INSPIRATION AND RESOURCES QRCA FOR QUALITATIVE RESEARCH
WINTER 2015 VOLUME 14 • NUMBER 2 VIEWS
Research in the TOOLBOX: What America Really Wanted to Middle East Hear in September’s Republican Debate Changing Trends, Attitudes, TECH TALK: How to Incorporate and Consumer Behavior Eyetracking into Your Qualitative Research Studies TRAVEL WISE: Vienna Inside Out: Must-Dos, Must-Sees, and Must-Eats in the Host City for QRCA’s 2016 International Conference
QRCA
WINTER 2015
THE OFFICIAL PUBLICATIONVIEWS OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION TABLE OF CONTENTS
13 Research in the Middle East? “Aiwa,” You Can!
GLOBAL: The Middle East provides unique opportunities for companies across the globe. Due to the vast cultural differences, doing research in the Middle East has its own set of challenges. Familiarizing yourself with the nuances of their work culture can help ease the research process. Aiwa, you can!
18 21 24 What America Really Want- How to Incorporate Vienna Inside Out: Must-Dos, ed to Hear in September’s Eyetracking into Your Must-Sees, and Must-Eats in Republican Debate Qualitative Research Studies the Host City for QRCA’s 2016 TOOLBOX: Does social media offer a TECH TALK: Eyetracking is certainly International Conference path for quick direction insights even among the more time-consum- TRAVEL WISE: Vienna, Austria is the without access to a private consumer ing and costly usability research site for the QRCA 2016 Worldwide panel? Yes it does. methods. But you can periodically Conference, April 13-15. Discover the integrate it in your mix of methods must-dos, must-sees, and must-eats without too much extra effort and in our beautiful and charming confer- add a new layer of insights. ence destination city.
4 QRCA VIEWS WINTER 2015 www.qrca.org
QRCA WINTER 2015 TABLE OF CONTENTS THE OFFICIAL PUBLICATIONVIEWS OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 46 | CHECK OUT OUR The “Reverse Expo” NEWEST PODCAST RCA 28 Q TOOLBOX: A hybrid between ethnography, immersion, one-on-one interviewing, Mike Carlon interviews and speed dating, this method was challenging and a bit exhausting, but yielded Jim Heisler author of A Job rich results quickly! Seekers Guide to Careers in Market Research. Pat Sabena Inspiration from Perspiration talks with Naomi Henderson 31 on the third edition of Secrets BUSINESS MATTERS: The lessons I have learned, advice received, and of a Master Moderator. perspectives collected since starting out on my own as a qualitative story collector.
The Power of the Target Perspective 35 How to Run a Qualitative Research Business Like a Triathlete 48 | TWO NEW BOOK REVIEWS TOOLBOX: It is essential to view our clients’ products and services in a new way, BOOK REVIEW: Captivology: The Science of incorporating the insights and experiences of every stakeholder along the way. Capturing People’s Attention by Ben Parr is an in- In this article we describe how designing your research around the target—or depth read of ways brands and people capture the respondent—can make your projects more successful. public’s attention. Ben Parr makes his extensive research into the subject very readable, with the Millennials and the Changing Consumer Landscape topics applying to one’s own business, a client’s 38 business, and to the reader personally. TRENDS: Curt Fedder examines the unique characteristics of Millennials, the BOOK REVIEW: The third edition of Naomi generation born from 1982 to 2004—who they are, how they see the world, and Henderson’s Secrets of a Master Moderator is what makes them tick. freshly updated with several new chapters. This book is a must-read for QRCs and all involved in 42 Are You Ready for the Future of Market Research? qualitative research. SCHOOLS OF THOUGHT: The future of market research presents challenges and exciting new opportunities for those who specialize in qualitative research. 8 FROM THE EDITOR-IN-CHIEF This article highlights the disruptions affecting the profession and challenges researchers to expand their skill sets to stay relevant. 11 INDEX OF ADVERTISERS
EDITOR-IN-CHIEF: Book Reviews: Global Research: Schools of Thought: Kay Corry Aubrey, George Sloan, Pat Sabena, Tamara Kenworthy, [email protected] [email protected] [email protected] [email protected]
MANAGING EDITOR: Book Reviews: Luminaries: Tech Talk/Online Qual: Jenifer M. Hartt, Robin Wedewer Judy Langer, Kay Corry Aubrey, [email protected] [email protected] [email protected]
MANAGING EDITOR: Business Matters: Podcasts: Travel Wise: Joel Reish, Brianna Sylver Mike Carlon, Deanna Manfredi, [email protected] [email protected] [email protected]
Book Reviews: Business Matters: Toolbox: Trends: Susan Fader Laurie Tema-Lyn, Susan Saurage-Altenloh, Shaili Bhatt, [email protected] [email protected] [email protected]
Humor: Toolbox Editor: Marketing Committee Liaison Joel Reish, Caryn Goldsmith, Michael Selz, [email protected] [email protected] [email protected]
6 QRCA VIEWS WINTER 2015 www.qrca.org
n FROM THE EDITOR-IN-CHIEF n New Inspiration and Techniques to Help You Stay on the Top of Your Game
As always this issue is chock-full of unique and valuable learning for QRCs and research buyers. Within the Toolbox section Katie White describes the benefits of designing research from the perspective of the participant. Alison Rak explores a simi- lar theme in her article on the “Reverse Expo,” where she used role reversal in a trade show format to elicit insights from Healthcare executives. Finally, Jim Bryson and Amanda Brown describe how they blended humor with serious questions to run a very successful Facebook flash poll on the September 2015 Republican Presidential debate. For our Global section Bonala, Masabi, and Chawla describe the fascinating chal- lenges and considerations when doing research in the Middle East. Schools of Thought Kay Corry Aubrey author Jim Heisler outlines the technological and business forces that have changed Editor-in-Chief, the way market research is done and how QRCs can respond by developing new skills that will allow us to help clients make sense of the data tsunami. One of the disruptive QRCA VIEWS Magazine, innovations is biometrics. Kara Pernice’s Technology article focuses on eye tracking. Usability Resources Inc. She describes in layman’s language when it makes sense to use it and what you need to [email protected] do to incorporate eyetracking into your research project. As we learn how to thrive economically in the current environment, there still is no substitute for good old imagination, experimentation and hard work. Glenn Naphy’s Business Matters piece lays out a technique for “putting on your stretchy pants” to expand the boundaries of your business by organizing your energy and time and by investing in yourself. To whet your appetite for the April 2016 QRCA Worldwide Conference, Janina Kuhagen offers a compelling tour of Vienna. Within Trends, Curt Fedder looks at the characteristics and the forces that have influenced the millennial generation, which is becoming the largest US demographic influencing over half of retail sales. We have two phenomenal podcasts for our Winter issue. Naomi Henderson shares some of her most valuable tips for moderating with Pat Sabena, and Mike Carlon digs deeper with Jim Heisler to learn how qualitative researchers can better position them- selves for success in today’s evolving technology and business climate. George Sloan has written a review of Ben Parr’s Captivology—the Science of Capturing People’s Attention, and Pat Sabena looks at the third edition of Naomi Henderson’s Secrets of a Master Moderator.
Farewell and Thank You! This year marks the end of my two year term as Editor-in-Chief of VIEWS. It’s been an honor to be in this role with a group of such talented, creative, and hard-working people. You all have made this job easy and fun—Thank you for the support you’ve given me over the past two years. Starting with the Spring 2016 issue our new Editor-in-Chief will be the very smart, hard-working and creative Joel Reish. We’ve had a few other transitions on the VIEWS team. Susan Saurage-Altenloh is now the co-Managing Editor along with Jen Hartt. Caryn Goldsmith has joined us to become Toolbox editor, and Tamara Kenworthy now heads Schools of Thought. I will be the editor for the Technology/Online section. So, there is new energy and changes in the works at VIEWS. For this issue, on behalf of our amazing authors and staff we hope you enjoy the show!
QRCA Announces 2015-2016 Board of Directors In September, QRCA installed the Board of Directors for the 2015-2016 term. Monica Zinchiak is the Association’s President, Manny Schrager serves as Vice President, Jay Zaltzman is Treasurer, and Corette Haf assumes the role of Secretary. Newly elected to the Board this year are Kathy Doyle, Tom Rich and Laurie Tema-Lyn. They are joined by Daniel Berkal and Shaili Bhatt, who are con- tinuing their Board terms, to round out this year’s Board of Directors. The Association further recognizes Marc-André Leduc, Mark Sumpter and Susan Sweet
8 QRCA VIEWS WINTER 2015 www.qrca.org who completed their Board service this Fall. 1000 Westgate Drive, Suite #252 QRCA 2015 - 2016 OFFICERS St. Paul, MN 55114 USA AND BOARD OF DIRECTORS Tel (toll free in N. America): 888-ORG-QRCA Monica Zinchiak Daniel Berkal (888-674-7722) President Director Manny Schrager Shaili Bhatt Phone: 651-290-7491 Vice President Director Fax: 651-290-2266 Jay Zaltzman Kathy Doyle Treasurer Director Email: [email protected] passion•talent•inspiration Corette Haf Tom Rich www.qrca.org Secretary Director Laurie Tema-Lyn Director
Qualitative Research Consultants Association (QRCA) serves its members in the industry through education, promotion and representation. The statements and opinions expressed herein are those of the individual authors and do not necessarily represent the views of the association, its staff, or its board of directors, QRCA VIEWS, or its editors. Likewise, the appearance of advertisers, or QRCA members, does not constitute an endorsement of the products or services featured in this, past or subsequent issues of this quarterly publication. Copyright ©2014-2015 by the Qualitative Research Consultants Association. QRCA VIEWS is published quarterly. Subscriptions are complimentary to members of QRCA and are available to buyers upon request. Presort standard postage is paid at Duluth, MN. Printed in the U.S.A. Reprints and Submissions: QRCA VIEWS allows reprinting of material published here, upon request. Permission requests should be directed to QRCA. We are not responsible for unsolicited freelance manuscripts and photographs. Contact the editor in chief for contribution information. Adver- tising: For display and classified advertising rates and insertions, please contact E&M Consulting, Inc., 1170 Hazeltine Boulevard, Suite #350, Chaska, MN 55318. (800) 572-0011, Fax (952) 448-9928. Ad Deadlines are February 2, 2016 and May 13, 2016.
Qualitative Research Consultants Association 9
n INDEX OF ADVERTISERS n
THANK YOU TO OUR VIEWS ADVERTISERS
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n GLOBAL n
By Raji Bonala, Director By Khalid TJ Al Masabi By Priyam Chawla n Director n Vox Populi Research, Dubai n Research Manager n Vox Populi Research, Dubai n [email protected] n Vox Populi Research, Dubai n [email protected] n [email protected]
esearch in the Middle East? “ iwa,” You Can!
