IDEAS & TOOLS FOR QUALITATIVE RESEARCH
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FALL 2005
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
16 16 FEATURE STORY Taking the Longitudinal Way: A Look at Qualitative Panels • Belkist E. Padilla, Gloria Canteñs-Purchon, and John Holcombe outline the benefits of using longitudinal qualitative panels and offer some tips for how to set one up.
20 QUALITATIVE TOOLBOX Understanding Genderlects for More Accurate Assessments • Tracy Weigel explains how gender 8 LETTER TO THE EDITOR identity impacts focus-group interactions and how to Dr. Elizabeth Grigoriu comments on why qualitative use this knowledge to manage groups better. research consultants should value understanding theory in practice. 24 QUALITATIVE TOOLBOX 10 FROM THE EDITOR-IN-CHIEF Recruiting Child Participants: A Fun Challenge Your Chance to Be a Qualitative Star • or Screaming Nightmare? • Dorrie Paynter offers Sharon Wolf outlines the many reasons you won’t tips and suggestions for successfully recruiting want to miss QRCA’s 2005 Conference in Beverly Hills. children for marketing research studies.
12 FROM THE PRESIDENT 30 INTERNATIONAL RESEARCH A Look Back at the Past Year • Outgoing Package Design in India: The Role of Culture • QRCA president Diane Harris recaps QRCA’s many Piyul Mukherjee describes a model for packaging- achievements over the past 15 months and describes design evaluation and development that can be the association’s future goals. used globally.
Editor-in-Chief: Sharon Wolf, [email protected] • Managing Editor: Timm Sweeney, [email protected] • Design/Art Direction & Publishing: Leading Edge Communications, LLC (615) 790.3718 [email protected]
FEATURE EDITORS Book Reviews: Gregory Spaulding, [email protected] • Business Matters: Gail Fudemberg, [email protected] • International Research: Susan Fader, [email protected] • Industry Calendar: Agata Panczak, [email protected] • Letters to the Editor: Lana Limpert, [email protected] • Qualitative Tool Box: Kimberly Daniels, [email protected] • Targeted Marketing: Judy Langer, [email protected] • Tech Talk: David Van Nuys, [email protected] • Travel & Leisure: Susan Sweet, [email protected]
4 QRCA VIEWS FALL 2005 www.qrca.org
• TABLE OF CONTENTS •
CONTINUED
FALL 2005
THE OFFICIAL PUBLICATION OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION
56 BUSINESS MATTERS 84 Projecting Cash Flow and Operating Capital Needs–Keys to Small-Business Success • Sid Landman explains the crucial need for adequate capitalization for ensuring the survival—and long-term success—of your business.
60 QRCA NEWS 2005 Annual Conference Program Preview • You can “Be a Qualitative Star” in Beverly Hills, California, October 19–22, 2005.
72 TRAVEL & LEISURE Off the Beaten Tourist Path in Los Angeles • Planning an out-of-the-ordinary trip to the Los Angeles area is a breeze with Liz Nutter’s suggestions.
82 BOOK REVIEW Ethnography for Marketers • Anthropologist Maryann McCabe offers a professional look at Ethnography for Marketers: A Guide to Consumer Immersion by Hy Mariampolski.
38 TARGETED MARKETING 86 BOOK REVIEW Hispanics: In-Culture Marketing to Reach the The Culting of Brands • Greg Spaulding discusses Fastest-Growing Youth Culture in the U.S. • Douglas Atkin’s belief that there is a close relationship M. Isabel Valdés explains why Hispanic children and between cults and the best cult brands on the market. teens—and their parents—present an excellent opportunity for marketers who know how to communicate with them "in-culture." 88 INDUSTRY CALENDAR
48 TECH TALK 89 EDITORIAL GUIDELINES Usability Testing • Matthew Towers and Jonathan Schneider discuss best practices for conducting 90 usability research. INDEX OF ADVERTISERS
visit QRCA online at www.qrca.org
6 QRCA VIEWS FALL 2005 www.qrca.org When you’re entering the world of any demographic slice, call The Focus Network. We recruit people from the world you need, put them in a first-class room, and make sure that you’re proud to take your clients behind the glass.
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TO THE EDITOR:
Re-reading Hy Mariampolski’s article in the Summer 2004 understanding of theoretical perspectives because we are issue of QRCA Views, “Research Dreams and Marketing more apt to become aware of inaccuracies in our thinking, Nightmares: New Thinking in British Market Research,” I interpretations of others’ behaviors and preferences, and immediately thought about my experience while conducting experience an “aha” of why things might not be going like a workshop at the QRCA Conference in Phoenix last fall. we “thought they should.” In his article, Mariampolski suggests that being exposed to We don’t need theory to tell us what to do, but we do breakthrough ideas may or may not lead to immediate need an understanding of theory to reflect on how we go changes in our qualitative research practices; however, these about our business. Insights of theory in practice not only alternative notions are valuable because they are likely to lend credibility to our field; they allow us to go beyond point to what we will be thinking and doing in the future. descriptive analysis to make more in-depth, accurate Why would we possibly need to think about theory in interpretations of people’s preferences, attitudes, beliefs, practice? What is the usefulness? During the last QRCA and behaviors in the context of their everyday living. conference, an attendee said to me, “I don’t need this stuff!” The “stuff” he was referring to was the knowledge and application of theory in practice. On the one hand, I — DR . ELIZABETH G RIGORIU agreed with him. We don’t need theory to do what we do as Grigoriu & Associates practitioners—we just do it. On the other hand, we can be Ithaca, NY more informed practitioners if we operate from a conceptual [email protected]
Corrections A pull-out quote on page 64 in an article by Joel Reish, “Get Ready for VoIP” that appeared in the Spring 2005 includes an incorrect statistic regarding VoIP market penetration. The correct statistic refers to broadband penetration. Reish states on page 62 of his article, “…with the recent penetration of broadband—more than 40 percent of internet- connected households now use it—VoIP is set to explode at the consumer level.” The correct e-mail address for Paul Conner, author of “Emotions and Feelings: Drivers of Consumer Behavior” (Spring 2005, pages 17-22) is: [email protected]
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QRCA 2004–2005 Qualitative Research Consultants Association (QRCA) serves its members in the industry through Officers and Board education, promotion and representation. The statements and opinions expressed herein are those of of Directors the individual authors and do not necessarily represent the views of the association, its staff, or its board of Diane Harris directors, QRCA Views, or its editors. Likewise, the PRESIDENT appearance of advertisers, or QRCA members, does Kristin Schwitzer not constitute an endorsement of the products or services featured in this, past or subsequent issues of VICE PRESIDENT this quarterly publication. Copyright ©2005 by the Joel Reish Qualitative Research Consultants Association. QRCA Views is published quarterly. Subscriptions are TREASURER complimentary to members of QRCA. Jeff Walkowski POSTMASTER: Send change of address notification P.O. Box 967 SECRETARY to QRCA, P.O. Box 967, Camden, TN 38320. Postage guaranteed. Third-class postage is paid at Franklin, Camden, TN 38320 Mark Lovell TN. Printed in the U.S.A. Reprints and Submissions: DIRECTOR QRCA Views allows reprinting of material published Tel (toll-free in N. America): Hy Mariampolski, Ph.D. here, upon request. Permission requests should be 888-ORG-QRCA directed to QRCA. We are not responsible for DIRECTOR unsolicited freelance manuscripts and photographs. (888-674-7722) Alison Murphy Contact the managing editor for contribution Tel (International inbound calls): information. Advertising: For display and classified DIRECTOR 731-584-8080 advertising rates and insertions, please contact Mark Michaelson Leading Edge Communications, LLC, P.O. Box Phone: 731-584-8080 DIRECTOR 680142, Franklin, TN 37068-0142, (615) 790-3718, Fax (615) 794-4524. Deadlines are the first of the Fax: 731-584-7882 David Van Nuys, Ph.D. month prior to the following month’s publication. DIRECTOR (Example: August 1 for the September issue.) Email: [email protected] Subscriptions are free to members and are available to Mike Jenkins www.qrca.org buyers upon request. CHIEF OPERATING OFFICER
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 9 • FROM THE EDITOR-IN-CHIEF •
Your Chance to Be a Qualitative Star
hen Susan Thornhill and Chris Kann approached the podium at the 2004 Annual Conference’s closing session in Phoenix to introduce the theme and stylized logo for this year’s conference, they knew they were stepping into big shoes. No doubt they W wondered, “How are we going to live up to the success of the 2004 conference?” Now, some nine months later, and judging from the program preview (pages 60-71), Susan, Chris, and the hard-working 2005 conference committee have fully met the challenges they faced last October. The “Be a Qualitative Star” conference, to be held in Beverly Hills, October 19–22, is poised to be a power-packed event in true L.A. style. It’s not too soon to register; this year’s conference promises to be a blockbuster. Go to www.qrcaconference.org for details on the hotel, program, and registration.
Sharon Wolf Inspiring Keynoters QUALIDATA RESEARCH INC. Betsy Frank, executive vice president of research and planning at entertainment industry leader Brooklyn, NY Viacom, will be the keynote speaker at lunch on Thursday, October 20. She will explain how Viacom [email protected] uses research to continually keep MTV, BET, and Nickelodeon aligned with the pulse of their respective audiences. During Friday’s luncheon, attendees will have the chance to hear keynoter Steve Silverman, senior research manager at Microsoft. Steve will explain the steps he has taken to advance the integration of research findings into marketing and business strategy at Microsoft. Jump on the Track that’s Right for You Consistent with the conference’s Beverly Hills location and theme, four session tracks are The “Be a wrapped in movie-industry metaphors: New Releases, The Classics, Special Screening, and Top Performers. Each of these tracks offers you a choice of sessions to attend from among 25 Qualitative Star” powerful panels, symposiums, and workshops. Every session is designed to challenge your conference, to thinking and expand your skills (see details on the full conference program on pages 60-71). be held in Serious Fun Beverly Hills, Ready for a creative stretch while gaining skills for thinking on your feet? Wednesday’s NightFlight offers the opportunity to try out some improv, led by members of the Really Spontaneous Theatre October 19-22, Company. The fun doesn’t stop there. You’ll also have the chance to experience a taste of Hollywood glamour at the Red Carpet theme party, Thursday night’s evening gala event. Step out in style on is poised to be a Friday night to the rooftop of the Beverly Hills Hilton for a star-lit cocktail party. power-packed QRCA Views Leadership Transitions event in true The decision to step down from a personally satisfying and challenging QRCA volunteer position L.A. style. is not an easy one. However, after some serious soul-searching, I have decided to transition out of my role as Editor-in-Chief of QRCA Views. I have been in this role since the magazine’s launch nearly three years ago. I feel that the time is right for another QRCA member to have the chance to assume a key leadership role by guiding the planning and production of Views. I am pleased to announce that QRCA Views Committee member Lana Limpert has stepped up to the plate and has been approved by the Board to assume leadership in the role of Editor-in-Chief following the publication of this issue. Active in QRCA, Lana is founder and co-chair of the Western New York Chapter. She initiated adding the Letters to the Editors column and has served as Feature Editor for the column since its launch. Please join me in welcoming Lana to her new post! Please also welcome David Van Nuys who has volunteered to serve as Tech Talk Feature Editor. David replaces Gina Thorne, who authored a total of eleven timely and informative articles for QRCA Views’ Tech Talk section since the magazine’s Fall 2002 debut.
10 QRCA VIEWS FALL 2005 www.qrca.org
• FROM THE PRESIDENT •
A Look Back at the Past Year
“The marksman hitteth the mark partly by pulling, partly by letting go.” — Egyptian Proverb
hat a year! As I draw closer to the end of my term as QRCA’s president, the Egyptian proverb above summarizes how I’ve worked to achieve the goals I had in mind when I began my presidency. There is some pulling W (and pushing) to get things accomplished, and there is some letting go of control and goals. Let’s reflect on what we have accomplished in one year, though it will have been a fifteen-month year because, with the passage of the new QRCA bylaws, the new board members will take their seats in October instead of July. I am grateful for the extra three months to complete what I set out to accomplish during my term. Let’s take a look back and see how far we’ve come.
Our Accomplishments Diane Harris 1. After four years and two taskforces, we finally have a succession plan in place D.M. HARRIS ASSOCIATES for President of the Board of Directors. This will be critical and greatly beneficial, Butler, PA as we progress, to have a vice president who has a year to prepare and plan for [email protected] the time when he or she will hold the gavel. I would like to 2. The bylaws have had a major revamping to be in line with how we operate and with the laws of New York State (where we are incorporated). Kudos to the thank the bylaws committee for countless hours of tedious work on each word and countless QRCA comma to get our bylaws in shape. volunteers who 3. With the help of hundreds of members’ thoughts and ideas, we’ve developed a new three-year strategic plan for QRCA. We are on our way to being the leader work to elevate in qualitative research worldwide. our industry, 4. Qcasts has launched! Our free webcasts tell the world about the latest whether at the developments and theories in qualitative research. As of this writing, we have conducted five Qcasts, and we are extremely happy with the number of members, committee, clients, and prospective members who have tuned in to this great service. Check chapter, or our website—www.qrca.org—for the Qcasts schedule and registration. conference level. 5. QRCA Views won its second Best in Class award from the Printing Industry Association of the South.
6. Two fabulous conferences took place in the past year! Aside from the great learning at both conferences, who will soon forget our Phoenix conference
12 QRCA VIEWS FALL 2005 www.qrca.org
A Look Back at the Past Year CONTINUED
chair riding Frosty the Bull and the upcoming publication of this issue. I ask you to join me in year’s chairs dressed as Marilyn Monroe and acknowledging the formidable job she has done Charlie Chaplin? Dublin was the site of our since the beginning of the publication. Views Third Biennial Worldwide QRCA-AQR was a gleam in the eye of the board less than Conference. It was a smashing success with four years ago, and Sharon and the Views attendees from 22 countries. And we danced Committee took the magazine to great heights and drank at the Guinness plant party! In and presented the association with an award- addition to the fun, we learned a lot, too. winning periodical for which we can all be proud. On behalf of the association, I want to 7. QRCA membership hit a record high of 941! thank Sharon and her team for all the many hours of volunteer work for the benefit of The Future QRCA members and our industry. Our vision is to be the leader in qualitative As I leave the presidency, I want to point out research. To do so, we must take the initiative to a few others who have helped me enormously reach out and provide more services to more along the way. Mike Jenkins, our COO, has people. Here’s a short list of what we’re working been a trusted source of wisdom and knowledge on now and hope to have completed within the with a can-do attitude that has been refreshing, next year or two: and he and Janice Jenkins have been a delight to work with these 15 months. I would like to 1. Expand member categories to include retirees, thank the other members of the board for their students, newcomers, academics, and support, patience, and dedication. I have enjoyed transferees to other fields. every moment working with them and have come to feel like we’re family. And finally, my 2. Provide formal educational programs for husband deserves a huge hug for his patience qualitative research practitioners or those who and acceptance of the lack of home-cooked would like to learn the field. dinners since I’ve been on the board; I have benefited from and greatly appreciate his support 3. Educate non-members who are working in the and counsel. qualitative research field, such as clients I would like to thank the countless QRCA (buyers and/or end-users) and the field. volunteers who work to elevate our industry, whether at the committee, chapter, or conference 4. Fund public relations to create greater level. Your commitment, dedication, and awareness of QRCA, and add value to our contributions are greatly appreciated. Our membership by establishing how important it volunteers remind me of this quote by Indira is for clients to hire consultants who are Gandhi: “There are two kinds of people: those QRCA members. who do the work, and those who take the credit. Try to be in the first group; there is less 5. Take what we’re planning for the second competition there.” I am amazed at the level of wave of our QRCA awareness and attitude output our volunteers produce with little or no study, and run with it. accolades expected. Lastly, I would like to thank our members for 6. Investigate credentialing of qualitative giving me this opportunity to serve you and the researchers. industry. I am grateful and humbled for the chance to be in this position where one can 7. Redo our website to be the primary source for make a difference in the field of qualitative the industry. research. Thank you all, and I hope to see you in Beverly Hills for great big QRCA hugs! 8. Digitize our Educational Resource Center. I leave these words for our next president: With Gratitude "You can't cross the sea merely by standing and staring at the water." Editor-in-Chief Sharon Wolf will be stepping down from leadership of QRCA Views after the — Rabindranath Tagore
14 QRCA VIEWS FALL 2005 www.qrca.org
• QUALITATIVE TOOLBOX •
Taking the Longitudinal Way: A Look at Qualitative Panels
B Y B ELKIST E. PADILLA Insights Marketing Group, Inc. • Miami, FL • [email protected] A ND G LORIA C ANTEÑS-PURCHON [email protected] • A ND J OHN H OLCOMBE • [email protected]
ow do we gain a deeper understanding of how consumer POBAs and behaviors change over time, or how they might be affected by the seasons or influenced by changing household compositions, household ownership, Hor employment situations? By designing and recruiting longitudinal qualitative panels, of course.
Mixing up the research activities and keeping panelists engaged is critical for creating successful longitudinal qualitative panels.
