IDEAS & TOOLS FOR QUALITATIVE RESEARCH
SUMMER 2004 VOLUME 2 • NUMBER 4 BeyondBeyond Words:Words: ReadingReading thethe HiddenHidden CommunicationsCommunications ofof ResearchResearch RespondentsRespondents
Advisory Panels and the Healthcare Industry
Research Dreams and Marketing Nightmares: A Report on New Thinking in British Market Research
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SUMMER 2004
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
16 16 FEATURE STORY Beyond Words: Reading the Hidden Communications of Research Respondents ■ Anne Beall, Ph.D., explains how to use nonverbal communication to gain a deeper understanding of what respondents are communicating.
26 QUALITATIVE TOOLBOX Advisory Panels and the Healthcare 8 FROM THE EDITOR-IN-CHIEF Industry ■ Eric Swatek discusses healthcare QRCA Views Circulation to Broaden ■ advisory panels and the role QRCs can play. Sharon Wolf talks about the growth of Views. 32 INTERNATIONAL RESEARCH 10 FROM THE PRESIDENT Research Dreams and Marketing Three Wishes ■ Jeff Walkowski suggests ways Nightmares: A Report on New Thinking in for QRCA to become the qualitative-research British Market Research ■ Hy Mariampolski industry leader. describes ideas shared at the recent Market Research Society Conference in London.
Editor-in-Chief: Sharon Wolf, [email protected] ■ Managing Editor: Timm Sweeney, [email protected] ■ Design/Art Direction & Publishing: Leading Edge Communications, LLC (615) 790.3718 [email protected]
FEATURE EDITORS Business Matters: Gail Fudemberg, [email protected] ■ Global Research: Susan Fader, [email protected] ■ Industry Calendar: Sarah-Jane Muskett, [email protected] ■ Qualitative Tool Box: Kimberly Daniels, [email protected] ■ Targeted Marketing: Judy Langer, [email protected] ■ Technology Talk: Gina Thorne, [email protected] Travel & Lifestyles: Susan Sweet, [email protected]
4 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org
■ TABLE OF CONTENTS ■
CONTINUED
SUMMER 2004
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
44
58 BOOK REVIEW Summer Reading: Six Picks ■ Timm Sweeney and Sharon Wolf offer publishers’ synposes of six business books worth reading this summer.
64 TARGETED MARKETING Boomers As Grandparents ■ Sarah-Jane Muskett and Sharon Wolf highlight market trends and opportunities for targeting Baby Boomer grandparents.
44 TECH TALK 71 Making the Most of Digital Audio Voice EDITORIAL GUIDELINES Call for Authors: Publishing Opportunities ■ Recorders ■ Gina Thorne provides an overview of the capabilities of digital audio recorders. Views editors welcome article ideas or manuscripts for consideration.
50 TRAVEL & LEISURE 72 INDUSTRY CALENDAR Atlanta… Old South Ambience With Contemporary Pizzazz ■ Liz Nutter highlights Atlanta’s hottest attractions. 74 INDEX OF ADVERTISERS
visit QRCA online at www.qrca.org
6 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org
■ FROM THE EDITOR - IN - CHIEF ■ QRCA Views Circulation to Broaden
he QRCA Board of Directors recently approved broadening Views’ circulation from members only to members and research buyers. This step is not only good news to Views’ advertisers, who will receive more exposure in return for their advertising dollars, but it is also good news Tfor fellow members. If you wish, under the broadened Views distribution plan, you may designate key clients and prospects to receive complimentary one-year, renewable subscriptions to the magazine, beginning with the Winter 2004-05 issue. In keeping with the association’s strategic plan, one goal of the transition of Views from a newsletter format to a full-color, professionally designed association magazine was to increase the visibility of QRCA and its membership among the larger marketing research community. Expanded circulation will enable us to achieve that goal. Susan Sweet, a former member of the now-dissolved Views Task Force, recalls, “ We wanted the Sharon Wolf new QRCA Views to serve as a value-added member benefit and also as a tangible tool for helping to build QRCA’s image as a premier professional association, dedicated to the highest ethical QUALIDATA RESEARCH INC. Brooklyn, NY standards and best practices in the qualitative research industry. The task force conceived [email protected] distributing Views to members only as stage one of a two-stage plan.” Sweet adds, “ In the two years since its launch, Views has been achieving its first goal: offering members ideas and tools to enhance their professionalism and competitiveness.” Sweet also points out that by limiting circulation to members, the rich information resources that the magazine offers readers have been not been very visible to research buyers. “ I’m delighted that the recent Board decision represents the implementation of stage two of the task force’s original Views will raise circulation plan.” In his Letter from the President (pages 10– 12), Jeff Walkowski bemoans the fact that when he awareness of QRCA proudly mentions his affiliation with QRCA, clients and prospects often respond with, “ QRCA who?” and present the Along with the Communication Committee’s “ Leading the Way in Qualitative Research” advertising organization as an and PR campaign, and the creation of Qcasts online seminars, the circulation of Views to research industry leader by buyers is an important step for building stronger awareness for QRCA and its members among its constituencies. striving to be the leading worldwide The Plan for Achieving Expanded Circulation authority on the The expanded circulation plan calls for sending each quarterly edition of Views to 5,000 research buyers. QRCA’s headquarters recently sent out forms that you can use to add as many of your research practice of qualitative buyers as you wish to the Views mailing list. The decision to submit or not to submit contacts is entirely research…Views will up to you. Before the end of the first subscription year, research buyers will be invited to renew their seek to enhance the free subscriptions. conduct of qualitative Confidentiality Issues research among a wide The Board of Directors, QRCA headquarters, and the Views Committee are extremely sensitive to variety of readers, concerns that members may have about protecting the confidentiality of their clients and prospect primarily QRCA contacts. After all, QRCs have spent years developing and nurturing Fortune 500 and global contacts. To protect the privacy of these contacts, QRCA will be taking several steps: members but also 1. The Views mailing-list database will be kept on a fully dedicated, password-secure computer in the including other QRCA offices. Mike and Janet Jenkins will control access to this computer. practitioners, users, 2. Neither QRCA’s president, members of the Executive Committee, the Board of Directors, nor any members will have access to the subscriber list. academics, service 3. Views’ publisher, Leading Edge Communications, Inc., is permitted by contract to use the Views providers, and database solely for the purpose of generating mailing labels. They are not permitted to share the list or students.” mailing labels with any organization outside of QRCA. – QRCA Views Opportunities for Authors Mission Statement, Have you conducted an interesting global study or perhaps a study that employed innovative methods March 2002 or an unusual mix of qualitative methods? Have you read a good business book lately that you would like to review in Views? Would you like to share ideas about how to make business practices more efficient? Our editors are anxious to receive article ideas and submissions for upcoming issues. Once Views starts reaching 5,000 research buyers, contributing authors will benefit from exposure to a highly targeted audience. Please send query letters by email to Timm Sweeney or to the appropriate feature editor listed on the bottom of page 4 of this issue.
8 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org SERVICES: MANAGEMENT: • National Recruiting Paul D. Schricker Senior Vice President • Field Management Services Account Services [email protected] • Focus Vision Worldwide Joseph J. Santos • 32 Station Recruiting Center Senior Vice President Recruiting Division • 50,000 Active Database [email protected] • Living Room & Traditional Patrick A. Creeden Conference Areas Manager • Off-Site Group Facilities Recruiting Division [email protected] • In-Home Interviewing
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Receive Free Night at 5-Star Boston Harbor Hotel When You Schedule Recruiting and Facility ■ FROM THE PRESIDENT ■ Three Wishes Jeff Walkowski suggests ways for QRCA to become the qualitative research industry leader.
f you were granted three wishes for QRCA, what would they be? When I thought about my answer, I easily came up with more than three wishes but found it equally easy to I pick my top choices. Before I share my wishes with you, I must first say that although I hope they will find widespread support from my fellow board members and reflect the majority opinions of our members, they are, in fact, my personal opinions. I present them here, however, to spark discussion throughout QRCA about where our organization is headed and where we want it to go. Another point I want to mention before sharing my wishes is that after I reflected on some notes I jotted down about all three, I realized that each wish, if granted, would move QRCA closer to achieving one of its primary goals: QRCA will be an industry leader for Jeff Walkowski qualitative research as recognized by all segments of the research industry and the media. QUALCORE.COM, INC. At the New Orleans conference, there was a lot of discussion among leadership teams Minneapolis, MN about the extent to which we’ve realized this vision. Unfortunately, the resounding [email protected] consensus is that we still have a long way to go toward achieving this goal. As you read my wishes below, see how they fit in with this goal. Wish #1: Expand Membership Opportunities QRCA is a maturing organization. Some of our founding members have already retired, some have set a retirement date, and others are beginning to see retirement rising on the horizon. Is there a place in our organization for retired members? Currently, no. Do any of these retired or soon-to-be retirees have a desire to keep ties to QRCA? More than one have told me yes. Can QRCA benefit from keeping these members in the fold? I definitely think so. The still-working members of the organization can certainly benefit from the wisdom of those who’ve put so many years into the profession and our organization. Except for perhaps some of our newest members, I doubt that any of us— prior to becoming qualitative-research practitioners— actually envisioned ourselves in this profession. With graduate programs in marketing research now in existence (though not specifically in qualitative research) and with ever-increasing public awareness of focus groups and commercial firms that offer moderator training, the possibility of a career path in qualitative research is beginning to emerge. Those who are interested in investigating the profession naturally look to QRCA as a resource. Yet QRCA offers only limited opportunities (e.g., access to public areas of the website, attendance at a maximum number of local chapter meetings) for these potential future leaders of the qualitative research industry. Giving them more access to QRCA can enable them to learn more about our industry and perhaps help them find a mentor within the organization. QRCA would reciprocally benefit from being able to influence our industry’s future practitioners. Before the Minnesota Chapter of QRCA was formed, an informal moderators’ group met sporadically in the Minneapolis-St. Paul area. I attended at least two of those meetings when I moved to the area seven years ago. What an eye-opener it was for me to learn that qualitative staff exist in organizations where I would never have imagined (for example, at newspapers and hospitals). Through those meetings I developed a deeper appreciation for the extent to which qualitative research is embraced by commercial as well as nonprofit organizations. I was truly excited that the Minnesota chapter of QRCA was formed, but I was also saddened by the realization that other qualitative-research practitioners in my own locale could not be members. Thus, there are many segments of the qualitative-research practitioner rainbow, yet our organization is made up of only one of those segments. There are those seeking to launch a
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10 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org articular? P Very Particular? Extremely Particular? ...so are we.