This article aims to familiarize he GCC (Gulf Cooperation Council) is composed of researchers with this market, specifically key challenges when conducting Bahrain, Kuwait, Qatar, Oman, the Kingdom of Saudi research in KSA and UAE. These two Arabia (KSA), and the United Arab Emirates (UAE). KSA nations have considerable differences in is the most populated country, with 60% of the terms of their cultures, ease of mobility, and business practices. Most market population residing in this area, followed by UAE. research firms have their offices in UAE Currently, the GCC nations, the oil capital of the world, are at the instead of KSA, even though their busi- ness presence might be higher in the Tcusp of major economic, social, and political changes. Rising concerns more populous KSA. around the finiteness of oil reserves have led to urgent need for The best research opportunities because economic diversification. Ever growing exposure to the world around of population density has led to a demand for more liberal social and cultural policies. In KSA, Riyadh (Central), Jeddah (West), and Dammam (East) are the
Qualitative Research Consultants Association 13 Research in the Middle East? “Aiwa” CONTINUED
Saudi Arabia Bahrain Kuwait Oman Qatar (KSA) UAE Capital Manama Kuwait City Muscat Doha Riyadh Abu Dhabi Population (2013) in millions 1.3 3.3 3.6 2.1 28.8 9.2 Percentage expats in total population 55% 70% 30% 85% 30% 84% GDP (2013) - US$ Billion 32.8 175.8 203.2 203.2 748.4 402.3 GDP per capita (2013) - US$ 24,689 52,197 21,929 93,714 25,961 43, 048 Source: World Bank
three most populated and urbanized the opportunity to use online research cities, accounting for 80% of the popu- methods, especially pre-tasks like lation. In UAE, Abu Dhabi and Dubai mobile self-ethnographies. Youths’ vir- are the most populated emirates in the tual lives could act as tools to gain region with around 67% of the popula- deeper understanding of their behaviors tion living in these two cities. and aspirations. However, there is a high proportion The governments now allow research- of expats (from Asia, Levant, and North ers to speak with women through Africa) and heterogeneity in the popu- online panels or at-home ethnogra- lation of both KSA and UAE. At the phies. Women may be more open to proposal stage, one needs to consider expressing their honest opinions the composition of the sample in terms through a platform where anonymity is of nationality. maintained. Given societal pressure, Along with nationality, the marketing in-home ethnographies may allow a and market research industry uses a deeper connection with respondents, socio-economic classification system to through satellite TV and Internet has especially women, than what might be classify population. The main variables had a strong impact, making youth the possible in a group session. used for classification are occupation of harbinger of cultural change and chief wage earner, type of house, and “edgier” trends. This generation wants Understanding the calendar and its holidays car ownership. to stay connected, all the time. Social Friday being the holy day, countries networking sites such as Facebook, in the GCC have Friday and Saturday UAE and KSA consumers are a study Twitter, Instagram, and Tumblr provide off for the weekend instead of Saturday in contrast them not only with avenues to express and Sunday. Communicating with While holding onto their traditional themselves but also with a window to someone in the Middle East via phone values, Arab consumers are taking some the outside world. or email would not be possible during steps toward modernism. Although Quite a few young people also blog to these days, especially on Fridays. both countries have comparatively voice their opinions about the culture The holy month of Ramadan is higher GDP per capita income com- and their needs. For example, female observed for around 29 to 30 days, pared to developing countries, it would bloggers (such as taimalfalasi.tumblr. during which the Muslim population be incorrect to assume local consumers com) in the UAE reflect shifting needs fasts from dawn to dusk. The dates are not careful about spending money. toward creativity, redefined traditions, during which it falls vary each year Housewives look for modern, special- and self-expression. Male bloggers because the Islamic calendar is lunar. ized products but constantly seek value (such as “AFRITO—the devil” or No research or fieldwork can take place for money. Bendaz) express their opinions about at least a week before until a week after On one hand, there are strong press old traditions and challenging the Ramadan ends. Most offices also work censorship laws and Internet regula- norm. In KSA, writers and bloggers only half days during Ramadan. Avoid tions in both countries. On the other prefer to maintain their anonymity and any confusion by checking with your hand, the region has one of the highest often write under pseudonyms. local recruiting agency before deciding penetrations of mobile Internet usage in on travel or fieldwork dates or dead- the world. Such contrasts can be quite How does this impact research method- lines for deliverables. confusing for someone trying to formu- ologies? late hypotheses or draw conclusions. Given the high percentage of youth in Building a relationship with a recruiting The population of those 25 years or both countries, it is vital to understand agency younger constitutes 46% of KSA and the new generation to fathom the Due to vast differences in work cul- 35% of UAE respectively. An increased changing landscape of the market. High ture, research process and logistical level of exposure to the western world penetration of mobile Internet offers issues are rather different from the
14 QRCA VIEWS WINTER 2015 www.qrca.org “Moderators and translators, like typical Middle Easterners, take great pride in their provenance and customs. To build an healthy and trusting business relationship, it is important to respect and appreciate the expertise of both moderators and View on Dubai from Burj Khalifa translators equally.” Otherwise, a group would need a with local and expat women is growing break of 15 to 20 minutes if the prayer in the UAE. However, to understand the time falls during the group. needs, wants, and emotions of the local Arab women, it is still advisable to have developed world. It is critical as a a woman moderator to make respon- market researcher from a developed Building a relationship with the modera- tor and translator dents feel more comfortable and to pro- market to build a good relationship vide richer insights. with a local recruitment agency. Moderators and translators, like typi- cal Middle Easterners, take great pride Working with a recruitment agency in The importance of briefing, managing in their provenance and customs. To this region for the first time may be probes, and debriefing build a healthy and trusting business slightly challenging as both parties • The moderator should be briefed in learn each other’s working styles and relationship, it is important to respect and appreciate the expertise of both detail about the study objectives and needs. To ensure productivity and effi- expected output. This will prevent the ciency, researchers need to be flexible moderators and translators equally. Tone down any emails or messages that discussion guide from getting lost in and respectful. We suggest: translation. Give a detailed briefing on • Share detailed requirements, ques- might sound imperative. Take care to show trust when communicating ver- the objectives and the discussion guide tionnaires, and field brief notes well in at least several days before the inter- advance and avoid last minute changes. bally or in writing. Otherwise, your moderators or translators might mis- view and avoid any last-minute • The recruitment process generally construe your message as “an order” to changes to the guide. requires extra time compared to devel- do a task and that could lead to resis- • During the briefing, it is helpful to oped markets. Brief on the field and tance. In particular, your moderators ask the moderator his or her perspec- recruitment questionnaire at least and translators will appreciate your tive on the topic at hand, including eight days in advance. explanations for specific requests. what is happening among consumers, • Discussion guides and concepts in the media, and the popular trends should be shared at least a week in in the specific category. advance for translation and context. • Most often, due to language issues, Resending revised discussion guides all communication with the moderator and concepts constantly might be con- is through the translator. Therefore, it is sidered inconvenient and disrespectful. important to account for the extra time • Most of the local population speaks needed to communicate via the transla- only Arabic; English words need to be tor while briefing. Since the translator avoided in concepts. will be passing the probes during the Interestingly, societal changes have discussion and be your source of com- • When deciding timings for groups, now made it possible to have opposite munication with the moderator, it is also care must be taken to avoid the five gender moderators for female partici- imperative to have the translator under- prayer timings during the day. pants. The trend of male moderators stand the objectives.
Qualitative Research Consultants Association 15 Research in the Middle East? “Aiwa” CONTINUED
“The UAE & KSA • During any discussion with respon- view rather than having either type of dents, recruiting agencies, moderators, male intrusion. Videorecording is more consumers are a study and translators, topics related to reli- likely to generate a deeper understand- gion, politics, government, and the ing of the context in which the woman in contrast. While royal family must be avoided. lives and still be shareable with a larger holding on to their • It is always a good idea to debrief audience. after the last interview. More cultural On average, a transcriber takes three traditional values, the understanding provides context in to four days for one focus group tran- which to place the findings and more script. You may consider having multi- Arab consumers are in-depth understanding of the data. ple transcribers work simultaneously, but account for enough time when plan- taking some steps • For a healthy, ongoing relationship, ning the project schedule. toward modernism.” it is beneficial to write an email after- Upon receiving the transcripts, any ward to the agency, moderator, and doubts you may have can be clarified translator acknowledging their support. with the moderator. Generally, modera- tors are helpful and open to giving their Deliverables, including pre-tasks, videos, input on the data. • For concepts, it is always a good photos, and transcripts idea to have the moderator or transla- Pre-tasks such as diary placements tor proofread the concepts and check Traveling in the Middle East, especially and mobile self-ethnographies are a that the translation is colloquial. KSA, is more challenging great way to get richer insights about Women are not allowed to travel alone • Any extra probing or any commu- respondents in this part of the world. through KSA or drive in the KSA; a nication with the moderator needs to Women might not be comfortable in male relative (father or brother) or hus- pass via the translator. However, asking clicking pictures of their faces but would band must be present while traveling. It frequent additional questions during be willing to click pictures of their is illegal for women to drive. Male trav- interviews distracts both the translator houses, the products they use, and their elers are also advised to have a local and the moderator. It is advisable to surroundings, thus allowing us a sneak- Arab accompany them while traveling pre-decide on when such probes can peek into their lives. through the country or during trade be passed. Often it is preferable to give There are both cultural and techno- visits. Conversely, traveling in the UAE suggestions or feedback after an inter- logical challenges to using videography, is very convenient and safe for both view is completed. photography, or streaming facilities males and females. • When requesting the probe, it cru- during interviews in KSA. It is possible Carrying or consuming alcohol is cial to explain its objective so the to video record interviews with women strictly prohibited in KSA whereas translator can communicate it correctly in focus group facilities. Watching inter- restrictions are less stringent in UAE. to the moderator. views remotely allows clients and However, driving under the influence of researchers to get a better understand- alcohol is a criminal offense. • To interrupt the translator in the ing of the data and group dynamics, Getting in products from other coun- middle of interviews is considered although the faces of respondents will tries for product placement or testing extremely rude. Instead it is advisable be covered. To avoid any delays in an may likely be more challenging due to to write the probes in the chat box (on interview, have a trial Skype or stream- stricter customs rules. Time required Skype/Focus Vision). ing call with the translator prior to the and other formalities should be checked • Moderator styles vary but few want study. in advance to avoid any last minute to rush through the questions, prefer- If one has prior permission, it is pos- issues. ring to give enough time to respon- sible to video record an in-home eth- dents to think and reflect. This can nography. Care has to be taken not to Conclusion make interviews run longer than record the face of the female respon- This region is charting its own way on originally planned. It is advisable to dent. If you want to understand the the road to growth and development. plan your day and other commit- cooking style and habits of the respon- Researchers can play an important role ments accordingly. dent, you can shoot the kitchen and you in identifying the changing trends, atti- can shoot the respondent’s hands while • Simultaneous translation accounts tudes, and behaviors of the consumers. she cooks. for only 40% to 50% of what is actually Understanding the nuances of the cul- Male clients can visit the house of a happening during the interview. Avoid tures of UAE and KSA facilitate the female respondent only if the husband is making any assumptions on the basis smooth functioning of the research pro- present during the visit. However, the of translation and instead wait for cess, thereby allowing us to uncover rich husband’s presence may make it more the transcripts. insights about the consumers. difficult for the respondent to open up What does “Aiwa” mean in Arabic? Yes! and truly be herself. Accordingly, it may be preferable to video record the inter- 16 QRCA VIEWS WINTER 2015 www.qrca.org
n TOOLBOX n
By Jim Bryson By Amanda Brown n Founder and CEO n Panel Manager n 20|20 Research n 20|20 Research n Nashville, TN n Nashville, TN n (615) 777-2020 n (615) 777-2020 n [email protected] n [email protected]
What America Really Wanted to Hear in September’s Republican Debate
an using social media for a quantitative survey help you with qualitative studies? As it turns out, it can be extremely helpful. Some researchers hesitate to use social media as a primary venue for qualitative research. However, a recent experiment by 20|20 Research showed how social media can provide a new way to gain quick, directional insights related to a company, Cproduct, or industry, all without direct access to a private consumer panel. On September 16, 2015, 20|20 conducted The result: 2,000 highly-engaged respon- table-like discussions. Did we mention there a flash poll during the Republican presiden- dents participated during a five-hour win- are 968 million daily Facebook users spend- tial debate using our Facebook platform. The dow, yielding valuable data and trends—not ing at least 20 minutes on the medium a project yielded incredibly intriguing results. to mention some pretty candid comments day? In short, it’s a perfect environment to Ignoring the hot political topics such as about the candidates. tap into when quickly seeking input from immigration and health care, we forced highly-engaged respondents. respondents to think differently about the Why Facebook? presidential candidates. We asked edgy ques- Facebook is a data mine that’s readily How we made the poll happen tions, like which candidates they thought accessible to even novice users. There is no We formulated a half dozen multi- were most likely to have “inhaled” in college other platform that can target the way ple-choice and open-ended questions to and whom they would choose as their Facebook does. Not only does it allow you to evoke willing, thoughtful responses using “Amazing Race” partner and why. The ques- dial into your respondents based on attri- one of Facebook’s survey apps. tions were designed to be relatable and butes such as behaviors and interests, it also Just before the debate began, we launched engaging to the average American. feeds the human need to connect, caters to the poll during one of Facebook’s busiest the convenience and comfort of the online viewing periods. (Facebook reports these environment, and stimulates candid, coffee periods to be Monday through Friday at 11
18 QRCA VIEWS WINTER 2015 www.qrca.org a.m., 3 p.m. and 8 p.m. EDT.) A small cash-drawing incentive was offered to spur participation in our quirky and fun flash poll. The results started to pour in. With each answer, the live-time results, statistics, and graphs began to populate, and both obvious and not-so-obvious insights began to evolve before our eyes. We then developed a news release about our poll results and sent it cross-country to political writers, journalists, talk show producers, even writers for well-known late night show hosts. Great fodder for a lot of political conversations!