16 QRCA VIEWS FALL 2005 www.qrca.org Taking the Longitudinal Way: A Look at Qualitative Panels CONTINUED
A Longitudinal What? A longitudinal qualitative panel (LQP) is a research design with two important characteristics. First, the same respondents who comprise the panel are measured during two or more points in time. Second, at least one variable such as cooking habits or shopping patterns is measured two or more times. This longitudinal aspect of the data allows for the measurement of qualitative change within the respondents. Longitudinal research is especially well suited to understanding dynamic processes that can change over time. An LQP can provide a basis for breakthrough insights when the purpose of the research is to understand: • Changes and adaptations in consumer behavior/attitudes resulting from more traumatic events (such as mergers and acquisitions or financial reorganizations) to softer events (such as new product launches, new product formulations, brand re-positioning, etc.) • Changes in customer satisfaction and brand relationships before and after transformations of service offerings, customer service, etc. Or LQPs can simply see how consumer behaviors and attitudes change according to season or “over time” when the research with panel respondents—a typical LQP runs objectives call for a deeper understanding of from three months to one year—it’s a good idea behaviors under a variety of circumstances that to think more critically about the criteria and to can only be observed over a longer period of gather information you would not consider for time. In this vein, we have found the LQP to be participation in one focus group. Even if the an excellent research design for the study of screener becomes a bit lengthy, it will be applied multicultural consumers in the U.S., where only once, and it will be responsible for months developmental processes such as acculturation, of contact with the same people! cultural affinity, and ethnic identity impact Once your recruiter has a pool of respondents attitudes and consumer behavior. together who meet the basic requirements, it’s LQPs are great for understanding any issue time to begin screening via phone and then in that is “fuzzy” and dynamic, such as: person. Over the phone, the moderator can get a • how people bank preliminary idea of the respondents’ willingness • how people select produce to talk, patterns of speech, whether they are • the emotional benefits of product/service use forthcoming, or if the conversation is like pulling • what someone means by “good health” or teeth. Whatever a standard articulation screen “healthy children” fails to catch can be assessed over the telephone. • how people establish and use a repertoire In-person screening of the pool that’s already of brands in the same or complementary been narrowed through phone interviews is the product category, or retail outlets and how next step. At this point, a moderator can get a their repertoires evolve good look at respondents and take them through • how people see themselves in the world, a short guide to gather background information. among peers, and/or in their family While this can be done through IDIs, a dyad or • the impact of trends on consumer behavior triad affords a better opportunity to see how • the impact of life events (marriage, divorce, they’ll perform in groups, and it also helps babies, new jobs, etc.) on consumer behavior when you are interviewing a large number of potential panelists. One of the key objectives Practical LQP Design of this meeting is to clearly define the panel As with most qualitative studies, panelists are study design and what’s expected from each recruited via screener. However, given the amount participant, and to evaluate their commitment of time that researchers and clients will spend and ability to participate in the full length of
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 17 Taking the Longitudinal Way: A Look at Qualitative Panels CONTINUED
anticipation, such as a raffle at the end of the LQP. Some of the prizes we have given away included computers, DVD players, and nice sets of pots and pans. But there’s more to it than money. Mixing up the research activities and keeping the panelists engaged is an important part of the successful LQP. Panelists need to participate in some research activity each period (monthly or bi- weekly), and the research company needs to provide clear, precise instructions on the various research activities. Research activities can run the gamut with an LQP: in addition to focus groups and in-depth interviews, panelists may participate in written, photo, or video diaries, observational research (cooking or shopping ethnographies, for example), kids’ parties or peer groups, and more. It is also important to create a sense of fun and belonging around the panel—asking respondents to arrive early, having plenty of snacks on hand for them to eat if they arrive straight from work, giving them a chance to socialize and bond, and conducting fun activities in the groups. The more comfortable they become with each other, the more they will let their guard down and open up in the research. Some respondents, after a month or two, will say their monthly participation becomes like therapy, something they look forward to as they meet friends and have a chance to talk.
Practical Benefits There are many practical benefits to be gained in a longitudinal qualitative panel. One of the more obvious benefits is the ability the panel (drop-outs can quickly turn a LQP to mix research activities and methodologies. into an ad-hoc tracking study). Special issues Although the panel is longitudinal, it is qualitative, to be on the lookout for include changes in and nothing says you have to do the same thing household composition (new arrivals or planned each period. You can conduct groups, dyads, departures), employment, and ownership (buying triads, in-homes, peer parties, kids’ parties, and new homes, moving). observational research (watch them cook, shop, If a panel is to consist of thirty subjects with do the bills, bank online, change diapers, plan a five reserves, then it’s best to have about forty to vacation, etc.), and you can assign homework in forty-five total in the initial pool, with even the form of diary keeping (written, photo, and more desirable if no telephone screening is done video) or consumer tasks. There is no limit to by the moderator. the number and type of activities you can plan (within reason and according to the objectives, Practical LQP Maintenance of course). Once your panel is fully recruited, the key to a Another benefit is having a real chance of successful LQP is maintenance—curbing correcting for reporting error, by observing attrition from the panel. This is typically done actual behavior in the home or supermarket. by making sure respondents earn a fair Consumers rarely have perfect recollection of compensation for their time on a monthly basis their past behavior, and we know they are not but also by withholding a large portion of their always perfectly honest. What respondents say total compensation until the panel is completed. in focus groups—for example, “I don’t use much It is also a good idea to mix monetary incentives oil when I cook”—is relative to their own with something that’s fun and creates a sense of experience (and not the moderator’s or the
18 QRCA VIEWS FALL 2005 www.qrca.org client’s experience). This becomes immediately apparent clients to quickly generate consumer insights on new when in their kitchen you watch the subject pour a full products or marketing communication. Panels can cup of oil into the rice cooker. also provide a lower-cost alternative to satisfy Second, the chance for a moderator to ask so many pressing qualitative research needs; respondents are different questions about so many varied topics tied already recruited and can be scheduled for additional to the research affords the chance to cross-reference qualitative research (not part of the scheduled panel answers and gain insights into the “whys” in a way research) at reduced rates. that’s not possible with a two-hour research group. For example, one LQP showed that moms’ permissiveness regarding kids’ snacks turned out to be seasonal. However, moms’ seasonal attitudes had nothing to do with the
The chance for a moderator to ask so many different questions about so many varied topics affords the chance to cross-reference answers and gain insights into the “whys” in a way that’s not possible in a two-hour group. • Impeccable Service
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QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 19 • QUALITATIVE TOOLBOX •
Understanding Genderlects for More Accurate Assessments
B Y T RACEY W EIGEL United Communication Experts, LLC • Milwaukee, WI • [email protected]
he words men and women use may be information presented here looks at the most identical, but how and when they use them common characteristics of genderlect variations. can reveal very different meanings. To Communication failures and misunderstandings T ensure the most accurate assessments of are often attributable to the gaps created your focus groups, it is vital to understand the between the speaker’s words (their intended genderlect of each participant. How a person meaning) and the miscomprehension of those speaks based on gender words by the listener. identity (as viewed by People speak and society) is called a comprehend language genderlect, a contraction based on how it is shaped of gender dialect. by their gender, their Our society often puts cultural ties, and their gender in binary terms, societal exposure. Listeners but a genderlect is plotted use speech patterns and on a continuum. It is word choice to judge a not the case that all men speaker’s character, speak the same or that intelligence, and ability. all women speak the Since male and female same. There are many brains process language linguistic devices, differently, each translates however, that are used differently what is said to predominantly by men, what they think is meant. and others that are used Neurolinguists have shown predominantly by women. that when men are Please keep in mind processing language, they that I do not advocate use only one hemisphere of one way of speaking as the brain, while women better than another. The use both. Sociolinguists point of understanding have been doing research in genderlect variations is to have a working the gender differences in communications for knowledge of the differences, so you can more than thirty years, and they find that appreciate, recognize, and interpret them behavior and biology both play a role. accurately in your assessments. While a Always remember, most people receive masculine genderlect is no better or worse than positive reinforcement of their communication a feminine genderlect, people are judged by the style by at least half of everyone with whom way they speak, whether it’s fair or not. With they converse. Because most people who share a this in mind, please remember that the gender identity will speak similarly, it is easy to
20 QRCA VIEWS FALL 2005 www.qrca.org falsely predict that everyone else will speak the response, with little or no negative judgment same way. The default norms occur in same- from the participants. For example: gender conversations, so that when men and • “What is one of your favorite childhood women converse, most fail to remember that memories?” they are engaging in a cross-cultural experience. • “What was your favorite TV program There are many variables to consider and growing up?” control in qualitative research. The gender and • “If you could be any animal, what would genderlect of the facilitator will always influence you be?” how the participants interact. Facilitators need • “Describe your favorite elementary school to be as neutral as possible in their directives teacher.” (although, since you cannot make yourself void Do not ask the participants to state why for of interaction, some level of influence will any of these initial questions, since this could always be there). bring judgment from others in the group. The gender of the participants is another crucial factor. Some consultants wrongly assume that having a focus group of one gender makes When men and women the communication flow more easily. This is not necessarily true. If you have an all-female group, converse, most fail to you may have a woman who communicates in a remember that they are strong, dominating way (like Condoleeza Rice) and another woman who communicates in a engaging in a cross- very different style (like Anna Nicole Smith). In this situation, the Rice-like speaker is going to cultural experience. directly influence how and why the Smith-like speaker interacts. 2. Knowing Who Should Speak When At the beginning of mixed-gender sessions, when Communication Components you are trying to establish who is dominant, Some of the crucial components of start by asking the men the getting–to-know-you communication to keep in mind when running questions first. It’s more likely that men will not focus groups include the following six factors: care to divulge too much here, and this will make the women feel more comfortable, and on 1. Freedom of Speech equal ground. First and foremost, you must help the participants Once you get into the actual focus-group feel as comfortable as possible. Let them know discussion, start with someone who was neither that what they say, how they say it, and why too chatty nor too quiet, preferably a woman. they say it are all accepted and encouraged in Then proceed to ask the quieter people, leaving the group. It is important to reiterate this the most talkative for last. In the second round message a few times during the session. of questions, ask the most talkative and One of the ways to start on a level playing dominant people to answer first, then go to the field is to ask an initial, non-threatening quietest people. The goal is to tire out the question to get people talking. Ask something talkers, so eventually they will only add to the that is gender-neutral and that will elicit a happy conversation when it is necessary and pertinent.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 21 Understanding Genderlects for More Accurate Assessments CONTINUED
talking” message. Encourage participants to refrain from too many overt listening cues, as these subtleties can often lead to a series of larger misunderstandings. Men use very few active-listening cues. Do not interpret a man’s lack of interaction as non- compliance or disinterest. Men generally have either their listening faces or their speaking faces on. Women are far more likely to show various degrees of interest and agreement in their speaking and listening faces.
6. Interruptions Men and women use and interpret interruptions very differently. When a woman interrupts, it is most likely to get enhancement or clarification from the speaker. Rarely do women interrupt with the intention of taking the floor completely. As such, when a woman is interrupted, she also assumes that the interrupter is not trying to take 3. Pointed Directives the floor away from her. Often, when a man Putting participants on the spot can work for interrupts a woman she will let him speak, or against you. Make sure you imply a team thinking that he just wants to add something approach when spotlighting a female participant. and that she will get the floor back immediately. This will generally ensure the best response. Let When this does not happen, frustration sets in. all participants feel that their perspectives, based on their life experiences, is of the utmost importance to you as the facilitator. When a woman interrupts,
4. Metamessages it is most likely to get Women, particularly in America, use the enhancement or clarification linguistic device known as metamessages in nearly all of their communication (“meta” from the speaker. When a meaning a higher order of abstraction). Females man interrupts, it is most in our society are taught at a very young age to “be nice” in communication (“If you can’t say likely because he wants to anything nice, don’t say anything at all.”). Males are encouraged to say what they mean take the floor. and to mean what they say (“Tell it like it is!”). Because of this cultural norm, girls learn early how to imply things without actually saying When a man interrupts, it is most likely them, as well as how to interpret what is meant because he wants to take the floor. This is the even if it was not explicitly stated. Men do not norm in an all-male conversation. When men use metamessages, nor do they interpret them. are in conversation, they learn very early that if When women in the groups contribute, be sure they want to be heard, they must jump in, take to ask them to be direct. Do not assume anything. the floor, and demand attention. When a man Female facilitators must be extra careful that interrupts a woman, he does not see it as a they are not implying any metamessages of their power play. It is simply a natural part of his own in their analysis of focus groups. communication pattern. If you have a man in your focus group who interrupts, the women he 5. Nonverbal Cues interrupts will either shut down or become Men do not use active-listening cues to the agitated. Neither scenario will allow the women extent that women do. Women prefer more to communicate in an effective manner from active-listening responses when speaking, such that point. as head nodding and saying “Mmmhmm.” Men Attending to these six important genderlect will often interpret the female head nod as a variations can lead to greater and more open show of agreement, but women often use the communication in focus groups, dyads, triads, and head-nod to convey an “I’m listening, keep other forms of face-to-face qualitative studies.
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Recruiting Child Participants: A Fun Challenge or Screaming Nightmare?
B Y D ORRIE P AYNTER Leapfrog Marketing Research • San Francisco, CA • [email protected]
ave you been asked to conduct research with someone who is under four feet tall, who does not hesitate to say that your client’s billion-dollar idea is stupid (yet can’t tell you why), and who can’t stop talking about Hhis latest PS2 game acquisition? Sounds like a nightmare, right? No wonder some researchers and recruiters won’t touch a project like this with a ten-foot pole! If you find yourself faced with this situation, you don’t have to run screaming for the door. Believe it or not, you can successfully find and recruit kids to participate in your marketing research studies and generate some high-quality insights for your clients.
Make sure the recruiter likes kids! The recruiter needs to sound warm and encouraging without being leading.
24 QRCA VIEWS FALL 2005 www.qrca.org Where Can You Find Them? “With your permission, I would like to speak Go to the places they go. Start spreading the to your daughter about this study. May I ask word that you are looking for children to her a few questions? You may, of course, participate in a market research study. Post or stay on the line as well. If she qualifies and distribute flyers in grocery stores, ice-cream would like to join a few other girls in her parlors, card stores, toy stores, playgrounds, age range to discuss this new product, will community centers, or anywhere kids and their she be able to attend a 90-minute discussion parents go. While most schools will not let you on (date) at (time)?” post flyers on campus, we’ve had success with Children seven years and younger are really daycare centers, scout troops, and YMCAs, too young to interview on the phone, so just especially when they hear that the children will recruit through the parents and ask if they think be compensated for their participation. Some their child would be comfortable participating in people are also more likely to help you out if the study. you stop by and make your request in person, but don’t forget online communities like Local2Me.com, Craigslist.com, or online forums for mothers’ clubs. Also, use your client’s Believe it or not, you can product registration cards if you are looking for successfully find and product users. You can also ask focus-group facilities to ask recruit kids to participate participants who come to the facility for other projects if they know someone with a child in in your marketing research the appropriate age range. A small referral fee studies and generate some ($10-15) can work wonders. high-quality research for Convincing Mom to Let Her Child Speak to your clients. a Stranger on the Phone If you are recruiting children between the ages of eight and seventeen, design the screener to speak to the parent or legal guardian first. Tell Little Hannah’s on the Phone— the adult a little bit about the study and that Now What? you are looking for kids who might qualify. When the child gets on phone, introduce “Hello, my name is… and I’m calling from… yourself and tell her that her parent said it was on behalf of a major toy manufacturer. We okay to ask her a few questions. Explain the are conducting a study in your area about research process in kid-friendly language. entertainment products for pre-teen girls. “I am calling from XYZ Research Company. We are looking for a variety of children to Companies that are making new toys/snacks/ participate in this study. May I ask you a games, etc., want to know what kids think few questions?” about some ideas they have for new toys/ First ask the critical qualification questions of snacks/games, etc., so we are looking for the parent (e.g., demographic and key product- some kids who might want to come in and usage or attitudinal questions). Remember to tell us what they think about these new ideas.” confirm the child’s availability for the day and time you need her, and that the location of the Start Off by Asking Easy Questions research is okay—especially if she’ll need a ride We like to start with things like age, grade in to the location. You will get much higher show school, and name of school (even if we already rates among teens if the parent knows when and have this information from the parent). This can where their child is supposed to be participating. be a good way of boosting the confidence of a By the time you speak to the child, you want shy or nervous child. Then move into the more to have a good idea that she will actually substantial questions concerning usage of, or qualify. Because kids understand the recruiting attitudes about, the product or category of interest. process even less than parents do, you will be better off doing most of the screening through the parents. This avoids getting a child excited Two Perspectives Are only to tell her that she does not qualify. If the Often Better than One child sounds like a good fit, ask the parent’s Ask the child some of the same product usage permission to speak to the child. Tell the parent and opinion questions you asked the parent it is okay if they want to stay on the line at the (reworded into kid-friendly language). same time. Remember that parents may not know
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 25 Recruiting Child Participants CONTINUED
everything about what products their children use interpret for you, or in a one-on-one, where the or what their kids think about those products. moderator only has one child to focus on. Also keep in mind that kids under age twelve are To evaluate a child’s articulation abilities, you not very good at estimating how many times they want to hear him respond to a question by have done something in the past month or even in forming a sentence to make sure he is not the past week. (For that matter, how many adults painfully shy when speaking to an adult he does are good at that?) not know. Make the question fun and not too If there is a discrepancy in their answers, talk difficult. For example, you might ask: to the parent again. Try to understand why their “If you were going into outerspace, what answers are different, and which answer appears would you take with you, and why?” more reliable: Avoid questions that may be misinterpreted, “I asked your son about the fruits and vegetables such as “If you could go on vacation anywhere, that he ate yesterday, and because it is often very where would you go?" This may lead them to hard to remember exactly, I just wanted to check believe that you are promising them a trip! what fruits and/or vegetables you remember him eating. As I told your son, there are no wrong Tea for Two and Two for Tea answers to this question. I am looking for a wide Younger children may be too timid to participate range of children here, those who eat a lot of without anyone they know being present. Thus, fruits and vegetables, those who don’t eat any, consider one to three friendship pairs if you want and those in the middle.” a group of two to six children. But be consistent. Either everyone in a group is there with a friend Is She a Heavy User, a Casual User, or no one is. or Does She Hate It? We often use friendship pairs for packaging If trying to determine something fairly subjective, research, communication checks, and toy testing. such as whether a child is a casual or heavy user The friends should meet the most critical of a certain product, consider having a brief, screening criteria, but they do not have to meet open-ended discussion about the product first. the specifications as perfectly as the primary You can then follow this with a more directed, children. For example, the friends should use the closed-ended question. main product you are screening for, but they For example, ask the child how often she plays perhaps do necessarily meet the specific income with the toy and what she thinks about it. Then requirement. tell her you have some statements made by other kids her age and that you need her help in Keep Group Size Small figuring out which of these statements best Limit group size to no more than six children for describes her. Read several statements that seven- to nine-year-olds, and seven for ten- to clarifies where she might fall in your spectrum: thirteen-year-olds. You want to keep the groups “I’m going to read you some things other kids small enough so that the kids will feel have said about LEGO, and I'd like you to tell comfortable speaking up, and so that the me which one best describes you: moderator can effectively manage the group, hear a. I used to play with LEGO a little bit when what needs to be heard from each child, and I was younger, but I never really liked it handle the inevitable surprises that come up that much. during kids’ groups. Older kids from fourteen to b. I used to like LEGO, but I don’t play with seventeen years old tend to be fine in groups of it much anymore. eight, but we recommend not going any larger c. I like LEGO and play with it once in a than that. while now. d. I really like LEGO and play with it a lot No Need to Over-Recruit now.” by More than One or Two Ask the facility or recruiter for an over-recruit Ask a Fun, Age-Appropriate recommendation based on their previous experience Articulation Question recruiting children in their area, generally you do Even more than with adults, you’ll want to make not need to over-recruit by more than one or two sure the child’s answers will be understood by the participants per group. Kids take their responsibility moderator and research team. This is particularly to participate in a research study very seriously and important if he will be a part of a group. It is less tend to have good show rates. important if he will be in a parent/child paired If you do over-recruit, ask the facility to tell the interview, where the parent can translate or parents this, and have them explain that there is a
26 QRCA VIEWS FALL 2005 www.qrca.org Recruiting Child Participants CONTINUED
chance their child may not get to participate. Interviewing Children and Young People When we know that we are unlikely to use all (http://www.esomar.org/ web/show/id=103585). the children who show up, we plan on having Recruiting children has its challenges, but if someone from the facility spend a few minutes you handle things properly, there is no reason with the kids we are not using. We ask some you should wake up at night in a cold sweat questions about the topic, have them draw a during the recruitment process. picture, or fill out a survey (with or without their parents, depending on their age). If you do not this, the &/#53 '2/50 &!#),)4)%3 ). ,!3 6%'!3 kids may be disappointed if they do not get to share their opinions. According to ESOMAR’s Guidelines on Interviewing Children and Young People, “The welfare of the children and young people themselves is the overriding consideration. They must not be disturbed or harmed by the experience of being interviewed.” This includes being sent home feeling disappointed and useless.
