2011 Volume 9 • Number 4

INSPIRATION AND RESOURCES FOR QUALITATIVE RESEARCH

SUMMER 2011 VOLUME 9 • NUMBER 4

SUMMER 2011

THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION TABLE OF CONTENTS

REVISITING MASLOW: What Models Can We Use to Understand Diagram It, Map It, Matrix It! and Explain Consumption Behavior? Visualizing Data for Deeper Insights

Maslow’s hierarchy of needs has aged better than most theories Pull more meaning from your data and provide deeper insights about human behavior. More than 50 years later, though, it offers by using any of these design methods to help you in the relatively little explanatory power to underpin our work in unraveling reporting process. what drives human consumption. Psychologists, researchers and academics already have new models. Which one may be the next iconic theory?

COVER STORY 12 TOOLBOX 32

Decision Architecture: Hyper consumption A New Way to Approach When Is the Right Time for Web Usability Studies Conscious consumption Webcam Focus Groups?

Show web designers not just how Sustainable consumption Not all qualitative research tools are consumers use websites but also how created equal. To capture consumers in they make decisions. Decision architec- their natural setting, webcam focus How is society moving along this path ture is easy to integrate into your existing groups offer unique advantages. and what can we learn from a study usability testing. conducted in Brazil?

TOOLBOX 40 TRENDS 22 TOOLBOX 46

4 QRCA VIEWS SUMMER 2011 www.qrca.org

SUMMER 2011

THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION TABLE OF CONTENTS

Writing Effective Vegas Vignette: One Local Moderator’s • Consumer Screeners • Own Visitor’s Guide Las Vegas, the location of the 2011 QRCA Annual Confer- This approach to writing consumer ence, delights and dazzles visitors with screeners will increase your likelihood an array of activities — outstanding of getting appropriate respondents in theater, outdoor adventures, year-round time and within budget. golfing, world-class shopping, extraordi- nary dining and more. TOOLBOX 50 TRAVEL WISE 70 Misconceptions & Truths about Conducting Qualitative in Turkey • One of the most gracious, most accommodating and fastest-growing Your Online Introduction to Today’s markets in the world, Turkey has the 17th-largest economy on earth. As an emerging Thought Leaders • QRCA members sector in this country, market research will go more smoothly with these helpful tips. interview some of the top names in the industry, sharing tips and insights to GLOBAL RESEARCH 56 help QRCs in their businesses.

QRCA VIEWS PODCASTS 76 Listening to Nonverbal Cues When Conducting Online Qualitative Research • Nonverbal communication online? For the experienced researcher, the clues and tools are there, if you know how to “listen” to them. 3 New Reviews • QRCA members give in-depth reviews of three new books for ONLINE QUAL 60 QRCs: Delivering and Measuring Customer Service, The Art of Convening: Authentic Engagements in Meetings, Gatherings Stand and Deliver… Mastering Debriefs • and Conversations and Sun Tzu For Take the pressure off yourself by using these practical ideas to create powerful debriefs Success — How to Use the Art of War with your research team. BUSINESS MATTERS 64 to Master Challenges and Accomplish the Important Goals in Your Life.

8 FROM THE EDITOR-IN-CHIEF 87 EDITORIAL GUIDELINES BOOK REVIEWS 78

10 FROM THE PRESIDENT 88 INDEX OF ADVERTISERS There Ought to be an App for That! • The Humor Column team brainstorms Editor-in-Chief: Monica Zinchiak, [email protected] • Managing Editors: Sharon Livingston, Ph.D., [email protected], and Laurie Tema-Lyn, [email protected] • Design/Art Direction & Publishing: Leading Edge Communications, LLC, some new smartphone apps for qualita- (615) 790.3718, [email protected] tive research. Could this be the future of FEATURE EDITORS qualitative? Or just a really bad idea… Book Reviews: George Sloan, [email protected] • Business Matters: Kay Corry Aubrey, [email protected] • Humor: Joel Reish, [email protected] • Global Research: Pat Sabena, [email protected] • QRCA VIEWS Podcasts: David Van Nuys, Ph.D., [email protected] • Qualitative Toolbox: Jenifer Simson Hartt, [email protected] • Schools of Thought: Susan Saurage-Altenloh, [email protected] • Tech Talk: Michael Mercier, [email protected] • Travel Wise: Open • Trends: Shaili Bhatt, [email protected] HUMOR 82

6 QRCA VIEWS SUMMER 2011 www.qrca.org

• FROM THE EDITOR-IN-CHIEF •

PROUD SOLDIERS Monica Zinchiak Z. RESEARCH SERVICES SAN DIEGO, CALIFORNIA [email protected] any of these scenarios sound familiar? Since you graduated from school, have you ever stayed up all night to write a report that was due the next morning? Do you Do have more than 10 different sizes and colors of Post-it notes in your briefcase? Have you ever had to explain the difference between the objectives of the research and the purpose of the study? What about spending seven hours in an airline economy seat, battling for the arm You are one of rest so your fingers would match the proper keys on your laptop? Well, then, you are one of us — the few, us — the few, the proud, the soldiers of the market research industry — and you will really like this issue of QRCA VIEWS! the proud, the Our cover story for this issue, “Revisiting Maslow” by Susan Abbott, will challenge you to think beyond the limits of “wants vs. needs” of the consumer, as Susan outlines a variety of soldiers of the theories of human behavior and purchase decision-making. After reading this article, I was market research left feeling humbled and inspired. I feel a new challenge to educate myself more on how to apply Max-Neef’s meanings model to how I approach my work and research conclusions. industry — and If you find organizing data and beginning a report an uphill battle, you will benefit from you will really reading “Diagram It, Map It, Matrix It! Visualizing Data for Deeper Insights” by Cori Schauer and Brianna Sylver. As the title implies, this article offers three methods to help you visualize like this issue of your raw data, organize it in a meaningful way and uncover insights that will launch you into reporting them more easily. In the excellent examples provided, you will learn how these methods QRCA VIEWS! can be applied to almost every phase of the research process. One aspect of my practice that I have long struggled with is how to conduct client debriefings. Early in my career as a moderator, I was shot down by a client during a debriefing, and I still do not think I have recovered from it! I needed to learn that not all clients want to stay at the facility until 11 p.m. to converse about what they have just spent four hours listening to. I should have asked for that time at the beginning of the project and secured client buy-in to the task of debriefing the groups. Liz Van Patten’s article, “Stand and Deliver,” reminded me again of that lesson. The article will also give you practical advice on how to facilitate your client debriefings, and for me personally, it will help me overcome my fears. Our Trends section speaks to the transformation of consumer beliefs and the upheaval taking place across the globe pertaining to how we think about spending our money. Consumer consciousness is evoking change, both locally and globally. “Sustainable Consumption: The Decline of Hyper Consumerism,” by Rachel Siqueira, presents a research case study from Brazil that has broad implications. Elsewhere in this issue, you will find guides for usability testing, webcam focus groups, screener writing how-to’s, books to read and podcasts to learn from. And you will find more incentives to visit Las Vegas this fall, which include outstanding theater experiences, wonderful outdoor adventures, fine dining and great shopping, in addition to the Annual QRCA Conference (October 12–14, 2011). The VIEWS team is especially proud of the variety of articles in this issue. Let me once again express my appreciation for the all-volunteer QRCA VIEWS editorial staff members who work tirelessly on this publication, while also running successful businesses of their own. The time and effort they share with this organization is rewarded when you find this issue of VIEWS in your mailbox. Please let them know you appreciate their hard work and dedication to the magazine by emailing them a note (their email addresses are at the bottom of page 6). They would also like to hear what you want to read and learn about in the magazine, so send them your ideas and requests.

8 QRCA VIEWS SUMMER 2011 www.qrca.org QRCA 2010–2011 Officers Qualitative Research Consultants Association and Board of Directors (QRCA) serves its members in the industry through education, promotion and representation. The Nancy Hardwick statements and opinions expressed herein are those of President the individual authors and do not necessarily represent the views of the association, its staff, or its board of Susan Thornhill Vice President directors, QRCA Views, or its editors. Likewise, the appearance of advertisers, or QRCA members, does Matt Towers not constitute an endorsement of the products or Treasurer services featured in this, past or subsequent issues of this quarterly publication. Copyright ©2011 by the Susan Saurage-Altenloh Qualitative Research Consultants Association. QRCA Secretary Views is published quarterly. Subscriptions are Manuela Fletcher complimentary to members of QRCA. Director POSTMASTER: Send change of address notification to QRCA, 1000 Westgate Drive, Suite 252, St. Paul, 1000 Westgate Drive, Suite 252 Foster Winter MN 55114 USA. Postage guaranteed. Presort St. Paul, MN 55114 USA Director standard postage is paid at Nashville, TN. Printed in Liz Van Patten the U.S.A. Reprints and Submissions: QRCA Views Tel (toll-free in N. America): Director allows reprinting of material published here, upon 888-ORG-QRCA request. Permission requests should be directed to Susan Abbott QRCA. We are not responsible for unsolicited (888-674-7722) Director freelance manuscripts and photographs. Contact the Tel (International inbound calls): Benjamin Smithee managing editor for contribution information. 731-584-8080 Director Advertising: For display and classified advertising rates and insertions, please contact Leading Edge Shannon Pfarr Thompson Communications, LLC, P.O. Box 680142, Franklin, Phone: 651-290-7491 Executive Director TN 37068-0142, (615) 790-3718, Fax (615) 794- Fax: 651-290-2266 4524. Deadlines are the first of the month prior to the Darrin Hubbard Assistant Executive Director following month’s publication. (Example: August 1 Email: [email protected] for the September issue.) Subscriptions are free to David Ewald members and are available to buyers upon request. www.qrca.org Senior Advisor

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 9 • FROM THE PRESIDENT • EDUCATIONAL OPPORTUNITIES GALORE

joined QRCA 13 years ago primarily for its educational benefits. I had been working as a marketing research consultant for 12 years and wanted to continue to expand my knowledge. At By Nancy Hardwick I that time, there were very few avenues for learning about qualitative research. I was obviously HARDWICK RESEARCH gaining knowledge through experience, but I wanted more. With the goal of finding opportu- MERCER ISLAND, WA nities for professional development, along with the desire to expand my knowledge and to con- [email protected] nect with others in the same field, I found QRCA. I’m so glad I’m here! QRCA is an amazing resource for proven techniques — as well as the latest innovations — in qualitative research. Whether you are a member or not, a vast range of resources is available through QRCA to meet your educational goals. For example: QRCA is • QCasts. These are monthly QRCA-sponsored webcasts on qualitative research topics. Each an amazing hour-long presentation is given by a QRCA member or guest speaker and offers rich opportunities for learning and interaction. During the QCast, you listen to the presentation, see the resource for slides and share comments or questions via an online interface. No worries if you miss one proven tech- — they are conveniently archived on the QRCA website for later viewing. • Podcasts. Like listening to your education on the go? Consider downloading QRCA VIEWS niques — as podcasts from the QRCA website. This is a great opportunity to listen to interviews with a variety of research, marketing and business professionals. well as the • Attend a QRCA-sponsored event. Each year, QRCA offers an opportunity for the research latest innova- community to gather in person to learn about the latest in qualitative research. Depending on the year, you can attend the “Symposium on Excellence in Qualitative Research” (May tions — in 2011 in Chicago) or the AQR/QRCA Joint Conference (2012 in Europe). Both events have their own unique style, and each guarantees a collegial learning environment with terrific qualitative presentations on the latest in qualitative research. The QRCA website is a great resource for research. information on these events, but also feel free to contact me. • Breakthroughs. These are just what the name implies — short, online episodes that bring to life some of the most exciting qualitative research being done in the field. Visit the QRCA website, and check out the skill and creativity of our members. • LinkedIn: If you prefer an interactive discussion, one that enables you to post and respond to questions, you need to join the LinkedIn Qual Group sponsored by QRCA. You can find it by searching for QRCA on LinkedIn, under Groups. • Website: The QRCA.org website is an amazing resource. Not only does it contains links to everything I have mentioned, but there are also sections specifically created to provide information “About Research,” as well as “Research Tools” and a special section built just “For Research Buyers.” • Qualitative research books. There are many more books about qualitative research today than there were 13 years ago. For those who like a good read, check out Amazon.com or Paramount Books. Both offer a variety of books on qualitative research. Not surprisingly, many of the authors are QRCA members! • QRCA VIEWS magazine: Last but not least, this magazine you are reading is a fantastic resource. Published quarterly, it features qualitative research ideas and tools. Subscriptions are complimentary to members of QRCA and to non-member qualified research buyers. If this is not your copy of VIEWS, please visit the QRCA website at www.qrca.org to sign up for your free subscription. Finally, if none of these resources provide exactly the kind of information you are looking for, consider contacting one of our members. Use the “Find a Researcher” tab on the QRCA homepage (www.qrca.org), and search for someone in your region of the world or within a specific area of expertise. A QRCA member would be happy to answer your questions. This wonderful group of sharing, creative individuals is the reason why I continue to be such a proud QRCA member.

10 QRCA VIEWS SUMMER 2011 www.qrca.org

• SCHOOLS OF THOUGHT •

BY SUSAN ABBOTT Abbott Research + Consulting • Toronto, Ontario, Canada • [email protected]

The challenge with braham Maslow’s hierarchy of ing emerging trends in consumer behav- needs model has aged better than ior. The explosion in co-creation Maslow’s approach is A many theories in human behavior. activities powered by new communica- Maslow published his model in various tion technologies led the client to ask: evident in many areas forms in the late 1940s and mid 1950s, Is this a fad or a trend, and how will of life today, where we and decades later when I got my psy- it play out in the future? chology degree, it was still considered Will we always want the ability see behavior that seems state of the art. Today, though, it offers to design the pattern on our sneak- to contradict his model. relatively little explanatory power to ers, as Zazzle and Keds offer us? underpin our work in unraveling the Will 3D printers find a home in as For example, the poor- drivers of human behavior. many places as laser printers now The majority of our respondents live occupy? And how will such behavior est of the poor in many in a society where their basic needs are translate into other categories? developing countries more than met. In fact, our research is Questions like these left me seeking rarely about the fundamental needs other explanations. will sacrifice other for shelter at night, dry footwear and enough food to fend off hunger. More needs to obtain items commonly, we seek to understand rela- Maslow’s Triangle — that confer status and tively fine distinctions in individual A Hierarchy of Needs reactions to flavors, imagery and mes- Maslow’s model is commonly depicted functionality, such as saging for items that are far removed as a triangle (see illustration on page from basic needs of their category, 14). The model posits that the needs are cell phones. whether that category is snack foods hierarchical in nature, such that we are or financial services. focused on our basic physical needs first, This gap in explanatory power came and only when they are satisfied does the home to me most forcefully when study- individual attend to higher-order needs.

12 QRCA VIEWS SUMMER 2011 www.qrca.org 13 Revisiting Maslow CONTINUED

Self-Fulfillment

Self-Actualization Needs Pursue Inner Talent, Creativity, Fulfillment

Self-Esteem Psychological Needs Achieve Mastery, Recognition, Respect

Belonging — Love Friends, Family, Spouse, Lover

Safety Security, Stability, Freedom From Fear Basic Needs

Physiological Food, Water, Shelter, Warmth

Based on Maslow, A. Motivation and Personality, 1970.

The challenge with this approach self-actualization is a process of becom- convinced him that conventional eco- is evident in many areas of life today, ing most fully oneself: nomic measures did not adequately where we see behavior that seems to “Instead [of the closed triangle], an determine the real quality of life in the contradict this model. For example, the open, wide-faced structure is needed to societies he studied. A family that makes poorest of the poor in many developing better reflect that self-actualization is everything they need for themselves, for countries will sacrifice other needs to never ending. And with this never-end- example, may be very well off, but their obtain items that confer status and ing self-actualization, individuals can production is not recognized in any functionality, such as cell phones. As engender lifelong learning, change man- system of national accounts. a manager in Kingston, Jamaica, told agement and boundlessness.” (Kiel) “Human needs must be understood me once, “Even the man with no shoes, Maslow has also been challenged on as a system: that is, all human needs are selling peanuts on the street, has a cell the lack of scientific evidence for his interrelated and interactive. With the phone now.” model, among other things, but the sole exception of the need of subsist- More importantly, from the view- concept of self-actualization endures. ence, that is, to remain alive, no hier- point of the qualitative researcher’s archies exist within the system. On the work, in the world’s wealthiest societies, Manfred Max-Neef’s contrary, simultaneities, complemen- the opportunities to self-actualize are Human-Scale Development Model tarities and trade-offs are characteristics seemingly limitless. Arguing that a Manfred Max-Neef is a Chilean econo- of the process of needs satisfaction. As closed triangle is not a valid represen- mist whose extensive work on develop- the literature in this area demonstrates, tation of Maslow in today’s society, ing societies led to his receiving a Right human needs can be satisfied accord- management writer Joan Kiel has argued Livelihood Award, sometimes referred to ing to many criteria.” (Max-Neef) for an open-facing structure that as the “alternative Nobel Prize.” Max- Max-Neef’s model is not hierarchi- would better reflect the notion that Neef’s work with developing societies cal at all — it is a matrix model.

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Revisiting Maslow CONTINUED

According to axiological categories The Max-Neef Matrix of The new tools that enable new forms (axiology is the collective term for the Needs and Satisfiers of creation — such as personalized philosophical study of aesthetics, such Max-Neef offers both explanatory sneakers — are an expression of indi- as beauty and harmony, and ethics, or power and some strategic guidance. For vidual and collective creation. While the right and the good), there are nine example, at the intersection of Affec- customized Keds may or may not needs: Subsistence, Protection, Affection, tion and Doing, we have: make love, endure, the ability to create something Understanding, Participation, Idleness, caress, express emotions, share, take individual is likely to become more Creation, Identity and Freedom. And care of, cultivate and appreciate. At and more important in people’s lives. there are four needs according to exis- the intersection of Identity and Being, Although Max-Neef’s model is intended tential states: Being, Having, Doing we have: sense of belonging, consist- to look at societal well-being more than and Interacting. ency, differentiation, self-esteem individual motivation, it still offers At the intersection of these dimen- and assertiveness. considerable value in the context of sions are clusters of needs that offer a Max-Neef immediately caught my individual behavior. rich description of human motivations interest because this model offered an This model also offers organizations and satisfactions. answer to my “fad or trend” question. that want to create a richer customer

Max-Neef Matrix of Needs and Satisfiers From Manfred A. Max-Neef, Human Scale Development: Conception, Application and Further Reflections.