Lessons learned So what are three takeaways from our political adventure? 1. Marrying a serious issue with humor will usually stimulate intriguing qualita- tive results. Many times, topics/ques- What does this mean for the average QRC? 5. Promote the survey two to three days tions about religion and politics can QRCs can obtain valuable pre-study in advance of your actual field date/ make people feel they are on the hot research quickly by leveraging social media time. You can post announcements seat or being judged, which can be a tools (in this case Facebook) to get feedback on Facebook, and even use email lists, barrier to gaining insightful responses from a general or a very targeted market of if available. and authenticity in respondents. Americans, without a panel. With little to no 6. Offer cash incentives for participants. Bringing humor into the discussion, expense, QRCs can gain access to authentic We promoted a drawing for five $50 and being creative about the questions and insightful data on the products on gift cards. asked, fostered a much more comfort- which they’re consulting, the consumers of 7. Share your findings. This ties back to able conversation, allowing for more of those products, and the industry or realm of your study objective, so sharing can be in a human connection. business for which they’re consulting social media becomes the QRC’s panel. the form of a press release, a recap to 2. “Off the wall” questions effectively share with clients for discussion before a serve as a projective technique. The QRCs can mimic this process by project, or even during interviews to open-ended questions painted a picture following these simple steps: make participants more comfortable in of each candidate’s appeal and overall 1. Identify your objective. Your goal could sharing their own opinions. approachability that would have been be to learn more about the industry you very difficult to obtain in more direct are consulting within, to inform a client As our effort affirmed, social media can questioning methods. Plus, respondents team before finalizing a discussion guide effectively unite both quant and qual for had fun and can’t wait to participate for qualitative interviews, or to help set the QRC looking for innovative ways to again. Everyone wins. the stage during interviews with target gain pre-study insight without access to a 3. Social media—including Facebook—are consumers. private consumer panel or massive customer community. great online avenues that tap into highly 2. Gain access to your client’s Facebook engaged, willing respondents, especially page—or use your own. If you don’t have when the goal is to gain quick data on Jim Bryson is Founder and CEO of 20|20 Research, a large base of friends or fans, you will a leading global qualitative firm providing both hot topics. More and more consumers need to spend a little money (minimal) are turning to Facebook for their news in-person and online qualitative research software advertising your survey. and services. and current events. The more relevant and timely the survey is, the more likely 3. Use Facebook’s targeting tools to seg- it will be seen by fans, and the higher the ment by demographic most appropriate Amanda Brown is the Panel Manager at 20|20 overall response rate. Just as important, to your study, such as net worth, lan- Research. With 15 years of experience in customer respondents are much more forthcoming guage spoken, interests, behaviors, and service and connecting with consumers, she is also a and engaged when their feedback is much more. passionate advocate of the power of Digital and Social Media in qualitative research. given on their terms and on their “turf”; 4. Employ a Facebook survey application. We Facebook ensures that. used the “Surveys for Facebook” app.
Qualitative Research Consultants Association 19
n TECH TALK n
By Kara Pernice AB Credit: Tobii n Managing Director n Nielsen Norman Group n Phoenix, AZ n [email protected] How to Incorporate Eyetracking into Your Qualitative Research Studies
Even though eyetracking delivers rich yetracking is used to observe where users look at (or fixate and valuable data, few teams are using this on) a visual target, such as a computer screen or phone, technology regularly because it requires effort. Still, many great designers and boxes on a store shelf, an advertisement, or a TV researchers agree that applying a variety of commercial. Eyetracking and associated technologies allow research (and design) methods at the most impactful times in the development cycle Eresearchers to capture the participant’s gaze as he uses a design. can reap the best results. Eyetracking can be a powerful and different part of any team’s research toolbox because it reveals When running a usability study, that the eyetracking data suggests if they what people are attracted to in the user researchers use eyetracking data to under- see a participant spending a lot of time in interface as they perform a particular task. stand which parts of the screen are visible one area without clicking anything, or if and attract the eye, and by how much. the participant says something to affirm Suggestions for Integrating Eyetracking Methodology Items ignored when they should be the researcher’s assumptions. Eyetracking noticed signal a need for a redesign. adds an additional layer of information: it For those of you who have not yet for- Researchers use data from the live ses- tells you whether the person actually ayed into trying this exciting method, don’t sions; gaze replays (showing where people looked at something, when, for how long, be put off. Here are some tips for effectively look, with the fixations represented by a and what he did afterward. integrating eyetracking research into your dot that moves around on the page); video These days User Experience Research is work. This list is geared toward usability of the user interface, the user’s fixations driven largely by agile and other lean research, but its principles apply to any (where the eye focuses), and the user’s development processes. With these qualitative project where you need to evalu- face; gaze plots (static screenshots of the approaches, the researcher’s job is to gath- ate the effectiveness of visual stimuli. UI and each fixation represented by a dot); er quick feedback against rapidly evolving 1. Plan Research Goals Carefully Based on and heatmaps (which look just like the prototypes. To meet this challenge, UX Hypotheses heatmaps you see with website analytics teams are trading bulkier methods, such as Eyetracking produces a lot of data. When I and some click-path programs, represent- lab-based usability tests and in-depth field finish an eyetracking round of research, I ing the number of fixations or time of fix- studies, for leaner methods such as inter- feel like I am drowning in a quicksand of ations with particular colors). Gaze plots views, focus groups, A/B testing with ana- data and the only branch to grab is my list and heatmaps may include one or many lytics, and remote unattended usability of hypotheses. For example, early in a users’ interaction. When running a tradi- studies (done over the Internet with no usability study a user might click on con- tional in-person usability study, the mod- human intervention). tent on the right-hand side of a screen, erator might draw the same conclusion and if it didn’t match his expectations, he
“Eyetracking can be a powerful and different part of any team’s research toolbox because it reveals what people are attracted to in the user interface.”
Qualitative Research Consultants Association 21 Incorporating Eyetracking CONTINUED
5. Rent the Equipment to Start, or Consider Splitting the Cost with Other Researchers Eyetracking equipment is expensive. Determine how often you think your team will actually use an eyetracker and investi- gate renting versus buying. Maybe the price of renting a system for a week or two will be easier for management to agree to a smaller commitment vs. a major capital expense of the system purchase.
It’s a shame that the setup and cost of the system are limiting factors and thus become primary reasons that so many teams avoid or simply do not consider eyetracking research. If teams were willing to split the costs and share the purchase or rent out their machines, we might see more eyetracking research.
6. Allow the Vendor to Set Up the System Setting up eyetracking technology can be involved and difficult. The system itself, the computer it works with (for desktop test- ing), the stimuli, writing tasks, and creating doesn’t look at it again. Did this really hap- on competitive websites. To test an early sound measurements involve effort and pen? To what degree? What was the con- design, use sketches or wireframes (as long skill to get right. Enlist the eyetracker’s ven- tent there the first time he looked at these, as they are accessible online). When a dor to set up the system for you. There is and what was he doing and expecting at design is drafted, use eyetracking as you usually a cost associated with this, but it is the time? Referring to assumptions can would in a traditional usability study to see probably cheaper in the long run than direct the analysis in a meaningful way. whether people notice and find things or if spending your own time trying to get But, be careful to keep an open mind for they are distracted. Notice engagement and things right. findings you were not expecting and for regressions and “backtracking” behavior disproven hypotheses—which can be as (i.e., if the participant hits the Back button Eyetracking Is an Advanced Research interesting as proven ones. as a way to cancel out of an operation). You Method and Not for the Faint of Heart There are several reasons why teams shy 2. Allow Ample Time for Task Writing can test for reading patterns with your con- tent and layout and notice which are pro- away from eyetracking research. Some of For eyetracking you need to plan and test ductive versus confusing or time-wasting. the common reasons I see include the fol- tasks carefully. What you tell participants lowing: to do directly impacts where they look and 4. Test the Visual in Its Ultimate Context • Choosing a system can be time-con- do not look in the user interface. Choose If you’re designing an advertisement, you suming and daunting. While there are your words carefully, ask your colleagues to will get some great feedback by testing in not multitudes of vendors out there, review them, and pilot test the tasks before the context of where the stimuli will be there are enough to make it confusing. the true study. positioned. Many make the mistake of test- • Setting up the system seems involved 3. Use Eyetracking at the Right Time ing early drafts of an ad and doing it with and difficult, and sometimes is. the ad alone. People are not presented with As with field studies, eyetracking data is • Eyetracking cannot be done well just an ad–they see it on a website, in a most relevant and accepted in early phases remotely–yet. There are systems that magazine, or on the side of a bus. Test the of a project, such as the requirements work with webcams; however, the ones I ad in context to truly see whether and how phase, and not when the design has been have tested don’t track the gaze accu- people look at it. For example, if you are determined. There are several places rately. Keep watching these systems, using eyetracking to test the effectiveness during an interface design cycle when though, because when one gets it right, it of an ad on a website, set up the stimuli so eyetracking research could be informative. is going to be really exciting. you can measure how the person reacts to For example, if you want to test a novel • Mobile systems don’t seem quite exact the ad on the actual page where it will be design approach before the team starts to enough. If the calibration is off by a few rather than presenting the ad alone and work on a project, you can use eyetracking pixels on a 32-inch monitor, it may not asking for their reaction.
