Google Glass Wearables, and You
INSPIRATION AND RESOURCES QRCA FOR QUALITATIVE RESEARCH
WINTER 2014 VOLUME 13 • NUMBER 2 VIEWS Google Glass Wearables, and You
GLOBAL: UPGRADATIONS: A Game of “Snakes and Ladders”
LUMINARIES: Interview with Scott McDonald from Condé Nast
TOOLBOX: 12 tips for shop- along success Cathy
Mark
Moderator Notes: ______Cathy
Mark
Moderator Notes: ______QRCA
WINTER 2014 THE OFFICIAL PUBLICATIONVIEWS OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION TABLE OF CONTENTS We help deliver 12 simple solutions for GET REAL: The True challenging problems. Nature of Our Brand Using nature as an inspiring framework, the author offers ways to increase brand value, applicable to both big and small brands.
Earth Air Water Ether Fire 20 28
Let Baltimore Research help simplify your next project. Upgradations in the 12 Quick Tips Developing World: A Game for Shopalong Success of “Snakes and Ladders” TOOLBOX: While conducting a success- GLOBAL: The authors highlight the differ- ful shopalong study relies on excellent 38 ent ways that consumers in developing listening and observing skills, it also markets embrace upgradations as their hinges on being impeccably organized LUMINARIES: Interview society experiences increased affluence. and on top of a myriad of logistical with Scott McDonald Researchers traveling to India will find the details. Author Laurie Tema-Lyn offers from Condé Nast information relevant to their studies. practical tips, based on her experiences. BALTIMORE RESEARCH www.BaltimoreResearch.com 410.583.9991 4 QRCA VIEWS WINTER 2014 www.qrca.org Cutting Edge Facilities I Meticulous Recruiting I Field Service I Online Qualitative I Ethnography I CLTs We help deliver simple solutions for challenging problems.
Let Baltimore Research help simplify your next project.
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Cutting Edge Facilities I Meticulous Recruiting I Field Service I Online Qualitative I Ethnography I CLTs QRCA WINTER 2014 Want to raise THE OFFICIAL PUBLICATIONVIEWS OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION TABLE OF CONTENTS COVER STORY: GOOGLE GLASS, WEARABLES AND YOU 63 | CHECK OUT OUR NEWEST on your 32 PODCAST WITH JIM BRYSON, the bar TRENDS: This article demystifies Google Glass and wearables for the unini- tiated or inhibited. Shaili Bhatt shares a portrait of the wearable landscape FOUNDER AND CEO, 20/20 – what they are, what they can do, and why they are here to stay. RESEARCH RCA qualitative The latest podcast Q TALKING TO STRANGERS ON THE STREET: RECRUITING FOR features an interview 44 QUALITATIVE RESEARCH THROUGH INTERCEPTING PEOPLE with Jim Bryson, the founder and CEO of game? TOOLBOX: How do you locate study participants who are difficult to find? One 20/20 Research, a option is to start in the field rather than going through a recruiting service or Nashville based qualitative trying to source participants in some other way. research firm with facilities in Nashville, Tennessee; Charlotte, North Carolina; and Miami, Florida.
64-66 | TWO NEW REVIEWS
BOOK REVIEW: All In: How the Best Managers Create a Culture of Belief and Drive Big Results provides insight on how to build a corporate culture that sets an organization apart from the competition. BOOK REVIEW: Book Yourself Solid Illustrated We can help. complements the best-selling book of the same PUT YOUR MONEY WHERE YOUR MOUTH IS: WHY A name and contains exercises to guide the 48 PREDICTION MARKET IS A GREAT “QUAL-QUANT” TOOL reader through its key learnings.
SCHOOLS OF THOUGHT: A Prediction Market is a gamified research 8 FROM THE EDITOR-IN-CHIEF method that rewards preparation, influence, and other activities that have 10 FROM THE PRESIDENT traditionally been anathema to market research. So why is it gaining such Whether you want to enhance your moderating skills, learn traction? 11 INDEX OF ADVERTISERS new qualitative methods or add “storytelling” to your results presentations, Burke Institute will deliver. For over 35 years we SPEED READING THE WEB WITH VISUAL, Editor-in-Chief: Kay Corry Aubrey, [email protected] have been helping research professionals increase their value 54 REAL-TIME SEARCH CAPABILITIES Managing Editors: in the marketplace with hands-on, high impact seminars. See Jenifer M. Hartt, [email protected] and Joel Reish, [email protected] what we can do for you. TECH TALK: Product review of Zakta, a new online tool that simplifies the Art Direction & Production: growing world of Big Data and Big Content. Learn how it can be used by Mitchell Hayes, [email protected] New England Business Media, LLC qualitative researchers. (508) 755-8004 ext. 282 Knowledge is power. FEATURES EDITORS Book Reviews: George Sloan, [email protected]
NEW TRAVEL ADVENTURES: Business Matters: Laurie Tema-Lyn, Incorporated.© 2014 Burke All rights reserved. Upcoming Burke Institute Seminars: 60 SAGA OF THE NURSING MOM [email protected] Humor: Joel Reish, [email protected] C01 Writing and Presenting Marketing Research Reports: Global Research: Pat Sabena, [email protected] Insights, Storytelling, Data Visualization TRAVEL: As QRCs, we are all used to the adventures that go along with Luminaries: Judy Langer, [email protected] Q02 Specialized Moderator Skills for Qualitative Research travel, but a first-time mom discovered that there was an entirely new set Podcasts: Mike Carlon, [email protected] of adventures to be had. Toolbox: Susan Saurage-Altenloh, [email protected] Applications Schools of Thought: Suzanne Klein, [email protected] Q03 Next Generation Qualitative Tools: Social Media, Online Tech Talk/Online Qual: Mary Aviles, [email protected] and Communities, Virtual Research Platforms 6 QRCA VIEWS WINTER 2014 www.qrca.org Ted Kendall, [email protected] Travel Wise: Deanna Manfriedi, [email protected] BurkeInstitute.com | 800.543.8635 Trends: Shaili Bhatt, [email protected] a division of Burke, Inc. Want to raise the bar on your qualitative game?