Fundamental Being (qualities) Having (things) Doing (actions) Interacting (settings) Human Needs

Physical health, mental health, Subsistence equilibrium, sense of humor, Food, shelter, work Feed, procreate, rest, work Living environment, social setting adaptability

Insurance systems, savings, Care, adaptability, autonomy, Cooperate, prevent, plan, take Living space, social environment, Protection social security, health systems, equilibrium, solidarity care of, cure, help dwelling rights, family, work

Self-esteem, solidarity, respect, Friendships, family, Make love, caress, express tolerance, generosity, receptive- Privacy, intimacy, home, space of Affection partnerships, relationships emotions, share, take care of, ness, passion, determination, togetherness with nature cultivate, appreciate sensuality, sense of humor

Critical conscience, receptive- Literature, teachers, method, Settings of formative interaction, Investigate, study, experiment, Understanding ness, curiosity, astonishment, educational policies, schools, universities, academies, educate, analyze, meditate discipline, intuition, rationality communication policies groups, communities, family

Adaptability, receptiveness, Become affiliated, cooperate, Settings of participative solidarity, determination, Rights, responsibilities, duties, propose, share, dissent, interaction, parties, associations, Participation dedication, respect, passion, privileges, work interact, agree on, express churches, communities, sense of humor opinions neighborhoods, family Curiosity, receptiveness, Daydream, brood, dream, Privacy, intimacy, spaces of Leisure imagination, recklessness, Games, spectacles, clubs, recall old times, give way to closeness, free time, (idleness) sense of humor, tranquility, parties, peace of mind fantasies, remember, relax, surroundings, landscapes sensuality have fun, play Productive and feedback settings, Passion, determination, Work, invent, build, design, workshops, cultural groups, Creation intuition, imagination, boldness, Abilities, skills, method, work compose, interpret audiences, spaces for expression, rationality, autonomy temporal freedom Symbols, language, religion, Commit oneself, integrate one- Sense of belonging, consistency, Social rhythms, everyday settings, habits, customs, reference self, confront, decide on, get to Identity differentiation, self-esteem, settings which one belongs to, groups, sexuality, values, know oneself, recognize oneself, assertiveness maturation stages norms, historical memory, work actualize oneself, grow Autonomy, self-esteem, determi- Dissent, choose, be different nation, passion, assertiveness, Freedom Equal rights from, run risks, develop aware- Temporal / spatial plasticity open-mindedness, boldness, ness, commit oneself, disobey rebelliousness, tolerance

16 QRCA VIEWS SUMMER 2011 www.qrca.org experience a potential roadmap for action: find ways of occupying more of the intersections in this model, and you should have a more compelling experience. For instance, when banks offered the ability to make transactions on the internet as well as in a branch office, they occupied the intersection of Freedom + Interacting: temporal/ spatial plasticity. As another example, the emergence of coffee culture offered consumers something at the intersection of Identity + Interacting: social rhythms, everyday settings, settings that one belongs to and maturation stages. Unfortunately, the Max-Neef Human-Scale Development model does not help us understand other problems of behavior, such as why a multi-shelf display of toothpaste choices is so overwhelming, why people make irrational investment decisions and why happy endings are so influential on our memo- ries of events. This kind of problem is gradually yielding to the work of yet another branch of psychology and economics — behavioral economics. Behavioral Economics and Human Hard-wiring The work of psychologists Daniel Kahneman and Amos Tversky launched the field of behavioral economics and earned them a Nobel Prize. Daniel Ariely is now among the leading lights in the field, and multiple publications in this topic area are now accessible to the general reader. This body of work is compelling because it has so much foundation in scientific method and actual experimentation as the basis of theory development. In many respects, this branch of learning rests on the assumption that, over eons of time, the human animal has developed perceptual and decision- making tendencies that are largely biological in nature. Just as our eyes are “wired” to respond to color and movement, we are also predisposed to predictable and recurring patterns in other areas involving perception and decision-making. There are many principles, and more arriving all the time, but a few have proven useful in my work, and perhaps will be in yours. For example, the Peak-End Rule says that our overall evaluation of an Revisiting Maslow CONTINUED

James Spradley’s structure is helpful for the problem of far-too-much data, which is often an issue when we explore a topic in depth and which is becoming a more common challenge with the growth of new qualitative technologies and hybrid methodologies.

experience remembered will be greatly By our choices, consumer, spiritual, Spradley suggests taking a grand tour affected by the peak and the end. It is political, shall you know us. It is the through these dimensions first, and then almost as if we construct a weighted way we find, fashion, express and looking at a matrix of each element average of the ups and downs of expe- constantly tune selfhood. A good deal of against each other element to create a rience, but we give more weight to the our ideology of selfhood is tied up in the Descriptive Question Matrix with 81 last part. Children’s dentists seem to possession of preference and the exercise questions. For example, Activities x have always known this principle, as of choice.” (Grant McCracken) Goals generates the question: what they ensure that their small patients Much of what we study in our work activities are goal-seeking or linked to leave with a toy, giving them a happy is related to our consumer culture, so goals? The question for Events x Time is memory of their trip to the dentist. the tools of cultural analysis often offer to ask how events fall into time periods. There is evidence that we are gen- a quite useful framework. Multiple We would not often have time to erally much more sensitive to losses frameworks and models are available exhaust the possibilities of such a frame- than we are to gains. Successive losses (some with catchy acronyms), but the work, but there are still benefits to the feel just as bad as the first loss, but observational model developed by approach, even on a stripped-down we habituate quickly to improvements anthropologist James Spradley seems basis. The nine dimensions provide a in our situation. Overall, this tends to to offer the most potential for broad way to structure observational data, make us loss averse. application to our work. and the framework also provides clues Our loss aversion makes us disin- Spradley defines nine dimensions for seeking insights when insights are clined to try new things when there is for observation (below). not readily forthcoming. a cost, reinforcing the practice of offering free samples. When a service organization needs to make things right after Spradley’s Nine Dimensions of Observation errors or problems, they often need to over-compensate to put things back to even. SPACE – the physical place, layout of the setting, rooms, outdoor spaces, etc. When gains are unlikely, loss aversion is not the rule — then, humans are often risk seekers, a phenomenon that ACTORS – the people involved has supported the lottery-ticket industry. The eponymous Lottery Ticket Effect says that people often prefer a ACTIVITIES – the various activities of the people involved small probability of winning a large prize to better odds on a small prize. OBJECTS – physical elements present or involved in actions

Spradley’s Descriptive Matrix: Structure Ways of ACTS – single actions of the people Observing Behavior In most of the world’s industrial EVENTS – a set of related activities; particular occasions (e.g., a purchase interaction) societies today, we are part of a consumer culture. Our choices and consumption patterns are what create TIME – the sequence of events over time our identities: “Because making choices is the way you are inducted into our cul- GOALS – what actors are trying to accomplish ture, and it is a good deal of what you do as a member of this culture (assuming you have the good fortune of FEELINGS – emotions felt and expressed in particular contexts a disposable income).

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Revisiting Maslow CONTINUED

The structure is helpful for the prob- In all areas of marketing research, lem of far-too-much data, which is often there are fewer and fewer solid anchors an issue when we explore a topic in in a sea of change. Some of the changes depth and which is becoming a more we are responding to are in our own common challenge with the growth tools, but many more are external and of new qualitative technologies and are coming from consumers themselves. hybrid methodologies. Our challenge then is not to find the There are other times where we may one right way to examine data or seek despair of being able to find a new explanations, but to strive to account insight that will speak to the research for a broader array of behavior. We can challenge. This model provides a sys- use tools like these during our research tematic method of seeking, which can design, to ensure we are exploring all be very helpful when the territory seems the relevant dimensions. And we can to have been well tilled in prior projects. use tools like these to help us structure I can recall one such project involving our data and, sometimes, to explain life insurance where continued digging what we find. suddenly revealed that the women in The more that researchers are able to the project sequenced some life events link our work to the work of leading differently than the men. That one academic thinkers, the more value we small insight opened an opportunity can potentially bring to the whole for the client. insight-gathering process. Research This model also offers a rich frame- buyers need this value today, as they work to bring to the emerging area of struggle to keep up with the pace of analysis of social media. The qualitative change and strive for competitive researcher’s contribution to this pursuit advantage in merciless markets. is likely to be this kind of structured observation that goes beyond simple positive and negative sentiment and, References instead, starts to seek other revealing patterns. Kiel, Joan M, “Reshaping Maslow’s Hierarchy of Needs to Reflect Today’s Conclusion: There Is No Educational and Managerial Philoso- Single Truth Here phies.” Journal of Instructional The frameworks discussed here are by Psychology, Vol. 26, 1999 no means exhaustive. McCracken, Grant, “Culturematics, For instance, archetypes offer another choice, and identity construction now.” useful approach to understanding how Weblog entry. CultureBy. Posted whole packages of cultural meaning December 16, 2009. Accessed March cluster together; they can provide a kind 25, 2011 (cultureby.com) of shorthand to understanding and com- Christensen, Clayton M., S. Cook, municating around many well-estab- T. Hall, “Marketing Malpractice: The lished human patterns. Cause and the Cure.” Harvard Business Functionally oriented frameworks Review, December 2005 also have their place, such as the one Max-Neef, Manfred A. Human Scale proposed by Clayton Christenson that Development: Conception, Application consumers “hire” products and services and Further Reflections. Apex Press, to do “jobs” for them. 1991. Downloadable from Max-Neef’s “The structure of a market, seen from web site (max-neef.cl) the customers’ point of view, is very Kahneman, D. (2003). Maps of simple: They just need to get things bounded rationality: A perspective on done… When people find themselves intuitive judgment and choice. In T. needing to get a job done, they essen- Frangsmyr (Ed.), Les Prix Nobel 2002 tially hire products to do that job for [Nobel Prizes 2002]. Stockholm, Sweden: them.” (Christenson) Almquist & Wiksell International

• TRENDS •

BY RAQUEL SIQUEIRA, DIVA MARIA TAMMARO DE OLIVEIRA AND CHRIS SIQUEIRA Recherche/FireflyMillwardBrown • São Paulo, Brazil • [email protected]

orldwide awareness of the neg- of thrift stores, alternative commerce, sumption relate to each other in real- ative impact of the current con- handmade items and “doing it your- life practice? W sumption model — hyper con- self,” especially among younger targets. A greater emphasis on such politi- sumerism — is increasing, especially cally correct attitudes is also the case in relation to social inequality and envi- Understanding the Trend in developing countries such as Brazil. ronmental damage. Consumers, now The international media has given great For instance, in Veja magazine, Brazil’s more critical and engaged, are becom- emphasis to issues associated with sus- leading weekly news publication, the ing more interested in conscious con- tainability, ecology, the environment, theme of sustainability was featured sumption that balances personal satis- consumerism, anti-consumerism and with considerable emphasis in the end- faction and sustainability, valuing ecol- social responsibility. Other strong trends of-the-year specials for both 2009 and ogically correct, socially just and eco- in sustainability include a general appre- 2010. (A 2009 article covered “10 nomically viable alternatives. ciation of minimalism — where “less is Ideas and Postures for a New World,” Initiatives and actions, both at the more” — and conscious food habits, with concrete examples, mostly in the individual and the institutional levels, whether through choosing organic corporate sector for consumer goods, encourage recycling and reusing, which products or expecting and demanding and in 2010, the magazine featured a represent a simpler, more authentic life- fair trade practices. special section on the topic.) style, with less accumulated “stuff” and To what extent has society in devel- more awareness of what you have and oping countries, such as Brazil, incor- The Perceptions of what you buy. At the same time, there porated such politically correct atti- Consumption is increasing appreciation of the idea tudes? How do sustainability and con- While this may seem like a modern trend, discussion regarding sustainability and consumption has been around While the focus in the 1970s was on industry’s for at least 40 years. The watershed moment of international recognition polluting effects, today we see increasing for these themes was during the United emphasis on the role of consumption on Nations Conference on the Human Environment in Stockholm, Sweden, environmental damage. in June 1972.

22 QRCA VIEWS SUMMER 2011 www.qrca.org WHAT’S CHANGED? CONSUMPTION: central aspect of the discussion

What seems to have changed since then, though, is the perception of consumption, which the mass media now portray as the big villain, the cause of the environment’s disastrous situation. INDIVIDUAL ACTIONS While the focus in the 1970s was on and SELF HELP industry’s polluting effects, today we see increasing emphasis on the role of consumption on environmental damage. In the book Eco-Standards, Product Labeling and Green Consumerism, Magnus Bostrom and Mikael Klintman point out that the mentality today is that of a “risk society,” in which common people are bombarded by news that generate fear of everything — food contamination, deforestation, climate change, genetically modified products, etc. The authors call attention to people’s cynicism and lack of faith in institutions and authorities. This is further supported by the observation that many people are compelled to take individual action or engage in environmental campaigns and conscious consumption, and they are often willing to pay more for “sustainable” products.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 23 Sustainable Consumption CONTINUED

Looking for Answers… First and foremost, where sustain- sustainability, ecology, “doing good,” To address these questions, we made ability is concerned, there seems to be social justice, responsibility, conscious- deliberate choices in our recent study general distrust of institutions, compa- ness, health, well-being, global warming in terms of the consumer sample and nies and the government. Moreover, and spirituality — were virtually inter- theme while planning our data collection Brazilians are expressing cynicism changeable and part of the same over- and establishing the project’s scope. towards “advertising” and “marketing” all discourse. We focused on a certain segment of in the broader sense, where both are The following rationale seemed to be consumers — cultured and conscious, regarded as manipulative tactics used attached to these ideas, repeated by more critical and well informed (i.e., by companies and corporations to many respondents, with little variation: trendsetting consumers) for the primary shape public opinion. 1. Exaggerated consumption or out- data. These consumers have both the There is also a sense of fragility when of-control consumerism leads to power to influence mainstream consum- it comes to personal relationships and environmental unbalance. ers and the ability to tackle the complex- “what really matters.” This perception 2. A model that emphasizes con- ity of this debate. We also chose to focus appears as a constant background sumption, money, status and the on the themes of consumerism versus to the central discussion and seems idea that “you are what you have” anti-consumerism (without completely to characterize an authentic crisis or “you are what you consume” ignoring the considerable growth of of values. This attitudinal pattern is causing the planet to suffer, and the luxury market) and, on the other manifests as a tendency to oscillate all of us (including our children) extreme, recent access by Brazil’s lower between the rationalism that this will pay the price for this. social classes to a wide variety of con- intellectual condition allows and the 3. The planet’s answer will be further sumer goods, which has propelled desires and needs of people in a con- destruction, environmental catas- unprecedented development of the sumer society. trophes, floods, etc. The problems low-income segment. This conflict was clearly expressed by are overwhelming, and everyone This work utilized a “bricolage” our respondents, who tended to over- feels helpless in the face of the methodology, or triangulation of emphasize the generic concept of “sus- current situation. qualitative techniques. Our collection tainability,” while demonizing con- It is important to realize that there of data included: sumption and blaming themselves for is a constant in this line of thought — • In-depth interviews with opinion exaggerated consumerism. Generaliza- i.e., an established cause-consequence makers and experts (six interviews tions were frequent, as there was con- relationship between consumerism and — two social scientists, one cor- fusion between subjects and concepts. the Earth’s environmental problems porate executive, one ecologist, Broad themes — such as consumption, in general. one non-governmental organization director and one magazine writer who specialized in ecology and conscious consumption) FROM CONSUMPTION TO DISASTER • Online bulletin board and ethnographic approach • A total of 50 consumers of high education level and different pro- CONSUMER SOCIETY: model that prioritizes fessional specializations money, status and power • Men and women aged 23-62 years • Most resided in different regions of Brazil and some abroad (U.S. and macro Out-of-control consumerism leads to Europe), to include a more interna- environmental unbalance tional perception of the theme. • Extensive collection of secondary data, including desk research, bibliographic The planet’s response is catastrophes, and we all suffer. research and reviews of Brazilian and international media (newspapers, magazines, web) Overwhelming problems: Sustainability in Brazil impotency In this study, the consumer data we collected among Brazil’s trendsetters is aligned with international sentiments SOLUTION: individual actions of and can serve as a barometer for greater micro insights about sustainability in a consumption restriction modern society.