Hire a Recruiter Who Is Used to Recruiting Kids Recruiters need to be well briefed and to have a very clear understanding of what kind of children you are looking for (both demographically and psycho-graphically). They must be flexible. For example, they must be able to ask a question in more than one way if the child 7(%. )4 #/-%3 4/ 2%35,43 doesn’t understand what is being asked the first time 7%2% &/#53%$ around. It is unlikely that -2#&OCUS 5NBIASED RESEARCH GLEANED FROM they will be able to take a RESIDENTS IN ,AS 6EGAS THE ND LARGEST MARKET IN THE child through a telephone 53 /UR STATE OF THE ART RESEARCH INSTITUTE INCLUDES screener word-for-word. A SEAT THEATER MULTIPLE FOCUS GROUP SUITES AND And finally, even though PRIVATE CLIENT LOUNGES it may sound silly, make sure the recruiter likes kids! The recruiter needs to sound warm and encouraging without being leading. ! $IVISION OF -2#'ROUP ,,# For additional OR VISIT THE ALL NEW MRCGROUPCOM information and guidelines $ON (EIN about interviewing $IRECTOR OF -2#&OCUS children, refer to the ESOMAR Guidelines on
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n India, a person’s life is like a palate of vibrant colors. On the most important day of her life, an Indian bride wears red. In the West, a bride wears white. In Japan, exclusive packages are understated in their beauty: a few brush strokes, minimal colors. In India, exuberance of color and form is the Inorm, and minimalist designs are frowned upon. The Japanese haiku is a seventeen-syllable poem. The wisdom of Zen is in what is left unsaid. The Indian “Mahabharata,” an ancient epic poem, has 100,000 verses. Indians adore extravagance. Hindi movies are full of songs and dance, and they are rarely shorter than three hours.
Would You or I Design a Package the Same Way? When managing packaging-development studies, qualitative researchers typically study the category and the needs of the brand, and then they ask consumers to evaluate a variety of packaging options. We analyze their responses in the context of the category. However, are there broad learnings out there that can help us create a paradigm for all packaging? In his book, The Clash of Civilizations, Samuel Huntington points out that the equations among people in this century will be dictated by culture rather than by geographic boundaries or political ideologies. So does our cultural background influence our reaction to a package? Does a detergent package evoke the same response as a skincare brand? When we contemplate changes to revitalize a brand, how far should this change go?
A Reality of the Developing Economy: Crowded Shelves in Shops In India, a country with over 300 people per square kilometer, privacy is one’s sense of self in a crowd. The same is true for packaging. Supermarkets have only recently entered India’s top metropolitan areas. More often, packages jostle for limited space on the shelves of very small stores.
30 QRCA VIEWS FALL 2005 www.qrca.org At the same time, with 90 percent of household purchases being in the form of unwrapped commodities (such as rice, wheat, vegetables, meat, and fish), the few branded purchases that Indian consumers make are treated lovingly and displayed with pride in the average middle-class home.
Creative Methods In a study for one of our clients, we brought together two diverse groups of married Indian women living in the cosmopolitan city of Mumbai. Each woman spoke a different language at home. India is a country of over 14 official languages; even the alphabets differ from one language to the next. Despite this diversity, there are certain unifying traits. For thousands of years, Indians have lived together, evolving in the same crucible, creating a unified culture and a shared outlook. Prior to the focus groups, researchers took are projected. In India, white is the color of each woman to a store close to her own home widow’s weeds. and asked her to pick up the most attractive In terms of packaging, this belief has practical package of toothpaste, bath soap, talcum applications. White packaging gets dirty easily. powder, face cream, and sanitary napkin (typical In a country of swirling dust and soil, Indians packaged items in every home’s monthly avoid using white; they do not regard it as a household shopping basket). The brands she symbol of pristine freshness or purity. picked up were cross-checked against the list of brands she usually purchased. In case of an overlap, the researcher instructed her to pick up Pink is the navy blue of India. the most attractive competitive brand. This Indians adore bright primary colors—blue, red, requirement ensured that the packaging, rather and yellow, as well as green, orange, and pink. than the brand name, was the sole deciding Pink is the most ubiquitous color in women’s factor. The women also selected a few packages attire. That is why Indian fashion designers call in the shop they particularly disliked because of it the Indian navy blue. their appearance. In the focus groups, participants examined Red is the color of ‘Shakti,’ Female Power. and discussed common themes across the While red symbolizes machismo in other parts of categories. The results were consistent with the the world (think bullfighting and vivid blood), in Proact Packaging Design Model that my firm India, it is the predominant color in weddings had developed over a period of time. and other religious rites. Unsurprisingly, red is also the color of choice for various packaging Six Individual Facets designs aimed at women. of the Package — A Meter The model consists of six facets that are the essential factors we need to keep in mind while researching a package. Like cultural building blocks, they help sharpen our sensory perception so we can understand not only what consumers think about the package, but also how they feel about it.
1. Color Resolution Indians do not understand black and white. Indians regard these two colors as inauspicious, and they never wear them at weddings, even if they are guests. White is the color of mourning, a blankness on which fears rather than desires Bridal attire in India Bridal attire in the West Package Design in India CONTINUED
Across the length and breadth of India, pastels are called “English” colors. The softer shades are considered more than suitable for “fairness” creams and other skincare products designed to lighten the skin. Thus, packaging designers must be aware of the cultural significance of the colors they use.
2. Symmetry Most Indians consider non-symmetrical designs “crooked” and aesthetically unappealing. Photographs are preferred over paintings; sketches are disdained as abstract and unclear. A rose must look like a rose, and a coconut tree, like a coconut tree. Sociologists and other experts have an interesting explanation for why this is so. In a culture with such a diverse, unclear, even mad landscape, symmetry is especially important. It is a sign of harmony in an irrational world. On the other hand, a more structured and advanced society with greater control over its surroundings has less need of symmetry. In The Botany of Desire, author Michael Pollan writes about a garden that always defies the gardener's Assorted toothpastes on a crowded shop shelf in India. best efforts to bring about form and order. At the same time, it is the individual symmetry of the flower that 4. Brand Proposition attracts bees into this riotous jungle. The more perfect Is the package undergoing a radical transformation, or the symmetry, the healthier and sweeter the flower is the change imperceptible? This may seem obvious, must be. yet it needs to be kept in mind by researchers as well as In similar fashion, symmetry in a package design, package designers. In the absence of all other support, such as the “Fair & Lovely” herbal package, attracts can the visual stimulus of the package indicate the re- the Indian consumer to the product it contains. launch proposition by itself, or does it need the prop of Subliminally, symmetry represents authority as well an explanatory concept/ad? as value, suggesting that there is relevant information When variants are introduced, this facet is especially at this focal point. In an increasingly crowded world of critical. How different from the mother brand should multiple brands and categories, Indian consumers are the new package be? Are the brand’s architectural no different from those in other countries: they seek to pillars well-represented in all its variants? Are the capture the essentials of a product by a single glance at differences significant enough to stand out? Will the the package. mother-brand packaging cannibalize its own variants? India’s “Fair & Lovely” packaging successfully captures 3. Single Glance its main brand as well as its herbal variant. The packaging designer must also take into account With the emphasis on family in the Indian collective dwindling attention spans and low involvement. A culture, a projective technique where participants imagine consumer is often simply uninterested in a brand brand variants as members of the same family works because of her loyalty to another brand or because of very well. This technique helps identify the web of her complete lack of interest in the brand or category. relationships linking key brands and their variants. If Indian consumers dislike any package design that the mother brand is depicted in a position of authority, needs to be scrutinized. They find a plethora of graphics, we are on the right path. However, if the variant appears logos, supers, and colors distracting. Many designers, to be is merely a “visiting uncle,” then we know that while putting together the elements of the package for the relationship is weak! Clearly representing the brand the Indian marketplace, mistakenly imagine that excess proposition in the packaging helps to communicate the best satisfies the Indian love of extravagance. the experience of future usage, experience, as well as Crowded imagery on a package indicates a failure the client strategy. to connect. Such packages personify an “excessively talkative” person, a short-tempered woman with 5. Residual Cues “wrinkles” on her face, or a “country cousin” making When the package is no longer in front of their eyes, a fashion faux pas. A single glance ensures that the what are the residual cues that consumers recall and package communicates all that it intends within a play back? Are these elements in sync with the desired split second. end state for the brand? The perceived signature of the
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brand may or may not be 6. The Ideal-Real Balance desirable from the client’s Although India represents a dream perspective. of abandon instead of form and For example, consumers structure, a successful package is recalled the packaging for the one that embodies both opposing oral care brand ”Promise,” with tendencies—the yin and the yang. In its unique clove oil ingredient, a sense, this facet is a holographic along with a competing brand. microcosm of all the facets seen “The same red Colgate,” said the so far. bored consumers. In its revamped When Cadbury’s was redesigning avatar, the brand continues to its popular brand, Gems (Indian play up its unique ingredient, M&Ms), the package that children but minus the red color. adored signaled ”protection” as The fragrant, pink flowers well as “having a blast.” Similarly, on the Pond’s talcum-powder detergents need to cue power as package has evoked a fond well as safety and mildness. response for years. Despite the This dichotomy is most evident manufacturer’s desire to signal a in the feminine- hygiene category. complete transformation during Indian women find this feminine hygiene packaging In India, feminine-hygiene products its revamp, our findings suggested attractive because they perceive it as understated. are considered to be very private. that the packaging should maintain Women always hide the packages this essential color cue. The pink flowers continue to be an from the men of the home (father, brothers, even husband). essential part of the package, although the representation The preferred packages are often those that seemingly blend is different from the earlier package. into the woodwork even while quietly standing apart. Thus, the residual cues, when all else is removed, represent Because the Indian consumer’s personal environment has the long-term character of the brand, as well as the distilled not changed much through the centuries, the sought-after and bare belief about it. sanitary-napkin packages are those that are designed to hide, rather than show, themselves. The ideal-real balance imbues the package with Why waste your marketing dollars both familiarity and a feel-good factor, and it tilts according to local sensibilities. on research that gathers dust Facets to Keep in Mind instead of helping you succeed? At least four of the six facets in this model are likely to be dictated by cultural determinants.
1. Color Resolution In planning a design, it makes sense Delivering effective and to uncover the consensus of cultural actionable marketing research meanings in the colors used. begins with understanding marketing. 2. Symmetry Subliminally, symmetry represents At The Wedewer Group our authority as well as value. In some experienced researchers are also cultures more than others, it suggests experienced marketers. We put that there is relevant information at that expertise to work finding this focal point. answers that help you compete and 3. Single Glance be successful in today’s business A single glance ensures that the environment. package communicates all that it intends to, within a split second. Specializing in: 4. Brand Proposition • Veterinary and pet products markets The brand proposition, when well (including TheVetZone.com research panel of represented in the package, helps to veterinary professionals) communicate the future usage experience, • Professional and trade associations as well as the client strategy. • Financial services 5. Residual Cues Residual cues represent the long-term character and the distilled and bare belief about the brand. Because getting the answers 6. The Ideal-Real Balance The ideal-real balance imbues the means knowing how to ask the questions. package with both familiarity and a feel-good factor, and it tilts according 410.414.5718 to local sensibilities. www.wedewergroup.com
The Proact Packaging Design Model w – Food for Thought The facets delineated in our model are not intended to create a uniform mono-culture of packages in the marketplace. Instead, the model is intended to sensitize package designers and marketers, especially when the brand has a global presence. Cultural values, after all, do emerge from human interaction and beliefs. These are more universal than we may imagine them to be. INTRODUCING
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Hispanics: In-Culture Marketing to Reach the Fastest-Growing Youth Culture in the U.S.
B Y M. ISABÉL V ALDÉS Isabel Valdes Consulting • Palo Alto, CA • [email protected]
t is estimated that, by 2009, nearly one person out of every six living in the U.S. will be of Latino origin and that these people will control Corporate America has $992 billion in spending power, up from $686 billion in 2004. IFor marketers aiming at this increasingly important Hispanic market target, "in-culture" is highly effective. at last discovered the In-culture is a marketing method based on the premise that all value of the youngest consumers are raised in a specific culture that sets up their values, beliefs systems, feelings, expectations, and dreams. Latino citizens. Not Culture is like an “invisible bubble” or programming that is an intrinsic part of who we are, consciously or, most of the time, only are traditional unconsciously shaping our actions. This approach capitalizes on the culture of the non-Anglo-American consumer by recognizing advertisers developing that people experience life in different cultural contexts. Their needs, wants, feelings, attitudes, expectations, and lifestyles programs to appeal (dietary preferences, etc.) often differ from the traditional mainstream culture. to them and their The non-acculturated Hispanic cultural-value orientation parents, but a number places much greater value in the family group—including the extended family and friends of the family—than Anglo-Saxon of new players are cultures. This familismo (family-centered) orientation has three main pillars: entering the market. • Machismo, that defines the man’s role as a leader, provider, and protector of the family • Marianismo, that defines the woman’s role of sacrifice and taking care of the family, keeping it together • Chicoismo, the child, who represents the family legacy The effect of familismo is so powerful that it results in differences in the life-cycle process of Latino families as compared with Anglo-Saxon families. For example, Latino children start pre- school on average one year later than non-Latino children. That is because the non-acculturated, traditional mother enjoys having her children under her wing for as long as possible. In the Hispanic traditional culture, children live with the parents until they marry, even if they are thirty or forty (less so in the U.S. than Central and South America, of course).