SERVICE ABOVE AND BEYOND 410.583.9991
Qualitative Research Consultants Association QRCA 2004–2005 (QRCA) serves its members in the industry through Officers and Board education, promotion and representation. The statements and opinions expressed herein are those of of Directors the individual authors and do not necessarily represent the views of the association, its staff, or its Jeff Walkowski board of directors, QRCA Views, or its editors. Likewise, the appearance of advertisers, or QRCA PRESIDENT members, does not constitute an endorsement of the products or services featured in this, past or Diane Harris subsequent issues of this quarterly publication. VICE PRESIDENT Copyright ©2004 by the Qualitative Research Consultants Association. QRCA Views is published quarterly. Subscriptions are complimentary to Bob Kahle members of QRCA. POSTMASTER: Send change of P.O. Box 967 TREASURER address notification to QRCA, P.O. Box 967, Camden, TN 38320 Camden, TN 38320. Postage guaranteed. Third-class postage is paid at Franklin, TN. Printed in the U.S.A. Gillian Tuffin Tel (toll-free in N. America): Reprints and Submissions: QRCA Views allows 888-ORG-QRCA SECRETARY reprinting of material published here. Permission (888-674-7722) requests should be directed to QRCA. We are not responsible for unsolicited freelance manuscripts and Tel (International inbound calls): Mark Lovell 731-584-8080 photographs. Contact the managing editor for Hy Mariampolski contribution information. Advertising: For display and classified advertising rates and insertions, please Phone: 703-934-2155 David Van Nuys contact Leading Edge Communications, LLC, P.O. Fax: 703-359-7562 Dorrie Paynter Box 680142, Franklin, TN 37068-0142, (615) 790- Email: [email protected] 3718, Fax (615) 794-4524. www.qrca.org Kristin Schwitzer
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 11 Three WIshes CONTINUED
career in qualitative research, those who are retiring from member clients. It could make use of from the workforce, and several segments in between. independent judges (perhaps research buyers, To truly represent the qualitative research industry, instead of or in addition to QRCA members). A our organization should in some way make room for reward program provides an incentive for more (if not all) of these constituencies. membership, and it provides a public relations coup for QRCA to showcase an example of good Wish #2: Be Recognized by qualitative research. Research Buyers ■ Consider setting up an optional peer-review I wish that when I mention to prospective clients that I program. The general notion of a peer review is to am a QRCA member, they reply, “ Great! We only help an individual understand— from a group of work with QRCA members!” Better yet, I’d love it if a respected peers— what one’s strengths are and in prospective client approached me and said, “ We need what areas one can improve. No doubt this can be qualitative research services. I know that moderators scary for the person being reviewed, but if handled who are members of QRCA are the best, and I saw well, it could serve as a member benefit, could you listed on the QRCA website. Can we talk?” attract new members, and could boost the level of Unfortunately, within my circle of clients, I’ve never professionalism in the industry. come close to hearing either of these two comments. In ■ Reexamine credentialing. Over the years, fact, while they’ve never come right out and said it, the credentialing has ebbed and flowed as a hot issue more common reaction I get from prospective clients for debate within QRCA. The arguments on both when I mention QRCA is, “ QRC what?” sides are strong and too numerous to detail here. QRCA’s own research shows that there is low Suffice it to say, however, that while credentialing is awareness of our organization in the qualitative- not a requirement to raise the profile of our research buying community. If buyers are unaware of organization and move us toward our goal, it our organization, how can we, as an organization, certainly would help it along those lines. It is an have a credible and persuasive voice? option that should be at least be reconsidered. Fortunately, the QRCA Communications Committee is hard at work on a number of initiatives Dream On? to boost awareness of QRCA among qualitative Those are my three wishes. I do not realistically expect research buyers and to educate them about the value all three of these to happen in the near future, but I of QRCA members for their research projects. It may personally would be proud of our organization for be a tough row to hoe, but I’m confident that we will making any steps in these directions. Not only do I make improvements in this area, which will help us think that these wishes, if fulfilled, would enable comfortably be branded as the industry leader for QRCA to more legitimately claim to be the qualitative research. qualitative-research industry leader it espouses to be, but they would increase member value as well. Wish #3: Recognize Excellence in What are your wishes? What do you think of mine? Qualitative Research I encourage you discuss them with your fellow QRCA recognizes service to the organization, but it members and with anybody in a leadership position does not reward excellence in qualitative research. A within the organization, be it a chapter chair, leader in the industry would, in my opinion, be one committee chair, or board of director. May all of our that can recognize excellence in the profession. I am collective good wishes for QRCA come true! not saying that this would be an easy task, but I think it is worth investigating. It would raise the profile of our organization and thereby help us live up to our goal of being the qualitative-research industry leader. I see several possibilities: ■ Establish an annual reward program that recognizes the qualitative-research consulting achievements of one or more members. This could be driven by nominations
12 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org
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T h y 87 a e nk dn s Chef Ro 410.583.9991 www.baltimoreresearch.com 16 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org B Y A NNE E. BEALL, PH .D. Beall Research & Training, Inc. • Chicago, IL • [email protected]
uring a website usability study, a moderator What Does Nonverbal Behavior observes that respondents show almost Communicate? Dimperceptible signs of discomfort when they Research indicates that although people may access certain parts of the website. These signs of strongly attend to what is said, nonverbal discomfort are so slight that most moderators would behavior may comprise two-thirds or more never see them. The respondents tend to touch their faces, of total communication. And although people twirl a pen between their fingers, or play with the mouse. have the option not to speak, they can never be The moderator looks more closely at these behaviors, and silent nonverbally. Nonverbal signals are a rich she notices that they tend to occur during the registration source of information about our respondents, process. Closer examination and an in-depth probing how they perceive their world, and what emotions reveal that this process is tedious and somewhat they experience about products, services, brands, confusing. Her insight into this part of the website helps and even about us as moderators. Furthermore, the company redesign the registration pages and retain our own nonverbal behavior can be useful in customers who would have left the website. reacting to respondents and increasing their A moderator conducts a focus group about financial comfort and disclosure or exerting control services. He asks the participants to describe the various over a group. companies in the market. One respondent begins to There are many ways to think about nonverbal gesture with her hands. As she starts talking, the communications. One mistaken belief is that specific moderator notices that she seems to be putting companies behaviors indicate the same thought for all people. into groups, and that some groups appear to be clustered Unfortunately, nonverbal behavior is more complex. together, whereas others are placed off to the side. Seeing Using a framework is the most useful way to an opportunity to discover how these companies are understand respondents because a combination of categorized, the moderator asks which companies go behaviors tells a story. One framework is together. The result provides an interesting insight into PERCEIVE™ , which stands for: how consumers categorize these companies, what the Proximity criteria are, and how the client’s company is perceived. Expressions Both of these examples point to the importance of Relative Orientation nonverbal communication and how it can be used to Contact derive insights for our clients. Much qualitative research Eyes is focused on what respondents say to us. As a result, Individual Gestures sometimes nonverbal communication— an equally Voice important aspect of communication— is overlooked. Existence of Adaptors
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 17 Beyond Words: Reading the Hidden Communications… CONTINUED
Each aspect of PERCEIVE provides a piece of the pull their chair closer to the table. In general, puzzle. Proximity and Relative Orientation are the respondents will disclose more of their thoughts and foundation for all nonverbal behavior. feelings when they are comfortable and when they like Proximity is the distance between individuals. the moderator and the other respondents. Generally, respondents will sit, stand, and want to be Relative Orientation is the degree to which people near people they like. As respondents become more orient toward one another. A parallel orientation engaged with a moderator and topic, they will often indicates that a person is interested and focused on the other person. As respondents become less “Reading and using nonverbal communication can make the difference between ordinary, uninspired research and qualitative research that reveals tremendous insights and delivers real benefits.”
interested in someone or something, they will often orient their bodies away. A good way to decode orientation is to observe where a person’s feet are placed, which sometimes reveal where they actually want to go. Expressions refer to facial expressions and can occur for as little as one-fifth of a second. These very brief expressions are called micro- expressions, and they occur when respondents are trying to hide a feeling. Interestingly, when people begin to experience an emotion, their facial muscles are triggered. If they suppress the expression, it’s shown for only one-fifth of a second. If they do not suppress it, the expression will appear prominently. The six universal expressions that all cultures recognize are happiness, sadness, anger, fear, surprise, and disgust. Contact stands for physical contact. Generally, the amount and frequency of physical contact indicate a closeness, familiarity, and degree of liking. A preponderance of touching indicates strong liking for another person. Eyes primarily show whom or what people most like or show an interest in. You can gauge liking and interest by the frequency, duration, and total amount of time respondents spend looking at people or things. Individual Gestures can convey thoughts and feelings that may or may not be communicated with speech. Some typical gestures are ones that indicate how things are organized in the mind (e.g., hands group
18 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Beyond Words: Reading the Hidden Communications… CONTINUED
things together or place things near or far away from The degree of physical proximity that occurs in each other), what an experience was like (e.g., handling normal conversation may be greater in some societies or using a product), or what a person’s viewpoint, role, than in others. Physical contact also varies by culture. or thoughts about another are (e.g., a person may For example, people in Mediterranean and Latin motion their hands toward himself when describing a countries have much more physical contact (e.g., full deeply held belief or may gesture outward to refer to embraces between men) than do people in America and others when describing thoughts or experiences he Britain, who tend to shake hands. associates with another person). Gestures can also reveal how people are feeling. Research indicates that people tend to gesture more when they are enthusiastic, excited, and energized. People gesture less when they are demoralized, nervous, or concerned about the impression they are making. Voice, or speech, provides much information about the demographics of our respondents (e.g., gender, age, area of origin, social class). Voice can also reveal emotions, which are transmitted through the tone of the voice, accentuation of words, rapidity of speech, and the number of speech errors (e.g., er, ah, um, phrase repetitions such as “ I usually, I usually,” or sentence changes such as “ We tend to... you need to” ). Typically, speech errors are indicative of discomfort and anxiety. When a respondent begins to have a lot of speech errors, he or she may be anxious and ill at ease. Existence of Adaptors is the last piece of PERCEIVE. Adaptors are small behaviors that tend to occur when people are stressed or bored with a situation. Examples include a person who plays with her rings, twirls his pen, or touches her hair. Moderators who are very observant will see that as respondents become bored, stressed, or irritated, the number of adaptors will increase. Cultural and Individual Differences One question many people ask is whether there are cultural or individual differences in nonverbal behavior. Although many aspects of nonverbal communication are similar across cultures, there are some differences in degree and in the rules of expression. For example, although there are six facial expressions that are universally recognized across all cultures, societies may have different rules about when they can and cannot be displayed. Eye contact is another area in which cultural differences play out. For example, Arabs tend to make more eye contact than do North Americans. Africans, in contrast, are taught to avoid eye contact when another person of higher status is speaking.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 19 Beyond Words: Reading the Specializing in Telephone IDI’s Hidden Communications… RICKMAN for Multiple Industries & Topics CONTINUED (Nearly 1,000 completed) RESEARCH If you are reading the nonverbal & COMMUNICATIONS 24/7/365 — Worldwide (24 countries behaviors of individuals from a culture with which you are less familiar, it is thus far) — Taping Available Silver Spring, Maryland important to look for changes in a (Founded 1994) person’s behaviors— particularly Also: Surveys; Usability Tests; Focus Groups/IDI’s; changes from the norm— and to learn Meeting Facilitation; Writing & Editing the particular rules of expression for that [email protected] or society. Although a person may stand a Contact Leonard Rickman: 301-649-7073 bit more closely to you in one culture than in another, decreasing proximity is likely to have the same meaning regardless of the starting point. Individual differences also exist even within cultures. Research indicates that more extroverted people tend to stand Great moderators understand body language and use it very deliberately in their research. more closely to others and to engage in more eye contact with others. More introverted individuals tend to approach people less closely and engage in less eye contact when interacting. Each aspect of body language provides an overall picture of what a respondent is experiencing. If a respondent exhibits close proximity, positive expressions (including micro-expressions), a parallel relative orientation, physical contact that is appropriate for the situation, eye behavior about half the time, a small-to- moderate amount of gesturing, voice behaviors that do not include speech errors or emotional leaks, and very few adaptors, then this person likes and is interested in the moderator, stimuli, and topic. Not all of these behaviors may be present, but a preponderance of them will tell a story. Using Your Own Nonverbal Communication to Your Advantage Reading respondents is clearly important, but so is using your own nonverbal communication. One thing that effective moderators are able to do is to increase comfort and disclosure from their respondents. Three things will increase the length of respondents’ utterances: 1) a “ mmm- hmm” from the moderator, 2) the
CONTINUED ON PAGE 22 20 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org no bull.