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Sustainable Consumption CONTINUED

At the same time, the respondents incentive, a motivation to work/earn During the study, respondents were attributed great importance to personal money/produce. asked to associate a set of pictures with responsibility. All respondents tended to The negative side of consumption the project’s major themes of myself, believe that there is a light at the end was, for respondents, clearly centered the future, consumption, consumerism of the tunnel, and this light resides in around excess — loss of control — and sustainability. Something that stands individual action and consciousness (i.e., which generates waste, debt, anxiety out in respondents’ images sent was the each person doing his or her part). They and frustration at having no time to widespread presence of brands, logos understood that “their part” meant enjoy what was bought/acquired. and marketing icons. Importantly, there small actions, such as recycling garbage, “Too tired and without time for so were no references to companies, brands buying less, eating organic food, etc. In much music, so many movies, so much or products in the associations with a this context, companies and institutions TV, so much food...” positive scenario. invariably appeared as negative agents, Also considered negative was the idea On the contrary, these images estab- and public or corporate campaigns pro- of mandatory, compulsory or imposed lished the tone of the respondents’ neg- moting sustainability or social respon- consumption (whether for an actual ative projections. Based on this exercise, sibility were only very rarely men- need or from media pressure), which if the question “Which side are the tioned spontaneously. they believed “pushes” consumption by brands on?” is considered, it is clear When pondering potential solutions, characterizing it as a way to position that they are in the negative side of the respondents tended to become philo- oneself in a group. Our respondents story, despite all marketing investments sophical and suggested a need to recover pondered that consumption exposes made by companies attempting to “true human values” and “faith” in injustice and social and financial differ- associate themselves with the positive people and spirituality. Some also sug- ences, as it excludes those who are concept of sustainability. gested that strict laws, regulations and unable to consume. The “illusory” face standards must be established, with of consumption appeared in this con- What Can Brands Do? severe punishment to those (people or text: consuming to be happy, yet being One of the basic assumptions is that institutions) who break the rules. unable to find happiness in it. sustainability should not be treated as a Product consumption, however, was not all about “guilt.” When thinking about consumption, our respondents admitted that it is necessary to consume (there is a basic/actual need for it) and CONSUMPTION: pros and cons that what is consumed may satisfy pleasurable desires and dreams. In practice, the respondents tried to com- bine both ideas, looking for the pleasure PROS CONS and joy in the consumption of necessary/ “compulsory” goods. “The good side of consumption is • Rational side: needs • Rational side prevails being able to satisfy a need, to feel the satisfaction of owning something that • Highly informed by • Excess: loss of control, will last.” “It’s about being able to satisfy your emotional needs: anxious consumption desires, to pleasure the soul...” pleasure • Waste, debt, Product consumption, for them, was • Expression, inclusion, frustration, guilt something unavoidable. Not only a way to express themselves, consumption also identification, motivation represented power towards others and towards themselves. Additionally, our respondents highlighted the satisfaction contained in consuming — the simple pleasure in the act itself and the ability to buy and experience things. The social/group side of consumption was EIGHTH CAPITAL SIN: consuming is good, also important because consumption nice, tempting… but it is becoming condemnable was seen as an instrument for social insertion: identification with the larger group and with what is “in” (fashion). To consume also appeared as an

26 QRCA VIEWS SUMMER 2011 www.qrca.org CONTINUED Sustainable Consumption

possible way for brands and companies Moreover, it is not possible to trace ing itself with negativity, is not an to improve their standing with consum- (at this point and based on this study effective way to emotionally connect ers. It is, in fact, the only way. It is not an alone) specific directives or norms of with consumers. option. It is not a niche. It is not a trend. how companies should communicate It is reality. Ethical and green principles sustainability. It is possible, however, One Possible Approach must become a part of a brand’s base- to build an understanding of how con- According to a paper written by line and a part of its DNA. sumers relate to the theme and to then Anthony Kleanthous and Jules Peck for The issue is not whether or not to be raise possibilities for company and the NGO World Wildlife Fund (“Let sustainable, but how to integrate the brand actions within this scenario. Them Eat Cake,” 2006), one of the concept into the company’s mission and This research indicates there is con- ways to deal with the issue is to increase procedures, and how to communicate siderable burnout when sustainability the understanding of the interaction it to consumers in an effective way. is concerned. Consumers feel paralyzed between what they call Brandscape, How to make the company sustain- and resentful of the preaching tone Brainscape and Behavior. able in its essence is the hardest part and and “moral lessons” surrounding the • Brandscape can be understood as involves issues outside of the scope of theme, resulting in a somewhat the wider scenario of the brands and this study. To go beyond “greenwash” “empty” discussion. everything associated with them (posi- and empty discourses of sustainability It is not uncommon for communi- tioning, communications, logos, is a complex task that must involve the cation campaigns dealing with sustain- actions). It is, in fact, what we can corporation as a whole. This is an in- ability to take on a dramatic or accus- call “the market.” It is like a map of depth paradigm shift, something struc- ing tone. Although the impact of this brands and services, including every- tural that takes time and demands the approach is undeniable, its effectiveness thing involved in this process: sales, combined efforts of all of the com- must be questioned. To position oneself pricing, production, marketing, company’s departments. on the side of the problem, surround- petition, promotional actions, etc.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 27 Sustainable Consumption CONTINUED

What is the survival period now, for instance, of large vehicles with poor gas mileage (such as SUVs), frequent plane trips, long showers and even flushing too often?

• Brainscape is the mindset of the people This dynamic became clear in the factors indicate that the combination — attitudes, values and beliefs that interviews and throughout the fieldwork between Brainscape (the general attitude permeate consumers’ choices and life- conducted for this study. There is a of the individuals) and Brandscape styles. The Brainscape affects and is macro scenario with great movement (the macro scenario of the brands) affected by the Brandscape: individ- promoted by governments, non-gov- can effectively lead to actual behav- uals’ demands lead to innovation, ernmental organizations, corporations ioral change. which leads to new modes of con- and their brands in order to impose the Behavioral change is not yet wide- sumption, new products and discourse of sustainability. At the same spread (not all consumers pay more for new possibilities. time, individual movements point to the green products; not all recycle; and not • Behavior is what people actually same direction: respondents were highly all are actually mobilized by the theme). do and how they effectively act in involved with the theme and the dis- There is, however, a very important the world. This is influenced by the cussion (which is made clear by the transformation in terms of attitude: relationship between Brandscape and recurrence of the “anti-consumerism” What used to be considered acceptable Brainscape — that is, between the discourse), which demonstrates the is condemned today. What is the sur- macro scenario of the brands/services relevance and urgency of this topic in vival period now, for instance, of large and the beliefs, values and attitudes their lives today. vehicles with poor gas mileage (such as of individuals and of society as With this, we see extremely fer- SUVs), frequent plane trips, long show- a whole. tile ground for change. A number of ers and even flushing too often? (There is even an award-winning campaign in Brazil for people to start “peeing in the shower,” aired by a number of channels, including some geared at children, such CHANGES ARE UNAVOIDABLE as Cartoon Network!) It would be naïve to assume that people will continue to consume in the same way that they do today. The Changing Consumer Mindset It is important to keep in mind that mindset and attitude may not reflect PERCEPTIONS people’s behavior in the short term, but these latent wishes and desires emerge BRANDSCAPE BRAINSCAPE when the right opportunities arise. This mindset speaks to how people want to MARKETING & COMMUNICATIONS feel, how they want to perceive themselves and how they want other people to perceive them. It is about self-image CONSUMPTION KNOWLEDGE and projected image. Buying “politically correct,” ethical, green or sustainable products is a way to feel good about yourself and project a more positive image of yourself to the world. Above all else, the current moment is BEHAVIOR one of increased consciousness. People are starting to realize that they are part of the larger process. They are beginning to pay attention to the amount of trash they produce, how much they consume, how much they spend and how much they waste. They are starting to effectively feel as part of the entire “negative” cycle of consumption.

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Sustainable Consumption CONTINUED

And this is the main point: consump- bad about themselves and the future. • Change the tone: no guilt, no preach- tion is being perceived as the villain of The enormity of the problems becomes ing, no restrictions. They should this entire scenario. Marketing and paralyzing. Our respondents were often position themselves as an agent of “propaganda” are blamed for “out- overwhelmed by the task at hand and change for the better. of-control consumption” (to use two disappointed by the actual opportu- • Propose friendly solutions that make expressions that reoccurred among our nities for change. people’s lives simpler, as opposed to respondents), for excess, for the search In addition, this type of “police” more complicated. for extreme satisfaction through con- approach fails to establish an emotional • Make consumers feel that they are sumption, for the accumulation of connection with consumers. On the gaining something, as opposed to per- unnecessary goods. To consume is contrary, it leads to a connection based forming more tasks (paying more for almost a capital sin: something that is on rationality, duty and obligation — local products, washing packaging nice, seductive and hard to resist, but all of which have little to do with the for recycling, carrying batteries in that does not lead to eternal bliss, much universe of desire, fantasy and experi- their purse for the recycling center, less to salvation. mentation promoted by consumption. carrying trash in the car trunk, looking Therefore, it is crucial to rethink the With this scenario in mind, compa- for recycling facilities, etc.). role of consumption in people’s lives. In nies and brands that are able to differ- • Make people’s lives easier by creating fact, many people are already doing entiate themselves and surpass these mechanisms that make “living ethi- this — consuming less, recycling in barriers will stand out. They will be cally” something possible and valued. different levels and choosing alternative those who are able to go beyond the One example is the action of organ- modes of consumption. The questions dramatic, preachy tone, helping con- izations such as the Salvation Army, remain: how can brands position them- sumers cope with this new world order which, through a massive campaign, selves on the “good” side, and how can and making them feel connected, con- was able to change the perceptions they propagate the culture of conscious scious and, especially, free of guilt. of donations in Brazil by effectively (and toned-down) consumption with- From a constructive perspective, enabling the reuse of consumer goods. out shooting themselves in the foot? therefore, companies and brands should: • Help people live in a more sustainable We see great movement on brands’ • Help consumers feel better about manner, by offering information as part to connect with such consumer themselves and their attitudes. well as services and possibilities to act. mood, albeit unsuccessfully so far. One of the possible mistakes concerns focus. Most of the communication studied in this project dealt with major situations: they said a lot about the need to act in BRANDS CAN... emergency situations, the environment (e.g., global warming, reforestation, development of renewable energy), yet Position themselves as positive agents of change ended up too distant from people’s Change the tone – no guilt, preaching, restrictions actual lives. By addressing these major Help consumers feel better about their attitudes issues, they sounded repetitive (“Sounds like they all say the same thing,” Provide friendly solutions that make life easier respondents said) and suggested a rather empty rhetoric. They lost relevance and Make it possible to live in an ethical way: offer products and services that have did not bring about effective change this basic mission incorporated into its positioning, its DNA that either affected consumers’ lives or added brand value. Total transparency: provide information to consumers Another problem is the tonality that is typically employed. It is common for publications and major campaigns (by the government, companies and brands) to emphasize restriction and guilt. Those Final Thoughts advocating light water use or water In short, it seems to be more important to “walk the walk” than to “talk rationing, for instance, almost always the talk.” Companies/brands must communicate concrete results, before adopt a “preaching” stance. Editorials they publicize their noble intentions. They must maintain sustainability in and articles are almost always framed their DNA and in the entire product mix: in the packaging, the ingredients, as a “wake up call,” something like: the way communication is produced and the message itself. “We need to do something! Wake up With hyper consumerism at a decline, it is vital to assume that sustain- and quit your alienated life!” ability should be part of the business and not its entire image. It is not There is no doubt that this approach philanthropy and should exist in both the macro and micro spheres. Most generates attention. But it also creates importantly, sustainability should truly bring relevance to the business in frustration and causes people to feel a way that makes sense to consumers.

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• QUALITATIVE TOOLBOX •

BY CORI SCHAUER NASA Ames Research Center • Moffett Field, CA • [email protected]

AND BRIANNA SYLVER Sylver Consulting • Chicago, IL • [email protected]

ualitative researchers are known a great way to communicate complex The Affinity Diagram for their bag of tricks — tricks to activities and/or relationships. As Affinity diagrams are among the easiest Q get people talking, to pull out juicy an added bonus, resulting artifacts can visualization methods. At its core, an information in an interview and to get become powerful and long-lasting affinity diagram is about organizing to the not-so-obvious insights that help communication tools for you and your data into common groups. This clients redefine their markets. Adding to your client. enables you turn large quantities of data your bag of tricks, this article is a prac- There are many visualization methods into smaller chunks of information that tical guide on using design methods to you can use to slice and dice your data. show you the common themes in your visualize your data, which will help you However, we will focus on three of the data, while simultaneously helping you pull more meaning out of your data, most powerful — affinity diagrams, focus and target your data-analysis activ- tell more compelling stories and provide process maps and 2x2 matrices. For ities. It also helps you narrow in on deeper insights to your clients. each, we will define the method, tell what might be missing in your data. you how to do it and when to use it, Because affinity diagramming is Visualizing Data with examples of each from past client an active process, it is a great way to Visualizing data is much more than projects. And, have no fear! None of engage your client in data analysis, creating snazzy graphics for your these visualization methods requires you which is a process that most clients final presentation. It is about using to be a trained designer to use them do not understand and, therefore, do graphic-design methods to help you expertly and effectively. not typically participate in. better identify and understand the compelling stories in your data. These methods enable you to organize your data in different ways so that We have yet to find a project in which affinity you see insights you might not have diagrams seem inappropriate or fail to add the uncovered when reviewing transcripts or field notes alone. It is also value expected of them.

32 QRCA VIEWS SUMMER 2011 www.qrca.org How to Do It 1. Gather your data into separate chunks. You want one idea per Post-it® note, index card or piece of paper. It is not important that it is pretty or necessarily even readable from afar. It should, however, be moveable, since you need the flexibility to include an idea initially in one group and then possibly change your mind and put it in a different group later. 2. Cluster similar things together. 3. Name each group. 4. Analyze within and between your groups: Ask yourself these questions: Why is this a group? What do the separate pieces of information within this group tell me about this theme/ trend/topic? How does this group Photo 1. The first step in relate to the others created? What creating an affinity diagram is are the hottest issues/biggest themes sorting your data into chunks emerging from my study? What and then labeling the groups. smaller trends have emerged, trends that might require further research to really understand them?

When to Use It Affinity diagrams can be used at any time in the research process. We have used them during research planning to help create recruiting screeners and interview guides. Most of the time, they are used in interim analysis sessions and as a kick-off to the analysis phase because it is one of the easiest ways to sort the data and begin to make sense of what you have. We have used this method success- fully across industries and functional roles within organizations. We have yet to find a project in which affinity diagrams seem inappropriate or fail to add the value expected of them.

What Does It Look Like in Real Life? In this example, the research team is leading the client team through two rounds of affinity diagramming. In Photo 1, the teams are sorting data into Photo 2. The final groups in an chunks and labeling groups. Photo 2 affinity map help tell a cohesive shows the results of further refinement story about the research find- of the groups. The revised data tell a ings and lay the foundation cohesive story about the high-level find- for recommendations. ings, as well as the beginnings of recommendations for the client team.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 33 Diagram It, Map It, Matrix It! CONTINUED

The Process Map A process map is best used when you need to A process map is exactly what it sounds like — the step-by-step process that an understand and communicate complex tasks because entity (an object, a person, a system, etc.) must go through to accomplish a it focuses on identifying individual tasks and how task. Anything can be process-mapped: how you make lunch for your child, those tasks create the entire process flow. how you decide where to go on vacation or how a business routes credit- card transactions from a store to the credit-card company. that are part of the process you product or service to better integrate Process maps help identify the differ- are mapping. into an existing process? ent roles that people and objects have 4. Order the tasks according to how in a process, and they reveal the issues they are done, starting with the When to Use It and gaps that cause business and oper- “trigger.” We tend to take a “Day A process map is best used when you ational problems. And, if you are doing in the life of…” approach to docu- need to understand and communicate process maps of your client’s internal menting what happens to each per- complex tasks because it focuses on work practices, they will help you build son, object or tool in the process. identifying individual tasks and how trust because the maps show your client 5. Drill down into each task, noting those tasks create the entire process that you understand the company. what happens — any complications, flow. As you focus in on the individual redundancies and workarounds tasks, you are better able to identify How to Do It experienced in that task and how where breakdowns or redundancies 1. Define the people, objects or tools that task relates to others in the occur, as well as the specific responsi- on which the process map should overall process. bilities and accountability that people be focused. 6. Analyze the entire process map for and objects have in a process. 2. Identify your process “trigger” (i.e., opportunities. Are there ways to gain We have found process-mapping to what starts the task flows for your efficiencies in this process? Are there be most effective in projects for which process map). better ways to support people in their a process is under review, whether 3. Make a list of the high-level tasks work? How can you re-engineer a directly or indirectly. In direct situations,

Photo 3. A process map can aid in analyzing and understanding a set of complex tasks.

34 QRCA VIEWS SUMMER 2011 www.qrca.org clients may wish to understand how they can gain more market share within a process or, if they have a presence within a process already, how they may enhance the value that they currently provide to their customer in completing their work tasks. In indirect situations, clients may wish to understand how they can better support work values, such as collaboration or customer satisfaction; hence, they need to first understand how current practices impede these values from being realized most optimally.

What Does It Look Like in Real Life? Photo 3 shows an example of an informal process map done in the beginning phases of analysis to understand a set of complex tasks, the tools used to accomplish each task and the output of each task. With this map, we were able to understand the steps of the overall process, how the work is done and what is produced. We also labeled problem areas with pink notes so we could easily see how problems relate to the entire process.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 35 Diagram It, Map It, Matrix It! CONTINUED

Our second example, shown in Fig- their planning process. Even though we ess map was refined throughout synthe- ure 1, is a formal process map done were interested in the people, we found sis and was included in the deliverables in the final stages of analysis, moving if we followed the products, we were to NASA. The ISS Planners still use this toward synthesis. This map follows the able to understand how the work was map today to explain their processes various products that International Space done, what tools were used and where to new hires and new international Station (ISS) planners use throughout the redundancies happened. This proc- partners on ISS.

Figure 1. This formal process map, showing the planning products used for the International Space Station, was created for NASA.

36 QRCA VIEWS SUMMER 2011 www.qrca.org The 2x2 Matrix A 2x2 matrix is a map of entities plotted along vertical and horizontal axes. Most commonly, matrices help visualize a market’s landscape. This landscape may be competition-driven, showing where a company plays in a market compara- tive to their competition, or it can be more consumer-driven, illustrating consumers’ various interpretations or behaviors related to given a topic. A 2x2 matrix expresses relationships that entities (i.e., behaviors, companies, objects) have, relative to each other. Through mapping individual entities to the matrix, groups of “position” emerge, articulating the market’s landscape.

How to Do It 1. Make a free-form list of the various axes that might offer a meaningful way to slice and dice your data. Note: All axes must be opposing, but they can be more than high-low in orientation. 2. Review the entities (i.e., behaviors, companies, objects) to map to your matrix. Choose two axes that prom- ise to offer good distribution of your entities across the 2x2 matrix. 3. Place your entities on the matrix (we suggest Post-it® notes for the first round, as they provide flexibility for you to explore the position of these entities within the matrix). 4. If things naturally group, name the groups by assessing the “like qualities” of the entities residing in each group. 5. If things do not naturally group, pick a different combination of axes, and return to step 2. 6. Once a map is working, analyze it for opportunity. Where can your client best play within this market landscape? What attributes must an offering have to be successful in a market territory?