22 QRCA VIEWS WINTER 2015 www.qrca.org “If you’re designing an advertisement, you will get some great feedback by testing in the context of where the stimuli will be positioned.”
make a huge difference, depending on your research goals. But a few pixels off on a smartphone screen can result in misleading and incorrect findings. If you AB Credit: Tobii want to see if the research subject some- times reads text or looks at the ham- ings is also quite challenging. For exam- For more details on how to plan and conduct burger icon, then the calibration and ple, just because the user didn’t look at eyetracking studies, consider downloading Nielsen gaze plotting needs to be very precise if the menu, does it mean he didn’t see it? Norman Group’s free report, “How to Conduct not perfect. Was he aware that the menu was there Eyetracking Studies,” by Kara Pernice & Jakob and just didn’t need it then? Just because Nielsen, 2009. http://www.nngroup.com/reports/ • Facilitating a session which incorpo- he looked at a word, does it mean he how-to-conduct-eyetracking-studies/ rates eyetracking requires additional really registered it? When you add in the effort. For example, throughout your ses- eyetracking plane of data, these types of See the “hot potato” behavior outlined in our book, sion you need to ensure that the system questions you have when exploring any Eyetracking Web Usability by Jakob Nielsen and is calibrated and remains calibrated, that research results are magnified tenfold. Kara Pernice, 2009. http://www.nngroup.com/books/ the participant doesn’t physically change eyetracking-web-usability/ the calibration by leaning on his hand or • Getting budget and approval may take time and negotiating. Eyetracking by holding a piece of paper in front of his For more about reading on the web, see Nielsen research can be expensive and can seem face. When saving files, you need to Norman Group’s report, “How People Read on the too sci-fi for some stakeholders (until make sure you associate the eyetracking Web: The Eyetracking Evidence” by Kara Pernice, they see the test, then they are often data with the correct stimuli, and when Kathryn Whitenton, and Jakob Nielsen, 2012. http:// hooked). you are done with your work, www.nngroup.com/reports/how-people-read-web- be sure to wait for the system to save eyetracking-evidence/ long recordings. Conclusion Communicate with other research pro- The images provided with this article are to illustrate • It takes many extra hours to analyze fessionals who have experience with or the author’s concepts. Tobii AB has no connection eyetracking data. Analysis of a typical who are currently doing eyetracking with Nielsen Norman Group NNG. 90-minute usability test can take hours. research. Try to share both knowledge and Adding the layer of findings that the technology, which will help you all includes the user’s gaze can add several round out your UX research methods and more hours. Making sense of the find- derive better UX designs.
Qualitative Research Consultants Association 23 n TRAVEL WISE n
By Janina Kuhagen n IKM n Munich, Germany n [email protected]
Vienna Inside Out: Must-Dos, Must-Sees, and Must-Eats in the Host City for QRCA’s 2016 Worldwide Conference
walking along the Ringstraße is highly recommended. You could also take one RCA’s next Worldwide Conference will be held April of the trams (Tram 1 and Tram 2) that 13-15, 2016 in Vienna, Austria. If you are planning to go along Ringstraße and look out the attend, bring a big appetite and be ready to slow window for a little sightseeing tour that includes the Opera, the National down. I once heard it said that “if the world goes Museum of Arts, the National Museum down, Vienna will go down 20 years later.” Everything of History, the Great Mayor Hall, the National Theater, and the Votivkirche. Q is a little more “gemütlich”—a German word meaning Vienna is called the “City of Dreams” as something like “unhurried and comfy,” which describes perfectly well as the “City of Music.” “City of Dreams” comes from the influence how Vienna ticks. Sigmund Freud, born in Vienna and founder of psychoanalysis, had on the city. Among his many contributions to the field of psychology was his famous treatise “On In the past, great emperors and kings buildings with different façades, fine the Interpretation of Dreams.” In addition, have wandered the streets of this magnifi- details, and flourishes of art. famous musicians such as Brahms, cent city, and it has always been a cultural The city of Vienna is divided into 23 Beethoven, Schubert, and Strauss all lived, mecca for all kinds of artists, musicians, districts, and the whole inner district composed, and wandered the streets of and philosophers. Situated in the eastern has been named an UNESCO World Vienna, earning its nickname, the “City of part of Europe, Vienna was largely spared Cultural Heritage Site. The city center is Music.” You may want to look into getting destruction during the World Wars, so surrounded by the Ringstraße, a circular tickets to the Opera to experience some of most of its historical buildings remain boulevard built where fortifications once the vibrant musical atmosphere Vienna intact or have been restored to their orig- protected the old city. Along the still has today. inal state. It is an impressive yet charming Ringstraße are the most magnificent One of Austria’s best-known artists is city to stroll through and admire the buildings and palaces in Vienna, and
24 QRCA VIEWS WINTER 2015 www.qrca.org Gustav Klimt. He lived in Vienna and emperors still lived in the halls of this Vienna’s many coffee houses. Beginning was one of the founding members of the beautiful building. Another part of the with the Turkish invaders, the Viennese Viennese Secession movement. His most castle houses the Spanish Riding School coffee culture has long been an import- famous work, “The Kiss,” can be seen where the famous Lipizzaner Stallions are ant part of Vienna’s social life. These when visiting the Belvedere Palace in trained. If you have time, you can visit coffee houses are used as social gathering the city center. There are many great art either a training or a show. The halls in places, and people can spend hours there museums in Vienna, but the standout is which the trainings are conducted are reading, working, writing, gossiping, or the Albertina (located right next to the beautiful, and this form of horsemanship people watching. This coffee house cul- Opera). The architecture of the building is truly an art. Just a short tram ride from ture and the abundance of coffee houses alone makes it worth a visit, and its the city center, Schloss Schönbrunn is also are key features of the city of Vienna changing exhibitions—ranging from really worth a visit. The zoo located here found nowhere else in the world and Lichtenstein to Monet and Van Gogh— opened in 1752 and is the oldest zoologi- were thus declared an Intangible Cultural are consistently excellent. cal garden in the world. You can tour its Heritage of UNESCO in 2011. One of the Other museums and exhibitions can be impressive rooms, visit the zoo, and stroll most famous coffee houses is Café found in the Museumsquartier (MQ) through a lovely park. Central, which is located very close to which is 60,000 square meters and the In case you want to do a little shopping, the Hofburg. Its architecture and flair eighth largest cultural area in the world. you can visit Mariahilferstraße, where you have been appreciated by many famous It hosts many different museums as well can find all the big shopping malls and artists, authors, and politicians. People as event spaces, cafés, and restaurants. It stores and easily spend a whole afternoon like Sigmund Freud and Leo Trotzki vis- is also a great place to sit in the court- walking and shopping this street. ited this traditional café in the Ferstel yard, use the free Wi-Fi, and put your However, the atmosphere is even nicer if Palace regularly. feet up after a long walk. you walk up the Stephansdom, and one One of the special museums of Vienna can conveniently combine shopping with Other Must-See Landmarks is the Sissi Museum located inside the sightseeing in this picturesque setting. Another must-see and must-eat coffee Hofburg Castle in the city center. It allows No visit to Vienna would be complete house is Café Demel. This bakery bears you to immerse yourself into a time when without spending time in at least one of the title of “Purveyor to the Imperial and
Qualitative Research Consultants Association 25 Vienna Inside Out CONTINUED
Royal Court” and has served the castle made with different vegetables, hummus, Don’t Miss trying Kaiserschmarrn and its emperors for many years. It is and “chickpea-balls.” You can also sit in one For dessert, be sure to try the famous located just one minute from the entrance of the many cafés (like NENI) to enjoy Viennese “Kaiserschmarrn” (literally to the Hofburg. Its windows always show breakfast or lunch and a coffee while taking translated it means “emperor’s non- creative decorations made from hand- in the bustling atmosphere. sense”). It is a bit like pancakes cut into made cakes. Once inside, one can admire If you feel like something even more smaller pieces served with either plum or the different cakes that are each a little traditional, or just enjoy wine a lot, you apple sauce. If you’ve never had this, you piece of art. Farther in the back, visitors should go to a Heurigen. Over 600 vine- definitely need to try it! If you still feel can watch the artists at work producing yards produce more than 2.5 million like something sweet, you could also go huge Apfelstrudel, wedding cakes, or liters of wine each year in Vienna, and it for a Buchtl at Café Hawelka. Every night other sweet pieces of art. Looking at these is the only capital producing its own at 9:00 Café Hawelka serves fresh mouthwatering cakes should be enough wine. The city is surrounded by vine- Buchtl—a kind of sweet pastry—in a tra- to persuade you to try some for yourself yards, and visiting a Heurigen is an activ- dition that has been kept alive for three at this must-eat bakery. Why not try a ity you can only do in this part of the generations. But be quick—they taste best piece of the famous Sachertorte? In 1832, world. Each Heurigen produces its own fresh and sell out quickly! Fürst Metternich gave the order to create wine, and you can eat local food while While you are in the city center, if you a new dessert especially for him. Since tasting some of the refreshing wines. feel like rounding your day with one (or the chef was sick that day, a teenage As you might have noticed, one could more) drinks, right next to the kitchen-helper had to jump in and be cre- easily spend weeks just eating one’s way Stephansdom is the Haas Haus (by the ative. On that day, Franz Sacher created through Vienna. The Viennese kitchen is DO & CO Hotel and Restaurant). Take the Sachertorte. This famous chocolate the only cuisine that has been named after the elevator to the sixth floor and enter cake now can be found all over Vienna. a city. The most famous dishes are of the beautiful Onyx bar next to the roof of However, next to the Hotel Sacher—at course the Wiener Schnitzel and the the Stephansdom, offering a unique view Café Sacher—it tastes divine. There you Tafelspitz. The highly recommended place of the Stephansdom and the roofs of can buy not only Sachertorte but also all to go for Schnitzel is Figlmüller where you Vienna. If it is not too crowded, take a kinds of chocolate souvenirs such as can expect the most delicious Schnitzel, seat and treat yourself to a drink while chocolate shampoo and body lotion. the size of a pizza. If you cannot finish enjoying this beautiful view. your Schnitzel, ask for a carry-out bag that These are just some of the many high- Must-Sees and Must-Eats reads, “It is fashionable to carry Schnitzel.” lights of Vienna. You don’t necessarily Since you were told to “bring your appe- You also have to order an Erdäpfel- need to follow all of these recommenda- tite” to Vienna, let’s move on with the must- Vogerlsalat (potato and corn salad), which tions to understand why this city has, eats. You cannot leave Vienna without visit- is simply divine. If you are looking for the according to the yearly Mercer study, so ing the Naschmarkt (closed Sundays). This best Tafelspitz, you should go to Plachutta deservingly been named the city with the market has existed since the 16th century where they serve this extremely tender, highest quality of living in the world for and was originally a place where milk was cooked meat with great side dishes. On the six years in a row. Hopefully, some of these sold. Today you can walk through it tasting wall are dozens of pictures of celebrities highlights, fun facts, and tips got you specialties from all parts of the world, shop- who have already had the pleasure of interested in visiting this wonderful city. ping for spices, herbs, vegetables, meat, fish, eating at this place. At both of these After spending a couple of days here, you flowers, chocolates, or other regional pro- restaurants, you should make a reservation will see that Vienna is a city that lets you duce. Every Saturday there is also a big flea in advance or you might have to queue for fall in love with it almost instantly. market right next to it. While you are there, an hour. But it is definitely worth going! try a Falaffel (best at Dr. Falaffel), a wrap
26 QRCA VIEWS WINTER 2015 www.qrca.org
n TOOLBOX n
The “Reverse Expo” – An Innovative Approach to Conducting Qualitative Research
This was the case with a recent project. We needed to get strategic insights from ne thing I love about the field of insights is that while high-level purchasing executives who it’s often challenging to get the learnings we need, it work for hospital systems. This is of course a low-incidence, time-strapped seems there is always a way. Sometimes the population. An added challenge with healthcare research, especially with larger appropriate methodology is obvious and systems, is that some internal polices pro- straightforward, but other times we are challenged with tight hibit employees from accepting incen- O tives. We needed a creative approach! timelines, hard-to-reach populations, or both. Trade Associations: A Rich Source for Insights One of the first places I look when I have a tough B2B or healthcare recruit is trade associations. They provide a trusted
28 QRCA VIEWS WINTER 2015 www.qrca.org By Allison Rak “The format has been compared to speed dating, n Owner where participants engage in numerous three to n Vatoca Partners n San Carlos, CA five minute conversations over a three and a half n [email protected] hour period. It’s exhausting, but intense!”