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moderator’s nodding, and 3) the length of the moderator’s questions. A simple “ mmm-hmm” while a respondent is talking will tend to increase respondent disclosure and encourages a respondent to expound on his or her response. Head nodding also delivers the same results. Interestingly, the length of a moderator’s questions can also influence the length of a response. When moderators ask a brief question, respondents tend to deliver brief responses. A longer question provides a cue that the answer should be lengthier and should include some degree of reflection. Another moderator goal is to establish authority and to rein in a group that has careened off the topic. You can achieve a sense of authority several ways: Use direct and sustained eye contact when speaking to the group, direct your orientation toward the group, use a loud voice quality (particularly in getting Another moderator goal is to establish authority and to rein in a group that has careened off the topic.
attention at first), don’t allow others to interrupt you (persist when others are speaking), and assume an open and relaxed posture. All of these behaviors exhibit a clear nonverbal message that you are in charge and fully expect cooperation. There are many applications for nonverbal communication. Good moderators may use it intuitively, but great moderators understand body language and use it very deliberately in their research. The results can be dramatic. Interpreting and using nonverbal communication effectively can make the difference between ordinary, uninspired research and qualitative research that reveals tremendous insights and delivers real benefits.
22 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org merica’s ethnic communities are rapidly expanding, and as they grow, they’re A making substantial impacts on virtually every consumer market, from automobiles to sportswear, real estate to fast food. But who are they? How much purchasing power do they wield, and what does it mean to your business? Most importantly, how do you best make your mark among them? Giving you the answers to those questions and more is our forte. Experienced and incisive, Ebony Marketing Research has the facilities and expertise to access your key target markets, analyze their perceptions and preferences, and then deliver to you the data you desire. With focus-group facilities located in key ethnic areas such New York, Atlanta, Miami and Washington DC, Ebony Marketing Research is already poised to provide the minority reports you need. We’re here, now, to help you get results.
telephone: 718.320.3220 • fax: 718.320.3996 www.ebonymktg.com • [email protected] 2100 Bartow Ave • Baychester, NY 10475
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Allan Applebaum Ken Berwitz Market Probe International Ken Berwitz Marketing Research 212.725.7676 732.780.5656 ■ QUALITATIVE TOOLBOX ■ Advisory Panels and the Healthcare Industry Eric Swatek discusses healthcare advisory panels and the role QRCs can play.
B Y E RIC S WATEK, CFGD Kendall Gay Consulting • Venice, FL • [email protected]
he term “advisory panel” refers to a group of executives, professionals, and Healthcare customers appointed by a company to provide guidance and support on companies are issues critical to the organization. This panel offers guidance, as opposed Tto a board that offers governance. Pharmaceutical companies and discovering that healthcare organizations use advisory panels to help identify and shape their advisory panels promotional messages and frame their marketing communications. Healthcare companies are discovering that advisory panels can serve as a can serve as valuable complement to the knowledge of the management. Indeed, in today’s a valuable increasingly competitive and complex healthcare marketplace, more companies use advisory panels to assist in developing strategies and tactics in complement to order to deliver sustainable, competitive advantages. the knowledge of the management.
26 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Advisory Panels and the Healthcare Industry CONTINUED
Panelists are typically key opinion leaders who, by ■ What is the desired impact of the meeting in the definition, are at the forefront of their field through marketplace? their work in a particular disease state, therapy, or ■ What will panel members be expected to area of care. Some panels consist of experts in one contribute? field of specialty, such as cardiology; others may ■ How will we measure success? include multiple specialties, depending on the nature of the therapeutic area involved. Product managers For the attendees, QRCs can assign pre-meeting from the client company typically coordinate the homework, which can consist of reviewing standards, panel activities and seek and maintain relationships with product-friendly clinicians. Members of the client’s marketing and marketing-research departments also play a role, helping to coordinate meetings and set topics for discussion. While the advantages of using advisory panels are not always immediately obvious, there are several clear-cut benefits: ■ They provide continuous, ongoing feedback on issues that arise among customers. ■ They identify advocates for the brand who will speak to local, regional, and national clinician audiences about the product and its use. ■ They identify ideas to be promoted in marketing communications such as journal ads or sales detail calls. ■ They identify and refine product enhancements or a new indication for a pharmaceutical product, driving market expansion.
QRCs help facilitate and guide the advisory panel by working closely with their clients, usually the product manager and marketing-research counterparts, to identify and define objectives, stimuli, and deliverables for the advisory panel meeting. Successful advisory-panel meetings require extensive preparation to help ensure the meetings are on task in addressing key business needs and that participants know the roles they will play and the desired outcomes of the meeting. Planning for the Advisory-Panel Meeting Prior to a meeting, the QRC meets with the clients to understand the business problem and seek answers to these questions: ■ What do we need to learn as a result of the meeting? ■ How will we learn it? What questions will we ask, or what data will be discussed?
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 27 Advisory Panels and the Healthcare Industry CONTINUED
reading monographs, studying slides, or any piece of and disadvantages offered by each product and information that will help the advisory-panel member be how to leverage the differentiating factors into a better prepared for the meeting. Since business and market advantage. therapeutic issues can be complicated, encourage Finally, QRCs must consider deliverables before the panelists to familiarize themselves with the specific issues meeting and determine how to organize the findings so at hand instead of arriving at the meeting with little that data collection can feed into the final report. forethought. One useful option is to survey attendees before the meeting, to gather direct feedback from thought leaders and help stimulate thought about the meeting topics. Questions can center around the knowledge that members have of the drug or product on which they are advising. Other questions can be targeted to help improve communication to physicians. Then, use survey results as a springboard for in-depth discussions at the meeting. QRCs will need to identify potential issues and be prepared. Consider, for example, a new drug in the same therapeutic class that is being launched in direct competition with the client’s product. Advisory-panel members must know the data from clinical trials, how the new drug works, and any additional indications in order to identify potential ways that the competitor will try to create market share. QRCs should share this information with the members and discuss it in an environment conducive to uncovering ways to meet the challenge. An ideal way to fully explore the issues is through SWOT analysis, measuring the Strengths, Weaknesses, Opportunities, and Threats of the drugs in the same category. Panel members undertake an honest evaluation of the client’s product as well as the competitor’s to fully understand the advantages
28 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org During the Meeting Depending on the size of the group, there may be a general meeting session followed by focus-group breakout sessions. The general session serves to communicate meeting objectives, format, expectations, and the like to attendees. QRCs can be tapped to act as master of ceremonies, keeping the meeting on task and on schedule. They should present pertinent data to participants in order to set context. This information may be new data on a particular drug and/or data collected and analyzed from any prior homework or surveys conducted before the meeting. The presenter should certainly clarify expectations of the meeting during the general session, since people are more comfortable and productive if they know what is expected of them and what processes will be employed. The breakout groups typically have eight to 10 participants, each with its own moderator. In these types of advisory-panel meetings, moderators may treat group members more as insiders than typical focus-group respondents. Also, moderators may be forthright regarding business problems and desired solutions, since the idea is that everyone involved in this process is in partnership. A team of product managers, marketing managers, and research managers from the client sit in to observe the groups, but typically they don’t interact beyond providing clarifying information related to specific products. In some cases, clients take a more active role and present data and may even act as co- moderator with the QRC. The individual breakout sessions may have different or overlapping goals. Discussions may center on current market dynamics, newly found problems with treatments, defining a new counter attack ® against competitors, new uses for a drug, At The Insight Works we believe there is a difference between knowing or recent clinical studies illustrating new your customers and understanding them. Our visual ethnographic research data for a currently marketed drug. Output techniques conducted by our multi-lingual anthropologists combine to from the breakout sessions can be fed back bring a new level of insight into the motivational nuances underlying to the marketing department for use in a behavior in multicultural families. The learning that results far transcends new promotional campaign or as focus group deliverables plus our documentary style video reports both information to be shared with members of the speaker bureau, for example, for use in substantiate the written report and allow the new understanding to be future presentations. disseminated selectively within the sponsor corporation. After the Meeting QRCs will have plenty to do following the meeting, including identifying findings and Advisory Panels and the Healthcare Industry CONTINUED
assembling them into a proper report for the client. almost equally valuable since they may gradually These findings typically include a report of discussion influence customer opinions and decisions regarding topics and, naturally, the panel’s recommendations. the product. New promotional messages developed In addition, QRCs should offer their own objective as a result of advisory-panel meetings can be observations and recommendations, which offer communicated through such vehicles such as added value for the client. detailing, journal ads and articles, and at local or While measurable endpoints are the desired regional speaker meetings. outcome when assembling a panel, softer goals are Even though the impact of advisory-panel meetings can be difficult to assess quantitatively, feedback about changed communications strategies Say what? that trickles back to clients by sales reps who talk to customers every day certainly helps prove their It’s more than what was said. It’s what was meant. effectiveness. At macBissey, we know how to make the most of your QRCs can serve as invaluable focus groups, interviews, and other recorded events. partners to client management in Kathy Bissey...317- 833- [email protected] organizing, facilitating and reporting on advisory-panel meetings, as well
M as in helping establish strong and macBissey productive relations with panel members. transcription services
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Research Dreams and Marketing Nightmares: A Report on New Thinking in British Market Research Hy Mariampolski describes ideas shared at the recent Market Research Society Conference in London.
B Y H Y M ARIAMPOLSKI, PH .D. QualiData Research Inc.• San Francisco, CA • [email protected]
A major take-away hen it comes to drinking from the fountain of new thinking, there is nothing as refreshing as spending several days with colleagues in the from the MRS WUnited Kingdom. Participating in the recent conference of the Market Research Society conference: (MRS), themed “ Welcome to the Dream Economy,” provided me with an Consumers opportunity to engage with old friends and make some new ones while paying attention for insights to apply in my own business and to share with my throughout the American colleagues. Although the MRS is open to practitioners and users, consultants and planners of all methodological tendencies, it seems that our world are changing qualitative cousins dominate the revolutionary thinking on exhibit at the various presentations and debates. and researchers The chief joy of participating in a British conference is also one of its greatest need to keep up challenges. Although one is likely to hear breakthrough ideas, they may or may not be easily integrated into research practice. Still, the engagement with with them by alternative perspectives is quite worthwhile because they point to what we all adapting our are likely to be thinking and doing in the future. methods and research designs.