When to Use It Of the three design methods, matrices are the most difficult to master, as it often takes a few tries to find the right axes for the matrix. However, 2x2 matrices can be used in multiple phases of a project. We use competitive-driven 2x2 matrices — mostly constructed out of secondary research — to frame Diagram It, Map It, Matrix It! CONTINUED

The purpose of these methods is to help you see the Parting Comments stories your data wants to tell, and to help you As you can see from our examples, visualizing your data can take many forms understand those stories on a deeper level. and can be either formal or informal. With all three methods, there are no right or wrong answers on how to ® projects. The insights from these matri- What Does It Look Like implement them. We love Post-it vis- ces help structure conversations with in Real Life? ualizations just as much as (if not more clients around research design. We use In this example, you can see a summary than) the more formal, professionally consumer-driven 2x2 matrices in the of the accounts-payable behaviors of designed versions. final stages of analysis. In most cases, seven different companies. Companies Just remember, the purpose of these our goal is to define innovation growth highlighted in blue have purposeful methods is to help you see the stories territories for our clients. approaches to payables, while compa- your data wants to tell, and to help you We have found that 2x2 matrices are nies highlighted in yellow do not. This understand those stories on a deeper most appropriate to use when you feel matrix allows the client to understand level. This way, you can share those like you have a lot of disparate, seem- how their customers (companies 1–7) stories, and the insights resulting from ingly unconnected information, and you approach payables so that the client them, with others in concise and mean- are tasked with finding the connections knows where to focus efforts in sup- ingful ways. in the data. porting them.

Figure 2. This 2x2 matrix allowed the client to understand how their customers (companies 1-7) approach payables.

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• QUALITATIVE TOOLBOX •

BY COLLEEN ROLLER Usability Consultant and Decision Architect • Chelmsford, MA • [email protected]

the world of web design, it has many websites, whether we are selling qualitative researcher or usability con- long been acknowledged that products or services, soliciting dona- sultant can add significant value by In usability is an important factor tions, enticing people to sign up or just helping web designers understand how in creating websites that are effective about whatever else we are trying to do. users decide and what affects the users’ and desirable. But is usability enough? And what drives user action or behavior decision-making processes. Next, the Will designing for good usability actu- is decision-making. The precursor to consultant can help her client leverage ally drive the achievement of busi- every user action is a decision. People that understanding to create online ness objectives? decide before they act. experiences that result in win/win out- To address these questions, let’s take If user behavior drives the bottom comes for both users and the client. a step back, and consider anew why line, and decision-making is the pre- we create websites. For the most part, cursor to behavior, then web designers How Decision-Making Works we create websites to persuade people can play a critical role in driving the Research shows that human decision- to do something — to take action. User bottom line by creating website designs making is characterized by a few action is what drives the bottom line on that solve for user decision-making. The key fundamentals:

The qualitative researcher or usability consultant can add significant value by showing web designers how people decide and what affects the decision-making process.

40 QRCA VIEWS SUMMER 2011 www.qrca.org When website users make decisions as they interact with a website, they are influenced by almost every aspect of the page layout and design, including the number of options available, the wording that is used, the ordering of the items, whether default values are provided and so on.

• People’s preferences and goals are enced by almost every aspect of the page People are also very sensitive to the typically quite malleable. layout and design, including the number amount of “work” involved with deci- • People determine value through a of options available, the types of options sion-making. Their primary goal is to process of comparing and contrasting. and how each one relates or compares make a good decision with a minimal • A person’s goal in decision-making is to the others, the wording that is used, amount of effort. To accomplish this to get the best possible outcome with the ordering of the items, whether goal, people use shortcut strategies the least amount of effort. default values are provided and that enable them to make efficient First, people’s preferences are not so on. decisions that usually result in accept- nearly as concrete as we might assume. One reason why the context of deci- able outcomes. People’s goals and preferences are actu- sion-making is so influential is that ally quite malleable and, therefore, people assign value to something by Decision Architecture: significantly influenced by the context comparing it to something else. People Designing for Decision-Making in which decisions are made. When are constantly comparing and contrast- To design for effective user decision- website users make decisions as they ing as a means of determining the value making, it is necessary to understand interact with a website, they are influ- of things. the importance of the decision-making

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 41 Decision Architecture CONTINUED

context and the various elements of the • People needed to feel confident that We also wanted to immediately cap- context that affects decision outcomes. the provider would deliver energy ture attention, pique interest and draw The process of designing for decision- reliably and that if something went people into the site. Since we knew that making is called “decision architecture.” wrong (e.g., the power went out), people were most interested in sav- The goal of decision architecture is to someone would be readily available ings, we displayed actual savings being create user decision-making experiences to correct the problem. realized by people in each user’s own that result in easier decision-making and • People needed to feel that the website region of the country, and we provided better decision outcomes that support itself, as well as the people and entities a means for users to then drill into the business objectives. behind it, were reputable, reliable and site to get information that would be How does decision architecture “safe” to do business with. Essentially, specific to their own needs and region. work? How do we incorporate it into people sought a relationship based Displaying actual savings data made the the design process, and how do we on capability and trust. information concrete, real and salient. test to ensure that the design achieves Knowing people’s concerns as well our objectives? as their decision criteria made it easy Simplicity: Less Is More to focus the design and determine what A primary challenge in web design is to Criteria and Barriers was or was not essential. It is critical to keep the design simple. From a decision- In decision architecture, it is important know what is essential to the design architecture perspective, complexity is to consider two important questions because the ease of decision-making is the enemy of easy user decision-mak- early in the design process: comprised largely of people’s perception ing. At one point in the design process, • What criteria will users primarily of that process. A complex design the business team discussed what types use to make their decisions? immediately suggests a complex user of information and data to show users • What concerns might act as barriers experience and, subsequently, complex on a page where they could compare to making their decisions? decision-making. People are incredibly energy providers. Recently, I helped a business team sensitive to the “work” of decision- As I listened to the discussion, it design a website that would enable users making, and the appearance of your site became apparent that the comparison to select their own energy provider. We will elicit an immediate gut reaction page was coming very close to becom- needed to know what would most that will either be positive (e.g., “easy”) ing overloaded with information. So I influence people to choose one provider or not. asked the team a critical question: was over another because this would set the it more important for the user to make focus for the entire design. To answer The Home Page the absolute right decision or to make this question, we spoke with many dif- One of the most important aspects of a a good-enough decision that would ferent kinds of consumers and found website is its home page. To be effective, get them to a better place than they that they would base their decision the home page needs to answer, as were today? on one overwhelmingly important simply as possible, three key questions This question is critical because it factor: savings. that are critical to the user: who are often means the difference between Knowing this was essential because you, what do you do, and why should convincing the user to make a decision it became the linchpin for the entire I care? If your home page doesn’t or not. When the user becomes over- design. We now knew how to attract answer these three questions in a simple, loaded with information, the decision people’s attention, how to engage and forthright way, it is likely that people becomes too complex, and people draw them in, and how to keep their will not spend much time at your site. simply cannot decide. This situation attention throughout their entire On the energy site, we targeted the results in a loss for everyone — the online experience. design of the home page specifically to user, your business partners and you. We also needed to know if there was answering these three questions. For If you can make the decision seem anything that would prevent them from some users, choosing an energy provider simple and straightforward, you are moving forward in selecting an energy would be something they had never more likely to get a win/win/win result. provider. Would they have particular done and were unfamiliar with. So, we You make the decision seem simple concerns or fears that would hold them needed a simple way to convey the over- and straightforward by focusing the back? To find the answer, we queried all concept. We did this by displaying design on the criteria that are important many different types of consumers and a simple diagram to show how the to people as they make the decision. found a couple of recurring themes: process worked. This is why you ask the important

People are incredibly sensitive to the “work” of decision-making, and the appearance of your site will elicit an immediate gut reaction that will either be positive (e.g., “easy”) or not.

42 QRCA VIEWS SUMMER 2011 www.qrca.org Decision architecture is easy to integrate into existing usability- testing methods.

question I posed earlier: what criteria will users primarily use to make their decision? You need this information in order to keep the design focused on the right things. Decision Architecture and Existing Research Methods Decision architecture is easy to integrate into existing usability-testing methods. Simply put, ask users to think aloud about how they are making a decision and whether there is anything that leads them to hesitate in making a decision. Pay particular attention to what your users do during the usability test from a decision-making perspective. What items are they choosing? What criteria do they seem to be using? Where are they hesitating, and why? You can also incorporate decision architecture into field studies — like contextual inquiry — by observing people in their natural habitat and talking with them about how they make decisions that relate to your website objectives. Developing a Holistic User Profile To more fully understand what makes your target decision-maker tick, incorporate data from web analytics, and interview salespeople and customer- service representatives in your client’s organization. This will help make the “profile” of your user audience more robust and reliable. Human decision-making is a complex process that involves much subtlety, so it is much more delicate than testing for standard usability. Research shows that most decision-making occurs at the subconscious level. This means that people do not have the ability to explain why they decide in certain ways. When asked, they will readily supply an answer. But it may not be — and probably is not — the real reason. It is Decision Architecture CONTINUED

important for research professionals architects and usability consultants when the art and science of website to understand this limitation about know enough about how people are usability were something new and dif- humans and decision-making. “hard wired” that they can make edu- ferent. Now, usability is recognized as This is why you need multiple sources cated guesses, or hypotheses, about a requirement for good web design of data to provide a holistic picture what will and will not work from a and for developing a competitive edge about how and why people actually design perspective. These hypotheses in the marketplace. decide. The best way to test for decision- get baked into the design, and the design Today, the art and science of decision making is to make the “lab” as realistic is then tested to see whether it accom- architecture are something new and as possible. The most realistic lab I plishes its mission. different, but no less critical than design- know of is A/B testing, since it tests real Usability and decision architecture ing for ease of use. As I peer into the users in their real environment, and you differ, however, in their focus. The lens bright future of web design, I am opti- can structure the test to isolate for a of usability focuses on ease of use, a mistic that the practice of effective deci- very specific aspect of the design. necessary requirement for good web sion architecture will soon become design and good decision-making. The commonplace and a recognized must- Final Thoughts lens of decision architecture focuses on have for achieving — or exceeding — Decision architecture and usability take decision-making, the driver behind the business objectives on the web. a similar approach to the design process user behavior that determines the bot- in that they both originate from a tom line on a website. research-based perspective. Decision There was a day, not so long ago,

44 QRCA VIEWS SUMMER 2011 www.qrca.org

• QUALITATIVE TOOLBOX •

BY TARA SMITH 20|20 Research • Nashville, TN • [email protected]

Cutting out the planning of travel arrange- What is a webcam focus group? For the purpose of this article, we are discussing groups that utilize the following: a shared online space for the moderator to show stimuli, webcams ments, not to mention to allow the participants and moderator to view each other and audio-teleconference the time required to technology to converse. actually travel (particularly for multi-city the early phases of designing a for example, a client that would like research project, it sometimes to gather feedback about a proposed research projects), In becomes evident that traditional, rebranding campaign for a vacation face-to-face focus groups will be imprac- destination city. The destination city can drastically reduce tical. In such cases, webcam focus does not draw a huge nationwide audi- a project’s timeline. groups may be the solution, since they ence; instead, for the most part, it draws provide enhanced flexibility over tra- people from surrounding states for mini- ditional groups. They are particularly vacations. The client would like to test ideal when the researcher must shrink a variety of stimuli, including radio ads, the project timeline, observe participants television ads, print ads and a brand in their natural environment, exercise new website. greater control over shared stimuli or For such an advertising study, the offer flexible scheduling for low-inci- client normally would conduct a series dence participants. of focus groups in each of the surround- The following examples illustrate ing states. Given the time required to some of the situations in which webcam travel to several surrounding cities, focus groups offer substantial advan- the travel logistics alone would take tages over in-person, face-to-face groups. one to two weeks. In addition to the face-to-face focus groups, the client Example 1: Shrinking the would also want to speak with travel Project Timeline planners and schedule teleconfer- These days, it seems that everyone ences with a nationwide sample of wants to achieve the depth of the vacationers. When conducting the traditional qualitative focus group but teleconferences, the client would also without taking the time required to have to determine which stimuli to plan the logistics, secure the recruit and use and how to get those stimuli to execute the data gathering. Consider, the participants.

46 QRCA VIEWS SUMMER 2011 www.qrca.org Executing this project using a web- Cutting out the planning of travel within which a consumer typically pre- cam focus group methodology would arrangements, not to mention the time fers a sports drink. It might be on a hot provide a number of advantages over required to actually travel (particularly summer day right after he has mown the the traditional methodologies cited for multi-city research projects), can lawn or finished his daily jog around above. First, it would allow the drastically reduce a project’s timeline. the neighborhood. It is nearly impossible researcher to interact with the same In addition, there are other benefits to to replicate this type of real-life experi- groups of participants, while substan- eliminating travel, which we examine ence in the traditional focus group tially shrinking the interview timeline in the next situation. facility. This substantially limits the to a mere matter of hours. Second, it quality of the research design. would allow the researcher to gather Example 2: Capturing Feedback However, when executing such a a nationwide sample of vacationers, in a Natural Setting project using webcam focus groups, the with a higher concentration around the When participants engage in a webcam researcher can recruit and schedule par- destination city. Third, it would allow focus group study, they log in from ticipants in a way that ensures that just the researcher to easily present all of their home or office. This allows the prior to the interview, the participants the stimuli needed for this assignment researcher to observe how they interact engage in a typical activity before (print ads, videos, radio spots and with a product in a natural setting. drinking a sports drink. The sports drink website features). In a traditional focus group, however, could be shipped to the participant The ability to permit all of the the researcher brings participants into a prior to the webcam interview, and respondents to view the stimuli without facility room, typically with fluorescent the researcher would get the added requiring them to travel means that the lighting and a slightly “creepy” two- benefit of knowing how the participant researcher can complete all the necessary way mirror. She then expects the partic- would typically store the product. Dur- interviews in a single day of marathon ipants to provide feedback as if they ing the interview, participants would interviewing. The researcher no longer were sitting in their home watching a drink the sports drink on camera, in has to worry about travel logistics, and commercial or enjoying a snack. The their home, just as they normally would. the clients and participants do not have limitations of the face-to-face method- Thus, by moving the experience to their to travel, as they will participate and ology are highlighted when you consider home environment, the researcher cap- observe from their individual computers a study that focuses on a beverage, such tures the authenticity of the experience. in their office (or even their home). as a sports drink. Consider the context He is able to discuss what drives their

After the researcher has set up the group and handled the logistics of sending webcams to the participants, there are few obstacles to securing those participants for a follow-up session.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 47 Right Time for Webcam Focus Groups? CONTINUED

Webcam focus groups are not the solution for every project, but there are times when they can help researchers achieve their goals — either by shrinking project timelines, meeting participants unobtrusively in their own space, exercising greater control in concept testing or involving difficult-to-reach populations.

decision to buy such a product, and he poster board and passed around or tions and private messages to the mod- has authenticated the taste test. posted on the wall. Consequently, not erator prior to discussion, as well as all the participants are able to view the traditional group discussion. Example 3: Exercising Greater image in exactly the same way or for Control Over Stimuli the same duration. In the webcam focus Example 4: Securing the In addition to allowing the researcher group, the research team uploads the Participation of a Low- to engage participants in their natural images, PDFs or even commercials to environment, webcam focus groups also the meeting site. During the discussion, Incidence Population enable her to exercise greater control the researcher is able to show them to Our final example concerns concept over the presentation of advertisements all participants in the same way for the testing with a group of low-incidence and concepts. same amount of time. The online setting business professionals who typically In a traditional focus group setting, makes it possible to receive feedback in are difficult to recruit. It can be quite print images typically are applied to the form of responses to polling ques- costly to persuade members of this population to participate in face-to-face focus groups, as they must be compen- sated not only for the time they spend in the interview, but also for their travel time and expenses. Webcam focus groups allow researchers to more easily involve low- incidence participants and to engage them for longer periods of time. The researcher now is able to schedule the group at the participants’ convenience (for instance, after work hours) and to show the concepts quickly and easily. Also, after the researcher has set up the initial group and handled the logistics of sending the webcams to the participants, there are few obstacles to securing those same participants for a follow- up session (for instance, participation in an additional round of testing of revised ad concepts, should that be desired).

Final Thoughts Webcam focus groups are not the solution for every project, but there are times when they can help researchers more easily achieve their goals. Real-time, web-based groups enable researchers to craft the research project in such a way as to blend the real-time interaction and visual cues of face-to- face interaction with the flexibility of online scheduling and a wider reach of participants.