ing our objectives, identifying key ques- goal is to enable more targeted and pur- tions, and outlining our methodology. poseful meetings. The format has been We created field guides to keep our pro- compared to speed dating, where partici- cess organized. Then we hit the summit. pants engage in numerous three to five minute conversations over a three and a Receptions and Seminars and an Expo, Oh My! half hour period. It’s exhausting, but First, we attended networking events to intense! see whom we could meet and what we I was initially reluctant to use this as a could learn. Getting insights this way research format, as I am far more com- turned out to be more challenging than fortable with a format where I have the we had anticipated. Many attendees were undivided attention of willing partici- “suppliers” versus the “providers” with pants for a much longer period of time. whom we wanted to speak. This meant But I thought it might be possible to meet most of our conversations, while enjoy- our objectives with this format if we able, did not generate the insights we stayed focused and used each three to sought. It wasn’t a great start to our little five minute conversation as an opportu- experiment, but we pressed on. nity to ask one or two questions. With Next we attended the various educa- enough of these conversations, we might tional seminars offered as part of the have enough insight to gain a pretty good convention. The seminars covered a wide understanding around what we were range of topics, but we targeted those that trying to learn. we thought would best help us answer our key questions. We took a “divide and The Verdict: A Reverse Expo Is Great for conquer” approach so we could soak up Research! as much content as possible. We kept The Reverse Expo turned out to be a notes in our field guides, tracking when fantastic opportunity to gain insights. I we heard something relevant to one of started each of my conversations with, our key questions. Like any conference, “I’m actually not here to sell you any- some of the sessions were better than thing—I’m here to learn.” I think this was others, but all in all this turned out to be a welcome break for the attendees, and a productive way to gather learnings and they were very willing to share. We had insights. to be quick and direct in both getting After the seminars, we regrouped to people comfortable talking and with our take inventory of what we learned. We questions themselves. There were short conducted a mini analysis session in our lines in front of each provider (partici- hotel living room where we determined pant), and we used this time to take notes which questions we had answers to, dis- on what we had just heard, prepare for cussed what themes were emerging, and our next “interview,” and sometimes identified new questions. Finally, we check in with each other to make sure we and established place for very specific job came up with a refined list of key ques- were on track. titles to congregate. Over the years, I’ve tions—a combination of original ques- By the end of the three and a half hour enjoyed great success partnering with tions not yet answered, new questions expo we not only had fantastic insights trade associations to conduct focus that had emerged, and areas of nuance we but also had a pile of business cards of groups and IDIs or to find participants wanted to better understand. We grouped executives who had agreed to be con- for online research. This time, however, I these questions, divided them, and pre- tacted for future research projects. It was tried something new: I will call it a pared for the final leg of our research: successful beyond our hopes. hybrid between ethnography, immersion, The Reverse Expo. one-on-one interviewing, and “speed A reverse expo is a somewhat new In Sum… dating.” model for conventions and trade shows. Trade shows and conventions are excel- We attended the IDN Summit & Unlike a traditional convention where lent places to conduct B2B research, and Reverse Expo, a two and a half day gath- suppliers have booths and hope the right there are so many ways to do so. By ering of hospital system purchasing exec- potential buyers come by, in a reverse focusing on key objectives and employing utives. Our team of three approached it expo the buyers have booths and the sup- creative approaches, the opportunities for like a traditional research project, defin- pliers come by to talk with them. The insights are endless!
29 30 QRCA VIEWS WINTER 2015 www.qrca.org n BUSINESS MATTERS n
Inspiration from Perspiration
By Glenn Naphy How to Run a Qualitative Research n Managing Director n Calign, Inc. Business Like a Triathlete n Santa Barbara, CA n [email protected]
ed risk, but when you see that the risk is not working, let yourself fail quickly, col- s qualitative triathletes, we swim through hours of audio lect what you have learned, and move on. and video, pedal for new business, and run through airport 2. Maintain Your Productivity terminals…we are triathletes. I want to share the common There are many products and consul- threads that link running our business to that of a being a tants out there who claim to have the time management answer that will liberate you supreme athlete. Here’s my story. and give you back your free time. Really, there’s no magic formula, no shortcut to A doing the work. And the more money you Within the plastic covers of two three- you in the middle seat flying cross-coun- spend on the planner doesn’t mean the ring binders are many of the lessons I try—a way to learn something. But there more organized you are. If you boil Covey have learned, advice received, and per- is no intention of having a lasting rela- and all the expert time management sys- spectives collected since starting out on tionship after deplaning. The key is to tems down, what is left is a short, realistic my own as a qualitative story collector. In learn quickly. list of planned accomplishments in a set the beginning, much like you perhaps, I Looking at my balance sheet from period of time. thought, “I’ve got this; how hard can 2013, there is a $40,000 reminder of a bet My crucial realization that I was a bad starting my own business be?” The I made on a new qualitative venture that time manager came several years ago answer is VERY! failed. I’m grateful though; it could have when I was in a colleague’s office. Tom Written on the first page of Volume 1 been $75,000. wrote on his white board the numbers in a thick hand-written Sharpie is a Two years ago I invested in a qualitative one through five from top to bottom. reminder of my first near catastrophic research idea which I thought was quite Next to each one was a task that he was failure: “Eat what you kill just doesn’t brilliant at the time. After six months, I going to complete for the day. He told work.” This is a reminder of my failed abandoned it. I had tried to sell the idea to me, “Focus on five, Glenn.” Until then, business partnership and its business ten clients and even deployed a digital one of my practices was to write a com- model. Although it has a negative tone, promotion strategy. I received a few nib- prehensive list everyday. What Tom Volume 1 is dedicated to these many fail- bles but no real bites. In retrospect, I taught me was that you could only do five ures in launching my business.I have learned a key lesson, “Sell one first” to things very well in a given day. named Volume 2 “Boot Strapping.” mitigate the risk and to assess the market’s The key is to be realistic about the time There are four overarching strategies: fail- appetite for your idea. The corollary to it takes you to do tasks and have set time ure, productivity, procurement, and self-in- this lesson: innovate close to your core. limits to accomplish a few critical tasks vestment, which, I believe, are cornerstones I encourage you to put your business in that move your business forward. Not hav- for a solid qualitative research firm. stretchy pants and expand the boundar- ing a set duration to complete a task had ies. Invest in something you believe in. been my downfall. Professor Dorsey 1. Fail Quickly The great Wayne Gretzky once said he Armstrong (Purdue University) uses a The dirty four-letter word, “Fail.” We missed 100% of the shots he didn’t take. technique to precisely record all the time it have been trained to covet success; I The qualitative industry is evolving, and takes her to complete a lesson or article. believe we should be doing the opposite. each of us needs to evolve with it. There For example, she may allocate 20 hours a I think of failure as a short-term rela- is tremendous upside potential in being week to work on an article, broken out as tionship, like a stranger sitting next to willing to experiment and take a calculat- 1,200 minutes. When she works on an
Qualitative Research Consultants Association 31 Inspiration From Perspiration – Lessons from #2254 CONTINUED
article, she records the active minutes she fitting it on a single slide. Apply the • Redesign your website actually spends on it. She works for 22 Twitter test to describe what you do in • Hire a part-time employee minutes then the phone rings; 22 minutes 140 characters or less. If you can’t explain In 2012, I invested more than 25% of goes down on a piece of paper. It becomes what you do in 140 characters, then you my salary in the development of Soapbox, a game: how many minutes can you work don’t have clarity. Go back and refine it. our app to collect market research data. on your project today? Many market researchers say they can In 2014, I reinvested 5% of my salary into Here are my tips for increasing produc- do essentially everything. Well, we can’t! technology (Google Glass, GoPro, and tivity and time management. More importantly, Procurement is going other video conferencing equipment and Number the five “Must Dos” and do to force you to “select” your areas of software) to capture market research them first! If you have extra time, then expertise. Write on the margins of this interviews anywhere I go. In 2015, we tackle other items on your list. Open up page the three projects you would like to invested in growing our Consulting and your brand new 2016 calendar and do a have if your most wished for client calls Staffing Solutions, which has grown few important things for You, Inc. today. you tomorrow. Like a genie out of a bot- 250%. It’s hard to determine the direct As the President of You, Inc., find your tle, you only have three wishes. ROI of these investments because just birthday, draw an “X” through it on your Second, show a financial benefit to having the conversation with a client gen- calendar, and put it as a recurring meet- working with you. If you have a two- erates interest in our company. It’s much ing—TAKE THE DAY OFF. phased project, consider giving them a easier to engage in a conversation with, break on your professional fees for the “What’s new?” rather than, “Not much. Here are some others that are on my second component. Do they get discounts Same old stuff, different day.” Who would weekly calendar: at a higher volume of projects, early pay you rather speak with? • Monday 8:00 am: 1 Hour – Review discounts, etc.? As both of my learning volumes con- the Calendar for the week Third, engagement is an area where I tinue to grow, I hope you and I do, too. • 11:00 am: 1 hour Team Meeting (40 failed and learned the hard way. Don’t As a qualitative story collector, I hope we minutes of meeting, 20 minutes docu- wait for procurement to call you. Call can continue to share our stories, elevate menting assignments) them first to engage them and find out our profession, and find new ways to gain • Tuesday 4:00 pm: 1 hour DFT – what issues they are facing. Share with insights into buyer behavior and how to Digital FREE Time. Put down the them the reasons why your costs are influence them. phone and walk away. Literally! increasing, and offer solutions to reduce • Friday 3:00 pm: Accounting and costs when you can. Show commitment Time Reporting to quality deliverables. • Friday 3:00 pm: Reflect on the week and share what I have learned 4. Invest in You, Inc. with others I urge you to reduce your salary and • Friday 4:30 pm: Correspondence. reinvest 5-10% in your business. Thank my clients that I engaged Seriously think about your salary and that week. give your pocketbook a demotion. Ideally, 10% of your salary should be 3. Perseverance: Preparing for reinvested. You need a CRM. Get a year Procurement (Can you differentiate trial of SalesForce—your clients are your story in 140 characters or less?) using it, why not you? Get rid of your Unfortunately there is a growing trend AOL account; create a website—do you toward commoditization in our industry. think a client is going to call you to help Larger clients seeking ways to reduce them with their online ad campaign if their market research budgets have driv- you don’t have a website? As our business model evolves, we will en much of the movement. My request is for you to consider that if have our share of failures. We will find Too often I hear in a deflated tone that you make $200K, spend $20K on your efficiencies in our time management, Procurement is squeezing the quality out business, and next year you may make partner with procurement, and invest in of the QRC, creating this commodity mar- $240K, a 1:2 return on your investment. our future. ketplace, and making it difficult to gener- You are the most important charity, and Remember to invest in yourself, put on ate income. The rules are the rules, and we you are worth it because 100% goes to your business stretchy pants, embrace need to fight another day. Reaching the the one in need—YOU! failure, and persevere. Wishing you and finish line with Procurement is like com- yours a wonderful 2016! pleting the IRONMAN; it’s accomplished How will you spend your $20K in 2016? by preparation and perseverance. • Go to an Industry Conference, possi- Here are three keys to being successful bly the QRCA Worldwide conference working with Procurement: Story, • Take a course on Behavioral Economics Benefit, and Engagement. • Learn a wire framing software package First, develop your unique story about • Pay for the Professional version why people buy from you. I recommend of LinkedIn