32 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Research Dreams and Marketing Nightmares CONTINUED
Presentors pointed to several trends that are Applying the metaphor of a music remix, in which impacting researchers and marketers: various voices and sounds are creatively reassembled to ■ Consumers throughout the world are changing and produce a fresh new piece of music, the researchers researchers need to keep up with them by adapting also turned the films and group transcripts over to a our methods and research designs semiotician who brought another perspective to the ■ Shoppers are becoming more marketing smart and analysis, focusing on “ some basic oppositions around impervious to manipulation. They are turning more control and chaos, about the Romantic Self and about cynical about media and are gaining a socially conscious streak that is challenging the marketing enterprise. ■ Our conventional ideas about decision dynamics and the marketing process are losing their hold. New approaches to accessing, understanding, and interpreting consumers are needed to keep up with the wild tigers marauding through our marketplaces. Bricolage An engaging presentation by John Griffiths (Planning Above and Beyond), Siamack Salari (Everyday Lives), Greg Rowland (Semiotics for Brand) and John Beasley-Murray (University of Manchester) illustrates the benefits of using new approaches. They demonstrate how “ bricolage” — i.e., drawing from a wide range of techniques to build a comprehensive picture of the customer— can advance the process of analysis. Based on a study conducted to develop ways of controlling the problem of binge drinking in the UK, four qualitative approaches— ethnography, semiotics, literary analysis, and group discussions— were creatively integrated to produce insights that exceeded the potential of each individual approach. One of the more original tactics applied in the study was to start by videotaping several natural friendship groups while they were out on the town in London and near Manchester and, then, to play back segments of these tapes for several focus groups. “ This was a first,” said ethnographer Salari. “ Conventionally, I make films for clients, not for consumer groups. It was interesting how showing the films at the start of the groups created an impetus that drove the subsequent discussion.” Respondents were able to visualize themselves more objectively after viewing the tapes and were able to fill in the blanks, for example, by reinforcing the observation that much of the bingeing occurs at home prior to the excursion.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 33 Research Dreams and Marketing Nightmares CONTINUED
the emotional lack to which alcohol seems to be the Three Dreams answer in many Northern European communities.” In the Dream Economy, the value of everyday objects The ultimate issue, according to his perspective, was no longer resides in functional benefits. Instead, what the meaning of bingeing and how that fit with the these items symbolize is what matters. For Dr. Rachel proscriptions and liberties of British culture. Lawes (Lawes Consulting Ltd.), “ this means that the Literary criticism delivers a form of analysis value of a pair of shoes, say, no longer resides in similar to semiotics; however, the critic’s properties of comfort, fit or durability, but rather in the contribution to the remix was original but somewhat names Prada and Nike, and in the ability of those puzzling. He focused on the fictional creation of names to serve in consumer culture as signs of wealth, reality in the group discussion and what could be exclusivity, athleticism, achievement, and so on.” learned by criticizing the moderator’s role as the Alternative research models that focus less on creator of the highly restricted “ truth” emerging individual consumers’ psychological structures and during the session. more on society and culture are required, according to Ultimately, the authors defend the premise of the author. Lawes insists that we need to move “ past sharing the analytic process with people coming from researcher-generated questions about dreams and go alternative perspectives and not relying on the focus- straight to the place where dreams themselves are group moderator as the solitary analyst. Their goal is located— in the social context and cultural output of to “ free the moderator from the untenable position the relevant consumer group.” In other words, asking of being sole judge, prosecutor, defense counsel and shoppers questions may not be as relevant as going jury.” In their view, the moderator should move from straight to the host of new social patterns and products being the “ controlling auteur” to being part of a that represent consumers in the Dream Economy, collaborative process, just one among several things like “ wedding videos, holiday postcards, pub viewpoints. quizzes, book groups, professional and amateur
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34 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Research Dreams and Marketing Nightmares CONTINUED
dramatics, skateboard parks, karaoke, speed dating, people who have the power to unleash an epidemic of Coronation Street and Heat magazine.” demand for our products and services. Lawes posits three dreams in this new economy Gladwell’s work extends our understanding of this that may be studied through alternative approaches: process by demonstrating how word-of-mouth personal transformation or altered identity; marketing works on the micro-level through painlessness and freedom from care; and hope’s connectors and mavens who have the requisite triumph over reason. She then uses three similar and knowledge and contacts. Eventually, if the context is easy-to-integrate qualitative approaches— right, product adoption works virally— using the ethnomethodology, semiotics, and discourse metaphor of disease— as a kind of contagion that analysis— to deliver fresh insights in relation to these spreads through a population that runs out and buys issues. Although the latter two approaches have Post-it Notes, Nike sneakers, or Microsoft Office. become quite popular recently, Lawes’ use of CONTINUED ON PAGE 38 ethnomethodology was rather surprising. A product of academic qualitative research, Harold Garfinkel’s approach inspired many In the Dark theorists and practitioners when it first appeared in the ‘60s and urged us, in the author’s about where to find an outstanding paraphrasing, “ to examine people’s common- NY/NJ Metro Focus Facility? sense knowledge, to develop a real ‘insider’s view’ of the society under study.” Zipping through a range of cultural We can shed some light! references— from frequently viewed TV commercials and magazine articles, to installations by the upstart British artist Damien Hirst, to various web logs— Lawes sheds light on her objects of analysis. She proves the value of ✔ Facility Designed by Experienced Moderator going to more broadly defined sources and ✔ defying the “ overwhelming attention to Consumer/Professional/Medical researcher-elicited consumer talk in the form of ✔ Outstanding Client Service interview transcripts and group discussions.” ✔ Extensive Databases The Tipping Point ✔ ‘GRA’ Further challenging received wisdom, Dr. Paul Precise Recruiting Let our matter Marsden (Brand Genetic) offers another highly work for you! controversial solution to the dilemmas of the Dream Economy in his paper, “ The Tipping Point: GRA/Glickman Research Associates, Inc. From Dream to Reality.” Building on the 160 Paris Avenue * Northvale, NJ 07647 challenging principles about the adoption of new Ph: 201-767-8888 * Fax: 201-767-6933 products presented by Malcolm Gladwell’s The Email: [email protected] Tipping Point, Marsden concludes that market Visit us on the Web: www.glickmanresearch.com researchers need to cure their obsession with the masses and, instead, focus only on those consumers that make a difference by their tendency to try new products and convince their fellow shoppers. Gladwell’s Law of the Few recognizes that the popularity of products is spread by the early adoption patterns of a highly specialized and self-confident group of people that will vary for every product category. The major implication of this phenomenon for research, according to Marsden is that, not all consumers are created equal. Some are more equal than others. By preferentially partnering the infectious Few in research, we will be focusing on the “ consumers that count,” addressing the right needs of the right
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 35
Research Dreams and Marketing Nightmares CONTINUED
In a surprising turnabout, however, Marsden complicate our recruitment efforts and break the argues that researchers ought to involve themselves trust that respondents feel when they agree to actively in this product-diffusion process by participate in our studies. collaborating with clients in a way that encourages market research to become an active promoter of viral marketing. Every researcher has encountered Every researcher has encountered instances in which instances in which the act of the act of interviewing encourages a respondent to buy something he had no intention to obtain before interviewing encourages a agreeing to participate. Building on this observable respondent to buy something he fact, Marsden controversially proposes that we had no intention to obtain before obliterate the strict differentiation between research and sales and that we select influentials likely to act as agreeing to participate. connectors to get involved in our studies. He ends up applauding a controversial effort by Procter & Gamble Geezerland that uses research participation as a way of getting Ian Pierpoint and Andy Davidson’s (Vegas) session on teens to try their products. As he says, “ Instead of “ Geezerland” shared a light and humorous marketing at teens who no longer want to listen, they ethnographic exploration of contemporary working- are listening to them, putting new products in their class culture in Britain. Whether they are called hands and onto conversational agendas in the spirit “ geezers,” “ townies,” “ neds” or “ charvers,” Brits have and name of research.” always expected their working classes to be somewhat It appears to me that this was tipping a bit too far boisterous, yet charming. The “ haves” in British away from ethical research norms. If we blur the society treat working class people with a mixture of distinction between research and sales, it will disdain and affection, expecting them to act as loutish
CONTINUED ON PAGE 40
38 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org
Research Dreams and Marketing Nightmares CONTINUED
drunks and provide cheery entertainment in TV marketers like Burberry fret that their brand images programs like Coronation Street and EastEnders. will be swept downward as geezers adopt their Geezers should not be dismissed as a targeted brands as iconic badges of achievement. By way of market, however, since the authors find that their reassurance, the authors proclaim, “ The Geezer is sheer numbers are growing and purchasing power is here to stay— they’ll make you laugh, they’ll make booming as geezers take up lucrative trades scorned you cry, but don’t ignore them.” by young Brits going off to university. Anxious PowerPoint Flamingo’s James Parsons offered a provocative session about Microsoft’s popular presentation software titled, “ PowerPoint is Not Written in Stone: Business Communication and the Lost Art of Storytelling.” Parsons exposed the meaning structures embedded in the program and suggested ways to keep the software from overtaking real thinking. Semiotic analysis suggests that PowerPoint enforces a narrative structure that produces “ grand, inflated authority, an authority to which the audience, by convention, acquiesces.” Indeed, its hierarchic information pattern, Parsons complains, suggests an imperial edict that can confound creative and clear-headed thinking. Despite his delectable deconstruction of PowerPoint, Parsons’ goal is not to defeat the program but to revivify it through integrating it with the “ lost art of storytelling.” Drawing on sources as • Impeccable Service diverse as Walter Benjamin, IBM’s Louis V. Gerstner, Jr., and the writer of La Chanson de Roland, the author • High Quality Recruiting concludes: A key challenge for our industry is to revisit the arts of clear, concise, well-argued oral • Superior Facilities communication, backed up with involving and engaging visual props (and PowerPoint is still the best tool for the latter) and further backed up by concise typographic documentation for Need anything else? Just ask. dissemination. Anti-Americanism As one of the few Yanks in attendance at the conference, I could not help being attracted by the title of Tom Woodnutt and Greg Burnside’s (Green Light NATIONAL DATA RESEARCH, INC. International) thoughtful analysis of the implications of Europe’s faddish anti- 770 Frontage Road, Suite 110 737 N. Michigan Ave., Suite 1310 Americanism for U.S.-based marketers. NORTHFIELD, Illinois 60093 CHICAGO, Illinois 60611 “ Wake Up and Smell the Cynicism: Tel: 847-501-3200 • Fax: 847-501-2865 • www.national-data.net Anti-Americanism and Its Implications” reports the results of a study that combines a review of relevant literature,
40 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Research Dreams and Marketing Nightmares CONTINUED
interviews with experts, focus groups among UK contradiction. Consumption is driven by functional consumers holding a range of alternative views, and benefits rather than politics, Woodnutt and Burnside a quantitative survey of around 600 people. argue. Furthermore, many U.S. brands are Politically oriented consumption appears to be unavoidable or so well embedded in British culture the aim of many who are disappointed by America’s as to be indistinguishable, such as the popular lunch military adventures, foreign policy initiatives, and chain Pret A Manger, a unit of McDonald’s. the character of our political leaders. Furthermore, Research findings also demonstrate that politically the anti-U.S. position gains support from the motivated consumption is simply not that relevant general opposition to globalization, which is to most British shoppers. Moreover, Brits maintain a regarded as advancing Western interests at everyone else’s expense, and from reports on exploitative business practices overseas. MRT Services, Inc. Woodnutt and Burnside insist, however, that reports of the collapse of American marketing power are premature. First of all, beliefs do not Support Center For The Market Research Industry appear consistently to be reflected in Partnered with Active Group for rapid real time Focus Group Transcripts action. “ Although they might condemn Specialty Transcripts & Report Writing Services a U.S. brand because of their anti- American sentiment on one occasion, SAME DAY / 24 HOUR TURNAROUND they can still be willing to consume it “Observing the best standards of objectivity and accuracy” on another,” the authors find. Various factors underlie this Toll Free # 1-888-MRT-SRVC www.mrtservices.com [email protected]
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 41 Research Dreams and Marketing Nightmares CONTINUED
balanced view, which recognizes the positive as well consumers are certainly becoming more cynical, and as negative aspects of American culture. You may their political passivity seems to be in decline. They dislike George Bush but nothing beats a Coke when need to be watched carefully, and Americans need to you need that thirst quenched. reevaluate the potential marketing disruptiveness of The authors warn, though, that their positive their government’s foreign policy. conclusions should not lead to complacency. British The Lobby At any professional meeting, the best learning and the most valuable NATIONAL networking seems to take place in the lobby rather than inside the conference chambers. The Barbican Centre, despite Field & Focus the brutalism and confusion of its interior Boston’s Complete Data Collection Service arrangements, and nearby pubs, true to form, offered the best of divergent thinking. Brenda Chartoff Discussions with Kevin McLean, President co-chair of the first AQR-QRCA International Conference in Paris and 205 Newbury Street • Framingham, MA 01701 chair of next year’s MRS, perhaps best Tel 508-370-7788 • Fax 508-370-7744 summarized the conclusions of the Email [email protected] proceedings. “ We seem to be focusing much less on what we do as opposed to what our clients need,” McLean insisted. “ We need to look critically at Qualitative recruiting and what we provide.” facilities, usability labs, At any professional internet video broadcasting, meeting, the best on-site intercepts... learning and the most valuable networking Member of active group internet seems to take place in video broadcasting the lobby rather than www.opinionsofsac.com inside the conference chambers. 2025 Hurley Way, Suite 110 • Sacramento, CA 95825 (916) 568-1226 • fax: (916) 568-6725 • hugh or magda @opinionsofsac.com At this moment, British research seems to be speaking with a growing confidence, eager to be radical and different, and engaging the future in creative terms despite considerable challenges to our profession. As user companies are cutting back or disappearing through mergers and acquisitions, researchers are seeking Premier Palm Beach County Facility closer embeddedness with clients. Most of all, as McLean says, “ We still need to Focus Groups & One-on-One Interviews demonstrate the benefits of listening, Expert Recruiting to your Exact Specifications watching, and conversations with Emphasis on Quality and Performance consumers.” Active Group On-Line Viewing
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42 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org
■ TECH TALK ■
Making the Most of Digital Audio Voice Recorders Gina Thorne provides an overview of the capabilities of digital audio recorders.