48 QRCA VIEWS SUMMER 2011 www.qrca.org

• QUALITATIVE TOOLBOX •

50 QRCA VIEWS SUMMER 2011 www.qrca.org BY BJ KIRSCHNER Schlesinger Associates • New York, NY • [email protected]

Creating the perfect Q1. To write an effective consumer my opinion, however, if you find your- screener, the screener must cap- self asking more than two “nice to screener is not ture… (READ ALL OPTIONS) know” questions (i.e., questions that a. All the information you want are not used to weed out inappropriate based on a set to know about a potential respondents), then you are not using of hard-and-fast respondent. your time with a potential respondent b. Just the minimal basics. efficiently, and you run the risk of losing rules, but rather a c. Specific, targeted information respondents from “question fatigue.” about a potential respondent. As for the second answer, if the common-sense respondent qualifies on the most basic approach in oes this question format look famil- questions in the screener, he or she will iar? This type of screening question be qualified for the research, and any understanding D is found on most consumer studies. additional information can be discovered the interaction The respondent must answer “correctly” during the research itself. However, by in order to qualify, but nothing about making an extra effort to design ques- between a recruiter this question leads the respondent to tions that capture nuances to differen- know which is a right or wrong answer. tiate someone who is “probably a fit” and a potential Only you and your recruiter know the from someone else who represents your respondent, with answer (or answers) that will lead to ideal respondent, you increase the likeli- terminating your potential respondent. hood of generating actionable insights. the intent of If your goal is to write an effective Thus, the third choice — designing screener that results in the most appro- questions that capture specific, targeted recruiting the very priate respondents for your research, information that best defines who best respondents what is the best answer? Better yet, what you want to interview — is our win- makes a screener effective? ning answer. for a study. Consider, for instance, the first answer. Those of us who have been For Whom Is the recruiting for a while have seen 20-page Screener Written? screeners that uncover more information Two people are involved in a screening about potential respondents than even process: a recruiter and a potential their own family members know! In respondent. Your role is to design the

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 51 Writing Effective Consumer Screeners CONTINUED

If you are looking for respondents who meet narrow demographic specifications (such as those with household incomes above $250,000), then ask your demographic questions up front. If not, save them for the end.

screener to facilitate the conversation questions can annoy potential respond- mine. First, ask the questions that will between those two people and to make ents by not being cognizant of their terminate the most respondents first. it simple for your recruiter to identify time constraints. Many clients like to have all of their the type of respondent needed for your The key is to have enough questions basic demographic, past-participation study. Since neither the end client nor to select respondents who are a good fit and security questions up front, then the moderator will be screening the for your study and who hear enough follow with the screener’s meaty ques- respondent, you and your research team to judge whether or not they want to tions and end everything with articu- must define exactly whom you do and participate in the study, and where the lation questions. If you are looking do not want to recruit. Your criteria are interaction has been long enough for for respondents who meet narrow then articulated into questions and your recruiter to judge whether or not demographic specifications (such as structured into a logical sequence that each respondent can be an articulate those with household incomes above is reflected in the flow of your screener. interviewee. We will talk more about $250,000), then ask your demographic The recruiter and your potential articulateness later. questions up front. If not, save them respondents may not understand indus- for the end. In medical or business try lingo, and they may interpret non- What Must Be on a Screener? studies where the answers to demo- specific terms such as “some” or A screener is more than a series of ques- graphic questions rarely result in a ter- “often” very differently. Therefore, be tions. Make sure your screener includes minate, start with your key questions, specific, and define what you mean or a place for the recruiter to record your and leave everything else until the end. want. For example, it is better to ask respondent’s name and contact infor- Today, everyone is in a hurry, and how many times a week a respondent mation. (Due to privacy laws, your most people (including prospective drinks soda than to ask whether or not recruiter may be able to share only a respondents) have ten other things he drinks soda frequently. “Frequently” first name and last initial with your competing for their attention. Ask the could be once a month for one respond- end clients.) most important questions up front, ent and three times a day for another. Your screener should begin with an when the respondents are at their Write your questions in simple, easy- introduction. The purpose of an intro- freshest. If you ask an entire page of to-read language. Recruiters should be duction is to set the stage for the ques- past-participation questions, only to able to read the questions effortlessly, tions. Most recruiters (and I agree) will find out two pages later that the per- without having to figure out what you tell you not to worry about the word- son for your credit-card study does not are trying to say. By writing easily inter- ing, since recruiters know how to intro- have a credit card, you have wasted preted questions, you reduce the chance duce themselves. However, your intro- your potential respondent’s time and that your recruiters and prospec- duction should contain a brief synopsis your recruiter’s time. Too much wasted tive respondents will misunderstand of what is about to be asked, even if it time, and you run the risk of getting your meaning. is stated as a general topic. For example: charged more. “Hello. I’m ______, calling from ABC, Keep demographic questions together. How Long Should the a market research firm. Today, I’m Keep questions about subtopics together. Screener Be? recruiting people for a web-page The more natural the flow of your ques- The shorter the screener, the more likely usability study. May I ask you a few tions, the easier it will be for your your recruiter will be able to keep a questions to see if you qualify for respondent to follow and answer. potential respondent’s interest long this important study?” This gives the The choppier your screener, the more enough to invite her to participate. respondents a context for their answers. openings there will be for mistakes to However, some studies require multiple Then, after your questions, include an creep in. questions in order to identify and choose invitation to participate in your study. One of my favorite examples of what the respondents you want to interview. The invitation should contain as much not to do is found in many screeners In that case, the question is not how information as the client is willing to written for alcoholic-beverage studies. long the screener should be, but how provide about what will be discussed First, there is a series of questions that clear you can make the screening cri- during the research. ask whether the respondent drinks alco- teria. Long series of questions that might holic beverages, which types of alcohol, or might not terminate a potential How Do You Order how much alcohol, where he drinks the respondent can confuse a recruiter, and the Questions? beverages and which brands he drinks. you may end up with the wrong mix The answer will depend on the type of So far, so good. Then, the screener of respondents. In addition, multiple study and your preferences. Here are follows with a series of questions, and

52 QRCA VIEWS SUMMER 2011 www.qrca.org CONTINUED Writing Effective Consumer Screeners each question includes a long list of pos- What Are the Essentials, question to determine if someone is a sible answers. The goal of the screener and How Do They Dictate financial decision-maker. To minimize writer is to hide from the respondent the Screener Length? the chances of your respondent picking end client’s particular brand and type of Let’s take an example from a credit-card the answer she thinks you are looking alcohol. The unintended consequence research project. Your client, a payment- for, you can “blind” her by giving is that the recruiter must keep flipping card company, wants to recruit a group possible answers. pages to go back to the chart of answers of its card members from its list, as well and scan down sequential columns to as a group of prospects from the recruit- Q2. Which of the following statements circle the correct answers. er’s database. What do we absolutely best describes your role in the Instead, it would be simpler and need to know about these people before financial decision-making process faster to ask one or more of those ques- they sit down with the moderator? for your household? (READ LIST. tions as open ended. If gin is the alcohol First, let’s look at the prospects. We ACCEPT ONE ANSWER.) under consideration, with Bombay will assume that the essential respondent a. I am the primary decision- Sapphire as the brand that qualifies a specifications include people who make maker with regard to financial potential respondent, consider eliminat- financial decisions, do not currently have decisions. (CONTINUE) ing the long list of gins and attendant a credit card with your client and are in b. I share equally in the financial brands. If a prospective respondent a target demographic (for instance, they decisions. (CONTINUE) does not mention Bombay Sapphire, have household incomes over $75,000). c. I am not generally involved your recruiter terminates him. You Remember the correct answer to the in the decision-making. have helped make the recruiting more question at the beginning of this article? (ASK TO SPEAK TO SOME- efficient and maybe even saved a tree. The meat of the screener should address ONE IN THE HOUSEHOLD After all, not all recruiting operations these specifications as efficiently as pos- WHO IS INVOLVED IN are computerized. sible. For example, you can write one FINANCIAL DECISIONS.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 53 Writing Effective Consumer Screeners CONTINUED

Consider whether or not you wish to eliminate those who have extremely negative feelings about the end client. If yes, you can add a question to screen out those who feel that way.

IF NO ONE, THANK types of food. If you forget to ask if topic. After all, the research interviews AND TERMINATE.) your respondents have allergies or will not be discussing which people in d. Doesn’t know/refuses to food restrictions, you run the risk of history the respondent would like to answer. (TERMINATE) accepting lactose-intolerant people who invite for dinner, will they? No. They may be unable to provide the insights will be discussing credit cards. So, ask This question is sufficient, and you you need. an articulation question that relates to do not need to follow with more ques- The more vital the secrecy of the credit cards or financial services. When tions asking about the roles of others research topic, the easier it is to write a you suddenly throw in a screener ques- or what their last decisions were. screener that is too short. The solution tion about a topic completely unrelated Trust that your question will nab the comes in getting creative with how you to everything that has been already correct person. word your questions. Open-ended mul- discussed, even the most articulate In this example, your interviews will tiple-choice questions can work beau- potential respondent can stammer for be brand specific. Therefore, consider tifully here, since they can keep the an answer. whether or not you wish to eliminate research topic blind and still get the those who have extremely negative correct respondents. In the yogurt exam- Has This Helped? feelings about the end client. If yes, ple, you could ask what types of snacks you can add a question to screen out they like. Follow-up questions may Q3. Based on the information above, those who feel that way. Otherwise, in include one on yogurt and another on which of the following best just a few additional questions, you one of their other snack choices. This describes how you feel about can learn what you really need to way, you keep the prospective respond- writing a screener? know about credit-card usage from ents unsure or unaware of your product. a. I feel I have been reminded the prospects. about some important methods As for the demographics, ask just The Articulation Question of putting together a user- enough to ensure that you get the mix Many consumer screeners ask recruiters friendly screener that will get of respondents you desire. Just because to eliminate prospective respondents me the right respondents. they are on your screener template who are not articulate, and some include b. I would like more detailed from past jobs does not mean they are an open-ended question from which the information, but I think this is necessary to this study. recruiter is asked to judge how articulate a good start on the basics. When recruiting from the list of the response is. These open-ended c. I do not think I learned any- card members, you have the option to responses help guarantee that a respond- thing from this article. eliminate those questions that can be ent will be comfortable and open during answered from the list’s database. How- a research discussion. If you selected the first answer, that ever, if you suspect that the list might There are two things to note here. is what we were hoping for. If you not be accurate, use your screening First, trust your recruiters. If you are selected “b,” fair enough; let us know questions to confirm that you have hiring a recruiting organization you use what else you need. If you selected “c,” the type of respondent you want. frequently, it is most likely because you you are an expert already! have trust in their process. The recruiters Creating the perfect screener is not The Perils of Going Too Far will be able to glean a lot about a poten- based on a set of hard-and-fast rules, to Hide Your Product or Client tial respondent’s personality during but rather a common-sense approach (When Asking More Gets the screening process, so a note from in understanding the interaction between You More) the recruiter that this person is terrific a recruiter and a potential respondent, Suppose you want respondents who are should hold weight. with the intent of recruiting the most interested in a new yogurt product. If you do include an additional ques- appropriate respondents for a study. However, you do not want them to tion to terminate those who are inartic- Screeners, at their best, are a quick way know that the product is yogurt, so you ulate, ask an open-ended question that of ensuring that your respondents are have it blinded among other similar flows from or somehow relates to the the ones you need and want.

54 QRCA VIEWS SUMMER 2011 www.qrca.org

• GLOBAL RESEARCH •

BY ERDOGAN GUNDOGDU Eksen Research • Istanbul, Turkey • [email protected]

hen you think of Turkey, what Turkey is one of the reasons why it itself, market research is an emerg- do you imagine? rapidly and easily adopts new technol- ing sector. W I once attended a seminar in ogies and products. For instance, there which the presenter detailed the specifi- are now more than 66 million mobile Qualitative Research in Turkey cations of his multi-country study. While phones in use in Turkey; that is 92% of Although fairly new, the Turkish mar- his respondents in Europe and the USA the entire population. Internet penetra- ket-research sector produced about were given numerous religious options tion rate is around 45%, which is a $150 million (U.S.) of revenue in 2010, with which to identify (from agnostic to good indicator of rapid development: compared to $43 million in 2002. The zootheist), his respondents in the Middle internet penetration was below 20% heart of Turkish market research beats East were given no options whatsoever. as recently as 2004. Turkey ranks in in Istanbul. This is not a coincidence, This misperception fogs the minds of fourth place in the world in terms of since Istanbul is the largest city in many foreigners prior to entering a Facebook usage, with 22.5 million Turkey, followed by Ankara and Izmir. Middle Eastern country, particularly members in July 2010. We usually suggest and use Istanbul, Turkey. People think all Turks wear fez Turkey is among the fastest-growing Ankara and Izmir for our qualitative and ride camels. In Istanbul, however, markets in the world, with the 17th studies because they represent more you will find as many people wearing largest economy. Like the country than 30% of the Turkish population a NY Yankees cap, using an iPod and driving a Carrera as you would see in London. Turkey is the only secular Muslim country, perhaps because it is one of the most industrialized nations in the world. People think all Turks wear fez and ride So, get prepared for surprises: attire, hospitality, cuisine and Istanbul! camels. In Istanbul, however, you will find About half of the country’s residents as many people wearing a NY Yankees cap, are under 25 years old, which stands for nearly 36 million people. Youth in using an iPad and driving a Carrera as you would see in London.

56 QRCA VIEWS SUMMER 2011 www.qrca.org Broadband internet connection (ADSL) has and create more than 30% of its gross recently become common everywhere in national product. The data and insights we collect in these three cities best repre- Turkey. That is why we are now able to offer sent the country as a whole. If we need web streaming for focus groups and in- to talk to physicians, for example, it is normal to target only these cities where depth interviews, and some agencies have people are able to access all of the products and services that domestic and started providing such services. international brands offer. Since there are hundreds of hospitals in these three cities, different types of specialties are easily reached without going any farther. This is not only practical but also focus groups and in-depth interviews, • Do not force agencies to give you logical. While there are nephrologists in and some agencies have started pro- Istanbul, there are none in the city of recruitment updates three to four viding such services. Mardin. Patients in Mardin who need weeks in advance of a study. If you Most important, the general popula- a nephrologist go to the closest big city want accurate updates, expect to where a nephrologist practices. There- tion in Turkey is now more familiar receive them starting at most two fore, you have to follow the same with market research. Until recently, if weeks before your study begins. logic to find patients or consumers a cab driver asked, I needed to give Otherwise, you will get different who regularly use nephrology drugs examples to explain what I was dealing names every other day because we and/or devices. with. Otherwise, he would keep asking Turks do not often live according to This raises the point of geographic about politics and who would win the fixed plans. representation. Do not take the word next election! • Do not expect to conduct studies “representative” geographically. Being Now, nobody asks what a focus at dinnertime during Ramadan or representative does not always mean group or online survey is. This is partly at any time during Eid ul-Fitr or that we have to visit each of the 81 cities because market research methods are Eid al-Adha. Even though not every- in Turkey. If you conduct a study on fast publicized on TV, thanks to opinion body fasts or celebrates religious moving consumer goods (FMCGs), you polls, and partly because people holidays, people benefit from can pick any city from the map. When are constantly contacted by compet- these traditions. you carry out a study among healthcare ing agencies. • Turks are very sensitive about national professionals, though, do not attempt to Happily, I no longer see building gates issues, and they are proud of being include every region in Turkey, since with signs saying “Forbidden for mar- Turk. On special days, it is not sur- your product reaches only a dozen keters and interviewers!” Not long ago, prising to see international brands like cities at most. I even saw this disturbing signage every McDonald’s or Coca-Cola celebrating You can find perfect facilities for time I entered the building where I live. Turkish national feelings on TV. When research in Istanbul, and decent ones in Cola Turka (a Turkish cola brand) Ankara and Izmir, for your focus groups Tips for Researchers entered the market in 2003, it bene- and in-depth interviews. Apart from • Do not calculate the length of an fited from being a Turkish brand these three cities, you will need hotels interview according to the English compared to its international rivals. for your research. language. A pilot session that lasts an • Women’s long struggle to take part in Broadband internet connection hour in Chicago might easily take two social and professional life has recently (ADSL) has recently become common hours in Istanbul. The number of been bearing fruit unnoticed, even everywhere in Turkey. That is why we words almost doubles when translat- though this is still far from satisfac- are now able to offer web streaming for ing from English to Turkish. tory. Conducting studies among

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 57 Qual in Turkey CONTINUED

There is no specific rush hour in Istanbul. It is always rush hour. So, plan your arrival or departure accordingly.

women with male moderators is not at all a problem. Turkey has been a secular country for more than 80 years. • There is no specific rush hour in Istanbul. It is always rush hour. So, plan your arrival or departure accordingly. Do not always expect respondents to come to your sessions on time. Some may come too early, and some may come 10 to 15 minutes late. • Hospitality is something Turks are really proud of. When we conduct ethnographic home visits, we know that visiting the respondents at home with a moderator, interpreter, camera- man and foreign client all together will not be an issue. People welcome us if they know that a foreigner is with us. That may be strange to understand, but the general population loves to interact with foreigners because most Turks do not see them often. We love to offer drinks to our guests (mostly black tea or Turkish coffee). Rejecting an offer is not welcomed. If you do not like tea or coffee, just ask for water instead. You must take something from us so that we will feel that we have shared something. • With regard to Turkish cuisine, we are lucky. Turkey is located at an intersection where many cultures have passed through and inhabited for thousands of years. You can choose Middle Eastern and Mediterranean delicacies combined in one traditional Turkish meal. Most evening meals are fish. Raki (a strong anise-flavored brandy) is the inseparable drink of evening meals (at least, in restaurants) because raki and fish complete each other. If fish is not your preference, then you have dozens of mezes (hors d’oeuvres) to try.

• ONLINE QUAL •

BY ILKA KUHAGEN AND JANINA KUHAGEN Munich, Germany • [email protected] and [email protected]

irst of all, a fact: The majority of all online communication is only text, Respondents communication is nonverbal! Only a platforms have improved, and nowa- F small portion of any communica- days respondents themselves are becom- themselves are tion is based on the words that come out ing more savvy and experienced and becoming more of our mouths. The majority consists have many different ways to express of body language, surrounding smells, themselves beyond typed letters. For savvy and experi- tastes and many other clues. the experienced researcher, the clues One of the major criticisms I hear and tools are there, if you know how enced and have from my clients regarding online quali- to “listen” to them. many different tative research is, “But you cannot see your respondents — how can you get Emoticons ways to express good results without any nonverbal Many people communicating online use themselves beyond cues?” Or “What can be done to “emoticons,” ranging from a simple improve the communication and smiley face to more sophisticated typed letters. increase the learning and insight in an ones. Most platforms offer an array of online environment?” Granted, while emoticons that can be quickly selected

60 QRCA VIEWS SUMMER 2011 www.qrca.org Videos uploaded by the respondents may show body language and nonverbal information, sometimes even more than in a face-to-face setting, since the respondents are in their familiar environment and not in a facility.

and inserted into a post. In addition, pictures (like a thumbs up) to show picture or setting, the respondent pro- respondents can use the keyboard to appreciation or involvement while read- vides additional information that the just type them. ing respondents’ posts or when giving moderator can probe. Also, the videos Interestingly, there is a big difference them more time to complete a task. In may show body language and non- in the Western and Eastern worlds of face-to-face settings, the moderator verbal information, sometimes even emoticons. In the West, we tend to make would make eye contact with respond- more than in a face-to-face setting, since the distinction mainly with the mouth ents who finish earlier and/or make respondents are in their familiar envi- — e.g., :-( or :-) or :-8. The Eastern gestures to show that others are just ronment and not in a facility. In addi- world keeps the mouth the same and finishing; in an online setting, the icon tion, the moderator can ask respond- instead changes the eyes: ** (stars) tells the respondents, “It is all fine; I ents to describe their actions and move- shows excitement, UU means tired, am just waiting for others to finish.” ments, such as why they would use the and ^^ is actually a smile. product in a specific way or make a Colors certain move when opening or closing Modified Text Colors can also be used online to a product package. Participants in an online qualitative express feelings. For example, respond- study tend to carefully consider the ents can be asked to write a keyword in Pictures words they use to make a point, and the color that would match their feel- Online collages are one of the various sometimes they use quite strong lan- ings. Some respondents even choose ways to use pictures within an online guage. Respondents may also use punc- different colors for one word and discussion. Respondents can upload the tuation and capitalization to emphasize tell exactly what made them choose a pictures and explain what they want to their feelings or emotions. They might specific color. Although simple, this is say with each picture. In one interna- highlight or color different thoughts in a very effective task. While the color tional study, teenagers from around the different ways, or they might use differ- adds to better understanding, it is also world discussed their lives, and it was ent font sizes and capital or bold letters appropriate to ask the respondent quickly possible to grasp what really — “This is REALLY VERY impor- what feeling the color is supposed to was important in their lives — and tant to me” or “This makes me so convey and thus help the respondent what was special to each country — maaaaaaaad.” You can hear the into- to better express his or her feelings. just based on the collages. nation when reading the posts. Picture sorting is also easy in an If respondents already feel comfort- Audio and Video online environment. Respondents can able in a chat environment, they may Online qualitative research platforms drag and drop pictures and leave their use abbreviations common in the world offer possibilities besides the written comments on each one. In another of text-savvy consumers. A special word. More than just text can be col- study, results from this question — language is being developed for online lected when doing online qualitative “What picture best represents your communication (and even more for research — with new media, faster feelings for your cell phone?” — tweeting and texting, where space is internet access and improved platforms, showed that, in different cultures and limited). This saves time typing and digital media like photos, videos and countries with different languages, some conveys additional information about voice can also be included. Ways to people chose the same pictures to com- the emotions experienced that are not embrace pictures and voice include ask- municate exactly the same feelings. captured in words, but rather in abbre- ing respondents to upload pictures and Pictures from a product or package viations — for instance, ROFL (rolling videos, search the internet for appro- can also be tested, with respondents on the floor laughing), LOL (laugh priate photos and videos (e.g., Google choosing from smiley faces that they out loud) or BG (big grin). images or YouTube), use a webcam or drag and drop to the point on the pack- In addition, respondents make them- voice recording or simply mail the age that they like or dislike. Thus, selves heard by using sound words and pictures to the moderator, who can respondents can show their feelings and action words, such as hmmm, hehehe or then upload these onto the platform. be encouraged to articulate their emo- argh. Sometimes, if you read a respond- Such images can capture the respond- tions (happy, sad, confused, etc.). Typing ent’s post aloud, you can actually visu- ents in their own environment and in their thoughts at exactly the point of alize that person speaking. Also, the express much more of their feelings interest is like physically pointing a online moderator may use icons and for a subject. By choosing the type of finger in a face-to-face situation.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 61 Listening to Non-Verbal Cues CONTINUED

In one study, results from this question — “What picture best represents your feelings for your cell phone?” — showed that, in different cultures and countries with different languages, some people chose the same pictures to communicate exactly the same feelings.

