Professional Documents
Culture Documents
QUALITATIVE RESEARCH ?
Not measurements, but WORDS!
Instead of asking how many times someone purchased an item, you ask "WHY...?" Typically the samples are small, and not "random"
Purpose?
To find out whats on the persons mind
General approaches
Group interviews
Structured or unstructured Focus groups
Individual interviews
Nonstructured Structured
Projective Techniques
Message testing
How do people like this ad?
To capture the basic feel of a problem prior to conducting a more analytical study
Strengths
Good for examining feelings and motivations
Provides insights
Weaknesses
Cant extrapolate to the whole population
Volume of data Complexity of analysis
Focus Groups
A loosely structured interview conducted by a trained moderator among a small number of informants.
Tiered viewing room with wrap-around mirror offers multi-perspective viewing. Room is equipped with outlets so laptops can be used during session. Strategically placed audio and video taping offer unobstructed viewing. Attached Conference Room offers closed circuit television viewing for additional 12-14 viewers. focus group1 focus group
Product Planning
generating ideas about new products
Advertising
Develop creative concepts and copy material
Advantages
Richness of data Versatility Ability to study special respondents Children Professionals (doctors, lawyers) Direct involvement of managers (vividness) Easily understandable Flexibility in covering topics May uncover unanticipated ideas that are important Can define constructs of importance Gives flesh and connectedness to real consumers/people Can show them designs, have them try out prototypes group synergy (group dynamics)
Disadvantages
Lack of generalizability (small sample size) High selection bias Might be misused focus group is not a replacement for quantitative research Subject to Interpretation - subjective Cost-per-respondent is high (compared to survey) Results dependent on skill of moderator in running the group and analysis may be the response in the moment which may change over time strong personalities are a hazard Some groups hard to assemble (e.g. professionals) professional respondents
Recruiting
Heterogeneity vs Homogeneity
Moderation
Critical moderating skills
Moderators role
encourage discussion encourage them to talk with one another not you bring in people who arent speaking Reduce influence of people who dominate Bring out a variety of viewpoints keep discussion on topic without stifling allow silence avoid premature closure
Salad dressing focus group
One-way mirrors Take notes at the end of each focus group session to identify important themes which may structure future groups questions Dont ignore the lone wolf -- exceptions
Reporting
Fast Synthesis of important issues Key quotations useful but NOT a transcription
Though use a transcription to create report if at all possible
Transcripts, stories, etc. must be coded for over-arching themes (e.g. accuracy, value-congruence, effectiveness) Analysts look for connections between themes as well (e.g. effective ads resulted in expressions of pride in the company) Fuzzy numerical qualifications may be added, such as many, few, most, widely, typically, occasionally
Suggest opportunities and limitations Examples: The qualitative findings give reason for optimism about
market interest in the new product conceptWe therefore recommend that the concept be further developed and formal executions be tested. The results of the study suggest that ad version #3 is most promising because it elicited more enthusiastic responses and because it appears to describe situations under which consumers actually expect to use the product...
Key Issues
Focus groups are small numbers, not random, not statistically valid Focus groups are a lot of work can get insights from focus groups that cant get in other ways Beware of power relations
Based on the results, Buick engineers created clay models of the car and mock-ups of the interior. These were shown to other focus groups. The respondents did not like the oversized bumpers and the severe slope of the hood, but liked the four-disc brakes and independent suspension.
Focus groups also helped refine the advertising campaign for the Regal. Participants were asked which competing cars most resembled Buick in image and features. The answer was Oldsmobile, a sister GM division. In an effort to differentiate the two, Buick was repositioned above Oldsmobile by focusing on comfort and luxury features. The vehicle was also due to be renamed the Buick Lacrosse in the U.S. and Canada. Younger members of focus groups in Quebec told GM that "lacrosse" was slang for self-gratification
The tag line for the Regal, official car of the Supercharged family, was based on focus group findings.
Bulletin Style
good for eliciting more in-depth comments on complex issues, as well as for allowing participation by individuals who would be difficult to gather in real time. http://www.surveycompany.com/onlinesurveys/focusgroup.html
Zoomerang
Disadvantages
No body language (often part of analysis) Harder to read emotions Sampling issues (who is more likely to participate?) Difficult to probe Sometimes asynchronous (I.e. over several days) The Internet approach to focus group relies on an individual's ability to type effectively to participate fully Cant show "external stimuli" to groups in order to obtain their reactions Hard for skilled moderator to utilize the group dynamics to explore an issue Comments likely to be short problem of lag in responses Lack of interaction, synergy Easy for participants to NOT participate
Depth Interviews
An example
Why do you like wide bodies? (in airplane seats) Theyre more comfortable Why is that important? I can accomplish more Why is that important? I will feel good about myself
Advantages
Tendency to have a freer exchange Can probe potentially complex motivations and behavior Easier to attach a particular response to a respondent
Disadvantages
Qualified interviewers are expensive Length and expense of interview often leads to small sample Subjectivity and fuzziness
Projective Techniques
Projective Techniques
Projective techniques are unstructured and indirect forms of questioning which encourage the respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern.
Depth Interview methods or surveys cant get reliable answers to questions like: How does this soda can make you feel about yourself? Which color graphic on the can would make you feel like a sexier person when you bought it? projective techniques
Completion Test
asks the respondents to complete sentences, dialogs, or stories, etc.
Possible Brand Name Ormango Tropical Fruit Orange Sparkle Paradise Passion
Associated Words Green, tart, jungle Juice, sweet, island Light, bubbly, cool Fruity, thick, heavy
sentence completion
Another Projective Technique: Shopping Lists -- Ask respondents about the type of person who would buy a particular group of products
Instructions to Subjects: Read the shopping list below. Try to project yourself into the situation as far as possible until you can more or less characterize the woman who bought the groceries. Then write a brief description of her personality and character. Whenever possible indicate what factors influenced your judgment.
Advantages
May elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. non-threatening Helpful when underlying motivations, beliefs and attitudes are operating at a subconscious level.
Disadvantages
Require highly trained interviewers and interpreters of results Serious risk of misinterpreting. Subjectivity Is the psychological material uncovered related to the topic or to the person?