38 QRCA VIEWS FALL 2005 www.qrca.org Chicoismo plays a key role in the way reason behind their immigration to the U.S. Latino families spend their money. Typically, was to provide their children with opportunities they over-index on a wide variety of products for a better life. In turn, the parents tend to and services—such as children's clothing, expect attention, social time, and support from amusement parks, and entertainment—in their their children. goal of making their children happy. Many In other words, these family-centered Hispanic immigrant parents say the main cultural values are a two-way street that opens marketing opportunities to both children and parents. Every product or service can be analyzed with the in-culture framework and lens to uncover the role it does or could play within the dynamics of familismo. The U.S. Hispanic market now has enough consumers to create a complete in-culture age- based market segmentation. Because the ages selected to create the segments are based on the natural breaks of the U.S. Hispanic population and the marketing opportunities these represent, they are not necessarily the age breaks used for the general market. There are four age segments among Latino youth: Los Bebés, (ages 0 to 5), Los Niños (6 to 9), Tweens (10-14), and Teens (15-19). Together, these segments represent more than 25 percent of the Hispanic population.
Los Bebés (Ages 0-5) The youngest of the Census 2000 Latino age segments is close to 3.2 million Latino babies and toddlers (up to age five) and represents nine percent of all Hispanics in the U.S. The vast majority of the Bebés 2000 are native born in the U.S. (96 percent). Given the growing recognition and value of multiculturalism in a global economy and the growing maturity of Spanish-language education and media, it is highly possible that these Bebés 2000 will grow to be bilingually fluent in English and Spanish, and they will live in a bicultural way. Judging from the growing marketing activity targeting new Hispanic mothers and the proliferation of pre-school cartoons in Spanish, corporate America has at last discovered the value of the youngest Latino citizens. Not only are traditional advertisers developing programs to appeal to these moms, but also a number of new players are entering the market. These include consumer products, toys, healthcare and pharmaceuticals, the financial sectors, magazines, and the online world. Talking to expectant and new moms is a perfect point-of-entry venue coveted by savvy marketers. Finding these new women is now easier than ever before. Hospitals in high- density, new-immigrant Hispanic areas are glad to distribute samples and educational materials (Spanish or bilingual), since doing so helps them inform and communicate with these
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 39 Hispanics: In-Culture Marketing CONTINUED
future generations of Latinos to become Marketers who fail to successful and productive American citizens. To get the ball rolling, leaders in the Hispanic- attract Generation Ñ today advertising world have created an education may lose them during their campaign to encourage education among Hispanics. FuturaMente focuses on three- to adult spending years. four-year-olds, stressing the importance of early education. The campaign, funded and patients. In addition, marketers can use several created by members of the Association of pre-natal magazines, dedicated online websites, Hispanic Advertising Agencies (AHAA), television and radio programs, and newspaper broadcasts its message in English- and articles. These dedicated media talk to the Spanish-language television, radio, print, specific needs and wants of the Latina mother, online, and outdoor media. It is a challenge to and they do it in-culture. change deeply rooted cultural values such as Market researchers who study children know familismo, but not impossible. that the “nag factor” starts at about age two. Hispanic families also have a compensatory Los Niños (Ages 6 to 9) behavior, a strong need to provide their Between 2001 and 2010, the percentage of children with what they themselves did not Hispanic children aged six to nine will have growing up, which results in an even increase by 21 percent, while the share of more powerful “Latin nag.” white non-Hispanic and non-Hispanic black Great marketing opportunities exist for children will continue to decline steadily. This corporate America to build “share of heart” demographic shift will continue to fuel the with their brands and products and to help growing diversity in America’s grade schools.
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40 QRCA VIEWS FALL 2005 www.qrca.org The pressure to deliver good-quality education, added to the increasing numbers of students from different cultural backgrounds in already crowded classrooms, will push schools to find solutions. Fortunately, many Latino children are becoming computer-literate at a fast pace. As access to computers at school continues to grow, Los Niños press their parents to get a home computer, and then often the children teach their parents how to go online. Many Latino youngsters still face identity conflicts as a consequence of being raised in two cultures. However, this is a declining problem, as pride in being Latino today continues to grow. These children’s first-generation parents are learning to get around in a new country, have more disposable income, and are happy to indulge their children with the products, goods, and fun that they themselves did not have. Given that 89 percent of Niños are born in the U.S. and go to grade school here, their non-Latino peers at school will shape their language use/preference and also their cultural value orientation. In highly concentrated Hispanic urban areas (such as East Los Angeles, Coral Gables in Miami, Corona in Queens, and Washington Heights in New York), children interact closely with other Latino children. More than with previous generations of Latinos, their child peers help them become more comfortable with their Latino culture and in speaking Spanish outside the home. School systems around the country, with few exceptions, have a much more supportive attitude towards children of diverse backgrounds. Many actually have programs to make these young immigrants feel special and at home. As a consequence, this Niño generation will grow to be bilingual and bi-cultural and, in most cases, will maintain its traditional Hispanic value orientation. This observation is less the case with Latino children residing in lower density Hispanic population areas—usually suburbs with higher incomes. These children, exposed mostly to an Anglo- Saxon value-oriented culture, mostly speak English with their friends and peers. Depending on the parents’ degree of acculturation and fluency in English, they may or may not speak Spanish at home. Savvy marketers know that in order to secure brand loyalty among Latino parents, Hispanics: In-Culture Marketing CONTINUED
One in five teens in the United States is of Hispanic descent.
they need to touch both their hearts and their minds. This also helps Latino families raise healthy, happy children. Today’s Hispanic marketing mix includes many activities to this end. For example, there is often some form of live, “eye-level" marketing for the Latino family group, that is, targeting and interacting with these consumers on a one-to-one basis. Examples include product sampling, meeting a brand representative, and sponsorship of events, such as vaccination clinics, circuses, and football games, where young consumers connect experientially with the brand. Investing money to build parks and soccer fields, or to sponsor health programs, all go a long way toward building unshakable brand loyalty that can last a lifetime. Another venue is corporate contributions to scholarship funds that are promoted to the Hispanic community. Retailers and manufacturers aware of the pull Latino children have on their parents’ purchase behavior are increasingly partnering to attract this young lucrative segment with programs that give something to all. ALL NEW !
Generation Ñ (Ages 10 to 19) Generation Ñ is probably the most Suburban Associates introduces written-about and coveted Hispanic North Jersey's newest focus facility. market segment today. At more than six million in size, this group is living fully the best of both worlds. Media, • Larger Conference/Display Room entertainment channels, music producers, • Larger, tiered viewing room for 15 and manufacturers of apparel, foods, • Wireless internet access beverages, and cars are targeting Latino tweens and teens, and through them, • DSL broadband access for usability labs their parents. • Recording on VHS, CD-ROM, or DVD A study by Teenage Research • All recruiting on site Unlimited in June 2001 said, “Latino youths shop more and outspend their • Located in upscale Bergen County counterparts in the non-Latino world— despite coming from lower-income families. The average Hispanic teen spends $320 a month, four percent more than the average non-Hispanic teen. Favorite shopping outlets are malls (84 percent), supermarkets (80 percent), and discount chains (78 percent).” Suburban Associates With an estimated $19 billion in Ridgewood, NJ 07450 spending power, Gen Ñ is changing the 201-447-5100 content of not only Hispanic TV, radio, and print media, but also of general E-mail: market media. That is because one-half [email protected] of the U.S. Latino population is under age 26, compared with age 39 for non- Hispanic whites. One in five teens in the United States is of Hispanic descent. Between 2005 and 2020, the Latino teen population is expected to grow 35.6 percent, compared with a decline of 2.6 percent among non-Hispanic whites. More than their predecessors, members of Generation Ñ are generally bilingual and open to adapting to the American way of life. At the same time, they are proud of their Latino heritage, and they do not want to lose their Hispanic identity. Language preference for English or Spanish by Gen Ñs is a challenge to understand. A large percentage of Hispanic teens, especially foreign-born ones, speak Spanish at home, speak both Spanish and some form of “Spanglish” with their Latino friends, and speak English with their non-Latino peers. Teens’ chances of speaking and writing either good English or good Spanish are greatly limited, particularly in lower- income areas. Media use by Latino youth is a puzzle, as well. On the one hand, their exposure to mainstream American media is much greater than previous generations of Latino youth, since more than three- quarters were born and raised in the U.S. On the other hand, Spanish-language Hispanics: In-Culture Marketing CONTINUED
media have matured dramatically during the past magazines, and online sites. Spanish-language decade, making their programming more appealing television and radio capture large shares of Latino to young viewers. These young Latinos take for youth, who are particularly drawn to musical granted that they will find entertainment and entertainment, sitcoms, and sports programs. information in both Spanish and English in all Although many Latino teens predominantly media, including newspapers, radio, TV, speak English, many also watch Spanish-language TV with their parents and other relatives. The elders often watch novelas (soap operas), news, and programs with the entire family. These teenagers tend to respond well to Spanish-language advertisements for two reasons: Spanish is “the language of the heart and emotions” of the Latino consumer, and the "in- culture" campaigns and ads have been specifically designed to talk to the mindset of Hispanic youth. From a marketing perspective, Generation Ñ has the importance of American Baby Boomers when they were in their Woodstock years. These young consumers are adopting brands and making them their own. Marketers who fail to attract this generation today may have lost them during their adult spending years. This age segment needs to be subdivided into Tweens and Teens, groups that have interests, likes, dislikes, and aspirations.
Tweens (Ages 10 to 14) The 3.1 million Latino tweens are at the center of the swelling growth of Hispanic youth, significantly outpacing the growth rate of all other Hispanic and non-Hispanic age groups, with the exception of Asian youth. Latino tweens tend to be closer with their parents than their Anglo counterparts. This phenomenon helps explain, in part, the strong adherence to traditional Hispanic value orientation observed in older acculturated Latinos.
44 QRCA VIEWS FALL 2005 www.qrca.org Hispanics: In-Culture Marketing CONTINUED
Hispanic Teens (Ages 15 to 19) been in this country for a long time, even several Today’s 3.1 million Latino teens are leading the generations, have it easier in some respects. For dramatic growth of U.S.-born Latino consumers. the most part, their parents know English well, These teens often look like other teens to the have a good understanding of U.S. society, can outside world, and in many ways, they are guide them in their homework, and can help indeed like general-market teens. However, them in college preparation. In contrast, teens these highly bicultural teens move swiftly born to first-generation immigrant parents between two cultures. Most are proud to be face unique challenges because their parents Latinos, ready to show-off their Hispanic roots. are learning the ropes in a new country. This They have embraced the best-of-both-worlds results in additional frustrations and stress to attitude like no other Hispanic consumer the typical teenagers’ life and higher school- segment before them. Of all Hispanic teens, 77 dropout rates. percent are native-born. Just over one-half are Once marketers understand the family born to recent immigrant parents (55 percent), orientation of Hispanic culture and the in- while a large segment have U.S.-born, third- culture approach, it is much easier to develop and fourth-generation parents, 20 and 25 marketing strategies that will appeal to this percent, respectively. growing demographic group. There is a tremendous variation in terms of value orientation, language preference, and Author’s note: This article is adapted from socio-economic status within this Generation Ñ Marketing to American Latinos: A Guide to the segment, depending on their parents' experience In-Culture Approach, Part II, 2002. Paramount in the U.S. Teens born to Hispanics who have Market Publishing, Inc.
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QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 45
• TECH TALK •
48 QRCA VIEWS FALL 2005 www.qrca.org Usability Testing
B Y M ATTHEW T OWERS Towers Research Services • San Francisco • [email protected] A ND J ONATHAN S CHNEIDER Square One Research • Palm Beach Gardens, FL • [email protected]
or many companies, usability research Selecting the Right Methods has become an essential part of all web- While there are several variations for usability development efforts. The goal of such study designs, the most common is the one-on- F research is to uncover site design errors one interview. Typically, the usability one-on-one that cause users to make mistakes such as interview is a combination of discussion with the overlooking key pieces of information, becoming participant and observation of his or her activities lost, or failing to be able to complete a transaction. using a particular site. Findings of a website usability test can pay Traditional usability theory suggests that a handsome dividends in areas such as: small number of users can help uncover a large • Purchase conversions number of issues or problems with a site. Our • Repeat site visits practical experience confirms the theory. After a • Reduction in customer-service telephone calls handful of interviews, learning often plateaus, • Increased customer satisfaction and subsequent interviews yield fewer new • Positive brand perception insights. Six to ten interviews is often more than While usability research is a form of qualitative enough to uncover usability problems with a site. research, it is more complicated to plan for and Additionally, our experience has shown that conduct than other types of qualitative studies. usability interviews do not benefit from testing Researchers must account for a host of factors, in multiple markets. If a site has a serious including additional recruiting criteria and the problem, users will find it regardless of where technological aspects of recording participants' they live. activities as they use websites. Recruiting for usability studies is generally the Usability research can encompass the testing of same as in other forms of qualitative research, web- or non-web-related software applications, as though keep in mind the following: well as telephone voice-response systems. This • Find the average website user and screen article, however, focuses on best practices for out experts (such as those involved in researching websites. Throughout, we try to be software or website development) and as detailed as possible in an effort to address the novices (such as people who have just begun concerns that can accompany these projects. We using the web). Due to their experience, the have deliberately not included details about first group may make fewer mistakes than various online techniques and exercises, inasmuch normal, while the second may make more as we feel these are unique to the individual than the typical number. researcher and a particular study’s objectives. • Find users of the relevant product and service, as well as those who use the web and The Components of a Usability Study those who could see themselves using your Usability studies involve the same basic phases client’s website. as other qualitative research projects: • When testing an existing live site, avoid • Methodology selection informing participants about the sponsor and • Fieldwork topic of the study beforehand. Doing so might • Reporting pique their curiosity and have them go to the Due to the technology involved, however, the site in advance of the study. Since users tend overall project can be much more complicated. to learn sites and their nuances over time, the
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 49 Usability Testing CONTINUED
interviewer may miss out on certain mistakes (such as gamers and software developers) may that occurred during initial visits. require high-performance PCs with special • Decide whether or not to include Mac and input devices. AOL users. Some researchers screen out AOL While it is possible to use your personal laptop and Mac users. Our experience has been that as the computer (and thereby avoid rental charges there are seldom major differences between for PCs at the facility), not all people use a laptop users of various platforms. and therefore may not be accustomed to the • Determine if participants have vision smaller keyboards, displays, and integrated corrections and inform them of the need to pointing devices. bring glasses/contacts that can help them see The computer should include the most common the computer screen. internet browsers. If the site is ready for testing Similar to studies involving in-depth with browsers other than Microsoft’s Internet interviewing, it is best to over-recruit for Explorer, you can let participants choose which usability studies. It is possible to use floaters browser works best for them. or simply recruit two participants for each Screen resolutions and monitors should also scheduled interview. While over-recruiting can reflect typical configurations. Seventeen to add significant expense to the study, the less- nineteen-inch monitors are the minimum sizes desired alternative is having a poor show rate, sold with most computer systems today. tying up costly resources such as usability However, twenty-one-inch and larger monitors equipment, and leaving clients sitting idle. are becoming much more common. Additionally, Unlike standard in-depth interviews, it is more more consumers are starting to purchase LCD difficult to reschedule usability interviews, due flat-panel and widescreen monitors. to the equipment and resources involved. When renting a monitor from a facility, specify Additionally, we have found that it is often the screen size and type (CRT vs. LCD). Alert beneficial to pay a slightly higher incentive than your vendor to the fact that you may require a normal to enhance the show rate. backup monitor in case the rented monitor reproduces color poorly or has compatibility Fieldwork issues with the operating system. Most qualitative research facilities are capable of Some other items to consider are: hosting usability research projects. As discussed • Changing the security settings on the later, they can provide some of the basic equipment browser to avoid conflicts between the site for the study or simply the room rental and and the browser. recruiting. Most likely, whether the facility or an • Clearing the browser’s cache between sessions. outside vendor provides it, your project will • Disabling programs that can cause the include a usability setup or lab consisting of: computer to be unnecessarily slow. • Computer(s) and monitor(s) • Having a backup plan in case internet • Audio-video capture access or your clients’ servers go down. We • Backroom setup advise having the relevant pages in an electronic • Software format that can be stored and displayed on Facilities use all or some of these components the computer. in their labs. Ultimately, you will need to decide what equipment to use based on your budget Audio and Video Capture and the method for delivering the results. For The choice of audio and video options is largely example, some clients may want a recording of driven by budget and what the client intends to each interview (for employees who did not attend do with the output. For most usability tests, the interviews). Others might need a digital audio alone is far less useful than IDI audiotapes. recording of the sessions in order to easily Recordings of usability interviews tend to be integrate video clips into a final presentation or filled with long silent periods, making it tedious DVD highlight reel. Still others may have no need and difficult to glean information from audio for video tapes at all and will rely entirely on tapes. Without a video recording to provide the your written report. visual context, it is often quite difficult to know what respondents are talking about. Computers and Monitors In order to capture onscreen movements on The computer in a usability test should reflect video, you will need a scan converter. Most the typical configuration for the population in facilities have them available to rent. question. For most tests, a Windows-based PC There are several options to consider for the running Windows XP will suffice. Other audiences video setup. The first is whether the clients in
50 QRCA VIEWS FALL 2005 www.qrca.org Usability Testing CONTINUED
the backroom will be able to see the respondent’s products that will make these types of tools face and whether or not that image is captured easier to use, including web analytics, audio/video on video. In facility parlance, the capture of a screen capture software, and eye tracking. participant’s face in combination with his onscreen Web analytics software tracks traffic, clicks, cursor movements is called picture-in-picture and keystrokes, and it provides a quantitative (PIP) video. analysis of how users navigate sites. Web analytic companies often offer this service on either a Backroom Setup subscription basis or a license to the client The most common backroom setup is a large company. (See footnotes for a list of companies computer monitor with a video feed from the that offer this software.) Analytics software can computer in the interview room. The respondent also be purchased and managed by client and monitor can be placed so that backroom companies to test websites. observers can see the respondent’s facial expressions There are several ways to capture usability through the glass and, simultaneously, view the testing audio/video data. The default facility screen image on the backroom monitors. This setup is stationary video that records to VHS. can be awkward for the moderator and The first determination for video recording is respondent, however. Some moderators and deciding between digital and analog recording. clients simply prefer PIP setups and focus on Analog video still offers the highest resolution them exclusively. video recording, but, unless you are making It is also possible to conduct usability testing movies, the quality of the digital recording is remotely, with the moderator and respondent in sufficient for most purposes. The same can be different physical locations. said for operator-assisted vs. stationary video. A well-positioned stationary camcorder or webcam should be sufficient for most usability tests. VHS Specialized Software and Services tapes can be used as a backup and/or can be While most moderators do not use specialized digitized for video editing. software for usability tests, many clients and Until very recently, the only integrated packages user-experience experts do. There are some new were proprietary solutions in corporate labs or Usability Testing CONTINUED
were for rent from usability lab companies. services. Usability tests can be remotely conducted TechSmith recently introduced a product called by combining phone and web-conferencing Morae that integrates audio-visual recording, applications such as WebEx. Conferencing web-based remote viewing (for clients not at the software that allows video sharing can be used in facility), and click-stream tracking of mouse and conjunction with a webcam to view respondents’ keyboard movements. expressions as they go through a usability test. Eye tracking is the process of bouncing infrared Ethnio is a new service that uses an Internet light off a user's eyes and following the reflections Explorer plug-in installed on a respondent’s to determine the focus of attention. The user's eye computer. The plug-in allows an interviewer to movements are tracked, recorded, and superimposed observe and record video, as well as the click on a video recording of the website/application as stream. The great advantage of this is that a they interact with it. The technique offers insight respondent and a moderator can complete the into how users process visual information. interview remotely from their home or office. Eye tracking supplements the traditional Learn more at behavioral and attitudinal measures of usability http://boltpeters.com/ethnio/index.html. testing with attention measures. The process can be used to optimize the design of websites, Conducting the Sessions and Reporting applications, consumer products, and even Conducting usability studies can be extremely advertising banners and images. Learn more at fatiguing for the interviewer. In addition to www.eyesharellc.com engaging the respondent in discussion, the interviewer must observe the participant’s Remote Usability onscreen actions, many of which can be lightning Remote usability testing can be done using a quick, while also noting them in a manner that combination of off-the-shelf software and web will make sense during analysis.