32 QRCA VIEWS WINTER 2015 www.qrca.org
n n By Katie White TOOLBOX n Senior Project Manager n 20|20 Research, Inc. n Nashville, TN n [email protected]
The Power of the Target Perspective arket research A better project design For example, business and medical The overall research project design is professionals, as well as those in cer- today is a more the foundation for a successful market tain seasonal or off-hour industries sophisticated research study. Upon deciding which (e.g. farmers, restaurant managers), methodology, timeframe, and form of prefer participating in a single, brief discipline than communication to implement, start session of their choosing versus multi- ever before. Thanks to tech- with some Target Perspective questions ple sessions. Therefore, posting all M to customize the design to the respon- necessary questions that can be nology that is improving daily dent’s preferences: answered in one sitting via a flexible, and research professionals who asynchronous methodology such as an • Which venue of communication online bulletin board is optimal. aggressively embrace more feels the most organic and comfort- Millennials tend to favor quick, text- advanced techniques, researchers able to them? based communication throughout the are providing clients new levels • What is their daily schedule like, and day, so structuring simple text response which methodology would be seam- or picture upload questions that can be of intelligence and insight. less and provide minimal disruption answered quickly via smartphone or to their daily flow? tablet is ideal. Respondents ages 60 and • What gets the respondent excited above, or those whose employment To improve the success-potential for and might make them stop what does not involve the regular use of a their studies when dealing with recruit- they’re doing? computer, may become frustrated when ing participants, many researchers now • What annoys them and turns asked to manipulate technology such as employ a method called “Target them off? screen sharing and uploading of media Perspective.” The concept involves iden- • How much time should be allotted activities. Think about providing docu- tifying and utilizing key behaviors for their participation in order to ments that can be printed for review, or found in the study’s target market— receive the most complete research choosing online and phone conferenc- schedules, communications habits, rou- data without exhausting them? ing methods for vocal feedback to ease tines, passions, fears, values—to influ- this frustration. ence project design, recruitment strate- gy and discussion guide development. The Target Perspective approach yields a more highly engaged respondent who “Your discussion guide should also mimic the will be easier to enlist, participate much more energetically, and enhance the target audience’s communication style.” study’s ultimate findings.
Qualitative Research Consultants Association 35 The Power of the Target Perspective CONTINUED
A stronger discussion guide So if the project design is now aligned with your target respondent’s attributes and the recruit takes into account their schedule with central qualifying ques- tions, then the next step is to arm your- self with a discussion guide that accounts for respondents’ likes and dis- likes. This will allow for continuity throughout your research project. Once upon a time, the typical con- sumer household included a head of household with an open and flexible schedule. Today, however, dual incomes, longer work hours, and more rigid schedules are the norm. In looking at the guide through this Target Perspective lens, ask these questions to avoid participation exhaustion:
• Are these tasks something that partici- pants not only have time to do but want to do? • If a consumer guide, are there any cre- A more effective recruit Important questions to work through to ative, abstract exercises, or just direct question and answer (consumers tend Implementing the Target Perspective optimize recruiting in this process include: to engage more when having fun with during screener development will help • Is this screener question a core qualifi- their creative side)? determine the length, types of questions, er to the target market or can it be • Do questions and tasks appear repeti- language, and invitation verbiage to the asked in the discussion guide? tive? recruit screener, as well as the efficiency • What type of incentive is most valu- of the recruit. able? For instance, business and medical • How does their daily schedule affect Your discussion guide should also professionals will most likely not be their communication preferences? mimic the target audience’s communica- reached via phone recruit, but rather tion style. While business and medical professionals require more formal verbiage will require a succinct, formal invitation Sometimes we find that recruits do not with concise, direct questioning, millenni- only, or with a few key screening ques- always go as planned, and incidence rates, als tend to be more comfortable with tions, which can be emailed directly. once in the field, turn out to be much lower uploading online images or selfies to Millennials’ commitment rates tend to than expected. Lower than expected inci- express themselves. Pinpointing how your be lower than other targets, so minimal dence rates can be a good thing. Assessing target audience communicates helps screener length is crucial in attaining the responses from the recruit screener are advance comfort level of the participants, interest and engagement. Chief execu- research findings themselves! When leading them to share more in their tives may not consider a monetary recruiting from a large sample, this data can responses. incentive alone, but the addition of the offer monumental insights into the true tar- opportunity to brainstorm with key get market. Researchers who pay attention opinion leaders in the industry, or be Studies won’t be perfect, to these screener response findings will but they can be better given access to a transcript or report acquire better knowledge of the target mar- Even with the incorporation of the with valuable learnings, can heighten ket and, thus, implement a more powerful Target Perspective mindset, unforeseen interest and participation quality. execution of the Target Perspective. road bumps will invariably arise along the way. However, using this “method acting” technique to tap into your target will undoubtedly give rise to a more successful “Pinpointing how your target audience communicates project design, a higher quality recruit, and a more customized discussion guide. helps advance comfort level of the participants, The result? Greater participation and more leading them to share more in their responses.” critical research insights.
36 QRCA VIEWS WINTER 2015 www.qrca.org
n TRENDS n
Millennials and the Changing Consumer Landscape
38 QRCA VIEWS WINTER 2015 www.qrca.org By Curt Fedder nterest in Millennials is at But the economic outlook for n Life Stage Research Insights Millennials is not as strong as it was for n Chicago, IL an all-time high. Not a prior generations, despite being the n [email protected] day seems to go by with- most well-educated segment in today’s out a new study promis- marketplace. Unemployment is high, and the opportunities their parents experi- ing to unlock the myster- enced simply aren’t there. In 2013, unem- ies of Millennials. But behind the ployment in this group was at 16%— nearly 50% higher than the national Isensational stories, Millennials average. Furthermore, having a college are real people facing a unique degree does not guarantee a successful set of challenges that differ from career as it once did; this is especially true for graduates in Liberal Arts. For past generations. those without college or professional training, finding suitable employment is Let’s dive into a few facts and insights even harder, and many Millennials have about Millennials drawn from both primary resorted to finding multiple part-time and secondary research to share a few pre- jobs to meet their financial needs. liminary implications and debunk the media And now for the insights… hype around this segment. To set the stage for understanding Millennials, there are a An Unconventional Approach few facts one should know… In light of their economic situation, Millennials are not adhering to tradi- Millennials are now tied with Baby tional rites of passage. For example, per Boomers for being the largest demo- longitudinal surveys by the Pew Research graphic segment in the US. Millennials are Center, Millennials in their 20s are delay- often referred to as “Gen Y” (following Gen ing getting married, investing in their X) or “Echo Boomers” (they tend to be chil- future, and establishing a career. Many do dren of Baby Boomers). The term not live independently (nearly 30% live Millennials was first introduced by William with their parents). Strauss and Neil Howe in their book, Millennials Rising: The Next Great Potential Implications Generation. Strauss and Howe suggested Brand Marketers who have traditional- Millennials are the generation born between ly depended on the 20-30 year old age 1982 and 2004. But other social scientists segment for growth in the past will need posit the group began as early as 1980, and to readjust their expectations regarding they don’t agree on the end point, though when their products and services will be there’s an emergence of the term “Gen Z,” needed. Specific industries impacted referring to those born after 2005 who include home builders, mortgage lenders, follow Millennials. Millennials are estimated and automobile manufacturers. to represent 74 million people in the US, approximately 23% of the population. By Generation Me 2020, as younger Millennials enter the work- Millennials are defined by a mix of force, they will represent 50% of the US seemingly contradictory personality Millennials and workforce and 40% of the US electorate. characteristics. Sometimes called “Generation Me,” a common perception Education Is No Longer an Indicator of by older adults is that Millennials are Success narcissistic, entitled, and are less able to Millennials have a strong impact on the cope with challenge. This could stem the Changing economy and the future of brand market- from being raised by Baby Boomer “heli- ing. Purchasing power is currently esti- copter parents”—parents who stepped in mated at $600 billion a year. By 2020, the to solve every common life problem their forecast for Millennials’ spending is to children encountered. Baby Boomer par- grow to $1.4 trillion per year, or about ents were also able to provide their chil- Consumer Landscape 30% of retail sales. They influence dren with endless creature comforts in roughly half of all economic spending in the booming 1990s and early 2000s, culti- the US. vating higher lifestyle expectations.