B Y G INA T HORNE New Think Inc. • Harrison, NY • newthinkinc.com
opics for this column usually arise from current technology that interests me and that are applicable to qualitative research. Our editor, Sharon Wolf, mentioned that she recently began using a digital voice recorder Tand suggested a focus on this product category for this issue. My first reaction was that such a subject seemed ordinary, given the many other gleaming tech tools on the market. After all, what could be more mundane than voice recordings for qualitative researchers? I was wrong. Technology always seems to raise the bar on the mundane. Who could have predicted the transition from land phones to cell phones, from Day-Timers to Palm Pilots, or from VCRs to laptop DVDs? While I continually keep an eye out for new devices, I was surprised to learn the many functions of digital audio recorders. Shrinking Technology Often, new technological gadgets alter in size to achieve uniqueness. The Walkman shrank radios, computer monitors became paper thin, and CDs morphed into small, shiny silver or gold discs. In keeping with the trend that
In keeping with the trend that small devices do big things, today’s digital audio voice recorders accomplish what the large, bulky ones never could.
44 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Making the Most of Digital Audio Voice Recorders CONTINUED small devices do big things, today’s audio voice recorders Recorders for Basic Users accomplish what the large, bulky ones never could. The basic digital recorder’s built-in memory starts at 16 Short of making coffee, today’s digital recorders offer a host of megabytes, which allows recording with no separate media interesting features beyond simply the ability to record sound. required. Your choice of recording speed (high quality, They are about the size of cell phones in small, colorful cases, standard, or long-playing) determines the total length of and weigh less than 5 ounces. Clearly these tools prove that even recording you can store at a time. These units with built-in researchers like to use— and be seen using— nifty gadgets. memory have shorter recording times than others, up to about two hours, which is suitable for a single focus group or several one-on- ones. Like its name implies, the long- playing mode offers the greatest recording time, with a barely perceptible difference in sound quality. These basic recorders operate on AA or AAA batteries, which last up to 25 hours. They can be outfitted with telephone recording devices and headphones, making them suitable for transcribers. Files are transferred to the computer via USB cables and ports, and transcribing or writing field notes can be done directly from the computer. In addition, such basic models can store voice messages in three to four folders, as reminders, to-do-lists, or however else you see fit. These simple models range in price from $40 to about $80, with the higher-end models offering indexing of recordings for easy search and retrieval. Check out basic models from Olympus: Models VN 120 (about $40), VN 240 (about $60), and VN 480 (about $80). These models would require you to transfer the files to a computer after each group or series of one-on- ones. For those who only record occasionally, these devices could prove useful for immediate capture of voice data. Recorders for Power Users As you might expect, you’ll pay more for more sophisticated devices. These fancier models, which are still as svelte as the basic options, offer storage of voice recordings on media cards, identical to those used with some digital cameras. Using a 64-MB or 128-MB card, you can get 22 hours or more of recording time— enough for four focus groups. And if you are conducting a series of groups, it takes only a few extra media cards to store additional data. Olympus seems to be an innovator in this area, collaborating with IBM
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 45 Making the Most of Digital Audio Voice Recorders CONTINUED
on a system that compresses voice data so that 20 minutes of voice recordings requires only 1 MB of space— quite a feat. With no bulk, no need to FedEx cassette tapes, and no heavy transporting, experience the joys of technology!
When you’ve finished recording, you can download the compressed voice data onto a computer via USB cable. That data can then be directly transcribed on the computer using special software. One of the best examples of such a program is Quikscribe, which functions exactly like a physical transcription machine and gives the transcriber the same control as if he or she were using a word processor. Further, the software allows on-the-fly editing, and you can even insert images into the text files. Pictured: Left, Olympus VN120; Because the data is digital, the files can then be sent Right, Olympus DS 2000 via email or stored on the computer or on media cards. This can be a boon for inserting quotes and images Transcriptions sent electronically reduce the cost and into reports and presentations, or for simply listening bulkiness of cassettes and lessen the likelihood of data to the recordings whenever you wish. And did I loss if the cassette is lost or stolen. Since most of us mention you can speed up the playback by 50%? travel with computers, we can transfer the data immediately to the computer or simply transport the thin, one-inch-square media cards back to the office for later transcription. With no bulk, no need to FedEx cassette tapes, and no heavy transporting, experience the joys of technology! Olympus has two similar devices, the DS 2000 and DS 3000, selling for about $259, though you can sometimes find better prices using price-comparison websites.
Recorders with Pizzazz
SONY ICD-MSS15: TRANSCRIPTION WITHOUT THE TYPING. Sony makes an interesting device that fits into the multifunctional class of recorders. The ICD-MSS15 model functions similarly to the Olympus offerings, except that voice files are stored on Sony’s memory stick. This model only provides a little less than two hours of recording time, but what makes it unique is that the device is compatible with a speech-recognition program called Dragon NaturallySpeaking, which converts voice files to text without the need for typing and manual transcription.
CONTINUED ON PAGE 48
46 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org You wouldn’t ride a bike with your eyes closed.
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To find consumers, call anyone. To find the consumers you need to reach, call Research House. For 25 years, Research House has been helping Canadian Research House Inc. organizations talk to the audiences they need to reach. 1867 Yonge St., Suite 200, Toronto, Ontario M4S 1Y5 Tel: 416.488.2333 1.800.701.3137 We’re Canada’s most versatile data collection company — and our team is bigger and better than ever before. No Email: [email protected] matter who your consumers are — or where they are — Quantitative: [email protected] we can find them. Qualitative: [email protected] Web: www.research-house.ca We’re accurate, experienced and fast. And we offer value An Environics Company and service that’s second to none. To find the consumers you need to reach, call Research House today. Making the Most of Digital Audio Voice Recorders CONTINUED This can be convenient for those whose typing skills are less than perfect or who prefer not to engage the services of a transcriber. You can get around the limited recording-time capacity by using additional memory sticks. Most likely, those of you who own Sony digital Services Include: cameras already have several sticks, and you can use them with this device. The • Complete Focus Group Sony sells for a little over $200. Facilities • Consumer, Executive, and OLYMPUS W-10: MIXING SOUND Specialty Recruiting WITH IMAGES. • 60-Station phone bank When it comes to digital recorders, — CATI Equipped, Olympus offers a wide variety of models from which to choose. The W-10 model Predictive Dialing Well known for outstanding provides up to three hours of recording • Central Location Tests time and comes with a built-in digital • Music Auditorium Testing professionalism and service camera. The device has special folders to • Mock Juries beyond expectations store digital images that can be • Intercept Interviewing interspersed with text files. How cool is State of the art facility with that? This image-and-audio recorder • Product & Taste Tests trained, skilled personnel sells for less than $100. • Store Audits • In store Merchandising Over thirty years of experience OLYMPUS DM-1: RECORDER AND & Demonstrations in the industry — a true leader HANDY MP3 PLAYER. • Mystery Shopping in reputation and practice Another Olympus device, the DM-1, is both practical and useful for business as well as fun and interesting for long, boring plane rides. This Olympus recorder not only makes voice Amy A. Morris recordings and allows for transcriptions, FOCUS GROUPS President but it also contains an MP3 player that’s OF CLEVELAND able to receive and play music downloads with remarkable clarity. 2 Summit Park Dr. Suite 225 The sleek, blue metallic case holds a Cleveland, OH 44131 smart media card and, depending on the • PRESTIGIOUS Rockside Road Exit I-77 size of the card, can accommodate up to • CENTRALLY-LOCATED 216-901-8075 22 hours of compressed voice files. At 800-950-9010 the same time, it can play about an Fax: 216-901-8085 • 3 SUITE FACILITY Email: [email protected] hour’s worth of music. One can listen to voice recordings or music, either through www.idirectdata.com the included headphones or through the small, but powerful speakers. Voice files are downloaded onto a computer via a USB port for transcription, but an AC adapter must ranscription be purchased separately. This device ◆ tin T Res S Mar ources sells for about $185 or less from various J online stores. 11042 Blix Street RIPFLASH PLUS: MP3 MUSCLE WITH West Toluca Lake, Ca 91602 VOICE RECORDER. Last, but not least, is an MP3 player with Email: [email protected] voice recorder. This device functions (818) 760-2791 somewhat differently from the others. Its unusually high-capacity memory of 128 Fax: (818) 761-7120 MB allows recording of about 30 hours of research with no outside media.