The moderator will know exactly quickly) about a respondent and his only identify respondents but also to which area of an image the respondent background than even in a two-hour get a deeper insight. is referring to, as well as the respond- focus group. ent’s feeling about that aspect of the Avatars are another way of accom- In Summary product or package. plishing this. Actually, sometimes it is Clearly, online qualitative research is not Another way to work with images more appropriate to ask respondents to just plain text — it can also provide val- is to encourage respondents to upload choose an avatar, mainly to keep the uable, insight-revealing nonverbal cues. pictures to tell more about themselves. research respondent anonymous. Also, In fact, with the techniques described For instance, the moderator can ask however, the choice of avatar adds to above, online qualitative research can be them to create a profile similar to what the understanding and conveys a lot exciting, creative, diverse, individual and they might post on a social-networking about the respondent. The respondent tasty — IF you know how to listen site. With this technique, a moderator can be asked to explain her choice of to it! can often learn far more (and far more avatar, allowing the moderator to not

62 QRCA VIEWS SUMMER 2011 www.qrca.org

• BUSINESS MATTERS •

BY LIZ VAN PATTEN Van Patten Research • South Hampton, NY • [email protected]

A great debrief can lthough the phrase had its origins pressure off and make client debriefs in the 17th century, Stand and more productive. add tremendous value A Deliver was the title of a 1980s For the purposes of qualitative movie about a group of Latino high school research, we can define a debrief as a for both the QRC and kids in LA who had to prove they could verbal report of study findings, deliv- the client team, while handle advanced mathematics. And just ered before the QRC has had a chance like the kids in the movie, when quali- to develop final conclusions. Most of a poor one can be the tative research consultants give a client the suggestions here will be applicable “kiss of death” for debrief, they are asked to stand and to the “post debrief” that takes place deliver — to “show their stuff.” at the conclusion of the fieldwork but before the QRC has had a chance to a moderator. “Debriefs are scary. I feel put on the analyze the data. We will also touch on spot to put all the pieces together and seem smart.” some ideas for “pre-briefs” (conducted — Qualitative Research Consultant before the fieldwork starts) and interim debriefs (conducted during the field- With some advanced planning and work). The research basis of this article collaboration, though, client debriefs includes 29 telephone interviews with need not be terrifying. Understanding both QRCs and buyers of qualitative the value of debriefs and applying some research, representing a range of practical tools can help QRCs take the experience levels.

64 QRCA VIEWS SUMMER 2011 www.qrca.org Smart QRCs rely on their client contacts to help them navigate and communicate with the rest of the client team. Ask the client contact about hidden agendas and feuding factions, and enlist his or her help in setting and managing expectations for the team.

The Power of Debriefs with a head start on the analysis and decisions right away, suggest a work Debriefs are a sometimes forgotten part a better sense of how to structure the session the morning after the field- of the QR process. Everyone is tired at report and what to emphasize. work ends. the end of a long day of travel and focus • Think through what the client team groups, and few people (if any) want to “If we don’t manage the debrief, we’re needs. If they are new to qualita- take the time. The client will get the accepting that whatever happens tive research, suggest a pre-brief to report in a week or two anyway. So, is OK.” give them a grounding in how to why bother with debriefs? — Qualitative Research Consultant listen effectively. • Everything flows from the objectives, “Debriefs are something you must do so be sure to plan debriefs that will well. Don’t resist it; hone your skills.” Six Steps to Better Debriefs keep the client team focused on — Qualitative Research Buyer My research suggested six steps that the objectives. QRCs and client teams can take to • If you think of debriefing as a proc- A great debrief can add tremendous ensure more effective client debriefs. ess, the final one will not be so chal- value for both the QRC and the client lenging; instead, it will tie every- team, while a poor one can be the “kiss Step 1. Plan the debrief process thing together. of death” for a moderator. There are for each individual project. • Include time in the project schedule three reasons why debriefs are so power- It is surprising that some QRCs do for pre-briefs, interim debriefs and ful. An effective debrief can help a QRC: not spend more time planning debriefs. final debriefs so client observers can • Manage the message. A good debrief People want to talk about what they see that debrief sessions are an integral provides a chance for everyone on the have just experienced, so why not make part of the process. team to reach consensus about what it as productive as possible? Not all • Consider the project logistics. Can they heard and what happens next. projects are the same, not all clients are you start earlier, with 20 to 30 Nearly all of the QRCs and qualitative the same, nor should all debriefs be the minutes built in between groups for research buyers I interviewed used same. Go beyond one-size-fits-all think- interim debriefs? similar language: “I want everyone ing, and customize the debrief to fit • Find out who will observe, and plan to be on the same page when they the project. debriefs that give everyone a chance to head back to the office.” Envision the debrief as a process, inte- contribute and yet respect the power • Build client relationships. Collaborat- grating that process into the research dynamics within the client team. ing with clients for better debriefs proposal — why it is necessary and how fosters strong, lasting client relation- the team will get there. Planning the ships. Clients want to feel they have debrief process together encourages gotten value from the money they are QRCs and their research partners to The QRCA Professionalism Committee has spending on the research. A good think through how they will approach written a guide to observing qualitative debrief cements that idea right away, the debrief and how they will prepare research. QRCA members can download without leaving the client team waiting the client team for their participation. the guide from the QRCA website, and anxiously for the final report. Here are some tips for planning the adapt it for their own use at: • Facilitate the report-writing process. debrief process: The debrief is a great opportunity for • Ask how quickly the client will http://www.qrca.org/associations/6379/f the researcher to get a handle on what start making decisions based on the iles/TipsForObservingQR.pdf is inside clients’ heads. That will help research. If they can wait a week for the QRC produce better quality your analysis and report, a high-level reports, with a lot less anguish, and debrief might do. If they need to make

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 65 Stand and Deliver… CONTINUED

Step 2. Partner with the It is a natural response to think we primary client contact. have to do all the talking in a debrief, Structured Exercises It is vital to get the client contact’s buy- but here are some tips to help you for Client Observers in to the debrief plan because he will become a better listener. First, ask for help sell it to the rest of the client team. a few minutes just before the debrief to One of the most controversial topics in the talks Convince him of its value: better review your notes and write down the I had with QRCs and research buyers was the alignment with the process and better key points you want to make about each benefits of providing structured exercises for management of how the learning objective. This will help you stay on back-room client observers. The idea is that is disseminated. track. As the debrief progresses, take structured ways for taking notes can facilitate The client contact can fill the QRC in notes on what others say, and test your active-listening client observers and help them on the project’s history and the politics own assumptions against others’ views. absorb and organize what they hear in open- (who the key players are and what is at Start the debrief with a question — ended explorations. For example, you might stake). Smart QRCs rely on their client the observers want to talk, and this will assign each client observer to track a specific contacts to help them navigate and com- start the conversation. It is also fine for respondent or follow comments on a certain municate with the rest of the client team. a QRC to start the conversation, but the theme or issue. Or you might distribute note- Ask the client contact about hidden focus should shift very quickly to hear- taking sheets divided into categories such as agendas and feuding factions, and enlist ing from the observers. While clients “confirmations,” “surprises,” “things that are his help in setting and managing expec- are speaking, be respectful of their working well,” “things we need to improve,” etc. tations for the team. expertise, and let them finish their On the positive side, structured exercises can points. Keep an eye on client observers, be helpful for clients new to observing qualita- “Compare notes with your client contact and read their body language; even tive research, and they can help keep observers about what point of view you will when people are not talking, they are engaged when the inquiry is open-ended and express in the debrief session. Don’t saying a lot. exploratory. Exercises can aid recall for the ‘go rogue.’” Use your moderator listening skills to debrief and help encourage innovation. And — Qualitative Research Buyer make the debrief more productive — even if some observers do not participate, ask questions for clarification, and push exercises can help stimulate discussion. back a little to help deepen the discus- There are also drawbacks. Structured back- Step 3. Listen and learn. sion. And finally, record the debrief room exercises need client buy-in to work well, A debrief is not a presentation. It is a conversation on a digital recorder for and some client teams may be resistant. Exer- conversation in which every team mem- reference during the analysis. cises can interfere with how people naturally ber shares what he or she heard, and the listen and, hence, be more of a distraction than team processes that feedback toward an aid. Some QRCs feel uncomfortable asking consensus. No one expects the QRC Step 4. Engage the entire team. observers to “play along” with these techniques. to have all the answers. But the client It is important to get every one of the Situations in which structured back-room exer- observers do expect you to participate, observers to contribute to the debrief cises may be less helpful include evaluations listen and express your point of view conversation. This helps the client team of concrete stimuli (e.g., concepts, products, on what it means for the project. feel a sense of ownership and collabora- packaging), clients who are experienced in Your goal here is to get the observ- tion regarding the process, and it helps observing qualitative research and projects ers talking. Listen and respond to what the QRC build better client relationships with a longer decision timeline. the observers say, and integrate those by understanding the issues and stake- comments with what you heard and holders more completely. Decision Checklist for saw. The best debriefs are conversations QRCs need to be sensitive to the pol- Back-Room Exercises that allow client observers to process itics and the client’s corporate culture. How comfortable and confident do you feel and make sense of what they heard. Acknowledge the powerful people on using exercises for observers? the team, but be sure to keep the conver- Are exercises appropriate for this project? “When I was younger, I wanted it to be sation flowing so they don’t dominate. What value will they add to the project? perfect. That’s the opposite of what you Tips for engaging client observers in Does this client believe in the value of these should do. I used to think I had to pres- the debrief include: exercises, and will she partner with you? ent findings, but it is more important to • Remind observers at the start of Are you willing to create fresh, new exercises hear what the clients heard.” the day/evening that there will be a specifically for this project and explain their — Qualitative Research Consultant conversation at the end of the day. value to the client team? For this project, would it be better to conduct a pre-brief session on active listening and critical thinking? The best debriefs are conversations that allow client observers to process and make sense of what they heard.

66 QRCA VIEWS SUMMER 2011 www.qrca.org

Stand and Deliver… CONTINUED

Always keep the focus on the study objectives, the big picture. Don’t let observers get distracted by what happened in that one oddball group.

both positives and negatives, and • Acknowledge disagreement; clarify don’t let the energy spiral up or that it cannot be resolved now, and Interim Debriefs spiral down. move on. • Summarize consensus on three or The final debrief will go more smoothly if Step 5. Work toward consensus. four core ideas that the team can the QRC and the client contact check in This is the step that all the planning and start on right away. with each other at least once a day during collaboration lead up to — making data collection. The focus in these interim sure that everyone leaves the data-col- Step 6. Create a written deliverable. debrief sessions should be three-fold: lection phase with a general consensus This step might be controversial; some • Are we asking the right questions in the about what they all heard and where the of the QRCs I spoke with made the right way? Are we getting the right project is heading. The QRC’s goal here valid point that they do not want to people? (This is especially important on is to make sure that the observers do train clients to expect a written report the first day.) enough processing of what they heard right away. If one of a QRC’s goals, • Are we hearing things that might to lead to general agreement on the however, is to make sure that everyone make us want to refocus what we are high-level issues. leaves the field on the same page, a tan- asking? What can we build on, Within that overall goal, there are gible deliverable of some sort will go a discard, incorporate? three themes to develop as the client long way toward making sure every- • Are we getting the information we need team comes to consensus: one returns to the office with a com- to meet the objectives? Is the team stay- • Always keep the focus on the study mon story. ing aligned with what we are hearing? objectives, the big picture. Don’t let This is not a report, and it need not observers get distracted by what be long or formal, but something that is happened in that one oddball group. an early record of the consensus reached • Build your credibility as a consultant • Move the group to the respondent by helping observers understand what will benefit the entire team. The easiest room; they will listen better, and the they saw — whether it’s the meaning way to do it is to keep notes during the aura of the respondents lingers. you found in the projective exer- post debrief on a flip chart. Transcribe • To stimulate discussion, show the cises or relevant experience from them the next day, and send them to the research exhibits or exercises that similar projects. client contact to distribute to the team. the respondents created. • And then there is the big caveat: Here are a few other ideas for writ- • Don’t start with the most-senior discourage jumping to conclusions. ten deliverables: person, and make sure everyone gets Get the group to agree that the • Type up your own notes at the end a chance to speak. consensus they have reached is of each day. • On a flip chart, write what client preliminary, subject to your analysis • Hire a note-taker or have a colleague observers say. This gives people a and their reflecting on it as well. take notes; distribute notes to the focus so they pay closer attention. team each day. • Keep it short — under 20 minutes Here’s a general road map for helping • Mind maps. — especially if it’s late in the evening. the conversation flow toward consensus: • Distribute photos of respondent- • Keep moving; the outline you made • Make sure observers talk exercise output to the team. will help you move the group from things through. • Give clients Livescribe pens to take point to point. • Keep the conversation strategic; focus notes; you keep the pens, and the • Nip internal arguments in the bud; on what the team has learned. clients keep the notes. note the issue on the flip chart for • Watch for agreement, and • Get the client team together the future follow-up, and move on. work toward consensus around next morning, and hammer out • Keep the conversation balanced. Find each objective. a report.

68 QRCA VIEWS SUMMER 2011 www.qrca.org

• TRAVEL WISE •

Below: The famous Las Vegas sign. Photo courtesy of Las Vegas News Bureau.

70 QRCA VIEWS SUMMER 2011 www.qrca.org BY JESSIE QUIROZ HYTE MindScoop Research • Henderson, NV [email protected]

as Vegas… casinos, showgirls, neon signs, dollar bills, cheap buffets, L Elvis and wedding chapels. All are images that might come to mind if you were asked to create a collage about Las Vegas in a focus group. I have lived in the area off and on for over ten years, however, so if I were a respondent in that focus group, my collage would instead include shopping bags from Kiehls or Barneys New York, ticket stubs from the Lion King production and a photo of someone rafting down the Colorado River. So, grab your sun- Tournament of Kings at Excalibur. glasses and some really good walking Photo courtesy of MGM Mirage. shoes, and let’s go explore some things you will not want to miss while attend- ing the QRCA conference this fall.