Qualitative Research Consultants Association 39 Millennials and the Changing Consumer Landscape CONTINUED
Millennials also grew up in a culture and Technology and Tolerance Shopping In-the-Moment family framework where they received Millennials are on the forefront of Millennials’ behavior and attitudes accolades and validation for even the changing societal attitudes. Based on a toward shopping differ from other seg- smallest achievements vs. prior age report from the Pew Foundation, ments. Less brand loyal than older gener- groups. Millennials are more tolerant than other ations, Millennials tend to be motivated Compared to other generations, generations. They tend to support causes by low prices and convenience per an IRI Millennials are more confident, self-ex- such as environmentalism, the legalization study. According to NPD, they are heavier pressive, liberal, upbeat, and open to of “soft drugs,” women’s rights, interracial users of dollar stores, second-hand stores, change. Millennials embrace multiple marriage, and gay marriage. and drugstores. IRI also indicates means of self-expression. For example, Millennials tend to be more liberal in Millennials resort to DIY strategies in 75% have an online profile, 20% have their political views as well; it is common- order to spend less money: they are 46% posted a video of themselves online, 40% ly acknowledged that they helped elect more likely to use at-home beauty treat- have a tattoo (half of these Millennials Barack Obama to the presidency, and the ments, 31% more likely to cook from have 2-5 tattoos), and 25% have a piercing Republican Party has recognized its lack scratch, and 18% more likely to “self-treat” of some sort. of younger voters. where possible to avoid a doctor visit. Despite their economic prospects, When shopping, Millennials are highly Millennials are more philanthropic than Recognized for their ingenious use of dependent on their smartphones: 50% other age groups, believing in social caus- technology, Millennials are indeed “the report using their smartphones to es; if they can’t contribute money to caus- technology generation.” Though this isn’t research a product or read a review of it es, they volunteer for them. They are also “new news,” the data supporting this online (vs. 20% for other groups). civic-minded and have a strong sense of insight have significant implications for Millennials are not planners and tend to community, both locally and globally. marketers. live in the moment: 52% are likely to With regard to careers, their relation- Millennials are the first generation to make an impulse purchase, much higher ship to work is different than other gener- grow up with technology. As college stu- than other segments. ations. Personal job satisfaction and a dents, they used technology more than Millennials are “browsers” and are less sense of well-being are requirements. any other generation: 97% owned a com- likely to turn a shopping occasion into a Flexible work environments are desired. puter and 94% owned a cell phone. Unlike purchase. A Shullman Group study indi- They are less loyal employees and don’t prior generations, the Internet became a cates 58% of Millennials agree they “love anticipate staying with unrewarding jobs key source of information for them. to shop” vs. 40% of non-Millennials. But for long periods of time. Millennials are the heaviest users of social NPD suggests they make purchases less networking and apps. In the workforce, frequently than other groups. Millennials Potential Implications Millennials are admired for their applica- will make an in-store purchase 57% of the Millennials have become a force in the tion of technology to almost any situation. time vs. 69% for other groups. marketplace, influencing nearly all prod- ucts and services. If they haven’t already, Though traditional media channels Potential Implications brand marketers must adjust their market- are still effective, Millennials prefer Retailers need to develop strategies and ing strategies and tactics by designing brands to speak with them, not to them, capture shopper insights to continue to products and services that address through Social Media—it’s about having build store traffic AND translate the visit Millennials’ needs, solidifying brand rela- a conversation with a brand, not being into an actual purchase. Further, in-store tionships and speaking to them in their sold to. Pew Research indicates that experiences should match Millennials’ language. Millennials are the most active segment lifestyles—good examples are Old Navy In light of these contradictions, when using social media to share brand stories, and Gap. Overall, the shopping experi- developing marketing communications to find new uses for brands, and recommend ence should be convenient and fun. Millennials, it is recommended that them to friends. Interacting with brands Marketers would benefit from developing advertisers avoid characterizations that while watching TV has become popular as strategies that emphasize brand value play to negative stereotypes. They should Millennials like to share their comments over cost savings. speak to the real issues Millennials are live on Twitter or through live polls. facing such as the difficulty of starting It’s not easy to generalize about their careers, the need to live at home lon- Potential Implications Millennials since there are so many of ger, and the need to manage expectations There’s a need for transparency in all them! Thus, drawing broad scale conclu- of living on their own. aspects of marketing communication sions is not advised. Rather, marketers In addition, marketing communications since Millennials can find out anything, must develop their own understanding of should display optimism about the future anywhere at any time! Marketers need to Millennials relative to their specific and depict Millennials in situations that manage their online reputation and be brand. reflect their optimism and involvement aware of what’s being said about them in with philanthropy, etc. blogs, posts, tweets, etc., devising ways to interact with Millennials in the most popular social media of the day. 40 QRCA VIEWS WINTER 2015 www.qrca.org
n SCHOOLS OF THOUGHT n
By Jim Heisler, Ph.D. n Partner & Leader n Customer Experience Management Practice n Lodestar Advisory Partners n Bloomfield, CT n [email protected] Are You Ready for the Future of Market Research?
Challenges and Opportunities for the Qualitative Researcher
42 QRCA VIEWS WINTER 2015 www.qrca.org he future of market research presents challenges and exciting new opportunities for those who specialize in qualitative research. Our ability to raise our game and meet these challenges will determine whether we fall by the wayside or assume an expanded role. What follows is a brief synopsis of these changes and the impact Tthey are having on our profession.
Today’s market research ecosystem is Neuroscience characterized by disruptive innovations. If people were completely rational and For starters, the environment in which capable of articulating the reasons they market research plays its key role is do what they do, we could continue just changing in that the nature of how we asking our questions. Unfortunately, we conduct commerce is shifting dramatical- are neither rational nor creatures of habit, ly. Consider, for example, that Uber, the governed by past learning. What we did largest taxi company, owns no vehicles. yesterday is not necessarily predictive of Airbnb, the largest accommodations what we will do tomorrow. We also fre- company, owns no real estate. Facebook, quently filter what we say in a survey. We the largest media company, creates no may give socially desirable answers to a content, and we are increasingly conduct- live interviewer or moderator, answers ing more of our daily business and con- that do not accurately reflect who we sumer activities electronically rather than really are. As a result, for years we have human to human. tried to find ways to circumnavigate Such changes have and will continue around the conscious human. Daniel to impact the market research industry Kahneman, the Princeton neuro-econo- indirectly and directly. For example, mist and psychologist, talks about these changes in the ecosystem are “System 1” and “System 2” in his book, affecting how consumers, be they indi- Thinking, Fast and Slow. His System 1 is viduals or businesses, behave, make about our unconscious, how we respond decisions, and form their expectations of emotionally to the stimuli around us. products and services. Directly, these System 2 is our rational cognitive changes have and will continue to affect responses to the world around us. The how the market research industry col- field of market research has tapped into lects and analyzes information. System 2. It is System 1 that we need to Specific to our industry are four areas better understand. Qualitative research- of innovation that directly change our ers’ use of projective techniques (e.g., business. Let’s take a brief 50,000-foot word association, sentence completion) look at each and the impact they have on and laddering as tools to uncover uncon- the role of the market researcher. scious emotions, values, and beliefs has been a good start on probing System 1. Big Data Like it or not, we have big data, and it Social Media is changing the nature of our industry Social media is yet another source of and what is demanded of us as research- market information. There are over 1 bil- ers. On the positive side, big data pro- lion users of Facebook. Millions of people vides valuable information about behav- use Twitter, LinkedIn, offer their com- ior where surveys frequently fail. This ments on business websites, and use happens because people are not good at countless other social media channels. In telling us what they actually do. On the short, there are vast amounts of discover- negative side, we are dealing with the able data out there in the form of online issue of understanding causality. We chatter, and marketers are trying to get know what people are saying and doing their heads around how to mine it and but not always why. Herein lies a major use it to their advantage. At this point in professional issue that represents an time we continue to work on developing opportunity, especially for the qualitative improved ways to quantify and interpret researcher. I will return to this point later it. More is still to be done. Here again we in the article. face a challenge to our existing skill set,
Qualitative Research Consultants Association 43 Future of Market Research CONTINUED
as well as an opportunity for qualitative Do-It-Yourself Tools listening, and even emotional response researchers to play an important contrib- Data are easy to collect via DIY tools (e.g., empathy) on the part of the uting role. like SurveyMonkey, Qualtrics, researcher vis-à-vis interviewees. In SurveyGizmo, etc. Solutions like addition to our line of questioning and Other Technological Innovations FocusGroupIt enable anyone to create probing, we employ projective (e.g., role Today we see technological innovations their own online focus group. Analytical playing) and visual techniques (e.g., col- (e.g., mobile data collection, text analysis tools also are readily available. Internal lages) to find understanding in the phe- tools, desk-top reporting portals, clients (i.e., those commissioning the nomena we are examining. do-it-yourself survey tools, etc.) coming to research) can and are collecting and Peter Cooper and Simon Patterson us from a fire hose—there are many, they analyzing data themselves. succinctly identified the power of quali- are coming fast, and they are having major tative research as a means of under- impacts on every aspect of our industry. Big Data standing 21st century consumption in a They are affecting: Will big data replace surveys? Or will 2013 article for ESOMAR (“The Future they at least eat up the biggest share of of Qualitative Research”). Here is what • How we capture data the data budget? Will we as market they said: “Essentially, there is a shift researchers develop the skills and tools away from the dominant paradigm of • When we capture data to interpret the data? Moreover, there is quantitative research’s logico-positivism • Who is doing the capturing a growing need for CMOs and Research (e.g., all meaningful statements are • Who is doing the analysis and reporting Directors to form close relationships either analytic or conclusively verifiable since they are likely to view the data or at least confirmable by observation The Future of Market Research through different lenses. This can lead and experiment) to a new qualitative So where are all these changes leading to the next threat. view of how things work. The main us? What impact are they having and will working principles are that the world is they have on the role of the market Good Enough not made up of single or simple truths researcher, especially the qualitative mar- All this abundance of cheap, easy-to- that are open to measurement and ket researcher? collect data and massive big data sets is objectivity, but complex, ambiguous, The near future, if not today, is integra- leading to a sense among some deci- subjective and relativist.” In this respect, tion. The problem is that no single source sion-makers