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52 QRCA VIEWS FALL 2005 www.qrca.org Usability Testing CONTINUED
It is best to schedule no more than six to eight observational • See an example of a software-based usability lab: interviews each day. Beyond this number, fatigue may hinder http://www.techsmith.com/products/ the ability of the interviewer and client team to observe morae/default.asp users' actions. It is also important to schedule frequent breaks throughout Author’s Note: The authors wish to thank Bob Schumacher the day’s testing. Doing so provides a time cushion in case of User Centric (www.usercentric.com) for his contributions some sessions run longer than expected. In addition, breaks to this article. present an opportunity to summarize findings from each session during debriefs with the client. Typical usability studies involve a task- based discussion guide. The interviewer gives the user a task and then observes the task to completion. To aid in our reporting, we assemble packets for participants that include each task on individual sheets or paper. We then record the users' actions on that task's sheet, using a personal style of shorthand notation to designate such common navigational elements as the home page, a click, a link, etc. Listing the findings from each task on a separate sheet of Not Just Another Pretty Face paper allows for comparisons of tasks Don’t let the good looks fool you. Behind this state–of-the–art facility with its among users after the sessions are over. Only rarely do we review tapes of the four focus suites, comfortable client lounges and glorious food (This is San actual sessions. We do find it helpful, Francisco!) is a hard working, experienced and very responsive staff. We however, to record ourselves using the site provide the best respondents, up-to-date equipment (of course DVDs) and after each session and comment on on-site tech support for everything you do, especially usability labs. problems we have observed. Doing this while the information is fresh in your mind enables you to have a concise summary to review during the analysis phase.
Common Usability Lab Setups and Equipment Many companies will provide or rent portable usability labs. Some facilities outsource their usability setups to these companies. The hardware, software and cost vary greatly. • Interview room: Computer and Whether it’s focus groups and recruiting, phone (in 8 languages) or executive monitor; specialized software installed interviewing, store and convention intercepts or mystery shops, we’re much on computer; digital camcorder (can more than a pretty face. also be placed in the backroom). • Backroom: Monitor(s) for clients; Convenient and popular Union Square location. view of respondent as picture-in-picture insert in monitor. • Equipment required: Splitter; scan converter; digital camcorder; AV cable to backroom. • Output: Digital audio and video Owner-operated means we care recording of interview with separate 250 Sutter Street • Suite 200 • San Francisco, CA 94108 frame for respondent's face, saved in Phone: 800.277.3200 • 415.398.4140 • Fax 415.989.4506 AVI, MPEG, or other editable video www.ffrsf.com formats; numeric and visual report of TM user keyboard and mouse movements. Member: , Video InterClipper, MRA, AMA
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 53 Pulling Together
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Projecting Cash Flow and Operating Capital Needs–Keys to Small Business Success
B Y S ID L ANDMAN Landman Consulting Group • Clayton, CA • [email protected]
ave you ever wondered why so many businesses fail? Perhaps you’ve have also asked what you can do to increase your chances of long-term success. There are many reasons why businesses fail. Capitalization— Hthe amount of cash or debt invested in the company—is one key factor that is often misunderstood or overlooked. First, too many small businesses are undercapitalized, which means the company does not have enough cash resources available to run the business operation. This puts the company business in a high-risk situation. The capitalization—the amount of cash or debt invested in the company—must be enough to support the day-to-day level of business operations. Also, there must be a safety cushion built in to cover all the things that can go wrong. The ability to survive in business It is critical to depends on conducting all the activities of a company exceptionally well. Survival budget enough also depends on having the money available to continue operating long enough to correct or weather whatever may go wrong. cash to support Problems are not always in the direct control of the owner and may not only arise internally. Unexpected problems can, and will, arise regularly from your ongoing customers, suppliers, delayed deliveries, slow customer payments, and large levels operations. of unexpected costs, etc. For all the problems we could list, any one of us could add more that we have experienced in our business lives. A company with insufficient financial backing may run out of money and time before the problem is solved. It is critical to budget enough cash to support your ongoing operations.
Projecting Your Needs This process requires adequate preparation of cash-flow projections/models for your company operations at least annually so you can calculate how much total cash is needed to fund expected levels of operations. You need to determine how much money is needed to maintain the basic infrastructure (i.e., equipment costs, regular staff payrolls, leases, rent, advertising, professional fees, and the like). As a business owner, you should understand all operating expenses and budget for them. Many businesses stop there, however, and do not go to the next step. Next, you need to decide on how much you will buy and use of outsourced and external services. What payment terms do you have with your outside vendors? What payment terms do you allow your customers? How much will your weekly or monthly non-operating overhead costs be for rent, payroll, utilities, phone, and travel? With these answers in hand, you can now check to be sure you are not planning to pay your expenses and your vendors faster than you collect from your customers. If you buy on 30-day terms and you sell on 60-day terms, then you need at least 30 days of expense costs in cash to fund the time difference, assuming you actually collect all your receivables in 60 days.
56 QRCA VIEWS FALL 2005 www.qrca.org Projecting Cash Flow CONTINUED
The same thing can happen with personnel if primary reason businesses fail is a lack of you carry excess capacity. Again, you will need financial resources required to operate the cash to pay for your people and what they business. Avoid this trap by conservatively produce, often in advance of the final payment modeling the future cash-flow needs, taking that you receive from your client. Often, needed steps. Your chances of success will customer payment terms are dictated by your multiply geometrically. industry. A clear understanding of how much cash your business will require to meet industry standards can’t always be fully realized, and, therefore, not adequately planned, budgeted, and considered adequately. Third, you must understand how much cash you will need to cover your monthly operating and non-operating overhead costs for a reasonable amount of time until sales and, more importantly, collections come in. Then, beyond that, you need a safety cushion to cover all the unknown problems, extra staff costs, and uncertain revenues so you can survive the inevitable cyclical and rough times. Combine these into at least a one-year cash-flow forecast by month. The cash-flow forecast should include the initial cash you have on hand at the start of the year, the cash costs to pay for services and sub-contractors, other operating expenses, and monthly running costs. Also in the cash-flow forecast, display the cash coming in from sales, contract pre-payments, and customer payments, all based on the payment terms you offer. The more conservative and careful you are in your predictions of each phase, the more likely you are to cover all your real needs. For added protection, you should factor in several months for a cushion, where cash continues to flow out at normal spending rates but payments are not as forthcoming. Finally, with the cash-flow forecast in hand, the next crucial step is to make sure you do not undercapitalize the company by having insufficient operating cash to meet all your needs plus a safety cushion. The
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 57 Register Now! QRCA Annual Conference Beverly Hills October 19 - 22, 2005
If you work as an Independent Qualitative Research Consultant, this is your best opportunity to enhance your skills, to learn and share with industry leaders, and to build invaluable business and personal relationships!
Conference Highlights: Top Notch Education: A selection of nearly 30 impressive sessions with keynote and luncheon speakers from Viacom and Microsoft. (detailed in this issue of VIEWS) Networking and Social Opportunities Extraordinaire: Casual Beach Party, fabulous Red Carpet Party, rooftop view Wrap Party and unparalleled Dine-A-Rounds at exciting celebrity-owned restaurants. Unique Surroundings: The newly renovated historic Beverly Hilton Hotel has recaptured its legendary luxury! Our special conference rate is a tremendous value for this unique property. Special Pre- and Post-Conference Options: Pre: Sony Pictures Studios Tour and JEOPARDY! TV show taping. Post: Grand LA Tour, Beaches and Shopping, Disneyland’s 50th Anniversary, Universal Studios, Movie Stars Homes or the Getty Museum. Don’t miss this unique event!
www.qrca.org For the latest conference information, go to www.qrcaconference.org or contact Conference Co-Chairs Chris Kann at [email protected] Susan Thornhill at [email protected]
Photographs courtesy of the Beverly Hills Chamber of Commerce and the Los Angeles Visitors & Convention Bureau. FOCUS FACILITY ASSOCIATION, Inc. 430 East 56th Street • Suite 7D • New York, NY 10022 (917) 921-3088
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Visit us at www.FocusFacilitiesAssociation.org ■ QRCA NEWS ■
Program Preview for the 2005 Annual QRCA Conference
Beverly Hills, California, October 19-22, 2005
B Y C HRIS K AHN CSK Marketing • Racine, WI • [email protected]
S USAN T HORNHILL Thornhill Associates • Hermosa Beach, CA • [email protected]
or the best opportunity of the year to network and learn from industry professionals, come to Beverly Hills for the QRCA Conference. Here, you will find F a variety of educational sessions to help you bring new insight and perspective to your work and make you a qualitative star! The sessions are identified by tracks to help you pick the ones that best meet your conference objectives. A Classics track has been added this year to recapture some of the best sessions of past conferences, thus assuring new attendees that these are proven presentations, and offering veteran attendees the chance to revisit a great learning experience.
The Four Tracks for 2005 • New Releases: Innovative techniques, methodologies, and uses of technology and media in our industry. • Special Screening: Research on special demographic groups or specialty topics. • Top Performers: Learn the techniques for business growth and development that make a star! • The Classics: The best of past conferences. Allows both new attendees and veterans the opportunity to build their knowledge base.
Used with permission of Beverly Hills Conference & Visitors Bureau Understanding the learning, most sessions are interactive. brand’s DNA. Focus groups elicited Competency Codes This year, session lengths are varied so consumer insights that included To help you achieve advanced skill that each can best accommodate the nuances of what is raunchy vs. levels, sessions are also identified by material being covered. provocative vs. too mainstream. From Professional Competency, as defined by We look forward to seeing you in brand-positioning research through ad- QRCA’s Professionalism Committee. Beverly Hills. To learn more about the concept testing and final billboards, The codes are defined as the following: Conference and to register, visit this intriguing session explains how 1 = Consulting: understands client www.qrcaconference.org. Frederick’s came out of bankruptcy, needs and meets client objectives 150 stores strong and a real contender 2 = Content Knowledge: possesses against Victoria’s Secret. general knowledge of the areas of Tuesday, October 18, 2005 Fame with Frames and Idea Games consulting and uses this foundation SPECIAL Pre-Conference Activity Presenter: Arthur (“Andy”) VanGundy to relate various issues to 8:15 a.m. to 3:00 p.m. Track: Special Screening qualitative research Competency: 5 3 = Conceptualization and Design: recasts client problems into Sony Studio Tour and JEOPARDY! What we don’t know is often more research issues and designs Show Taping important than what we think we appropriate research Note: Maximum 40 participants know. Clients present challenges based 4 = Research: understands and applies Cost: TBD on perceptual frames that may create the social-science research process Take the Sony Pictures Studio Tour ambiguity rather than clarity and focus. 5 = Interviewing: knows and applies and step back into a legendary time. To resolve these problems, we must interviewing principles Located on one of the world’s most first frame them for productive 6 = Analysis: understands forms of famous studio lots, this walking tour ideation. This session examines real-life qualitative input and analyzes gives you a rare glimpse of situations, along with ways to them in relation to client objectives Hollywood’s glory days and an transform them into workable 7 = Communication: actively and insider’s view of a state-of-the-art statements. Learn how to create a accurately listens, writes clear and motion picture studio. Following a “Q-Bank” of stakeholder challenges; insightful reports, and delivers brief visit to the Sony Store and early discover the five criteria you need for effective oral presentations lunch at The Grill, you’ll experience evaluating challenges; and learn how to 8 = Professional Practices: maintains a behind-the-scenes action during the use positioning criteria. commitment to honesty and taping of JEOPARDY! One of the This session also includes designing integrity, and understands personal favorite quiz programs of all time, and facilitating ideation discussions on strengths and limitations, as well the television show is hosted by how to deal with these challenges, and as those of qualitative research Alex Trebek. it provides information on using front- 9 = Project Management/Coordination: end client data to set up ideation sets up, implements, and monitors complex projects alone or with Wednesday, October 19, 2005 staff/subcontractors Conference Kick-Off Sessions 10 = Business Practices: runs a 2:30 p.m. to 4:00 p.m. sustainable business and develops and maintains mutually beneficial Consultative Research and Branding relationships with clients, Hot Buttons: Frederick’s of Hollywood associates, and suppliers Case Study 11 = Commitment to Profession: moves Presenter: Renee Fraser, Ph.D. the profession forward, builds and Track: New Releases improves upon technique, Competency: 1, 3 pioneers new techniques, and A psychologist/researcher and principal demonstrates a willingness to give of LA’s largest woman-owned back to the profession advertising agency, Renee shares her For the complete description of exciting start-to-finish case study of a professional competencies, please visit successful re-branding campaign for www.qrca.org/pubs/ProfComp.pdf. Frederick’s of Hollywood. Dr. Fraser played a consultative research role, Something for Everyone using research to define internal and Among the mix of topics, you will external strategy. Learn how she used always be able to find something that qualitative research tools with internal will interest you. To enhance your senior management to understand the
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 61 Be a Qualitative Star: 2005 Program Preview CONTINUED
Thursday, October 20, 2005 Morning Sessions 10:45 a.m. to 12:15 p.m.
Take the Chills Out of Cold-Calling Presenter: Cyndi McKinney Track: The Classics Competency: 10 The thought of soliciting new business needn’t send chills down your spine; instead, it can bring a smile to your face and new clients to your roster. “Taking the Chills out of Cold- Calling” walks you through one person’s journey to building a successful moderating business, from preparing presentation materials (stimulus), getting the appointment (recruiting), and selling your business (moderating the IDI) to effective follow-up techniques. Learn how Cyndi made a nice profit while getting clients to pay for ten days in Paris. When she wasn’t enjoying Parisian sites and restaurants, Cyndi collected information that became the foundation for initiating a qualitative research project with prospective clients.
Used with permission of Beverly Hills Conference & Visitors Bureau How to Conduct Effective Packaging Research—It’s Not a Beauty Contest exercises. Learn ways to vary Your clients personally witness the Presenter: Lauren Goldberg interaction among participants so you results of your project management. Help Track: New Releases can multiply idea power, and discover ensure they keep coming back by making Competency: 2, 4 how to use related and unrelated your management the best it can be. Unseen is unsold. Discover how a stimuli, while introducing the fun focused, disciplined approach to factor into ideation. Wednesday, October 19, 2005 packaging research can help your clients win where it counts—on the shelf. This Ensure Repeat Business Through NightFlight interactive session presents exercises that 7:45 p.m. to 9:00 p.m. Successful Fieldwork guide respondents beyond the beauty Presenters: Jan Lohs and QRCA Field contest to uncover deeper insights that Committee Improv by The Really Spontaneous motivate design preferences. Learn how Track: Top Performers Theatre Company to use packaging research to give your Competency: 9, 10 These talented professionals have been clients and their design firms the direction Qualitative research consultants are entertaining audiences with hilarious they need to guide optimal packaging responsible for the quality of fieldwork. comedy improv for more than 20 years. development. When things go wrong, clients go They created the voices on JibJab.com’s You will leave this session with a elsewhere. This Land and Second Term. Some toolbox of effective packaging exercises During a vigorous, interactive have performed on Friends, Fat and an understanding of how global workshop, participants will explore Actress, Seventh Heaven, and Whose corporations utilize packaging research fieldwork success factors, gain insights, Line Is It Anyway? Regaling us with to guide their pursuit of packaging and build skills that will help them comedy and music, they will share excellence, leveraging design to out-dress work more effectively with facilities. how improvisation can assist us with their competitors. In addition, you will QRCA’s Field Committee, drawing presentations, client relations, and be able to confidently articulate the upon relevant best practices and thinking better on our feet. Don’t miss different types of packaging research guidelines, will bring this essential one of the most entertaining and recommend the most suitable ones information to life. NightFlights ever! to your clients.