Theater, Vegas Style Palazzo. Blue Man Group always enter- Las Vegas is well known for Cirque du tains (they paint themselves blue and Soleil, and there are now seven Cirque bang on drums nightly at The Venetian), shows on the Strip. If you are a fan of and there are plenty of magic shows to the Beatles or Elvis, you might want to choose from, including David Copper- check out LOVE at The Mirage or Viva field at MGM Grand or Penn & Teller Elvis at Aria. Bellagio’s O is well worth at the Rio. If you happened to have checking out, as is the classic, long-play- a poster of Donny Osmond on your ing Mystere at Treasure Island. wall when you were a teenager, you Is traditional Broadway more your will probably want to catch Donny style? Phantom of the Opera at The and Marie, currently performing at Venetian is worth seeing for the theater the Flamingo. Below: The cast of alone. There is also The Lion King at Always wanted to go to one of those Cirque du Soleil’s Mandalay Bay or Jersey Boys at the interactive dinner shows? Check out “O” at the Bellagio. Tony & Tina’s Wedding at Planet Photo by Richard Hollywood or Tournament of Kings Termine at Excalibur. Remember the guy with the puppets who won “America’s Got Talent”? He is here, too — Terry Fator does his ventriloquist gig at the Mirage. And for classic Vegas, showgirls and all, go see Jubilee at Bally’s. Nightlife Las Vegas is the nightlife capital of the world, and just about anywhere is a good place to get your drink on, bust a move and see the pretty people — tourists and locals alike — who come out at night to play. If I had to recommend a few of the most popular spots, check out XS at Encore, Tryst at Wynn or Marquee at The Cosmopolitan. Of

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 71 Vegas Vignette CONTINUED

Clockwise from top left: Fountains of Bellagio, photo courtesy of MGM Mirage; Hoover Dam, photo courtesy of Las Vegas News Bureau; Shark Reef Aquarium at Mandalay Bay, photo courtesy of MGM Mirage; Red Rock Canyon, photo courtesy of Las Vegas News Bureau.

course, your mileage may vary depend- worth a visit. You will definitely want number of times I have been asked if I ing on your tastes, so ask the concierge to visit the Conservatory and Botanical live on the Strip. And it is true that a or cabbie, or search Google for Gardens at the Bellagio, which changes lot of people think Las Vegas consists more information. every season. While you are there, head only of the Strip. outside to watch the Fountains of The reality, though, is there is so Attractions Bellagio dance to a Broadway tune. much more to do here. Our (mostly) Let’s start with thrills of the amuse- Across the street, the view from the mild seasons make it a great place to ment-park kind. If rollercoasters that top of the Eiffel Tower is phenomenal. enjoy the outdoors, and the weather is hurl you at high speeds around hotels For vintage Vegas, head downtown fantastic in October, with average day- is your thing, The Rollercoaster at New to visit some of the older casinos and time temperatures in the 80s. (However, York New York is a must. You can the Fremont Street Experience. For unlike in the middle of summer, it also get married while riding, should $20, you can ride a zip line under the actually cools off at night, so be sure you so choose. (There is a reason we are Viva Vision canopy, going speeds of up to bring a jacket.) known as the “The Wedding Capital to 30 mph. And if there is one souvenir Not only do we have great options of the World.”) Or you could drive the worth taking home, it’s a picture at nearby, but we are also within an easy 30 minutes or so to Primm and ride the famous Welcome to Las Vegas sign drive to Zion National Park and The the Desperado. It is ranked as one of located on the south end of the Strip. Grand Canyon. Don’t want to venture the top ten in the world for the tallest Finally, I am not sure if spas are con- quite that far? Just outside the city, you steel rollercoaster drop. If you truly are sidered an attraction, but I think they can enjoy the views and a hike in Red an adrenaline junkie, head to the top are one of the best things about Las Rock Canyon or at the Valley of Fire of the Stratosphere, and scream your Vegas, and you will need one after all State Park, located just 55 miles away. lungs out four different ways on thrill of the walking around. The luxurious Due to the mild weather, October is a rides that dangle and shake you over Roman baths at Qua at Caesars Palace great time to visit and hike both. the edge of the tallest building in North make it my pick for best spa. However, Hoover Dam is worth a tour, and if America west of the Mississippi River, the last time I was there, it was over- you visit, be sure to include a stop in more than 1,000 feet in the air. Or expe- crowded, so I am not going to send you historic Boulder City. Eat at The Coffee rience a simulated skydive at Vegas there. Instead, try the spa at Bellagio Cup featured on The Food Network’s Indoor Skydiving (a good bet if you are or one of the spas at City Center. show “Diners, Drive-ins and Dives,” too nervous to try the outdoor kind). and get close to bighorn sheep at For a more low-key thrill, check out Recreation Hemenway Park. Nelson’s Landing, the Shark Reef Aquarium at Mandalay A recent study indicated that 70% of located just 25 miles from Boulder City, Bay (a great place to go if you are bring- people living outside of Nevada think is a beautiful drive and a great spot to ing the kids along). Also on that end of that Las Vegas residents live in, and put a raft in the water or go cliff diving. the Strip are The Titanic and Bodies never leave, the Strip hotels. Obviously, Want to experience nature, but also exhibitions at the Luxor. Both are well I am joking; however, I can’t count the stay in Las Vegas? Just minutes west

72 QRCA VIEWS SUMMER 2011 www.qrca.org

Vegas Vignette CONTINUED

of the strip is the Springs Preserve, a the Butternut Squash Tortelli. You can custard place located just off the Strip cultural destination, built on what is thank me at the conference. in the downtown area. considered to be the city’s birthplace. Enjoy tea and views of the Strip It is a great way to escape the business at an authentic Tea Lounge inside the Shopping of the strip, while learning more about Mandarin Oriental, part of City Center. The shopping in Las Vegas is nothing the area. While you are there, eat at Head over to Las Vegas’ newest prop- short of fabulous. At one of the nation’s the Springs Café by Wolfgang Puck, erty, The Cosmopolitan, and find the largest malls, the Fashion Show Mall, and enjoy the beautiful view. And, secret pizza place. No, it is not called conveniently located on the Strip across last but not least, October is a great the Secret Pizza Place; it doesn’t actually from the Wynn casino, you will find a time to visit one of our many world- have a name, menus or a sign. And if good mix of upscale shops, as well as class golf courses. you don’t want to leave The Venetian, the Gap. Most hotels also have some there are plenty of great options there sort of shopping area or mall-like aspect. — be sure to satisfy your sweet tooth Eat + Drink The Forum Shops at Caesars Palace with a pastry at Bouchon Bakery. and the Miracle Mile Shops at Planet Las Vegas has come a long way since the The improvements in quality, variety Hollywood are my favorites and offer days of cheap buffets, 99¢ shrimp cock- and experience make today’s Vegas a great variety of shopping, along with tails and $2.99 steak and eggs. These buffets well worth it. Check out the a fun, entertaining atmosphere. days, hotels are packed with world- buffets at Wynn, Bellagio or Paris. The If you are looking for super high-end, class restaurants, and most have a list lines tend to be long, so you may want check out The Shops at the Palazzo, of restaurants that are sure to please to skip peak mealtimes. For classic home of Barneys New York and Jimmy even the pickiest palate. I can’t even Vegas off of the Strip, try Piero’s, Golden Choo, or Crystals at City Center for begin to scratch the surface of the Steer, where Frank Sinatra was a regular, Pucci, Gucci and Hermès. If outlet culinary delights that await you, so if or the Peppermill. The Fireside Lounge shopping is more your style, Las Vegas you really want to explore the food at the Peppermill is a great place for Premium Outlets is conveniently located while you are here, be sure to do exotic drinks. downtown, just off of I-15, and includes some research before you come. If you find yourself downtown on a mix of high-end and more traditional If you are not on a budget, consider Fremont Street, go have the beef brisket outlet stores. Or drive south on I-15 Joel Robuchon at MGM Grand or sandwich at The Beat Coffeehouse, for approximately 30 minutes to the Charlie Palmer’s Aureole at Mandalay which has a vintage, artsy, beatnik Fashion Outlets in Primm. It is worth Bay. The latter features “wine angels” vibe. They also have a collection of the drive for the Williams-Sonoma outlet who “fly” the four-story wine tower to new and classic vinyl you can listen to alone. One of my favorite places to shop retrieve your wine. Can’t get a reserva- while you hang out. is Town Square, an outdoor shopping, tion at the famous Rao’s in Harlem? Now, back to that 99¢ shrimp cock- dining and entertainment complex, You can at the location inside Caesars tail. For vintage Las Vegas and Las located on the south end of the Strip. Palace, which serves both lunch and Vegas’ Original Shrimp Cocktail, go dinner. For breakfast, try Society Café to the Golden Gate downtown. It is In conclusion, there is a lot to see, at Encore. Sit outside and enjoy the no longer 99¢, but at $1.99, it is still a do and eat in Las Vegas. Don’t forget views while dining at Mon Ami Gabi fantastic deal. Finally, get a sweet treat your comfortable walking shoes, and at Paris. Go to Olives at the Bellagio at another classic institution, Luv-It we will see you at the conference (try to sit by a window), and order Frozen Custard, a “walk-up” frozen in October!

Below, left to right: Las Vegas at night; Fremont Street, photo courtesy of Las Vegas News Bureau; Entrance to Joel Robuchon at MGM Grand, photo courtesy of MGM Mirage.

74 QRCA VIEWS SUMMER 2011 www.qrca.org

• QRCA VIEWS PODCASTS • Check Out Our TWO NEWEST PODCASTS

ver the past two years, QRCA has Patten Research (and author of our insight communities in a wide range brought you almost two dozen pod- Business Matters article on client of industries. O casts of interviews conducted by debriefs in this issue of VIEWS). A Find these informative new podcasts QRCA members with influential leaders veteran QRC with more than 25 years’ — as well as interviews with Andrew from qualitative research, strategic con- experience with dozens of Fortune 500 Ballenthin, Mary Ellen Bates, Scott sulting, academia and other relevant companies, Liz is particularly skilled Berkun, Ilse Bunan, Bill Buxton, Sean fields. You can listen to these interviews in branding research. In 2008, she co- Campbell and Scott Swigart, Stephen right on the QRCA website as streaming founded See Me Speak Communica- Covey, Paul Gillin, Judith Glaser, audio, or you can download the mp3 tions, a consultancy devoted to helping Kenneth Gronbach, J. Robert Harris, file to your laptop or portable player research professionals improve the Bill Hartman, Jackie Huba and Ben for listening on the go. You will find development, design and delivery of McConnell, Andrew Kent, Jim Loretta, the podcasts under the Publications link in-person and remote presentations. Dr. G. Clotaire Rapaille, Dave Siegel, She was honored, also in 2008, with Jean D. Sifleet, Linda Kaplan Thaler at www.qrca.org. the QRCA President’s Award for her and Robin Koval, and David Vinjamuri Be sure to check out this month’s work producing QCasts. Through her — all at www.qrca.org. podcast interview with Susan Spiegel newest venture, Liz designs and executes Solovay and Barbara Newman. domestic and international online qual- Co-directors of the consultancy itative research projects and online BrandVisioning, these senior-level creative directors have brought their intuitive brand of creativity to global businesses around the world. Among other techniques, they specialize in the use of hypnosis in focus groups for deep dives into consumer brand perceptions. They have strategized and created some of the industry’s most memorable campaigns, including The Best Part of Waking Up for Folgers coffee, It’s Your Life. Feed It Right for Slim-Fast, Moms like you choose Jif for P&G and We Fit America for Fruit of the Loom. They have worked their magic for Disney, Duncan Hines, Kool-Aid, Olive Garden, Dove chocolates, Post cereals, Land O’ Lakes, The Egg Board, Fresh cos- metics and so many more. With heart and soul, and delicious “eat the screen” visuals, their work connects people to brands, and brands to their people. They are interviewed in this podcast by Sharon Livingston, Ph.D. Also, be sure not to miss Kay Corry Aubry’s interview with Liz Van Patten, QRCA board member and head of Van

76 QRCA VIEWS SUMMER 2011 www.qrca.org

• BOOK REVIEWS •

Delivering and Measuring Customer This book is written from the experience of running a research practice that Service: This Isn’t Rocket Surgery advises clients on customer measure- Richard D. Hanks ments. The process used by Mindshare Duff Road Endeavors to measure customer experience is summarized in two questions: 1. What do customers want (product, REVIEW BY GEORGE SLOAN process, people)? Customer Strategy International • 2. How am I doing in giving them Los Angeles, CA • [email protected] what they want (execution)? In the section on gathering customer feedback, Hanks talks about various data-gathering methodologies, the wisdom of offering incentives and the came across Delivering and Measur- prising, considering he is the founder of redemption rates of those incentives. He ing Customer Service by Richard D. Mindshare, a customer-measurement also discusses the details of surveying I Hanks, president and CEO of Mindshare, practice where he has accumulated an customers (from sample sizes, response because I was being inquisitive when enormous amount of customer wisdom rates and controlling fraudulent survey a survey arrived shortly after I returned from measuring employee and customer responses to a discussion of social my car to one of the major car-rental feedback for many years. media, or SM) and the lack of actionable companies. This company uses Mind- Hanks defines the difference information that comes from trawling share software to track customer satis- between a satisfied customer and a loyal the SM world. He has suggestions of faction after every rental car is returned. customer, and he stresses the impor- how to turn those SM comments into It was from the company’s website that I tance of loyalty over satisfaction, while actionable information, and the com- came across the book, and I am so glad noting how the two are very closely ment-makers into “fans” of your com- I was inquisitive that day. This book is interwoven. He defines customer loyalty pany, while suggesting, “The wide-open now in a second edition, with updated as “a higher share of wallet, mind and west of social media as a feedback tool information included, and this review mouth.” is destined to acquire more structure.” refers to the second edition. He takes the reader down to Hanks believes that quality improve- Hanks’ writing style is very comfort- the level of hiring the right kind of ment for companies is an ongoing proc- able, making this book like an afternoon employees to make sure that the right ess and that the great companies are chat with an old friend. The most won- attitude is in place on the customer always listening and challenging them- derful aspect of reading this book is front. These employees must be that Hanks does not drown you in com- willing to accept customer complaints, selves to improve and repeat the cycle. plex techniques or advanced statistical which form the basis of improvements “To companies like Honda, Toyota, theories. From the beginning, it is very within the company. His belief Intel and Apple,” he says, “success is practical — “A concerted focus on is (1) you can teach skills later, (2) not a single accomplishment; it’s an executing the basics is the single most employee attitude is much harder to ongoing process.” important thing your business can change, and (3) you need to avoid If you are a “quant jock” or have a do today.” “cheerful incompetents.” You should fascination with numbers, the chapter The introduction starts, “Have you look for employees who “play well on analyzing the data will be of high ever had such a lousy customer-service with others.” interest. Here, the author shows a huge experience that you wanted to smack Hanks encourages the old Tom Peters number of examples of how Mindshare your server upside the head? It may philosophy of managing by walking employees present data to their clients have been in a restaurant or clothing around, and he updates it to experi- and of how “alert reports” can be used store, on an airplane, or on a encing your business as a customer, to deal with problems immediately for phone call…” adding that according to General Patton, successful outcomes, and he makes Hanks goes on to talk common sense “No good decision was ever made in recommendations on how to analyze throughout the book. That’s not sur- a swivel chair.” the data gathered.

Hanks defines the difference between a satisfied customer and a loyal customer, and he stresses the importance of loyalty over satisfaction, while noting how the two are very closely interwoven.

78 QRCA VIEWS SUMMER 2011 www.qrca.org The next section, on using cus- customer’s perceptions from the periph- Full of wisdom, this book should be tomer feedback to improve, begins eral clues he gets about you. And there on the shelf of every businessperson with a discussion about the speed of are a host of other very practical, who deals with customers in even the responsiveness. “Urgency is an attitude, tactical and useful tips to make use of smallest way. an approach to excellence.” Hanks the customer feedback that the book stresses the importance of taking encouraged all along. action and institutionalizing the con- tinuous improvement concept, not only into employee training but also into the review process and bonus plan implementation. To me, one of the strongest points Hanks makes in this section relates to the importance of consistency. How many times have we all gone into a hotel chain, restaurant or store, knowing that this one location is much better than any of the chain’s others in that area? Averages are not that meaningful if your best is doing 90% on a scale, but your worst is at 65%. The average might be OK, but the poor customers who go into the 65% location will not be your evangelists. Hanks has many suggestions for how to implement consistency into franchise operations and multi-unit operations. However, his most important point is to “make customer feedback and measurement a ‘Brand Standard’ of your company.” How many of us have had clients who treat the results they get from our work with half-hearted indifference? The research is done; now what? Read- ing this book will give you plenty of ideas on how to help clients integrate their research results into the larger picture of customer measurement and loyalty. The section on customer recovery and follow-up encourages thinking about customers as a lifetime asset, not just the last $20 sale. The example given is a customer who buys from your pizza store every two out of three weeks, at $20 a visit. Over the next 30 years, that customer is worth $21,000, and that does not even account for the price of your pizza going up, or the number of times she refers your store to friends and neighbors. Surely, from that perspective, a customer is worth a lot more than her last sale. The last section offers tips and tricks, including: never aiming for less than 100% customer satisfaction; measuring a customer’s total experience, not just the service parts; and managing the

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 79 Book Reviews C O N T I N U E D

Sun Tzu For Success — How to Use the Art of War to Master Challenges and Accomplish the Important Goals in Your Life Gerald Michaelson with Steven Michaelson Adams Media of War might be applicable to a particular business situation. Being unfamiliar with The Art of War, a colleague REVIEW BY GEORGE SLOAN responded negatively to his suggestion. Customer Strategy International • Instead of using the moment to educate Los Angeles, CA • [email protected] his colleague, he writes that the young colleague’s response was “arrogant” and “laced with ignorance.” Michaelson’s inclusion of Speed as a leading-edge thinker and doer made me wonder if the introduction to Sun Tzu and examples were distracting Michaelson had forgotten why he had For Success, author Gerald and disconcerting. written Sun Tzu For Success. In Michaelson defines Sun Tzu’s For instance, in Section One, In my experience, learning is a life- Art of War as the “world’s first self-help “Personal Characteristics for Success,” long process. The definition of ignorance book.” Wikipedia, however, defines it as Michaelson recounts a story of an ath- is not based on reading, or not reading, the “definitive work on military strat- letic coach who was forced to resign The Art of War. Sun Tzu’s strategies egies and tactics of its time.” Sun Tzu from his position due to the university’s in The Art of War are left to individual wrote from the perspective of a high- discovery of a series of lies. Michaelson interpretation. In his book, Michaelson ranking military general, and his writing writes, “Not really big lies — he’s a offers his interpretation of Sun Tzu and reveals his philosophy of a strategy to football coach after all, and his win-loss provides some useful and interesting win without fighting. It is from this record is what counts.” I was distracted ideas and tools, but they are often in viewpoint that I read Michaelson’s by Michaelson’s message that personal conflict with the point he makes regard- Sun Tzu For Success. integrity is important only if the lies ing the chapter under discussion from For readers who may be unfamiliar told are “big lies” and that a coach’s The Art of War. The two examples cited with Sun Tzu, the entire text is provided integrity is not as important as his above demonstrate where Michaelson in Book One. The inclusion of The Art win-loss record. had an excellent opportunity to weave of War provides an excellent opportu- Section Four, “Strategies for Suc- in some teaching about Sun Tzu’s theo- nity to familiarize, or re-familiarize, cess,” focuses on priorities and timing. ries, but he resorted to accepting objec- yourself with one of the most important Michaelson offers useful insight on tionable behavior (lying from a college historical documents on military strat- how to effectively choose your battles coach) and criticizing an uneducated egy. To this day, lessons in The Art of and understand your adversaries. comment (from a colleague unfamiliar War are used by military strategists, Section Five, “Examples of Success,” with the Art of War), missing the oppor- and they are also being interpreted and is a compilation of what Michaelson tunity of “mastering challenges,” as the applied by personal and corporate describes as examples of how “leading- subtitle of his book suggests. strategists such as Michaelson. edge thinkers and doers apply Sun Borders had this book on display on In the first three sections, Tzu’s wisdom to enhance their future.” a table in the business section recently, Michaelson provides the reader with a Michaelson includes an example by when I walked in to one of their last self-help approach to problem-solving. Edward Speed, senior vice president of remaining stores in the area. If you see Michaelson’s interpretations of Sun Tzu strategic planning for the San Antonio it displayed prominently in the same could be effective for many, but for this Credit Union. At a management confer- way, take more than the cursory glance reader, some of his interpretations ence, Mr. Speed suggested that The Art I took before you buy it.

