hybrid approach can empower a deeper understanding of consumers.
While qualitative and quantitative research methods have their individual merits, this paper argues that adopting a hybrid approach can empower a deeper understanding of consumers. Online quantitative research continues to advance, evident in the use of gamification and mobile research, while online focus groups are driving qualitative research. The process of merging qual and quant together requires careful deliberation throughout the research process. The author describes five simple steps that can be taken to ensure the outcome of a hybrid approach is complementary and balanced. This will lead to not only a visually compelling output, but a clearly defined strategic direction. While a hybrid approach is not neccesary for all projects, the author argues this method is vital for when businesses have major questions to answer.
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 Experiential Learning, 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.
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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
Online market research
Quantitative data collection
Scanner panels, retail audit
Social listening, real time research
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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