48 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Making the Most of Digital Audio Voice Recorders CONTINUED
Further, the device also accepts smart media cards, transcripts at their discretion, and all of this can occur which can then store yet another 30 hours of voice because of a tiny device that can slip into a purse or data. With this device and several media cards, you can briefcase and still leave plenty of room for our laptops, record all groups or interviews for a single project Palm Pilots and cell phones. before you need to download the data. If you have ideas for future topics you’d like to see in this What’s more, this device can record from any column, please write to me at [email protected]. source, such as from conferences, radio, CD player, cassette tape player, or record player. With the appropriate cables, playback can be heard through the included bud earphones or through any home, office, or car audio system. As an MP3 player, it also downloads and plays music with CD- quality sound. Because of the very large Misrecruits? capacity of this unit, you can store both music and voice recordings. The RipFlash PLUS is particularly useful if a client wants a moderator to play radio Since 1992, Infoco has commercials, which can be recorded onto provided thoroughly qualified the device and played to the groups, respondents and show rates followed by recordings of the groups of 90% consistently! themselves. When preparing a report, this We also provide seamless convenience eliminates the often project management cumbersome task of keeping track of the nationwide. order that audio commercials were presented. It also eliminates the vagaries of Our experienced managers and well-trained dealing with different audio devices in recruiters are the ideal package! different cities. This silver and black device with the LCD screen sells online for about $130. With one call from you, Summing It Up we handle the gamut of qualitative logistics: These tiny audio digital voice recorders Multiple city bookings, offer a wide range of both function and Screener development, quality levels. In addition to all of the time- Excel summaries, saving options they offer, for those of us Incentive disbursements, who regularly use digital cameras, having Transcription. the media cards double as recording devices is convenient and easy. In addition, transcription of voice data directly on the We guarantee the newest participants with: computer is a convenient way to produce Comprehensive past participation tracking edited transcripts, especially when using A dynamic, nationwide database. software that automatically corrects as you type. And perhaps best of all, for those of us All at competitive prices! who dislike typing, voice recognition software can be used with some devices for creating transcripts on the computer. Infoco These recorders allow us to keep our data in our own hands, conveniently and safely. Partnering for Quality Recruiting Moreover, keeping voice data for a period of time no longer presents a storage problem since computer files can remain together with all other files related to a 645 Oak Hill Drive project. When it’s time to purge voice data, Southlake, TX 76092 you simply move the data files to the Phone: 817-329-3567 Fax: 817-421-6555 computer trash bin. www.infocousa.com We can easily email the voice files to clients, if they wish, or provide them with
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 49 ■ TRAVEL & LEISURE ■ Atlanta: Old South Ambience with Contemporary Pizzazz Liz Nutter and Susan Sweet highlight Atlanta’s hottest attractions.
B Y L IZ N UTTER Leading Edge Communications • Franklin, TN • [email protected] AND S USAN S WEET Doyle Research • Chicago, IL • [email protected]
n the very heart of downtown Atlanta, a bronze sculpture of a flying phoenix lifts a woman from the flames below. A poignant reminder of the past, the landmark statue of the mythological bird symbolizes Atlanta’s resurrection from the ashes Iafter the city’s burning by Civil War General Sherman. And risen she has, in the splendor, grace and hospitality befitting the New South’s quintessential standard of cosmopolitan success. Today, Atlanta stands as a dynamic, energetic city, with her footings in a rich heritage yet her focus set firmly on the future. Home of Georgia’s state capital, the world’s busiest airport, and the global headquarters of CNN, Atlanta sparkles with contemporary flair, sweetened with old-fashioned flavor. CONTINUED ON PAGE 52
Today, Atlanta stands as a dynamic, energetic city, with her footings in a rich heritage yet her focus set firmly on the future.
©1998, Kevin C. Rose/AtlantaPhotos.com 50 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org GOOD VISION REQUIRES INTELLIGENCE Our unparalleled understanding of all aspects of focus group facility operations and client service has earned the trust of America’s most demanding and innovative marketers. For more than two decades we’ve provided clients with an environment to discover, explore and evaluate business insights and have allowed them to better understand their target consumers. Guided by intelligent management, we anticipate your requirements and are sensitive to our responsibility to assure that your needs are met. We offer the industries most sophisticated recruiting database, incorporating advanced screening pro- cedures to insure fresh qualified respondents, upscale catering for your culinary satisfaction. We also offer all available technology including DVD Video Recording, Plasma Screen and Wireless Translation to enhance the research process.
FOCUS ROOM Intelligence Is Our Business www.focusroom.com
693 Fifth Avenue 231 Central Avenue 1011 High Ridge Road New York, NY 10022 White Plains, NY 10606 Stamford, CT 06905 Tel: (212) 935-6820 Tel: (914) 682-8404 Tel: (203) 322-5996 Fax: (212) 935-6825 Fax: (914) 428-3925 Fax: (203) 322-0819 [email protected] [email protected] [email protected] FocusVision TM WORLDWIDE, INC. Atlanta... Old South Ambience With Contemporary Pizzazz CONTINUED
Downtown than 100 stores and a dozen spectacular restaurants For a firsthand feel of Atlanta’s earliest beginnings, (including the Old Alabama Eatery), as well as two start at Underground Atlanta. Steeped in history and dozen historical markers. culture, this six-block area in the heart of downtown is As the cradle of the nation’s Civil Rights movement where Atlanta first took root around the railroad. in the 1960s, downtown Atlanta’s Sweet Auburn Today, showcased among some of the city’s oldest district is home to the Martin Luther King, Jr. National structures, this 12-acre urban market features more Historic Site and The King Center, the official memorial dedicated to Dr. King’s legacy. The four-block area on Auburn Avenue MORPACE International includes Dr. King’s birth home, his final Focus Group Studios resting place, Ebenezer Baptist Church, library, archives, and more. "Rated one of the World’s Best Facilities!" Located next to CNN Center, the Georgia Dome and the Georgia World Congress Center, Centennial Olympic Park is Atlanta’s 21-acre legacy from the 1996 Centennial Olympic Games. Today, the park’s central attraction is the Fountain of Rings, the world’s largest interactive fountain and designed in the Olympic symbol of five interconnecting rings, each 25 feet in diameter. More than 250 water jets, 400 fog jets, and 487 lights are computer synchronized to dance to seven songs, including “ Chariots of Fire,” “ Coming to America,” the “ 1812 Overture Finale,” and “ Summon the Heroes.” Other downtown attractions include: SciTrek, The Science & Technology Museum of Georgia; the World of Coca-Cola visitor’s center; and the APEX Museum, The African-American Panoramic Experience. CLT Studio For a quick lunch, stop by The Varsity, the world’s largest drive-in restaurant, for a Focus Group Studio Services: world-famous chili dog and a Frosted • FULL RANGE OF SERVICES includes moderating and Orange® . Later, for supper, try the pork multiple city project management. tenderloin, sweet potato puree, and peach • FACILITY, remodeled in 2004, includes one large CLT studio, three spacious focus group cobbler at Pittypat’s Porch, Atlanta’s studios, one-on-one interviewing rooms. Separate suite is fully-secured for total confidentiality. landmark Southern restaurant, where you • SPACIOUS VIEWING ROOMS combine tiered seating and writing tables with living room can also sip a mint julep on the upstairs comfort. Floor-to-ceiling observation mirrors, wet bar, refrigerator and private office. Private client exit. porch. Or, if you’re in the mood for a little • TECHNOLOGY includes broadcast pool, head to Barley’s Billiards, voted the #1 quality video equipment with time billiards club in America, with great casual code capabilities, LCD data projec- food in a smoke-free environment. tors, full-duplex Polycom® Sound- Station®, T-1 Internet connection, Midtown cable TV access, electronic white- An eclectic blend of culture, dining, and board, Perception Analyzers®. nightlife, Midtown Atlanta is the city’s heart of • MEMBER FocusVision™ Active Group™ GroupNet™: providing Focus Group Facility the arts. Here, for instance, you’ll find the videoconferencing, videostreaming, Floor Plan Woodruff Arts Center, home of the Atlanta & VIC CD. Alliance Theatre Company, the Atlanta College • FULL-SERVICE KITCHEN, 220V outlet, gourmet catering. of Art, 14th Street Playhouse, the Atlanta • QUALITY RECRUITING to your specifications, SIGMA VALidATION. Symphony Orchestra, and the High Museum of • IN-HOUSE DATA COLLECTION includes 150 CATI-equipped interviewing stations, Art, the leading art museum in the multilingual interviewers, sophisticated in-house data processing. Southeastern United States— with a collection of more than 11,000 works. For more information, call Amie Saltzman at While in Midtown, you won’t want to MORPACE International miss touring the fabulous Fox Theatre, an 31700 Middlebelt Road, Farmington Hills, MI 48334 • 1-800-878-7223 opulent and grandiose blend of Moorish,
52 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Egyptian, and Art Deco architecture. First opened in 1929, the building was originally designed to serve as a Shriners mosque but, before opening, was leased to movie-theater-palace mogul William Fox. Today, impeccably restored, the theater hosts performances by the Atlanta Ballet (which is, incidentally, the oldest, continuously running dance company in the United States), visiting productions from Broadway, the Coca-Cola Summer Film Festival, and much more. Some might also call Midtown Atlanta the soul of the South, as here you’ll find the Margaret Mitchell House and Museum, where the classic Civil War novel Gone with the Wind was written. Listed on the National Register of Historic Places, the site now includes the author’s furnished apartment, a Gone with the Wind movie museum, and a museum gift shop with souvenirs, collectibles, and memorabilia. More Midtown treasures include the Atlanta Botanical Garden, with one of the world's largest permanent displays of tropical orchids; the William Breman Jewish Heritage Museum, the largest museum of its kind in the Southeast; and the Center for Puppetry Arts, the largest organization in North America dedicated to puppetry. For a unique and sumptuous evening experience, dine at The Abbey. Located in a historic 1915 church, the restaurant features 40-foot vaulted ceilings, massive stained-glass windows, and waiters dressed as monks, as well as some of the finest Continental cuisine in Atlanta. Looking for a meal a bit more casual and funky? For finger-licking southern- style barbeque ribs, served with a side order of blues music and décor, stop in at 5th St. Ribs ‘n Blues. Buckhead, the Beverly Hills of the South East Just north of Midtown, Buckhead is one of Atlanta’s most prestigious and affluent neighborhoods. In addition to upscale shopping and high-end residences (including the Governor's Mansion), the neighborhood is also home to the famed Buckhead Village. With no fewer than 100 bars and clubs, the Village is legendary for partygoers looking for an evening of excitement and entertainment. Along Buckhead’s West Places Corridor, the Atlanta History Center beckons with the Atlanta History Museum, where award- Atlanta... Old South Ambience With Contemporary Pizzazz CONTINUED
©1998, Kevin C. Rose/AtlantaPhotos.com
Atlanta Centennial Park