62 QRCA VIEWS FALL 2005 www.qrca.org Some specific topics that will be Thursday, October 20, 2005 covered are: Lunch • Key differences between structural and graphic exploratory 12:30 p.m. to 1:45 p.m. • New product exploration, packaging innovation work, concept Keynote Speaker testing, line extensions, and visual- Betsy Frank, Viacom Cable equity exploration Networks, Film and Publishing We are honored to have a leading Speak-Her™: Gain Her Trust in Minutes executive in the entertainment Presenters: Mary Hunt and Terri Whitesel industry Betsy Frank, Executive VP, Track: Special Screening Research and Planning, Viacom Cable Competency: 5 Networks, Film and Publishing—as our Can it really be that hard to get women keynote speaker. By creating passionate to talk? No. But getting them to be relationships with consumers, Viacom candid? That’s hard. has successfully built, and continues to Educated, savvy women no longer support, brands that include MTV, BET, trust “the system,” but they do trust their Nickelodeon, and Paramount. friends. Mary and Terri explain why Betsy will share the philosophy of women group together to openly share consumer insights that led to creating information, as well as how you can MTV in 1981, and she will describe how quickly create that atmosphere and the network continually uses research to maintain it throughout the focus-group reinvent itself for each new audience. process, whether on-site, online, or in Betsy recounts intriguing cases where Paula Crimmins extended virtual panels. Viacom used non-traditional and This highly visual and interactive sometimes extreme qualitative research Roxanne Naszradi session outlines the changes that have put methods to understand evolving Melissa Brodsky women in control in 80 percent of consumer entertainment decision-making, consumer purchases, and it shows you nine expectations, and experiences. ways to keep women talking until you get all your answers. Through presentations, Thursday, October 20, 2005 worksheets, and discussions, participants will learn how to win over a group in less Early Afternoon Sessions than 10 minutes and hear how to create 2:00 p.m. to 4:00 p.m. their own female-friendly atmosphere for the best results. Ethnography, The Next Wave: 10+ Years of Ethnographic Experience 5 Pillars for a Strong and Valuable Presenter: Ava Lindberg Business…Plus Debunking the Myths Track: The Classics of Incorporation Competency: 4, 6 MIAMI, NEW YORK, HOUSTON, Presenter: Wendy Barlin Are you curious about ethnography? LOS ANGELES, SAN ANTONIO, Track: Top Performers Perhaps you are experienced, but you LATIN AMERICA & CARIBBEAN Competency: 10 want to go deeper. Two lively hours (MULTI-CULTURAL) Regardless of your business, there are with anthropologist-moderator Ava common characteristics of success and Lindberg will guide newcomers and CATI/CAPI/PDACATI/CAPI/PDA (instant(instant electronicelectronic data)data) experienced pros, as Ava shares insights INTERNET/WEBINTERNET/WEB BASEBASE INTERVIEWINGINTERVIEWING failure. By following the recipe offered in PRE-RECRUITING this 90-minute session, you, too, can and how-tos on: PRODUCT PLACEMENT & CALLBACK create a business that truly works so that • Structuring your ethnography to DOOR-TO-DOOR you don’t have to. observe authentic behaviors and avoid INTERCEPT/EXIT/ENTRYINTERCEPT/EXIT/ENTRY INTERVIEWINGINTERVIEWING Incorporating your business will staged, prompted reactions MYSTERY SHOPPING reduce your taxes—or will it? How do • Identifying the right scope, timing, TASTETASTE TESTTEST and recruitment process IN-STOREIN-STORE INTERVIEWINGINTERVIEWING you know if incorporating is right for CENTRAL LOCATION TESTING • CENTRAL LOCATION TESTING you? Are you confused by all the Learning the finer points of PUBLIC OPINION POLLING conflicting reports? This presentation ethnographic observation B2B clarifies the income-tax benefits of • Solving exasperating problems that MOBILE/LOCATION INTERVIEWING incorporating by showing you tax recur in every ethnography • Heightening your ability to INTERNATIONAL strategies that are effective for your FIELDWORLD INC. business. Wendy addresses incorporation communicate powerful, 13790 SW 56 STR SUITE K MIAMI, FL 33175 as a forward-looking strategy for breakthrough results and motivate (954) 389-7883 or (305) 387-7999 positioning your business. action in your client team FAX (305) 387 6484 [email protected] www.intfieldworld.com Morvin Isidora Be a Qualitative Star: 2005 Program Preview CONTINUED
By implementing these tactics, group dynamics can be more effectively managed to better achieve client objectives. This session also trains moderators in effectively addressing critics who claim that all focusgroups are misleading because one or two respondents dominate the discussion. The session will offer specific tactics for identifying and preventing problem behavior early in the focus group process, and for addressing problem behavior once it occurs.
Bag the Elephant: How to Win and Keep Big Customers Presenter: Steve KaplanTrack: Top Performers Competency: 10 Have you ever dreamed of landing that big account—that monster contract that would put you over the top and change your life? You can capture that elephant, as long as you know how. Over the past decade, Steve Kaplan has built his business by developing solid relationships with large corporations. This has allowed him to grow from a startup into a $250 million company. He is the author of Bag the Elephant: How to Win and Used with permission of Beverly Hills Conference & Visitors Bureau Keep Big Customers. This session will help you to learn Steve’s many secrets Ava’s updated classic on this intense, • Managing file sizes and resolution to success. complex, and elusive methodology is • Securing and protecting your data Learn how to pick the right an enjoyable way to find new methods (Wi-Fi, Bluetooth, passwords, customer, position yourself correctly, to make your ethnographies smoother firewalls, etc.) influence the decision-making process, and more valuable and satisfying. • The ins and outs of flash drives instill the right big-customer culture in • New toys on the market, such your own company, and understand The Business Technology Advantage as phone/camera/PDA combos and embrace bureaucracy so that you Presenters: Patrice Woolridge and and webcams can use it to your advantage. Discover Patrick Woolridge ways to build solid alliances within Track: New Releases your elephant to make it almost Respondents from Hell: Recognizing Competency: 4, 10 impossible for them to let you go, and This entertaining and engaging session on and Managing Bad Behavior much more. today’s technology will help you to stay Presenter: Robert W. Kahle, Ph.D. competitive and set your work apart Track: Special Screening from others. Learn new ways to express Competency: 5 Thursday, October 20, 2005 your creativity and manage your business Note: Limited to 40 participants Late Afternoon Sessions Qualitative researchers will gain a clear more effectively. Patrice and Patrick will 4:30 p.m. to 5:30 p.m. share their insights as technology early understanding of seven distinct types of adopters and fellow researchers. problem behavior in focus groups and Technophobes are welcome; they will specific strategies to address them: Showtime! Conducting Research at speak English. • Dominating Tradeshows and Conferences This session will address: • Co-moderating Presenter: Mark Michelson • Enhancing reports with video, • Hostile Track: Special Screening pictures, and sound (Mac and PC • Blathering Competency: 4 demonstration) • Cynical Only at tradeshows do entire • Getting the most from your • Recalcitrant industries focus on conveniently digital camera • Intoxicated conducting business in one place
64 QRCA VIEWS FALL 2005 www.qrca.org Be a Qualitative Star: 2005 Program Preview CONTINUED at one time. There’s no better Marketing to a Moving Target: powerful opportunities for product and opportunity for conducting face-to- Longitudinal Ethnography with College- message development. face research. Join Mark Michelson Bound Teens for a comprehensive review of the Presenter: Tammy Sachs Embracing Diversity: Qualitative tradeshow industry and types of Track: New Release Research with People of Asian Origin research that can be conducted during Competency: 4, 5, 6 Presenter: Gary Lim events. Don’t miss this session if you Longitudinal ethnography is an Track: Special Screening want to learn how to: innovative methodology that helps Competency: 2, 5, 7 • Save time and money by marketers to better understand a range Understanding the differences between conducting research at tradeshows of attitudinal and brand-preference ethnic Asians in the U.S. and mainstream and conferences. shifts—not just in the moment, but as Americans enables researchers to modify • Access hard-to-reach audiences they occur over time. In this presentation, the research process to obtain credible representing wide geographic areas. Sachs Insights will share its findings findings and better results. Picking the • Avoid common mistakes when from a study that followed the lives of right sample, however, can be tricky planning interviews at tradeshows high-school graduates from the summer because of the vast diversity of people of and conferences. preceding their first year of college Asian origin. Differences exist not only • Work with event organizers to through their first few months of between nationalities, but also among gain permission to go outside the campus life at college. The study people of the same nationality with client exhibit when conducting demonstrates how a change in lifestyle regard to culture, language, religion, blind studies. and environment affected the teenagers’ attitude, etiquette, communication • Sell your clients on the value attitudes and brand preferences. style, non-verbal behaviors, and values. of conducting research at face-to- Using a variety of methods that Also, English language fluency varies, face events. include self-reported video diaries and and there are quaint usages unique to blogs, this study illustrates the power of each nationality. Gary will offer tips for the methodology to document changes researcher selection and discuss what in a target audience and identify motivates different nationalities.
We care about your project as much as you do Why us? • Principal personally involved in every project. • Supervised in-house recruiting only. • Fresh respondents: we add to and State-of-the-art evaluate our database on a facility continuing basis. • Conveniently located close to major highways, • A warm and personal atmosphere. airports, and a choice of major hotels. • Spacious viewing rooms. • The latest in audio and video equipment. • Fully equipped private client office. You don’t have to go to • Focusvision videoconferencing. Middle America to get Middle America • We are only 65 minutes from the heart of Manhattan yet we provide a microcosm of the country’s population. Our draw area can give you: Honest-to-goodness Middle America moms and dads. Households from some of the country’s highest income areas. Corporate personnel on every level. A variety of professional and medical resources.
MarketView Inc. Phone: (203) 791-1644 26 Mill Plain Rd. Fax: (203) 791-1525 Fairfield County, Email: [email protected] Danbury, CT 06811 Web: www.emarketview.com Ask for Gail Friedman
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 65 Be a Qualitative Star: 2005 Program Preview CONTINUED
The American cultural emphasis on QRCA’s own leading ladies of for new ways to use this research to task orientation, direct communication, PowerPoint will guide you through solve unique problems and add value and universalism can stand in the way the basics of opening files, creating a for your clients. Join us for a fast-paced of the researchers interviewing Asians. signature graphic, entering and presentation of case studies that This session also covers debriefing and formatting text, using toolbars, highlight creative ways to use online analyzing results. managing slides, adding photos, research. Susan and Betsy have invited audio and video, and much more. qualitative researchers experienced with Enhance Your Star Power by Using the This workshop is truly hands-on— desktop videoconferencing, bulletin QRCA Competencies to Plan and bring your laptop loaded with boards, text chat, and other online Monitor Your Career PowerPoint. With lots of individual methods and platforms to present brief Presenters: Hope Felton-Miller and coaching and hands-on practice, snapshots of real projects to illustrate JR Harris you will learn to create professional- different online approaches. Track: Top Performers looking presentations that will make This session will feature cases that Competency: 1, 10 you shine on center stage. represent a variety of research targets Perhaps you have seen the Professional and topics. These include: uses of Competencies and used the Self- When Online Qualitative Shines: online methods alone and in Evaluation Instrument. Are you Mini-Case Studies conjunction with offline methods; wondering what’s next? This interactive Presenters: Susan Abbott and enhancing client collaboration and session will explore the many ways that Betsy Leichliter learning with online methods; and qualitative researchers of all experience Track: New Releases innovative, creative online approaches. levels can benefit from the Professional Competency: 3 The session will wrap up with Competencies, whether you are familiar Ready to get past Online Qualitative exploring the possibilities for ongoing with these documents or not. Hope 101? Perhaps you have conducted some collaboration, perhaps in a special and JR will briefly review the online qualitative and you are looking interest group. Competencies, then discuss in depth the practical ways in which they can be used. Topics will include: • Plotting your next career move— whether you are just starting out, re-focusing your practice, or mapping out your next career • Marketing your practice by understanding and leveraging your unique strengths • Working better with your clients by identifying what really counts in successful qualitative research • Pondering the possibility of credentialing and how it may impact your practice
Friday, October 21, 2005 Early Morning Sessions 9:00 a.m. to 10:30 a.m.
Lights, Camera, PowerPoint! Presenters: Kristin Schwitzer and Liz Van Patten Track: The Classics Competency: 7 Feeling a little behind the curve when your client asks for a PowerPoint presentation? Bring your findings to life with photos, audio, and video. PowerPoint is easy-to-use presentation software that can help you move from lengthy reports to concise, focused slide shows that everyone remembers. Used with permission of Beverly Hills Conference & Visitors Bureau
66 QRCA VIEWS FALL 2005 www.qrca.org Qualitative recruiting and Behind the Scenes: How Qualitative facilities, usability labs, Research Shapes the Movies You See internet video broadcasting, Presenter: Kevin Goetz on-site intercepts... Track: Special Screening Competency: 3, 4, 5 Member of active group internet Welcome to Hollywood! This video broadcasting interactive session takes you step-by- step through the movie-test preview www.opinionsofsac.com process. You’ll discover methods for combining qualitative and quantitative 2025 Hurley Way, Suite 110 • Sacramento, CA 95825 research to test yet-to-be-released (916) 568-1226 • fax: (916) 568-6725 • hugh or magda @opinionsofsac.com motion pictures. Learn how to provide clients with a comprehensive view of audience reactions that measure a film’s playability and, to a lesser degree, its marketability. Kevin will offer tips on how to engage and moderate at least 20 respondents immediately after they’ve watched a movie. He will also discuss methods of recruiting fresh samples in the field (as opposed to phone recruiting) and the process of turning around a comprehensive report in less than 24 hours. Many of these techniques are applicable to different product categories.
Privacy Regulation and Survey Research Presenter: Duane L. Berline, Esq. Track: Top Performers Competency: 8 Corporate attorney and CASRO General Counsel Duane L. Berlin describes the effect that the rapidly evolving patchwork of privacy regulation has on the survey-research industry. The program will include education and compliance with respect to these regulations, as well as contractual ways to limit or prevent liability for your company. Duane will discuss state, federal, and international privacy laws, including: • The national Do-Not Call Regulation • The CAN SPAM Act • The TCPA’s fax advertising rule • HIPAA • Gramm Leach Bliley • The Children’s Online Privacy Protection Act • State regulation of physician incentives and honoraria • The EU Data Directive and Safe Harbor • Pending state and federal anti- spyware and data security-breach regulations Be a Qualitative Star: 2005 Program Preview CONTINUED
Friday, October 21, 2005 tools, techniques, and approaches that techniques in a single study, as well as Late Morning Sessions will make their next teen encounter an ways to allow participants to more exciting and insightful adventure. easily share their world with us. 11:00 a.m. to 12:30 p.m. Beyond Bulletin Boards: New Frontiers Creating and Testing Winning Keeping the Focus in Teen in Online Qualitative Research Brand Names Focus Groups Presenters: Kimberly Daniels August and Presenter: Holly M. O’Neill Presenter: Christine Efken Steve August Track: Special Screening Track: The Classics Track: New Releases Competency: 5, 6 Competency: 5 Competency: 4 Focus groups are ripe with ideas for Learn critical tips for conducting While qualitative research has come new product names, but how do you successful qualitative research among online in the form of chat and turn these insights into salient brand teens, including design considerations, bulletin board-based focus groups, names? In this mind-expanding session, screening, and in-room moderating gathering in-depth qualitative you’ll learn the techniques to ideate techniques. We will also discuss customer insight via the internet is new company and product names—the alternatives to traditional qualitative still a new frontier. The rapid same techniques that branding research that have proven extremely development of new online tools such professionals use. successful among this target audience, as blogs, and the proliferation of Walk away with insight, knowledge highlighting: observational research, compact personal digital devices that and hands-on tools: telephone and bulletin-board focus can deliver photographs and video, • Learn about the naming process, groups, as well as several examples of offer exciting new possibilities for from research findings to trademark teen-appropriate projective exercises qualitative researchers. searches. and homework assignments. This session will bring attendees up • Identify the elements of a winning Taking a highly interactive approach, to date on the latest developments and brand name. the session will encourage attendees to future possibilities in online qualitative • Discover over 25 popular naming share their successful (and not-so- research. Through exposure to actual conventions, complete with examples successful) experiences researching case studies, attendees will learn how of which ones to use and which ones teens, discuss their challenges in talking the latest online technologies can help to avoid. with or observing teens, and the researchers observe customer • Review case studies. approaches taken when trying to better experiences unfold over time. Kimberly • Interactively dissect winning and understand a teen’s world. Attendees and Steve will explain how to combine losing brand names. will also walk away with a variety of individual, group, and contextual • Explore qualitative exercises for testing new brand names, such as Personality Scales and Mix & Match Metaphors. • Learn successful name ideation techniques such as Five Senses, Word Trees, and Word Welding. This fast-paced session is a compressed version of one presented at the Southern California QRCA Chapter’s Mini-Conference that received rave reviews. Don’t miss it!