Michaelson’s interpretations of Sun Tzu could be effective for many, but for this reader, some of his interpretations and examples were distracting and disconcerting.

80 QRCA VIEWS SUMMER 2011 www.qrca.org CONTINUED Book Reviews

The Art of Convening: Authentic Step 9: “Commitment to Action.” The convener helps individuals or group Engagement in Meetings, Gatherings and members to be responsible and account- able for the path forward. Conversations In “Creating the Container,” the Craig and Patricia Neal with Cynthia Wold authors recommend setting up meetings Berrett-Koehler Publishers in a circle: “The most ancient ‘technology’ for human gatherings most likely started around the campfire and con- REVIEW BY LAURIE TEMA-LYN tinues today as the most effective form Practical Imagination Enterprises • Ringoes, NJ • of creating presence and connectivity. [email protected] The circle creates equality and peerage among those present, even in a hierarchical environment. Everyone can see and hear one another… There is no hiding in the circle.” Art of Convening, by Craig on ourselves as human beings, the These days, since so many meetings and Patricia Neal with authors claim. We have to enter an are not in person but by teleconference The Cynthia Wold, is a jewel awareness of how we will be in relation- or online, the authors construct a “Vir- of a book that should resonate well with ship to others. tual Campfire.” In their tele-gatherings research consultants interested in mas- Step 2: “Clarifying Intent.” This and trainings, they greet each partici- tering both the inner and outer dimen- aspect helps clarify the convener’s inten- pant by name and a heartfelt welcome, sions of convening meetings. The Neals tion so that it is aligned with the pur- and ask participants to agree to the bring an enlightened approach to pre- pose of the gathering. following four protocols: “We agree to Step 3: “The Invitation.” The con- paring for and conducting meetings that be fully present. We agree to confiden- vener extends to the group a sincere, are authentic engagements — a genuine tiality. We agree to identify ourselves. warm offering that integrates purpose expression of what is “true” for con- We agree to ask for what we need and vener and participants. The Art of Con- and intention. The desired result is that look for surprises.” They go on to invite vening provides a holistic, perhaps “spir- when participants show up, they will participants to imagine that, instead of itual,” perspective on meetings that can arrive with presence, ready to partici- sitting in the participants’ respective inspire qualitative research consultants pate fully in the gathering. homes or offices, they are gathered in working with research participants Step 4: “Setting Context.” The con- around an intimate campfire together. and client teams. vener communicates the form, function I used this approach recently when a Craig and Patricia co-founded the and purpose of the engagement, as well northeast blizzard unexpectedly changed Heartland Circle Institute 25 years ago as its intent. Providing a transparent as an organization devoted to catalyzing agenda goes a long way toward creat- what would have been an in-person con- essential conversations. In addition ing trust, a foundation for authen- sumer session to a teleconference, and to conducting leadership training, tic engagement. it immediately warmed up our group Step 5: “Creating the Container.” they are known for their “Thought of strangers. At this stage, the convener creates the Leader” gatherings and skilled conven- A “Stringing the Beads” exercise in physical and energetic field so that the ing methodologies. the “Hearing All the Voices” chapter gathering will be enlivened, has bound- The Art of Convening provides a offers an elegant and efficient practice aries and is safe for experimentation for the convener to invite the partici- framework that goes beyond conven- and expression. tional facilitation to deep connection. In pants to introduce themselves and say Step 6: “Hearing All the Voices.” The a few words about what is currently each chapter, one of the nine steps of the convener plans and designs the gather- convening wheel is explained, along with going on for them. When they have con- ing to achieve full participation, in cluded their remarks, participants say, key challenges, principles, self-reflective which each person speaks, is heard and “I have spoken,” so that everyone questions and pragmatic tips for imple- is present. Good listening — without knows they are finished and not mentation. The book is also sprinkled impatience or judgment — is the core with stories, giving examples of success of this step. just pausing. and watch-for’s, along with additional Step 7: “Essential Conversation.” In Whether or not you follow every exercises and personal-journaling ques- this stage, the convener encourages and activity suggested in Convening, you tions to advance leadership growth. demonstrates meaningful exchange will likely find yourself thinking differ- The nine Aspects of the Convening within an atmosphere of mutual trust. ently about preparing and conducting Wheel, with a short description of Step 8: “Creation.” The convener both research and client-team meet- each, are: plans, nurtures and sets the conditions ings. Your gatherings are more likely Step 1: “At the Heart of the Matter.” for something new to emerge from to be heartfelt, authentic engagements If we wish to lead authentic engage- engagements of shared purpose and conversations whose outcomes are ment, then we must begin with work and trust. productive and mutually satisfying.

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 81 • HUMOR •

BY JOEL REISH Next Level Research • Atlanta, GA • [email protected]

seems that everyone has a smart- There’s an app to tell you if the can of There’s an app that tells you the best phone these days. And where there green beans you are about to put into parts of a movie for running to the lobby It are smartphones, there are apps! your grocery cart is a better price at for a “bio-break.” There’s an app that Thousands and thousands of apps pop another store around the corner. There’s has no other purpose than to emit the up every day to solve many of life’s a game app that requires you to lick fullest known variety of flatulent sounds. everyday problems, organizing us, your smartphone screen (yes, with your There’s even an app called Nothing, and streamlining us, connecting us and, of tongue) to rack up points. There’s an it truly does nothing (but you still have course, entertaining us. app to melt faces in your photo gallery. to buy it). There are also apps for qualitative research. Some of these are pretty nifty, but the Humor Column team did a little With Dominator Pause, whenever a respondent brainstorming; we wanted to really push the envelope to take full advantage of begins to dominate uncontrollably you simply smartphone capabilities, and we came point your smartphone at him or her and press up with ideas for some incredible apps for qualitative research. Now, some of the # key, and that person will pause in mid- these may be a little rough around the sentence, allowing you to continue an orderly edges in concept, but hopefully there is at least a kernel of a good idea some- discussion with the rest of the group. where buried within each one.

82 QRCA VIEWS SUMMER 2011 www.qrca.org So, is this the future of qualitative out of your PayPal account. Why tie EthnoPeep’s instructions recommend research? OK, probably not. But, still, yourself to just one researcher, when that you have respondents download it while we can’t say there already is an you can have a cloud instead? a few months in advance of the project, app for that, perhaps we can say there so they forget that it is there. Now, you ought to be an app for that. Apps for QRCs can throw out your concerns about the Hawthorne Effect (subjects change Apps for Research Buyers All Atwitter Transcripts behavior because they know they are being observed) because respondents This smartphone app uses voice-recog- don’t remember they are being observed Budget E2R nition software to instantly transcribe at that moment. Special software turns For client decision-makers, this nifty app your focus groups or depth interviews on only when the respondent talks will instantly convert budget expecta- into text format, in 140-character incre- tions into budget reality (“E2R”). For ments. These messages then are trans- about (or is in the presence of) pre- example, type in that you expect to give mitted securely to your recipient list. identified brands. Listen and watch as an incentive of a ballpoint pen for a With All Atwitter Transcripts, every respondents interact with your brands, two-hour interview with cardiac sur- salient point made by a respondent truly in real life. geons, and you will see a more appro- within the first 140 characters of his Caution: EthnoPeep is not recom- priate incentive appear in the spread- or her remarks is instantly turned into mended for use when researching certain sheet. Type in that your goal is to insights. Salient points made beyond product categories. Do we really need develop a strategic plan based on a 140 characters, well... to list them? single focus group, and the spreadsheet reminds you that, for your goal, Dominator Pause Back Room Snoop you really need a bit more research Do you have issues with controlling Back Room Snoop allows focus group than that. dominators in focus groups? Then moderators to monitor what clients are But, hey, don’t be nervous — when Dominator Pause is for you. Simply saying about them behind the mirror. you hire QRCA members, not only do activate this app at the beginning of With this app, the moderator leaves a you get great researchers, but you also each focus group, and then whenever a cell phone or notebook computer acti- get great budget-management partners. respondent begins to dominate uncon- vated in the back room. The app then We can come up with the best ways to trollably, you simply point your phone surreptitiously monitors the clients’ develop a reality-based research plan at him and press the # key, and that remarks while the researcher is moder- that stays within your budget expec- person will pause in mid-sentence, ating the group in the next room. Back tations. We may even end up render- allowing you to continue an orderly Room Snoop ignores comments about ing this app obsolete before it is discussion with the rest of the group. the research subject matter, the food even invented! You can then un-pause your dominator and other topics, but its special soft- and be assured that you have control ware enables it to know when the clients QualCloud over the rest of the proceedings, with are talking about the moderator. QualCloud brings the best of cloud your thumb on the button at all times. If clients say anything negative, the computing to qualitative research. Sort Note: this app works only if your moderator’s second smartphone will of. The idea basically is this: no matter smartphone has the ability to alter time vibrate, allowing the moderator to slip how good any QRC is, you still get only and space, which is not available in out of the interviewing room, poke her one person’s skills and experiences. With all areas. head into the back room and scold the QualCloud, you don’t need to hire just client for making such remarks. The a single qualitative researcher; instead, EthnoPeep clients will be so spooked that they are you can tap into a “cloud” of many EthnoPeep is a little applet that respond- guaranteed not to make another neg- moderators, depth interviewers and ents download to their phone before ative remark about the moderator for ethnographers to collectively gather the start of an ethnography, and then the rest of the project. insights from your respondents. Bring EthnoPeep will sit quietly until the proj- your respondents in for interviewing, ect is underway and the respondent Recruit-omatic and then post your research objectives interacts with a brand (either the client’s Recruit-omatic could be the end of on QualCloud. Within seconds, you will or a competitor’s). At that moment, recruiting nightmares. Here’s how this have thousands of qualitative researchers EthnoPeep springs into action, taking simple app works: Recruit-omatic main- lining up to ask the next question. You over the respondent’s phone camera tains a worldwide database of all smart- pay by the question, and pre-registered and instantly transmitting video and phone users with all possible attributes researchers will be paid automatically audio to you. that could be used as screening criteria

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 83 There Ought to be an App for That! CONTINUED

The only kink to work out is getting smartphone for qualitative research — demographics, psychographics, behavior metrics, users to fill out the questionnaire that catalogs lifestyle choices, brand usage and awareness, ownership and preferences, every- approximately 428,000 attributes and takes thing. Then, when you want to conduct several months to complete. qualitative research, there’s no pre- planning and no recruiting headaches. You simply launch Recruit-omatic, enter the screening criteria you want and head straight to the research facility. As you are traveling there, Recruit-omatic finds and invites all respondents within a radius of your research location who meet your screening criteria, and they show up (usually before you get there). The only kink to work out is getting smartphone users to fill out the questionnaire that catalogs approximately 428,000 attributes and takes several months to complete.

Voice2Voice 2.0 This is perhaps my favorite of all the apps we brainstormed. Imagine this: you suddenly realize you need to talk to someone who isn’t in the same room or same building. How can you do this? With the new Voice2Voice 2.0, it’s easy. Simply open your phone and enter a series of numbers (and each person you would want to talk to has his own unique set of numbers), and then, within seconds, you actually can be having a voice-to-voice conversation with that person! And Voice2Voice 2.0 can be used for all kinds of needs, not just qualitative research. Version 1.0 needed a wired connection, but new version 2.0 will let you talk wirelessly. Of all the things your smartphone could do, did you ever imagine it would be able to do that?

As you can see, with just a few new additions to the world of apps, qualitative research could make incredible leaps in capabilities, cost efficiency and client- supplier relations. Who knows? Maybe one day, a program on your smartphone will be able to write the Humor Column all by itself. Now there really ought to be an app for that... If we can’t laugh at ourselves, who can we laugh at?

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• EDITORIAL GUIDELINES •

Call for Authors: Publishing Opportunities ditorial content for QRCA VIEWS is managed FAQs about Article Submissions by an editorial team that includes the editor-in- Will I see my article before it is published in QRCA E chief, managing editors, copy editor, contributing VIEWS? Not always, as our tight publication schedule editor and the features editors for each of VIEWS’ may not allow for author review of edited manuscripts. regular columns such as Qualitative Toolbox and Tech Talk. Will I be paid for the time and effort I put into writing VIEWS editors welcome QRCA members and the article? Like most professional association pub- members of the marketing research community to lications, VIEWS does not pay contributors. However, submit article ideas or manuscripts for consideration. since the magazine is distributed broadly in the research We review each manuscript on an individual basis to community, you will gain a good deal of visibility as a ensure that the article conforms to VIEWS’ mission and result of being published in VIEWS. goals, as well as to the topic mix needed for each issue. Can I submit an outline for consideration before I Occasionally, we may save a manuscript to use in a submit the completed article? Yes, you may submit future issue. We reserve the right to edit any manuscript a 50-100 word description of your story idea to the or to change the title. appropriate features editor. Submissions should be objectively written and My article was published in another journal or supported by case-study examples. Self-serving articles magazine. Can I send it to VIEWS? While ordinarily the or those that promote a moderator’s or a research preferred solution would be a substantial rewrite, we are company’s expertise will not be published in VIEWS. willing to consider articles published elsewhere if, in Please remember that it takes a good deal of time our judgment, they seem both relevant and not likely for our editors to read through all the submissions. to have been seen by a significant portion of our own We will let you know as quickly as possible whether or readership. In addition, you must either assure us that not your article has been accepted for publication in you are the copyright holder and/or provide a letter of QRCA VIEWS. permission from the previous publication. If VIEWS publishes the article, the prior publication will be Submitting a Manuscript credited and cited in a footnote. Please send articles via email as an attached Word file to the attention of Monica Zinchiak, at My article was published in VIEWS? Can I submit it to [email protected]. another publication? You will need to submit a request • The preferred article length is 1,500–2,500 words. in writing to the VIEWS Editor-in-Chief. If we approve • To make sure that your manuscript can be easily re-publication, we will notify you in writing, and we identified and retrieved once it has been down- would expect the prior VIEWS publication to be cited loaded in our “Article Submissions Folder,” your in a footnote. Word document/file attachments should be labeled Writing Style Guidelines as follows: • 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, • Please be sure to tag each page of your manuscript i.e., don’t, wouldn’t, can’t, etc. with a left header that identifies the article title • Footnotes, endnotes or lists of references are not and author’s last name and a right header with necessary in a trade magazine such as VIEWS. the page number. • Make liberal use of topic subheads to help readers • In addition to the title of the article, the front page of scan your article and follow your main points easily. your manuscript should include the author’s full name, • Please direct your queries and/or submit your full company name and address, phone number and manuscript to Editor-in-Chief Monica Zinchiak, email address. at [email protected]. • Please use only simple formats in your Word documents. Avoid using unusual indentations or Electronic Article Reprints tabulations as well as outline-style paragraphs with Authors who publish in VIEWS will automatically receive subsets, boxes or other page graphics. When the a free PDF file of their article (including that issue’s cover) editing process has been completed, VIEWS’ graphic as it appeared in the magazine. For a PDF file of the designers will format your manuscript so that it will article with advertising removed, a company logo added be attractive and easy to read. and text reflowed, authors should contact Susie Barber • Include your full name, company name and mailing at Leading Edge Communications, at susie@leadingedge- address at the bottom of your manuscript. If your article communications.com. The fee for the modified-article is published, in appreciation of your contribution, we PDF is $35. will send you three complimentary copies via U.S. mail. We look forward to working with you!

QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 87 Index of Advertisers

About Orlando Market Research ...... 29 Field & Focus ...... 35 Murray Hill Center ...... 29 www.aboutorlandoresearch.com www.field-n-focus.com www.murrayhillcenter.com Adler-Weiner Research Company ...... 39 Fieldwork ...... 21 National Field & Focus Inc...... 43 www.awres.com www.fieldwork.com www.nff-inc.com Advanced Focus ...... 19 First Choice Facilities ...... 37 Observation Baltimore ...... 9 www.advancedfocus.com www.FirstChoiceFacilities.net www.observationbaltimore.com B2B International ...... 20 Fleischman Field Research, Inc...... 58 Opinion Search Inc...... 35 www.b2binternationalusa.com www.ffrsf.com www.opinionsearch.com Focus Coast to Coast ...... Inside Back Cover Baltimore Research ...... 5 www.focuscoasttocoast.com Opinions, LTD ...... 88 www.baltimoreresearch.com www.opinionsltd.com Focus Forward Transcriptions ...... 85 Bellomy Research, Inc...... 77 www.focusfwd.com Paramount Market Publishing ...... 58 www.bellomyresearch.com www.paramountbooks.com Focuscope Inc...... 27 Bernett Research Services ...... 7 www.focuscope.com Precision Opinion ...... 55 www.bernett.com www.precisionopinion.com FocusVision Worldwide, Inc...... Back Cover Boulder Focus Center ...... 44 www.focusvision.com Puzzle ...... 45 www.boulderfocuscenter.com Indyfocus ...... 79 www.puzzleparis.com Burke Institute ...... 75 www.indyfocus.com Research House, Inc...... 67 burkeinstitute.com Inside Heads, LLC ...... 11 www.research-house.ca ClearView Research, Inc...... 62 www.myvff.com RIVA Training Institute ...... 17 www.clearviewresearch.com Interactive Video Productions, Inc...... 25 www.rivainc.com www.interactivevideo.com Columbia Focus ...... 53 Schlesinger Associates, Inc...... Inside Front Cover www.columbia-focus.com J S Martin Transcription Resources ...... 44 www.schlesingerassociates.com www.jsmartintranscription.com Creative Consumer Research ...... 69 Taylor Research, Inc...... 43 www.ccrsurveys.com L & E Research ...... 63 www.taylorresearch.com www.leresearch.com Crimmins & Forman Market Research Inc...... 44 Market Research Dallas ...... 84 Think Group Austin ...... 37 www.crimminsandforman.com www.marketresearchdallas.com www.thinkgroupaustin.com Dawn Smith Field Management Service ...... 35 Maryland Marketing Source ...... 48 Trotta Associates ...... 88 www.signature-research.net www.mdmarketingsource.com www.trotta.net Delve ...... 3 MedQuery ...... 15 Watch LAB Studios ...... 59 www.delve.com www.medquest-chicago.com www.watchlab.com

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