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Busting "myths" about China's low-income consumers: Learnings from P&G
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day. The firm discovered that quantitative studies can sometimes be misleading, as shown by the gap between the number of people who own a washing machine and those that had a water supply allowing them to use it. Further "myths" included the assumptions that cheap products would automatically be preferred, that authority figures lacked influence, and that low-income consumers would have a limited input when it came to talking about potential innovations.
Understanding mothers in Asia: Insights from Qualitative 360
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report assesses the changing attitudes of mothers in six Asian markets: China, India, the Philippines, Singapore, Thailand and Vietnam.
This event report assesses the changing attitudes of mothers in six Asian markets: China, India, the Philippines, Singapore, Thailand and Vietnam. As women in these countries become more affluent and empowered, traditional views about motherhood are changing. More specifically, research by Ipsos showed that five main mothering techniques now predominate: enjoyment, giving, nurturing, perfecting and winning. Brands must work out which of these values they embody, and monitor emerging shifts in popular perspectives to tap new opportunities.
The benefit of social media: Bulletin board focus groups as a tool for co-creation
Sylvie E. Rolland and Guy Parmentier, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 809-827
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique.
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique. This interactive approach groups a community of participants in a private or public online forum for a duration that varies from several days to several months. Discoveries, exchanges of view, personal opinions and group reactions are all part of the power and interest of the internet in this era of social media. This article presents the principles of bulletin board development, and specifics to aid understanding of this tool within social networks and to help organisations adapt to a paradigm shift in marketing in which consumer-respondents are co-creators of meaning and knowledge.
Identifying the real differences of opinion in social media sentiment
Annie Pettit, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 757-767
This study examined the differences in social media sentiment based on author gender, age and country.
This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.
Recreating AlaTurca: Consumer goal conflicts as a creative driver for innovation
Deger Ozkaramanli, Steven Fokkinga, Pieter Desmet, Erkan Balkan and Eapen George, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey. In order to achieve radical innovation, companies require an increasingly deep understanding of consumers' wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritise them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives.
Why ditching depth is dangerous: Insights from London into the social factors driving violent extremism
Michael Thompson and Michael McLean, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the value of qualitative research, using an example of recent work which informed the UK's counter-terrorism strategy.
This paper discusses the value of qualitative research, using an example of recent work which informed the UK's counter-terrorism strategy. Qualitative research is one of the most effective ways of understanding the major issues facing society. However, it is argued that in the race to generate instant insight and to use technological solutions, researchers are at risk of overlooking the fundamental strengths of qualitative approaches - depth of insight and understanding of social context. The research described was undertaken in four London boroughs with the aim of generating understanding of attitudes towards terrorism. Qualitative research methods allowed a depth of understanding of the tensions in people's lives, and led to the development of a series of recommendations for reducing vulnerability to radicalisation.
Freedom to reveal or freedom to project?: An exploration of modern identity
Peter Totman, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration.
This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration. The findings from a research study are explained, detailing understanding of modern identity and exploring the implications of online qualitative research. Several different online groups are identified by behaviour and attitudes. Online social 'norms' are discussed in relation to the value of 'likes' and comments on social media. The findings are then placed in the context of wider research in social psychology.
Seven Pillars of Wisdom: The Idea of Qualitative Market Research
Jonathan A.R. Chandler, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 627-650
This article looks at the ‘knowledge frameworks’ underlying the practice of qualitative research. Although they are rarely articulated, qualitative research relies upon different sets of underlying assumptions about what we are looking for, what counts as evidence and what counts as knowledge.
This article looks at the ‘knowledge frameworks’ underlying the practice of qualitative research. Although they are rarely articulated, qualitative research relies upon different sets of underlying assumptions about what we are looking for, what counts as evidence and what counts as knowledge. These different ‘knowledge frameworks’ are each good at addressing different kinds of issues. This article attempts to make some of these knowledge frameworks more explicit. Doing this allows us to see that some research projects ‘fail’ because they are grounded in a knowledge framework not suited to the task in hand.
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.
Media research: Visualise social data
John Clarvis, Admap, April 2013, pp. 24-26
Following new rules given in this article can result in accurate data visualisations that show in real-time how consumers are talking about brands.
Following new rules given in this article can result in accurate data visualisations that show in real-time how consumers are talking about brands. The sheer volume of data generated by social media is typically a huge repository of unfettered opinion, uninfluenced by a question. This unstructured data can only be organised after it has been understood, which requires an approach that recognises a 'third dimension' in analysis. A further challenge presents itself as the dominant social media monitoring tools are not primarily designed for mining social data for insight. This article uses a number of examples to outline some solutions to the problem that encourage marketers to break some of the rules of research.
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