winning exhibitions detail the many fascinating facets ■ Fogo de Chao, an all-you-can-eat Brazilian-style of Atlanta’s history, including the Civil War, Southern steakhouse, featuring 15 skewer-served, slow- folk arts and Georgia golf legend Bobby Jones. The roasted meat cuts. Center is also home to the 1845 Tullie Smith Farm (a ■ JOËL, ranked “ Best New Restaurant, 2002” by look at plantation life in the Old South), the lavishly Esquire magazine, unique French cuisine with furnished 1928 Swan House mansion, the Swan House Asian and Mediterranean accents. Coach Restaurant, and 32 acres of gardens, wildlife ■ Kyma, featuring both traditional and trails, and woodland areas. contemporary Greek cuisine, specializing in On the 74-acre grounds of the former “ Joyeuse” seafood from the Aegean Sea. ■ Landmark Diner country estate now stands Lenox Square Mall, a premier , a classic 24-hour diner with an overwhelming menu of selections, from all-night shopping destination. Designed by architect Joe breakfasts and cheeseburgers to blackened-shrimp Amisano, one of the pioneers of modernism in Atlanta, Caesar salad and Greek specialties such as Lenox Square opened in 1959 and is now home to some moussaka and pasticcio. of the region’s most upscale, glitzy stores and shops, ■ Seeger’s, named by Esquire magazine in December including Bloomingdales, Neiman Marcus, Louis 1998 as America’s Restaurant of the Year, and a Vuitton, Bernini, Kate Spade, and many more. Mobil Travel Guide five-star winner in 2002. If it’s fine dining you seek, Buckhead is the spot in Atlanta for gourmands. Below are just a few of your South Atlanta many options. Another of Atlanta’s oldest attractions is Grant Park, ■ Atlanta Fish Market, a local landmark, often just south of downtown. Named for Lemael P. Grant, rated as Atlanta’s best seafood, with reportedly the a Confederate colonel who donated 100 acres largest fish sculpture in the world. around his home to the city, Grant Park is home to ■ Buckhead Diner, rated Atlanta’s “ quintessential the Atlanta Cyclorama and Civil War Museum. At 50 spot” in Food & Wine magazine’s 1998 restaurant feet high and more than 400 feet in circumference, poll and “ Best for a Celeb Sighting” by both readers and critics in Creative Loafing. the Cyclorama is the world’s largest diorama ■ Chops & Lobster Bar, frequently ranked as one of painting. Vividly depicting the 1864 Battle of the top 10 steakhouses in the country. Atlanta, the Cyclorama revolves around visitors as ■ The Dining Room at the Ritz-Carlton Buckhead, accompanying narration, music, and special effects one of only 14 restaurants in the nation to win a transport viewers back to the Civil War. five-star rating in the 2004 Mobil Travel awards. Next door to Grant Park, Zoo Atlanta features the Classic French cuisine with Japanese nuances, with giant pandas of Chengdu, as well as lowland gorillas, wine pairings by the Southeast’s only Master Bornean orangutans, Sumatran tigers, and more than Sommelier. 240 other species. Less than a mile west of Grant
54 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Park, on Hank Aaron Drive, Turner Field is home of the Atlanta Braves professional baseball team and the Braves Museum. Atlanta East Just one mile east of downtown, the 88-acre Historic Oakland Cemetery is the final resting place of 70,000 people. Established in 1850, Oakland is Atlanta’s oldest cemetery. Six Georgia governors, 25 Atlanta mayors, author Margaret Mitchell, golfer Bobby Jones, and Bishop Wesley Gaines are buried here, as are five Confederate generals, more than 3,900 Confederate soldiers, and many slaves. A marker in the cemetery’s northern section marks where General John Hood watched the Battle of Atlanta. The third largest green space in downtown Atlanta, the magnolia-shaded park also preserves an impressive collection of stained glass found in the 60 imposing mausolea, as well as gorgeous Victorian and Neo-Classical carvings. East Atlanta is also home to the Callanwolde Fine Arts Center, located in the magnificent Gothic-Tudor style home of Charles Howard Candler, the oldest son of Asa Candler, founder of the Coca-Cola Company. The 27-square- foot mansion, completed in 1920, is part of a Atlanta... Old South Ambience With Contemporary Pizzazz CONTINUED
©2003, /AtlantaPhotos.com
Carter Library Gardens
12-acre estate in the Druid Hills neighborhood, high-relief carving on the world’s largest mass of planned by the firm of Frederick Law Olmstead, exposed granite (825 feet high). The Confederate designer of New York City’s Central Park. Memorial carving features three mounted If children are part of your visiting entourage, Confederate generals, with a nighttime Laser you simply must stop at the Fernbank Museum Show Spectacular. The park’s newest attraction, of Natural History, which boasts the “ Giants of Crossroads, replicates an 1870s town with the Metazoic” exhibit of the world’s largest costumed characters and skilled craftsmen. The dinosaurs. In addition to two species of the park also offers a sky lift to the top of the flying pterosaurs, the museum showcases a 123- mountain, Georgia’s only 4D theater, the Antique foot-long plant-eating Argentinosaurus and the Car and Treasure Museum, tours of an world’s largest meat eater, the 47-foot-long antebellum plantation and trips around the Giganotosaurus. mountain aboard the Scarlett O’Hara, an authentic Additional east-Atlanta attractions include the side-wheeler riverboat, or on a railroad train Fernbank Science Center, with one of the nation’s powered a steam-driven locomotive. largest planetariums; the Jimmy Carter Presidential Or take an Outback safari at the Kangaroo Library, the only presidential library in the Conservation Center in Dawsonville, just one hour southeast; and, of course, the prestigious Emory north of Atlanta in the foothills of the Southern University, whose campus also houses the Appalachian Mountains. Spread over 87 acres, renowned Michael C. Carlos Museum of ancient art. the park is home to more than 200 kangaroos, the Hungry? At Casbah Moroccan Restaurant, you largest ‘roo collection outside of Australia. can enjoy authentic Moroccan cuisine in a For pure old-fashioned family fun, Six Flags Over ceremonial tent while being entertained by Georgia is the state’s world-class theme park with bellydancers. thrill rides (including the new Superman-The Ultimate Flight roller coaster with the first ever Quick Trips pretzel-shaped inverted loop), Broadway-style If your visit to Atlanta allows time for a quick day shows, and much more. In addition, Six Flags trip, you can’t go wrong with a visit to Stone White Water offers lots of waterslides, raft rides, Mountain Park, Georgia’s top tourist attraction. waterfalls, and other water amusements. Located Just 16 miles east of Atlanta, the 3,200-acre Stone in Austell, the Six Flags park is just west of Atlanta Mountain complex features the world’s largest on Interstate 20.
56 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Leaping Ahead.
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Appleton, WI Dallas Philadelphia Atlanta Kansas City Phoenix Chicago Los Angeles Seattle Columbus Minneapolis St. Louis ■ BOOK REVIEW ■
Summer Reading: Six Picks
C OMPILED BY T IMM S WEENEY • SIL Group • [email protected] A ND S HARON W OLF • QualiData Research Inc. • [email protected]
The Tipping Point: How Little Things Can Make a Big Difference Malcolm Gladwell (Little, Brown & Company, 2002)
Defining that precise moment when a trend becomes a trend, Malcolm Gladwell probes the surface of everyday occurrences to reveal some surprising dynamics behind explosive social changes. He examines the power of word-of- mouth and explores how very small changes can directly affect popularity. Gladwell is a former business and science writer at the Washington Post. He is currently a staff writer for The New Yorker magazine. 1 Gladwell looks at why major changes in our society so often happen suddenly and unexpectedly. Ideas, behavior, messages, and products, he argues, often spread like outbreaks of infectious disease. These are social epidemics, and the moment when they take off, when they reach their critical mass, is the “ tipping point.” The author introduces us to the particular personality types who are natural pollinators of new ideas and trends, the people who create the phenomenon of word-of-mouth. He analyzes fashion trends, smoking, children's television, direct mail, and the early days of the American Revolution for clues about making ideas infectious, and he visits a religious commune, a successful high-tech company, and one of the world's greatest salesmen to show how to start and sustain social epidemics. In The Tipping Point, Gladwell also shows how very minor adjustments in products and ideas can make them more likely to become immensely popular. He reveals how easy it is to cause group behavior to tip in a desirable direction by making small changes in our immediate environment.
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand Al Ries and Laura Ries (HarperCollins Publishers, 2002)
One of the world’s authorities on branding turns his attention to some of the best— and worst— decisions made by America’s top companies in regard to branding. After becoming the “ marketing buzzword” of the late 1990s, everyone now knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today’s crowded2 marketplace. The only question is, how do you do it? The 22 Immutable Laws of Branding is a definitive text on branding, distilling the complex principles and theories espoused in other tomes into 22 quick and easy-to-read vignettes. The book describes branding strategies from the world’s leading brands including BMW, Federal Express, and Starbucks.
58 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Summer Reading: Six Picks CONTINUED
Emotional Branding: The New Paradigm for Connecting Brands to People Marc Gobé (Allworth Press, 2000)
Leading brand designer Marc Gobé reveals cutting-edge marketing strategies to engage today's increasingly cynical consumers on deeper, emotional levels. The author argues that marketing executives have ignored at their own risk the powerful emotional3 dimension of branding. Supported by case histories from Gobé’s high-profile client list, the book analyzes and responds to major upcoming demographic and behavioral shifts in consumer populations and distribution channels at the retail and e-tail level. The book introduces a groundbreaking branding paradigm that utilizes high-impact sensory experiences to facilitate intense, emotional relationships with the consumer. Gobé details how to:
■ Develop unforgettable brand personalities.
■ Customize brand presence to different consumer segments.
■ Incorporate brand strategies into product and retail architecture design.
■ Facilitate interactive access to your products through the Internet.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 59 Summer Reading: Six Picks CONTINUED
The PDMA Handbook of New asset to marketing professionals at every level. Topics include the strategic environment for new- Product Development product delivery; implementing a product-development Milton D. Rosenau (Editor), Abbie Griffin, George A. process; understanding customer needs; generating ideas Castellion, Ned F. Anschuetz (Wiley, John & Sons, and concepts for new products; tools for quantitative Incorporated, 1996) research; product development in the service sector; and launching a new product. Includes a summary of the PDMA’s Best Practices Research, a glossary, and an index to articles, abstracts and book reviews. CONTINUED ON PAGE 62
With 33 chapters written by leading professionals in the field, The PDMA Handbook of New Product Development offers authoritative practical information on every stage of the product-development process, from idea generation to delivery of the final product. For the novice, there is essential coverage of important fundamentals, such as market analysis and segmentation, choosing and implementing the “ right” development process, the creation of multifunctional teams, and more. Experienced practitioners 4will find important guidance on topics outside their own area of expertise, as well as materials on more advanced and emerging concepts, such as process ownership, pipeline management, metrics, and product architecture. The book’s concise, how-to approach enables readers to quickly access the basic information they need, while providing helpful references to up-to-date sources of further information. By providing a complete picture of the knowledge needed for effective new-product development, this all-in-one guide is an invaluable
60 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Accurate Data Marketing, Inc. Excellence In Data Collection Featuring
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Positioning: The Ries and Trout provide many valuable case histories and penetrating analyses of some of the most Battle for Your Mind noteworthy successes and failures in advertising history. Al Ries and Jack Trout (The Revised to reflect significant developments in the five McGraw-Hill Companies (2002) years since its original publication, Positioning is essential reading for marketers. Positioning details an innovative approach to creating a “ position” in a prospective customer’s mind — one that reflects5 a company’s own strengths and weaknesses, as well as those of its competitors. The book describes how to: ■ Use leading ad-agency techniques to capture the biggest Bobos in market share and become a Paradise: household name. ■ Build your strategy around your competition’s The New weaknesses. Upper Class ■ Reposition a strong competitor and create a weak spot. and How They ■ Use your present position to its best advantage. Got There ■ Choose the best name for your product. 6 David Brooks (Simon ■ Determine when— and why— less is more. & Schuster Adult ■ Analyze recent trends that affect your positioning. Publishing Group, 2001)
David Brooks coins a new word, Bobo, to describe today’s upper middle class— those who have wed the bourgeois world of capitalist enterprise to the hippie values of the bohemian counterculture. Their hybrid lifestyle is the atmosphere we breathe, and in this witty and serious look at the cultural consequences of the information age, Brooks has defined a new generation. Convinced that • Quality Field Services Douglas Sinnard a new social class has been formed, he • Focus Group & Survey Center President provides a lighthearted taxonomy of its manners, mores, and hidden assumptions, ranging from its shopping habits to its 200 S. Hanley #415 • St. Louis, MO 63105 • (314) 863-3780 • Fax (314) 863-2880 business culture and intellectual life. Drawing on diverse examples— from an analysis of the New York Times’ marriage pages, the sociological writings of Vance Packard, Jane Jacobs and William H. Whyte and such films as The Graduate— he defends his thesis that the information age, in which ideas are as “ vital to economic success as natural resources or finance capital,” has created a culture in which once-uptight Babbitts relax and enjoy the sensual and material side of life and anti-establishment types relish their capitalist success. David Brooks is an editor at the Weekly Standard and a commentator on National Public Radio.