10 Ways to Deliver Effective Presentations… It’s All about Your Audience! Presenter: Keri Gee Barnett Track: Top Performers Competency: 7 Do you know how to persuade your audiences? Can you measure their level of understanding and interest as you speak? Are your PowerPoint’s PowerPointless? Learn the two most important questions to answer before you write your presentations, practice a four-step persuasion strategy, learn the dos and Used with permission of Beverly Hills Conference & Visitors Bureau donts of quality presentations, and
68 QRCA VIEWS FALL 2005 www.qrca.org discover ways to build your speech content library. This interactive workshop helps you become a more effective business presenter and, in turn, helps you build your business! Professional speaker/coach and PR go- getter Keri Gee Barnett will pass on many invaluable tips gleaned from her more than 20 successful years in the communications industry.
Friday, October 21, 2005 Luncheon and Awards Presentation 12:45 p.m. to 2:45 p.m.
Featured Speaker Steve Silverman, Microsoft Corporation What does it take to get companies to really listen to what consumers are saying in focus groups? What can we do in the planning stages to help ensure that learning is maximized? Our lunch presentation by Steve Silverman, Senior Research Manager of the Microsoft Corporation, will explore these questions and offer some provocative suggestions on how we can all drive better use of research insights. An avowed fan and extensive user of qualitative research, Steve will offer his insights on what he has done on the client side to bring more accountability to the integration of research findings into marketing and broader business actions. With over 20 years of experience in the research business, Steve will share his perspective about how companies and consulting researchers can better maximize the opportunities in qualitative research.
Friday, October 21, 2005 Afternoon Sessions 3:00 to 4:30 p.m.
Where Does My Brand/Respondent Fit: Perceptual Mapping Updated Presenters: Nicole Sabena Feagin and Pat Sabena Track: The Classics Competency: 4, 5, 6 Perceptual mapping of products, brands, feelings, and attitudes can truly enliven your qualitative interviews, enrich your data, illustrate your analysis, and Be a Qualitative Star: 2005 Program Preview CONTINUED
sharpen your presentations. This highly write concepts that not only test well, interactive session will show you how but also can be executed in market. to interview and analyze with No matter what your experience in perceptual maps (Hierarchical, Bull’s- writing product concepts, if you want Eye and Quadragrid) and demonstrate to develop this skill, this session is how to give them some new twists. for you. Since mapping isn’t only about “Award-Winning Concept products and brands, this session will Development” will focus on also give you experience in using some immediately applicable ways to variations on Joyce Wycoff’s enhance your concept-writing skills. Mindmapping techniques so you can From a background lecture, case help your respondents dig deeper in studies, and hands-on practice, you their feedback and personal revelations. will learn how to help your clients The presenters will demonstrate and produce better output. Martha will provide hands-on experience with share her 12+ years of experience and Heart Mapping, their own technique, the knowledge she has gained from Used with permission of Beverly Hills so you can better understand your writing concepts as both a client and a Conference & Visitors Bureau respondents’ priorities and emotions. consultant. She will provide both a For those of you who have the courage framework for development and tips U.S. Hispanic market, while gaining to work with kids, Nicole and Pat will and tricks to integrate into your valuable insights into the unique issues also explain the DuBois Smiley Scale qualitative toolbox. surrounding research with this and provide templates. community. The presenters will discuss Hispanic Qualitative Research— cultural and language differences, and Award-Winning Concept Development Barriers and Opportunities they will offer suggestions for adapting Presenter: Martha Guidry Presenters: Carlos Garcia and the entire research process. Topics will Track: New Releases Rose Marie Garcia Fontana include ways to adapt study design, Competency: 1, 2 Track: Special Screening market selection, screener development, Tired of having your clients bring you Competency: 2, 3, 4, 5 recruiting, discussion guides, terrible concepts that they’ve written Explore the barriers and opportunities moderating, analysis, and presentation with no consumer input? Help them for adapting qualitative research to the of results (report styles). Patricia Sabena • Nicole Sabena Feagin Phone: (203) 454-1225 Fax: (203) 221-0180 Email: [email protected] Web: www.qual.com
11 Bradley Street • Westport, CT 06880
FOR 25 YEARS,THE FOLKS BEHIND THE MIRROR HAVEN’T JUST LISTENED. Moderators will leave with an THEY’VE TALKED. understanding of culturally suitable explanations and interactions, along with the ability to understand “O’Hare in Focus’ performance consistently respondent reactions. They will also ranks them in the top echelon of my favorite learn how to ensure that results can be understood within a Hispanic frame of facilities in the U.S.” reference and how they can incorporate -Casey Sweet, QUESST Qualitative Research a U.S. Hispanic component into a general market study. “#1 recruiting company throughout the country … always getting the job done Make Your Website an Effective Marketing Tool right and with reliability!” Presenter: Sally Falkow -Donna Siegfried, Fundamental Research Group, Inc. Track: Top Performers Competency: 10 “They are professional, dedicated, Web developers and designers build the and dependable … willing to do structure of your website, but it is usually not part of their skill set to write anything to get the job done.” content, marketing messages, or -Sharon Lally, Harris Interactive persuasive copy. For your website to be an effective marketing tool, you need: • A well-constructed and SAVE 25% OFF OUR REGULAR ROOM RENTAL PRICE. programmed website Ask anyone. No one delivers convenient access, spacious comfort and • Visibility on the search engines that outstanding client service like we do. Now it’s our 25th Anniversary. To use your best keywords, so your site celebrate, just mention this ad when you book a room with recruiting through can be found March, 2005 and save 25% off our regular room rental rate. We’ll even throw • Persuasive content that will deliver in a free Chicago-style pan pizza. No wonder everyone’s talking about the information visitors want, so you Chicago’s premier focus group center, O’Hare in Focus. can convert them into clients This session will provide insights into the importance of key words, explain • Just minutes from O’Hare International Airport • Member of FocusVision Network what search engines look for in a site, • Three spacious conference rooms • Fully equipped test kitchen with and detail how to make sure your • Spacious viewing rooms with wall-to-wall, freezer storage website gets found. Sally will discuss one-way mirrors • Experienced staff of in-house recruiters • High speed internet with wireless • Highly qualified moderators available how to put together a content strategy, • Professional video/audio equipment help you understand what visitors want from a site, and show you how to convert visitors to customers. You will also learn about blogging (e.g., personal 1011 East Touhy Ave. journals), RSS feeds (e.g., information Des Plaines, IL 60018-5808 O’HARE IN FOCUS 847-299-6636 • Fax 847-824-3259 distribution), and how these newer A division of Irwin Broh & Associates email: [email protected] communication tools apply to you and www.ohareinfocus.com your business, so you can create websites that get results. • TRAVEL & LEISURE •
Photo by Eric Stars Off the Beaten Tourist Path in Los Angeles
BY LIZ NUTTER Leading Edge Communications • Franklin, TN • [email protected]
very year, twenty-four million people visit Los Angeles on vacation. Indisputably, L.A. is so intensely popular due to the presence of such world-renowned attractions as Disneyland in Anaheim, Rodeo EDrive in Beverly Hills, the Santa Monica Beach Pier, Venice Beach, and, in Hollywood, Mann’s Chinese Theater, the Hollywood Boulevard Walk of Fame, and Griffith Park. Look past the glitz Away from the hubbub and hassle of the maddening crowds, however, many equally entertaining and delightful spots welcome and glamour of guests who look past the city’s most commercial facilities. Indeed, Hollywood, and throughout California’s largest city—a vast metropolis covering over 1,000 square miles with dozens of closely intertwined communities— you’ll find many you’ll find countless reasons to visit the City of Angels. Consider exploring some of the most entertaining and least less-known but touristy areas of L.A. during the 22nd Annual QRCA Conference in enjoyable places Beverly Hills, from October 19–22. to explore. Downtown L.A. Downtown is where you’ll find such standard metropolitan entities as the Civic Center, the Convention Center, and the Visitors Bureau. Here, too, are the large Asian neighborhoods of Little Tokyo, Korea Town, and Chinatown, each complete with thriving marketplaces. One such neighborhood you should definitely visit, only a few blocks east of the Civic Center, is El Pueblo de Los Angeles, a 44-acre state historic park that commemorates the city’s founding in 1781 and is the site of the 1818 Avila Adobe, the oldest house in the city. Olvera Street, the community’s central attraction, is a narrow yet colorful passageway crammed with the stalls and shops of lively vendors selling handmade Mexican crafts.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 73 Off the Beaten Tourist Path in Los Angeles, California CONTINUED
Another neighborhood worth a stop is around the world. Designed by Japanese Little Tokyo, where you’ll find traditional architect Arata Isozaki, the museum showcases Japanese gardens, sushi bars, and the Japanese paintings, photographs, and sculptures created American National Museum. Featuring from the 1940s to the present. Admission is only objects and art that relate to the history of $6, or free on Thursday nights. Japanese emigration to the U.S., the museum Looking for art that’s even more is housed in a historic Buddhist temple, which unconventional? Try the Museum of Neon Art. underwent a $60-million renovation in the Located on the first floor of the Renaissance late 1990s. Tower at 501 W. Olympic Blvd., the one-of-a- Just a couple of blocks southwest of the Civic kind institution exhibits contemporary fine art Center, the Museum of Contemporary Art in electric media and neon signs. The museum houses the latest in cutting-edge artwork from also conducts nighttime bus tours, pointing out various movie marquees and neon art throughout the city.
Pasadena Northeast of downtown L.A., Pasadena is home to a number of intriguing art museums and architectural landmarks. A must-see on the scenic city’s list of attractions is the Norton Simon Museum. With a permanent collection of Western and Asian art spanning more than 2,000 years, the museum’s galleries are filled with important masterpieces by artists such as Rembrandt, Degas, Goya, Van Gogh, Renoir, Matisse, Rubens, and Manet, as well as an impressive collection of Picasso graphics. At the museum’s entrance, visitors are greeted by Rodin’s famous bronze sculpture The Burghers of Calais. In addition to the unique architecture of the museum’s building, the grounds showcase a large sculpture garden inspired by Monet’s gardens at Giverny. Nearby, sitting next to Central Park in old Photo by Michele & Tom Grimm Copyright: LACVB Pasadena, is one of the area’s most stunning and unique buildings. Castle Green, built in 1898, is an imposing seven-story Moorish colonial and Spanish-style structure punctuated with pillars, towers, domes, arches, and balconies. Once a lavish resort and now completely restored, the Pasadena landmark is listed on the National Register of Historic Places. In contrast, the Gamble House stands in Pasadena as a superb example of American Arts and Crafts-style architecture. Built in 1908 with mahogany-paneled interiors and stained- glass light fixtures, the former residence of David D. Gamble (as in Procter & Gamble) is a National Historic Landmark now open for public tours. Just southeast of Pasadena in the city of San Marino, The Huntington cultural, research, and education center is another can’t-miss museum for lovers of art and gardens. Among the center’s three-gallery collection of oil paintings, sculptures, rare books, and Photo by Marvin Rand Copyright: JANM
74 QRCA VIEWS FALL 2005 www.qrca.org Off the Beaten Tourist Path in Los Angeles, California CONTINUED
decorative arts primarily from the 1700s and the 165,000-square-foot interactive museum 1800s is Gainsborough’s famed masterpiece Blue presents a gut-wrenching look at some of the Boy, the Ellesmere manuscript of Chaucer’s The most inhumane behavior in the world’s history. Canterbury Tales, Rogier van der Weyden’s The museum also explores other problems of Madonna and Child, and a Gutenberg Bible racial intolerance, such as the struggle for civil from circa 1455. The 130-acre botanical rights in America. collection showcases a spectacular twelve-acre desert garden, a serene Japanese garden, and much more.
Beverly Hills For star-watching and celebrity sightings, first-time visitors to Los Angeles frequently flock to Beverly Hills, home of many of the area’s rich and famous, as well as the renowned La Brea Tar Pits and über-ritzy shopping on Rodeo Drive. But, indeed, Beverly Hills offers so much more. For broadcast-media buffs, the Museum of Television and Radio is located in a sleek, contemporary Richard Meier- designed building with a computerized collection of more than 90,000 TV and radio programs spanning over seventy years. Select a private console in the museum’s state- of-the-art library and screen your favorite programs from the database, from sports to sitcoms and dramas to documentaries. Automobile aficionados will take special delight in the vintage cars and motorcycles displayed at the Petersen Automotive Museum at 6060 Wilshire Blvd. The regular exhibit, with cars from the 1920s to 1960s, is located on the museum’s first floor, while the permanent motorcycle exhibit and rotating exhibits (such as a collection of the world’s fastest cars or cars from the movie Gone in 60 Seconds) are on the second floor. Just south of Beverly Hills, on W. Pico Blvd., is the Simon Wiesenthal Center's Museum of Tolerance. Dedicated to memorializing the Holocaust,
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 75 Off the Beaten Tourist Path in Los Angeles, California CONTINUED
Hollywood The historic home of the old movie studios, Don’t miss a visit to the Hollywood is still an extremely popular tourist center, boasting such famed attractions flagship Frederick’s of as Sunset Strip, the Hollywood Boulevard Walk of Fame, the Hollywood Bowl, and Hollywood store and its Forest Lawn Memorial Park cemetery. Look past the glitz and glamour, though, and you’ll lingerie museum. find many less-known but enjoyable places to explore. Located in the area of Griffith Park in building houses a museum displaying many Hollywood, the Autry Museum of Western such creations, including panties that play Heritage is one of the nation’s most “Happy Birthday to You.” The most popular comprehensive collections of historical items exhibit, though, is the Celebrity Lingerie Hall from the American West. From displays of of Fame, with undies from Cher, Madonna, vintage furniture and firearms to toys and Pamela Lee Anderson, Robert Redford, and tools, the museum thoroughly covers the even the boxer shorts worn by Tom Hanks in history of western migration in the U.S., along Forrest Gump. with important paintings and sculptures. Opened in late 1996 (and very touristy, but Planning to attend Dr. Fraser’s seminar on mentioned here because it’s relatively new) is branding (see page 61)? Then don’t miss a the Hollywood Entertainment Museum, also visit to the flagship Frederick's of Hollywood located on Hollywood Blvd., right on the store and its lingerie museum, located at 6608 Walk of Fame. Boasting original, full-scale Hollywood Blvd. Synonymous with glamorous sets from Cheers, The X-Files, and Star Trek: women’s undergarments, Frederick’s has The Next Generation, this museum includes created many lingerie innovations over the an exhaustive array of movie and television years, including thong panties and the push- memorabilia. One of the museum’s wings is up bra. The giant gray-and-pink Art Deco devoted to the art of film production, while Off the Beaten Tourist Path in Los Angeles, California CONTINUED the other showcases the work of movie sound- Venice effects artists. Best known for its freewheeling character and its kitschy oceanfront boardwalk brimming with Santa Monica bikini-clad Rollerbladers and muscle-bound Southwest of downtown L.A., at the crossroads exhibitionists, Venice is a seaside playground for of the Santa Monica Freeway and the Pacific some of L.A.’s most offbeat characters. It’s also Coast Highway, the city of Santa Monica is home to many artists, whose abundant public perhaps best known as the beachside setting for artworks grace many of the city’s streets and the TV series Baywatch. The upscale city is also architecture. For example, balanced on the famous for the Santa Monica Pier, the West façade of the Venice Renaissance Building is the Coast’s oldest pleasure pier (circa 1908), which features a roller coaster, giant Ferris wheel, arcades, and a 1922 Looff carousel. Not as widely known to tourists, however, Santa Monica is also home to several excellent museums of contemporary art. For instance, the five-and-a-half- acre Bergamot Station, a historic trolley station, now houses a complex of thirty- three art galleries, including the Santa Monica Museum of Art. Culinary adventurers won’t want to miss a restaurant named Typhoon at the Santa Monica Municipal Airport. Tasty Pacific Rim entrees and appetizers, such as Malaysian lamb satay and spicy tropical Burma wings, join several selections of insects, including Taiwanese fried crickets, scorpions on shrimp toast, fried white sea worms, and waterbugs stuffed with chicken. Yum, yum. Also at the Santa Monica Airport, and set to reopen this year after a move to a larger hangar, the $3-million Museum of Flying showcases the history of the airport and the prominent role of the Douglas Aircraft Company in the early development of commercial and military aviation. The museum’s rare collection of vintage aircraft include World War II fighter planes such as the P-51 Mustang and the Spitfire Mark XIV, as well as the Douglas World Cruiser, one of two planes to first fly around the world. Off the Beaten Tourist Path in Los Angeles, California CONTINUED
Photo by Michele & Tom Grimm Copyright: LACVB
thirty-four-foot Ballerina Clown sculpture by Jonathan Borofsky. Framing the entrance to the Chiat/Day Building Known as the seafood capital of at 340 Main Street is a four-story pair of binoculars jointly Southern California, Redondo designed by architect Frank Gehry and artist Claes Oldenburg. Noteworthy public murals include Chagall Beach is particularly popular Returns to Venice by Christina Schlesinger on the Venice Boardwalk and Venice Reconstituted by Rip Cronk at 25 among locals, who regularly Windward Ave. frequent its restaurants. Abbot Kinney Boulevard, a “seaside Melrose Ave.” with a Venetian flair, is lined with cottages and bungalows, as well as chic restaurants, boutiques, and art galleries. Named rancheros, old-fashioned hot cakes, and Polish sausage- for the man who founded Venice, this one-mile stretch and-egg sandwiches are menu specialties. between Main Street and Venice Blvd. is home to many unique shops with handmade crafts, art, and clothes. Palos Verdes Directly south of Redondo Beach, standing on the Redondo Beach southwest point of the Palos Verdes Peninsula, the Point Not far from Los Angeles Airport, south of Santa Monica Vicente Lighthouse marks the northern end of the on the Pacific Coast Highway, is Redondo Beach. While Catalina Channel. Erected in 1926 and fitted with a not as famous as the Santa Monica and Venice beaches, the locale is a favorite of L.A. residents. In addition to a lighted beachside path and the Redondo Beach Pier, the Riviera artin Transcription Resou N M rc Village is a shopper’s delight, with J S es charming Mediterranean-style Jay Martin architecture, art galleries, and eclectic shops. 11042 Blix Street Known as the seafood capital of West Toluca Lake, Ca 91602 Southern California, Redondo Beach is particularly popular among locals, Email: [email protected] who regularly frequent restaurants (818) 760-2791 such as Polly’s on the Pier, a quaint breakfast café where Machaca Fax: (818) 761-7120 omelettes, hot and spicy huevos
78 QRCA VIEWS FALL 2005 www.qrca.org powerful handcrafted lens made in Paris, the lighthouse emits a beacon that can be seen at sea twenty miles from the coast. A scenic structure that’s popular among painters and photographers, the lighthouse is listed on the National Registry of Historic Sites. Now maintained and operated by the U.S. Coast Guard, the lighthouse is open to the public on the second Saturday of each month, with free admission.