of “good enough.” The the tools (e.g., unstructured conversa- of data gives us the complete answer to argument goes, “We don’t have to mount tion, projective techniques, etc.) of qual- our business questions. expensive, highly analytical studies, itative research enable us to penetrate especially with fixed or shrinking mar- Daniel Kahneman’s System 1. • Surveys are limited in telling us what ket research budgets.” In the past, qualitative research was people do. So we turn to Big Data. If we are to remain relevant, the market often described as developing testable research profession must upgrade its skill hypotheses that would be later quantified • Big Data tell us what people are doing sets to effectively provide insight, connect and explained through survey methodol- but not why. So we still have a need to the dots across disparate sources of infor- ogies. In this new future, I see quantita- ask questions to get at the why. mation, and tell effective stories that tive and qualitative researchers as close • Neuroscience will eventually give us the answer our clients’ business questions. partners working hand-in-hand in more why within the “whys.” I see in our dynamic ecosystem an of a closed-loop process. The former will expanding role for qualitative research- focus on data extraction along with In view of these changes, it is well rec- ers. On one hand we have an increasing mathematical analyses. The latter will ognized in our industry that, as amount of non-traditional market infor- increasingly be called on to help explain researchers, we must provide insight mation that lacks immediate meaning. the data. Their interpretations, in turn, and strategy. Whether it was ever At the same time, we have the push by may lead back to survey and non-survey acceptable, we cannot simply be provid- management for market researchers to quantitative methodologies. ers of facts. We need to be able to 1) provide greater understanding, insight, All of us, qualitative and quantitative connect the dots across multiple, dispa- and strategic guidance. This phenome- researchers alike, will be challenged to rate data sets, 2) tell a good story that non opens the door wide for qualitative increase our skill sets. This will range answers the client’s business question, researchers, with our roots in anthropol- from having at least a basic knowledge of and 3) do so in a compelling, atten- ogy, linguistics, psychology, sociology, the fundamentals of big data, social tion-getting manner. and psychotherapy, to be employed media, and even neuroscience to having increasingly to help explain what we are the skills to advance our understanding The Challenge and the Opportunities seeing in Big Data and social media, as of how all of these disparate data sources The changes I have described not only well as surveys. Methodologically, quali- work together. Finally, we will need to be have implications for our skill set and tative research uniquely gives us the excellent storytellers, providing manage- the role of the market researcher in the tools to understand the changing, com- ment with strategic and tactical insight marketing paradigm, but they also rep- plex intricacies of today’s consumers, be in compelling, attention-getting ways. resent a serious threat to our relevance, they individuals or businesses. By defi- Herein lies the challenge and the oppor- if not to our very own existence. nition, qualitative research is interactive tunities for qualitative research. Consider the following. and experiential involving observation,
44 QRCA VIEWS WINTER 2015 www.qrca.org
n PODCAST n
RCA Q Check Out Our Newest Podcast with JIM HEISLER
QRCA continues to conduct and record interviews with In this interview you will hear how Jim parlayed his thought leaders in the qualitative research industry. doctorate in Social Psychology into a successful career in These podcasts shed light on subjects of great interest market research. You will also hear his take on where our to those whose work involves qualitative research. industry is going and the skills researchers of the future will Podcasts of these interviews are available at the QRCA require to succeed in the “new world” of market research. website (www.qrca.org) under the Publications link as streaming audio and can also be downloaded to your In addition to his role as a partner at Lodestar Advisory Partners, Jim is an industry educator—he’s the director of laptop or portable listening device as an MP3 file. Fairleigh Dickinson University’s Certificate in Market Research Program. He has applied his expertise in the field Jim Heisler’s work in the marketing research industry spans to pen A Job-Seeker’s Guide to Careers in Market Research. almost four decades. In that time, he has become an expert in all facets of customer experience research as well as in market We hope you enjoy the conversation between Jim and segmentation, brand advertising, corporate reputation, Mike Carlon If you have any feedback, please send it to market attitudes and behavior, and new product research. [email protected]. Happy listening.
RCA Q Check Out Our Newest Podcast with NAOMI HENDERSON
One of our latest podcasts is an interview with Naomi Problem Solving Institute. She holds both an M.Ed. and a BA Henderson, CEO of RIVA (based in Rockville, MD), where she from American University in Washington, DC. Henderson directs policy and procedures for two divisions: Research and has been a lecturer and/or adjunct professor at Georgetown Training. She co-founded the RIVA Training Institute in 1982, University, George Washington University, The University of where she serves as a Master Trainer, writing curriculum for Maryland, and Hood College. public and custom courses and training researchers in the art and science of rigorous qualitative research techniques. Henderson is interviewed here by QRCA VIEWS Global Henderson has led over 6,000 focus groups and interviewed Features Editor Pat Sabena on Henderson’s legacy in this third more than 60,000 individuals in her career since 1964. She is a edition of her book, Secrets of a Master Moderator (reviewed nationally recognized Master Moderator. on page 50 of this issue of QRCA Views).
A licensed practitioner of NeuroLinguistic Programming, If you would like to hear an interview with an interesting Henderson is also a certified Master Coach and has earned person in the field of qualitative research, please contact certificates of completion from Synectics and the Creative Mike Carlon at [email protected]
46 QRCA VIEWS WINTER 2015 www.qrca.org
n BOOK REVIEWS n
Captivology: The Science of Capturing People’s Attention Ben Parr, 2015, HarperOne. Reviewed by George Sloan n Customer Strategy Consulting n Los Angeles, CA n [email protected]
n Captivology: The Science of website designers for the phenomenon: got from Warren Buffett.” Capturing People’s Attention, Ben BOB – Big Orange Button. Some of the The “Acknowledgement Triggers” chap- Parr takes the reader through the experiments and research conducted ter discusses why humans need acknowl- Ivarious triggers that capture the pub- around color make for captivating read- edgement, which Barr describes as a lic’s attention with regard to a brand, a ing. human’s innate need for recognition, vali- company, or even a personality. Parr has Each of the triggers are discussed in dation, and empathy. Barr believes the clearly done his research for this book, detail with much supporting evidence concept of “if you build it, they will and the broad range of that research about the worth of each. The “Reward come” does not work in the modern era. makes this an excellent read. The refer- Triggers” chapter covers extrinsic and Social media is the reason for that, as val- ences to academic research, his per- intrinsic rewards, detailing device apps idation is a universal quest, but the type sonal experiences, and interviews he which reward the user for accomplish- of validation we seek is different from conducted while writing this book pres- ments and compares it to Las Vegas person to person. ent strong advice about being noticed in rewarding visitors for participating in In closing, Barr writes: “Hopefully you this world of saturation. certain behaviors. Barr explains intrinsic have a better understanding now why The triggers Parr puts forward to the rewards come down to two questions: some ideas and ideologies are so compel- reader are Automaticity, Framing, “What gives your audience personal satis- ling, and why other ideas simply don’t Disruption, Reward, Reputation, faction?” and “What does your audience capture your attention, even if they Mystery, and Acknowledgement. like to do just for the sake of doing it?” should.” I found the book compelling and The first trigger, Automaticity, shares The “Reputation Triggers” chapter easy to follow, despite hearing that it is a with the reader why certain colors and details the overriding principle that little academic. It covers many academic saturation triggers increase response to “Reputation is simply the sum total of areas, sharing extensive research, but is purchase habits. The orange “Add to our beliefs about a person, a company, certainly not a hard-to-read textbook. Cart” and “Buy with 1-Click” buttons on product or idea.” Here, Barr relates a websites are not a designer’s favorite story from the CEO of LinkedIn color choice but rather are the results of explaining that one of their most popu- researchers understanding consumer lar posts was one from “Bill Gates behaviors. There is even a name among talking about three pieces of advice he
48 QRCA VIEWS WINTER 2015 www.qrca.org
n BOOK REVIEWS n
Secrets of a Master Moderator Naomi Henderson, 2015, Visar Corporation Reviewed by Pat Sabena n Sabena Qualitative Research n Fairfield, CT n [email protected]
had not read the earlier editions of “too many ‘research partners.’” These are Much of Henderson’s new material Secrets of a Master Moderator, so I issues anyone doing qualitative research comes in the book’s devotion to “The devoured the third edition cover to today can identify with, and her negotia- Client’s Role.” This includes sections on I cover. In this edition, the chapters tion solutions are helpful to “cage and “Choosing a Moderator,” “How Clients have been reorganized, there are a tame” these now-classic challenges. Can Get the Most from Qualitative number of new sections, and the book An additional new section provides Market Research,” “Asking the Right now includes an Index, Glossary, and an “Powerful Guide Development” in which Questions of Clients,” and, most interest- Appendix of guidelines and templates. Henderson spells out seven protocols for ingly, “How Clients & Researchers Listen Henderson’s experiences as a modera- building a discussion guide in a “process Differently to Focus Group Comments.” tor for over 35 years, and as the 1982 that builds from a clear purpose state- Her observations and elaboration that founder of RIVA moderator training, ment and an awareness of the dynamics “clients are listening ‘for’ something while shine forth as practical and inspiring of interviewing.” This prescriptive chap- researchers are listening ‘to’ something” guidance for our industry. It’s a hand- ter is later enhanced by subsequent sec- are insightful and provocative. book not only for new and seasoned tions on “the power of rapport,” “the I appreciate the way Henderson pres- moderators but also for qualitative power of a true question,” “the power of ents all her content in short paragraphs research users and buyers. Henderson probing,” and “the power of silence,” to and easy-to-digest bulleted lists and rightfully considers this book a “legacy” name just a few. visual diagrams. Her writing is colorful, of her very successful qualitative While the book retains all its practical personal, eloquent, and full of engaging research journey. and excellent content on effective analy- analogies that make her tips and obser- One of the new chapters in this edi- sis, one section stood out for me person- vations both enlightening and memora- tion deals with “Best Practices for Vested ally: “‘Hot Notes:’ Capture What Shouts ble. I believe Secrets of a Master Moderators.” Acknowledging a trend Loudest.” This is the best advice I have Moderator is a must-read for QRCs and toward using in-house staff as modera- seen in print about immediately noting all those involved in qualitative research. tors, Henderson provides a set of stan- the impressions we write in our head Perhaps the next edition will add tips on dards for such individuals to guide and during and after moderating to make the qualitative research’s best use of the test themselves on their research rigor topline and final report actionable. many technologies now shaping our and ability to remain “objective in a industry and our methodologies. highly subjective environment.” This piece dovetails neatly much later on with “Never Too Late to Learn a Good Lesson,” which is about recognizing and avoiding even subtle ways of leading when asking questions. Another new section focuses on “Problems & Solutions in Focus Groups.” Henderson calls these problems “tigers” because “they can bite!” She pro- vides workable solutions to Tiger #1, “too many concepts to test,” Tiger #2, “too many varied tasks,” and Tiger #3,
50 QRCA VIEWS WINTER 2015 www.qrca.org