62 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Added Comfort, More Flexibility, Finest Service
Focus Suites Announces its New 60-Person Conference Room
Focus Suites of New York has just completed its new focus group room designed specifically to seat up to 60 people. We are the first Manhattan facility to offer a truly flexible, multi-purpose meeting space.
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www.focussuites.com We focus on you. ■ TARGETED MARKETING ■
Boomers As Grandparents
Sarah-Jane Muskett and Sharon Wolf highlight market trends and opportunities for targeting Baby Boomer grandparents.
B Y S ARAH-JANE M USKETT AND S HARON W OLF QualiData Research Inc. • Brooklyn, NY • [email protected], [email protected]
oomer grandparents are a new breed of consumer. Healthy, well-educated, and living diverse lifestyles, their roles as grandparents is excellent news for marketers, since many are at peak wealth with high levels of disposable income. They want to Bdevote both time and money to their grandchildren. Around 70 million Americans are now grandparents, and they are mostly Boomers. By 2010, the number is expected to rise to 80 million. With an average age of 47 for first-time grandparents, Boomers are younger than ever and have an average of five grand- and great-grandchildren. Boomer grandparents’ shopping habits have developed alongside technology— they buy toys for their grandchildren both at retail and online. Recent industry trends indicate that many grandparents favor experiential products that will allow them to be engaged in play with their grandchildren, such as board games and arts and crafts projects.
Grandparents account for 25 percent of toy purchases and spend about $35 billion on their grandchildren.
64 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org Boomers as Grandparents CONTINUED
Booming Business Some travel companies are already offering According to Kasia Dawidowska (Specialty grandparent- and grandchild-only trips. Retail, Winter 2004), grandparents currently Intergenerational travel also represents targeted account for 25 percent of toy purchases in the marketing opportunities for tour operators, as United States. Free of the burden of expenses many grandparents are likely to prefer package related to bringing up their own children, they deals and group tours. If a holiday is subsequently have more money available for educational, so much the better. These kinds of gifts for the grandkids. Grandparents in the trips provide the perfect holistic gift purchase United States spend around $35 billion a year for Boomer grandparents. on their grandchildren, an average of $500 per child. Many spend much more— 33 percent spend over $2,400 a year, and 7 percent spend Boomers don’t simply send over $5,000 (AARP, 2003). grandkids a check for Quality Time Christmas; instead, they Boomers don’t simply send grandkids a check for Christmas; instead, they favor sharing favor sharing experiences experiences with their grandchildren. They want to offer gifts with added benefits— with their grandchildren. gifts that are educational, fun, and offer opportunities for spending time interacting As Helena Koenig, owner of Grand Travel in together. Popular activities include shopping Florida, points out, “ Anyone can leave their for toys and clothing. Interest in interaction grandchildren money, but these grandparents with grandchildren extends to going to want to leave them memories. They want to museums and sharing crafts and hobbies. participate in making these children’s lives with This form of gift-giving is arguably the most them significant.” valuable present they can offer their grandchildren— and it also presents Toy Industry Opportunities opportunities for museums, theaters, zoos, Many Boomer grandparents prefer to buy and sports centers to market to grandparents. simple, well-made toys rather than It’s no surprise then that Boomer contemporary, mass-produced items, especially grandparents are taking their grandkids on when it comes to babies and pre-schoolers. Toy vacations. In the summer of 2003, six percent retailers should be tapping into this trend, of grandparents traveled with their grandkids. offering traditionalist and retro product ranges.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 65 Boomers as Grandparents CONTINUED
Retailers should also take steps to make shopping Dawidowska suggests having copies of children’s easier for older people. Boomer grandparents should magazines in stores for customers to thumb be able to walk into a toy store, ask for advice, and through. This would give them more information immediately be pointed in the right direction. about the types of toys available and would, when In Cycles: How We Will Live, Work and Buy combined with age-appropriate merchandising, (2003), Maggie Dychtwald states, “ … retailers make the whole experience much more fruitful. If should be ready to offer suggestions. They need to retailers can bridge the generation gap between empower grandparents to buy gifts that create an grandparent and grandchild then everyone wins. emotional connection with the grandchild.” The grandparent will be confident in their purchase, Most mass toy retailers display products by the grandchild will be happy with the gift they manufacturer, rather than by age-appropriateness. receive, and the retailer will sell more merchandise. If promotional material instead displayed the Despite their disposable income, Boomer popular toys for children by age, it would add ease grandparents, like most American consumers, are and convenience to a grandparent’s shopping motivated by discounts and special offers. At the experience. This would decrease feelings of same time, because they are active and feel younger confusion when faced with dozens of aisles stacked than their years, Boomers aren’t ready to classify from top to bottom with toys. A positive toy themselves as Seniors. Gary Onks, principal of Sold shopping experience will also make repeat visits to on seniors, a marketing consultancy, suggests that the same store more likely. retailers should offer discounts with a flattering Book stores already group children’s books by spin, such as “ 55+ discount” rather than “ Senior age, making it easy for anyone to choose the right discount.” Promoting a “ Grandparent’s Special” is material, including grandparents. Toy stores would another effective way to communicate because it do well to follow suit. focuses on social role rather than age.
CONTINUED ON PAGE 68
66 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org TiTi f f f f a a n n y y & & C C o o . .
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410-583-9991 ◆ www.baltimoreresearch.com Boomers as Grandparents CONTINUED
Financial Services Marketing Opportunities Another popular gift for grandchildren, and one that requires much financial investment, is education. Over half of the Boomer generation are college-educated. Consequently, it is not surprising that they place high value on their grandchildren’s educational achievement. If they can help the parents afford private school or college tuition they will help pay the costs. Recognizing this trend, savvy financial services companies are setting up investment products targeted at grandparents who want to invest in their grandkids’ future. Fidelity Investments, for example, offers a range of college saving plans for grandparents so that they can create special investment funds for their grandchildren. Technology QRCA is the largest body of independent qualitative Boomers are tech-savvy— research consultants in the world, with over 800 of the 70 million Americans aged 50 and older, nearly half experienced qualitative research professionals from over 20 have a home PC. They use email countries. All QRCA members sign the QRCA Code of to keep in touch with their grandchildren, and they use the Member Ethics and pledge to maintain integrity in their internet to manage portfolios, relationships with clients, field suppliers, and respondents. make purchases, research and book vacations, and much more. QRCA is on the forefront of trends and innovations in They are as likely to buy gifts for their grandchildren over the qualitative research worldwide. QRCA members share their internet as they are to go to Toys resources, expertise, and knowledge to continually raise “ R” Us, Walmart, or Target. Consequently, retailer websites the standards of excellence in the profession. should offer guidance for age- appropriate toys and offer Promoting Excellence in Qualitative Research guidance for toy selection that speaks to grandparents. Typical high tech gifts that grandparents buy online include video games, MP3 players , DVDs, educational software, and computers.
68 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org
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ditorial content for QRCA Views is managed by FAQs about Article Submissions an editorial team that includes the editor-in- Will I see my article before it is published in QRCA chief, managing editor, copy editor, contributing Views? No, our tight publication schedule does not E editor, and the features editors for each of Views’ allow for author review of edited manuscripts. regular columns such as “ The Qualitative Tool Box” and “ Tech Talk.” Will I be paid for the time and effort I put into Views’ editors welcome QRCA members and members writing the article? No. Like most professional of the marketing research community to submit article association publications, Views does not pay ideas or manuscripts for consideration. contributors. However, since the magazine is We review each manuscript on an individual basis to distributed broadly in the research community, you ensure that the article conforms to Views’ mission and will gain a good deal of visibility as a result of being goals as well as to the topic mix needed for each issue. published in Views. Occasionally, we may save a manuscript to use in a future issue. We reserve the right to edit any Can I submit an outline for consideration before manuscript or to change the title. I submit the completed article? Yes, you may submit Submissions should be objectively written and a 50-100 word description of your story idea to the supported by case-study examples. Self-serving articles or appropriate features editor. those that promote a moderator’s or a research company’s expertise will not be published in Views. My article was published in another journal or Please remember that it takes a good deal of time for magazine. Can I send it to Views? No. We don’t have our editors to read through all the submissions. We will the resources to deal with the complicated copyright let you know as quickly as possible whether or not your issues raised by articles that were published article has been accepted for publication in QRCA Views. elsewhere. An article is considered “ previously published” if it was published before in another print Submitting a Manuscript or online trade journal, magazine, or newspaper. Please send articles via email as an attached Word However, if you have substantially rewritten the file to the attention of Timm Sweeney at: [email protected] article before submitting it to Views, we will consider ■ The preferred article length is 1,500– 2,500 words. it. Should this be the case with a manuscript that you ■ To make sure that your manuscript can be are submitting to Views, please inform us. Along with easily identified and retrieved once it has been the rewritten manuscript, please enclose a copy of the downloaded in our “ Article Submissions Folder,” article as it was first published. your Word document/file attachments should be labeled as follows: Writing Style Guidelines ■ Write in the present tense and use the active voice Brief title.Last name of author.doc as much as possible. Avoid the use of contractions, i.e., don’t, wouldn’t, can’t, etc. ■ Please be sure to tag each page of your ■ Footnotes, endnotes, or lists of references are not manuscript with a left header that identifies the necessary in a trade magazine such as Views. article title and author’s last name and a right ■ Make liberal use of topic subheads to help readers header with the page number. scan your article and follow your main points easily. ■ In addition to the title of the article, the front Please direct your queries and/or submit your page of your manuscript should include the author’s manuscript to Managing Editor Timm Sweeney, full name, full company name and address, phone [email protected] number, and email address. ■ Please use only simple formats in your Word Electronic Article Reprints documents. Avoid using unusual indentations or Authors who publish in Views now have the tabulations as well as outline-style paragraphs with opportunity to obtain a PDF file of their article as it subsets, boxes, or other page graphics. When the appeared in the magazine. The cost to authors for editing process has been completed, Views’ graphic an electronic article reprint in PDF format is $50. designers will format your manuscript Please direct your request by email to Eddie Coutras so that it will be attractive and easy to read. at Leading Edge Communications, ■ Include your full name, company name and mailing ecoutras@ leadingedgecommunications.com. address at the bottom of your manuscript. If your article is published, in appreciation of your We look forward to working with you! contribution, we will send you three complimentary copies via U.S. mail.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 71 ■ INDUSTRY CALENDAR ■
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74 QRCA VIEWS ■ SUMMER 2004 ■ www.qrca.org FOCUS ONyourmarket
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