Long Beach East of Palos Verdes, Long Beach is a thriving seaport with a modern commercial district, but not much beach. Although its most famous landmark is the HMS Queen Mary luxury liner, the city is also home to the new world-class Long Beach Aquarium of the Pacific. One of the largest aquariums in the U.S., the facility features 12,000 ocean animals, representing over 550 species in seventeen major ocean habitats. Guests can even handle some of the sea creatures in special hands-on areas.
Newport Beach South of Long Beach and especially popular among L.A. residents for its classy beachfront shops and restaurants, Newport Beach offers a special treat for visitors. A romantic gondola ride through the city’s hidden canals evokes images of Venice, Italy. Adventures at Sea offers one- and two-hour champagne cruises, as well as a two-hour dinner cruise, complete with soft background music and a gondolier who tells of the 900-year-old history of the gondola.
Laguna Beach Located at the southernmost tip of the Los Angeles metropolitan area, Laguna Beach is a picturesque artists’ community with unique small-town charm. Quaint cottages and sandy coves with clean, uncrowded beaches have attracted artists and Hollywood celebrities for over a century. In 1920, the Laguna Playhouse was formed and is still the oldest continuously operating theater company on the West Coast. Art galleries showcasing arts, crafts, and designer clothes, as well as breathtaking sunset vistas, continue to draw visitors eager to escape from L.A.’s more tourist-packed attractions.
• BOOK REVIEW •
Getting Started in Marketing Ethnography A review of Ethnography for Marketers: A Guide to Consumer Immersion, by Hy Mariampolski.
B Y M ARYANN M C C ABE Cultural Connections LLC • Rochester, NY • [email protected]
here is some irony in having an anthropologist review a book on ethnography by a sociologist because ethnography has been championed by anthropologists who consider it their trademark (Moeran 2005). Since the first ethnographer T appeared on the scene to study South Sea Islanders at the time of World War I, anthropologists have defined and refined the practice of ethnography. Adoption of ethnographic methods by disciplines outside anthropology and recent application of ethnographic methods to market research only point up the power of ethnography. Mariampolski’s The market research industry has come to see ethnography as a useful means of gaining deep insight into consumer behavior. Ethnography for Marketers: A text offers useful Guide to Consumer Immersion (Sage, 2005, www.sagepublications.com) provides a good primer for market researchers wishing to engage in ethnographic background fieldwork. Mariampolski’s text offers useful background and practical guidance and practical on conducting ethnographic fieldwork in an easy-to-read and enjoyable style. Although for anthropologists ethnography involves fieldwork, analysis, and guidance on writing, the market research industry has adopted ethnography primarily as a method or tool in doing fieldwork. Mariampolski’s text follows suit. He is at his conducting best when describing how to design and carry out ethnographic projects. The ethnographic stories he tells from his own market research practice make the text a rich learning experience for readers. fieldwork in an The text is divided into four parts. The first part gives the reader background information on the history and purpose of ethnography as a research method easy-to-read and based on a concept of culture as an organizing principle. I found the discussion of enjoyable style. positivism and relativism, the two modes of looking at behavior that have animated Western social thought, a helpful introduction to the purpose of ethnography, which is to understand the world from the perspective of “the other.” Mariampolski is very clear that market researchers conducting ethnography seek to interpret how the other experiences the world, the self, and a product or service. Parts Two and Three, providing practical guidance on designing and conducting ethnographic fieldwork, begin with a point about reflexivity. Interpretation requires the ethnographer to identify his or her own assumptions and presuppositions about the research matter in order to be open to the cultural categories that orient the other’s behavior. The text then gives advice on making basic project design decisions like number of sites and respondents, how long observation should take place, and how to capture the “naturalness” or authenticity of consumer behavior. Also covered very well is how to structure interaction with respondents in the ethnographic encounter and how to ask questions and probe for further data when interviewing respondents during the site visit. I found the discussion of ethnographers working with clients in a team format to be particularly valuable. Overall, Mariampolski offers
82 QRCA VIEWS FALL 2005 www.qrca.org Getting Started in Marketing Ethnography CONTINUED
helpful guidelines while recognizing the need for others construct their world in symbolic flexibility in carrying out ethnographic projects. fashion. Written ethnographies provide Always expect the unexpected! opportunity for researchers to develop An issue that raised my eyebrows in parts aptitude for the insider and outsider two and three is the rights of humans as perspectives that are necessary for research subjects. On one hand, the text understanding the cultural categories, beliefs, clearly states that market research needs to and values that motivate behavior. obtain consent and protect the confidentiality Ethnography has broader applications in of respondents, but there is also mention of market research that the new product- “should” (not “must”) in relation to efforts to development implications put forward in the obtain consent, of researchers not revealing final section of this text. I would certainly their identity as researchers, and of using agree with the author that ethnographic concealed video—such that I want to reaffirm analysis can deliver value to corporate decision- the protection of humans as research subjects. makers by linking findings to strategic business As professional market researchers, we must decisions. Anthropologists have shown how obtain informed consent and protect the results of ethnographic research can contribute confidentiality of our respondents. to qualitative segmentation, branding, and Part Four, the last and shortest section, positioning by eliciting the emotional succumbs to the problem of treating connections between a product or service and consumer identity (Malefyt and Moeran 2003, Denny and Sunderland 2004). Despite its Mariampolski is very clear shortness on analysis, Ethnography for that market researchers Marketers: A Guide to Consumer Immersion is a welcome addition to qualitative market conducting ethnography research bookshelves from a guru with a seek to interpret how “the wealth of professional experience. other” experiences the References Denny, Rita and Patti Sunderland. 2005. world, the self, and a Researching cultural metaphors in action: product or service. metaphors of computing technology in contemporary U.S. life. Journal of Business Research 58 (in press). ethnography as only a fieldwork method. Even though the section purports to deal with Malefyt, Timothy Dewaal and Brian Moeran. analysis, it does not give the reader a 2003. Advertising Cultures. Oxford and New sufficient handle on how to analyze data and York: Berg. gain insight. Use of qualitative data analysis software is discussed, but software cannot do Moeran, Brian. 2005. The Business of the analytic work of interpreting what Ethnography. Oxford and New York: Berg. consumers say and do. As a result, the approach to ethnography in this primer becomes descriptive or atheoretical. In fairness, it would be difficult for a primer to convey the analytic process because analysis Specialty Transcripts, depends on the concepts and Recruiting & theories of one or more of the Report Writing Services social sciences. That brings me to ethnography not only as fieldwork and analysis but also as writing. When anthropologists write an ethnography—an analysis of some aspect of social relations in settings usually foreign to their own—we learn how
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 83 3 EATTL E L 0ORTLAND L 3POKANE L /FF 3ITE -ODERATE 4HIS IS A TRICKY WORD /N ONE HAND ITS WHAT YOU DO IN A FOCUS GROUP 4HEN AGAIN IT MEANS WHAT YOUR POLITICALBELIEFS ARE /R IT CAN INDICATE HOW YOU FEEL ABOUT SOMETHING ,ETS START WITH THAT lRST DElNITION 7HEN THE DECISION ABOUT WHERE TO HOLD A FOCUS GROUP IS YOURS YOU REALLY SHOULD SEE WHAT WE OFFER 'REAT ROOMS IN GREAT LOCATIONS WITH OUTSTANDING CUSTOMER SERVICE ALL BACKED BY A TRADITION OF EXCELLENCE 7HICH BRINGS US TO THE SECONDDElNITION 7E LOVE ALL OUR CLIENTS REGARDLESS AND TREAT THEM EXTREMELY WELL 3O ON TO THAT LAST DElNITION )TS OUR GOAL TO GET YOU TO RAVE ABOUT OUR FACILITIES PEOPLE AND SERVICE 7E WANT YOU TO FEEL REALLY GOOD ABOUT DOING WORK WITH US NEVER JUST MODERATE !LL WE ASK AT THE MOMENT IS THAT YOU KEEP THAT LAST MEANING IN MIND WHEN YOU ARE DECIDING WHERE TO BOOK YOUR NEXT FOCUS GROUP ASSIGNMENT 4HATS A PRETTY MODERATE REQUEST ISNT IT
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The Culting of Brands A review of The Culting of Brands: Turn Your Customers Into True Believers by Douglas Atkin.
BY GREG SPAULDING Moderators, Etc. • Los Angeles, CA • [email protected]
s there a similarity between a brand loyalist and a cultist? According to Douglas Atkin, the Director of Strategy at New York’s Merkley and Partners, a resemblance does indeed exist. In this, his first book, The I Culting of Brands (Penguin Group, 2004, us.penguingroup.com), Atkin argues that there is a close relationship between cults and the best cult brands on the market, in the sense that people join and stay with cults for the exact same reasons as people join and stay with a brand. At first glance, companies like Apple and Saturn have seemingly little in common with organizations like the Hell’s Angels and the Unification Church. However, as you delve deeper, according to Atkin, they all fulfill People join and the core definition of a cult: They attract people who see themselves as stay with cults atypical from the masses in some fundamental way. Atkin argues that contrary to stereotypes, most cult members aren’t emotionally unstable. for the exact Instead, they’re just normal folks searching for a sense of belonging. same reason as Atkin analyzes the techniques necessary to develop extreme buyer loyalty, as well as discusses cults and cult-brand members’ motivations, people join desires, and attitudes. The elements common to brand definition and to cult definition are ideas of community and belonging, ideology, devotion, and stay with and advocacy. a brand. Atkin has spent years researching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to find out what makes them tick. He explains exactly how brands like Harley-Davidson, Saturn, JetBlue, and Ben & Jerry’s make their customers feel unique, important, and part of an exclusive group, which in turn leads to solid, long-term relationships between a company and its customers. With the growth of sophisticated consumerism and the reality that institutions are increasingly inadequate sources of meaning and community, Atkin believes that alternative religion and brands that offer these benefits will flourish. His advice for establishing a cult brand includes understanding that people “buy” people and not things and ideas alone, and investing at least as much into developing a cult brand as your members do in emotional and financial commitment, energy, and creativity. Atkin’s theories have been put into practice by implementing his hypotheses into such brands as Mercedes, Pfizer, Smith Barney, Fila, and JetBlue. His is an insightful and challenging perspective on marketing for everyone, even those who may not agree with the author’s conclusions.
86 QRCA VIEWS FALL 2005 www.qrca.org
• INDUSTRY CALENDAR •
SEPTEMBER
Premier Palm Beach County Facility Best Practice Forum: Building Internal CI Networks Focus Groups & One-on-One Interviews September 7-8, Chicago, IL. Sponsored by SCIP. Expert Recruiting to your Exact Specifications www.scip.org Emphasis on Quality and Performance Active Group On-Line Viewing ESOMAR 58th Annual Congress September 18-21, Cannes, France. Sponsored by SPSS. 4020 S. 57th Avenue - Suite103 • Lake Worth, FL 33463 www.esomar.org E-MAIL: [email protected] • 561-965-4720 • FAX 561-965-7439
Annual Marketing Research Conference September 25-28, Boston, MA. Sponsored by AMA. www.ama.org Susan Perl PRESIDENT OCTOBER 21021 Devonshire Street The 2005 Frontiers in Service Conference Suite 206 October 6-9, Tempe, AZ. Sponsored by AMA. Chatsworth, California 91311 www.ama.org (818) 882-8351 Phone (818) 882-8957 Fax Marketing Workshop [email protected] October 17-20, Lake Buena Vista, FL. Sponsored by AMA. www.ama.org
QRCA Annual Conference October19-22, Los Angeles, CA. Sponsored by QRCA. www.qrca.org
Latin America Conference October 23-25, Buenos Aires, Argentina. Sponsored by SAIMCO. www.esomar.org
NOVEMBER The Market Research Event 2005 November 7-10, The Sheraton Palace, San Francisco, CA. Sponsored by IIR. www.themarketresearchevent.com
Worldwide Qualitative Research Conference November 13-15, Barcelona, Spain. Sponsored by ESOMAR. www.esomar.org
Excellence in Consumer Insights 3 November 15-17, Barcelona, Spain. Sponsored by ESOMAR. www.esomar.org
Compiled by Agata Panczak, QualiData Research Inc., Brooklyn, NY. [email protected] • EDITORIAL GUIDELINES •
Call for Authors: Publishing Opportunities ditorial content for QRCA Views is managed by FAQs about Article Submissions an editorial team that includes the editor-in- Will I see my article before it is published in QRCA chief, managing editor, copy editor, contributing Views? No, our tight publication schedule does not E editor, and the features editors for each of allow for author review of edited manuscripts. Views’ regular columns such as The Qualitative Tool Box and Tech Talk. Will I be paid for the time and effort I put into writing Views’ editors welcome QRCA members and members the article? No. Like most professional association of the marketing research community to submit article publications, Views does not pay contributors. ideas or manuscripts for consideration. However, since the magazine is distributed broadly in We review each manuscript on an individual basis to the research community, you will gain a good deal of ensure that the article conforms to Views’ mission and visibility as a result of being published in Views. goals as well as to the topic mix needed for each issue. Occasionally, we may save a manuscript to use Can I submit an outline for consideration before in a future issue. We reserve the right to edit any I submit the completed article? Yes, you may submit manuscript or to change the title. a 50-100 word description of your story idea to the Submissions should be objectively written and appropriate features editor. supported by case-study examples. Self-serving articles or those that promote a moderator’s or a research My article was published in another journal or company’s expertise will not be published in Views. magazine. Can I send it to Views? No. We don’t Please remember that it takes a good deal of time for have the resources to deal with the complicated our editors to read through all the submissions. We will copyright issues raised by articles that were let you know as quickly as possible whether or not your published elsewhere. An article is considered article has been accepted for publication in QRCA Views. “previously published” if it was published before in another print or online trade journal, magazine, or Submitting a Manuscript newspaper. However, if you have substantially Please send articles via email as an attached Word rewritten the article before submitting it to Views, file to the attention of Timm Sweeney at: [email protected] we will consider it. Should this be the case with a • The preferred article length is 1,500–2,500 words. manuscript that you are submitting to Views, please • To make sure that your manuscript can be inform us. Along with the rewritten manuscript, easily identified and retrieved once it has been please enclose a copy of the article as it was first downloaded in our “Article Submissions Folder,” published. your Word document/file attachments should be labeled as follows: Writing Style Guidelines • Write in the present tense and use the active Brief title.Last name of author.doc voice as much as possible. Avoid the use of contractions, i.e., don’t, wouldn’t, can’t, etc. • Please be sure to tag each page of your manuscript • Footnotes, endnotes, or lists of references are with a left header that identifies the article title not necessary in a trade magazine such as Views. and author’s last name and a right header with the • Make liberal use of topic subheads to help page number. readers scan your article and follow your main • In addition to the title of the article, the front points easily. page of your manuscript should include the author’s full Please direct your queries and/or submit your name, full company name and address, phone number, manuscript to Managing Editor Timm Sweeney, and email address. [email protected] • Please use only simple formats in your Word documents. Avoid using unusual indentations or Electronic Article Reprints tabulations as well as outline-style paragraphs with Authors who publish in Views now have the subsets, boxes, or other page graphics. When the editing opportunity to obtain a PDF file of their article as process has been completed, Views’ graphic designers it appeared in the magazine. The cost to authors will format your manuscript so that it will be for an electronic article reprint in PDF format is attractive and easy to read. $50. Please direct your request by email to Eddie • Include your full name, company name and mailing Coutras at Leading Edge Communications, address at the bottom of your manuscript. If your article [email protected]. is published, in appreciation of your contribution, we will send you three complimentary copies via U.S. mail. We look forward to working with you!
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