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AXA PPP Healthcare: Nurturing symbiotic intermediary relationships
Farzana Qadir and Barbara Wright, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how AXA PPP Healthcare, the insurance company, uses an annual research programme to gain in-depth understanding of how the company is perceived by insurance intermediaries.
This article describes how AXA PPP Healthcare, the insurance company, uses an annual research programme to gain in-depth understanding of how the company is perceived by insurance intermediaries. Understanding this perception is important to the company's success as its products are sold through them. Previously, data was gathered through online quantitative surveys, but small sample sizes and lack of diagnostic evidence limited the usefulness of this method. A new approach included quantitative and qualitative methods, including in-depth interviews. This approach has led to changes including: how accounts are serviced, training updates, the development of a new communications strategy, a new online portal, and improving turnaround times.
Money Advice Service: Improving financial behaviour
Ali Pugh, Luke Perry and Michael Healey, MRS Awards, Finalist, MRS Awards, December 2013
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed.
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed. Focus groups, behavioural diaries, household case studies, customer journeys and further ethnographic methods were used. The insights informed the organisation's strategy at its establishment and continues to be used as a reference point.
Investec: Embarking on a voyage of discovery - Crafting a market-leading premium financial product
MRS Awards, Winner, MRS Awards, December 2013
This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally.
This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally. With tight deadlines, the research needed to reach high net worth individuals (HNWs) in different parts of the world. The project had six stages: ensuring Investec teams across the world were on-board with the decided approach; defining the segment of HNWs that should be targeted; working with the marketing team to recruit participants; creating a luxury research experience; facilitating peer-to-peer conversations; and delivering insights to Investec through a workshop. The research informed a new product launch targeting HNWs.
Ease of drive installation, commissioning and maintenance: An international study
Joseph Walker and Kate Leckie, MRS Awards, Finalist, MRS Awards, December 2013
This article describes international qualitative research by Control Techniques, the industrial technology company, in order to understand how the installation, commission and maintenance of its products could be made easier.
This article describes international qualitative research by Control Techniques, the industrial technology company, in order to understand how the installation, commission and maintenance of its products could be made easier. Structured, in-depth face-to-face interviews were conducted with two groups: those who were involved in 'hands-on' work with the company's products and those who do not have a hands-on role, but have an influence on specification decisions. Over 100 usability issues were raised during the research, allowing the company to develop new product ranges to meet these needs.
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.
Qualitative research: Take your pick
Michael J.McDermott, ANA Magazine, Spring 2013, pp. 32-42
This article looks at how brands are using qualitative research and how the methods employed are changing.
This article looks at how brands are using qualitative research and how the methods employed are changing. It highlights some of the drawbacks of traditional focus groups, including rogue participants who skew research sessions, cost and the variability in the quality of moderators. However, new ways of approaching focus groups are emerging which include holding focus groups in friendlier locations and drawing out more meaningful responses by engaging participants in forms of artistic expression. Brands are also showing strong interest in alternative qualitative methods, such as mobile research applications, social media research and online application methods, as well as ethnographic deep dives that use face-to-face interactions in new ways. The article also looks at the current trend in mobile ethnography and looks ahead to the future of focus groups.
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.
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Focus groups, workshops
Bricolage and semiotics
Projective and collage techniques
Qualitative theories and methods
Reliability of qualitative research
Research analysis and reporting
Specific uses of qualitative research
Qualitative and verbatim data
Quantitative data collection
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