We can help.
Whether you want to enhance your moderating skills, learn new qualitative methods or add “storytelling” to your results presentations, Burke Institute will deliver. For over 35 years we have been helping research professionals increase their value in the marketplace with hands-on, high impact seminars. See what we can do for you. Knowledge is power.
© 2014 Burke Incorporated.© 2014 Burke All rights reserved. Upcoming Burke Institute Seminars: C01 Writing and Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization Q02 Specialized Moderator Skills for Qualitative Research Applications Q03 Next Generation Qualitative Tools: Social Media, Online Communities, Virtual Research Platforms
BurkeInstitute.com | 800.543.8635 a division of Burke, Inc. n FROM THE EDITOR-IN-CHIEF n
Bring the right tools to the table to provide actionable and clear insights
he title of this letter is a direct quote from Jim Bryson’s interview with our Mike Carlon in this issue’s featured podcast. Jim is the founder of 20/20 Research as well as VIEWS magazine. In this excellent interview, Mike and Jim talked at length about 20/20’s evolution and where our industry is head- ed. While the importance and passion behind the work are the same, tech- nologyT is forcing most of us to change the way we do the work in order to continue Kay Corry Aubrey to make a living. Clients today expect research to be inexpensive, easy, fast and Usability Resources Inc. focused on solving their problem. Our real value is as effective consultants to the Bedford, MA business vs. just moderators. To get a sense of how technology will change what we [email protected] do, Jim’s advice is to “follow the communication patterns” that we see all around us. You can find Jim and Mike’s conversation at podcast.qrca.org. This podcast is a perfect introduction to our winter edition. You’ll find articles that focus on traditional qualitative research methods as well as on new technolo- gies that you should know about. For our cover story, Trend’s editor Shaili Bhatt offers an accessible and practical explanation of Google Glass, its benefits and pit- falls as “wearable” technology and how to use it within a research project. Kathleen Glandorf provides a detailed cook’s tour of the Zakta search engine, which boils down immense amounts of search results into organized visuals. In “Put Your Money Where Your Mouth Is: Why a Prediction Market is a Great Qual-Quant Tool,” Julie Wittes Schlack explains what Prediction Markets are and how to leverage them in online communities. Judy Langer interviews Scott McDonald, Senior Vice President of Research and Insights at Condé Nast, who offers a research-buyer’s perspective on when to use traditional vs. online qualitative approaches. While he sees the efficiencies of online, Scott favors face-to-face qualitative research because there’s power in seeing the actual human consumer. Raji Bonala and Misha Mathew eloquently describe the social forces at play as Indian housewives make purchasing decisions and the implications of those decisions when doing qualitative research in developing coun- tries. Their choices are largely driven by how their husbands, family, and friends will feel about the purchase. Laurie Tema-Lyn offers great advice for carrying out successful Shopalongs, and Dana Chisnell describes how she does intercept recruiting. Caroline Volpe presents a sweet and funny account of her adventures traveling for work through Europe as a nursing mother. In this issue you’ll also find practical ideas for improving your business. Janet Rouss provides a framework for evaluating your brand based on the five elements: earth, air, water, ether, and fire. We review Book Yourself Solid, Michael Port’s pro- gram for finding your best niche and target market as a small business owner and All In: How the Best Managers Create a Culture of Belief and Drive Big Results by Adrian Gostick and Chester Elton, which would be particularly valuable for our readers who do employee research. Finally, we hope you like VIEWS’ new look, as well as our greatly enhanced digi- tal edition, which you can check out at www.qrca-views.org/qrcaviews. Our new publisher, New England Business Media, has done a phenomenal job with both the print and online versions of our magazine. We look forward to working with them to expand VIEWS’ value for our readers and advertisers. We also greatly appreciate the work that Ewald Consulting has done to help us make this transition successful.
Happy reading!
8 QRCA VIEWS WINTER 2014 www.qrca.org Life itself would be impossible without research
Perhaps not ALL life but for most of us, our jobs and our lives depend on market research to drive good decisions, form the basis for new directions, and keep us grounded in what matters. We’ve been conducting consumer and B2B research for more than 50 years and we’ve learned what works and how to make it work for you. Call us with your next project.
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1000 Westgate Drive, Suite 252 QRCA 2014 - 2015 OFFICERS St. Paul, MN 55114 USA AND BOARD OF DIRECTORS Tel (toll free in N. America): 888-ORG-QRCA Mark Sumpter Marc-Andre´ Leduc (888-674-7722) President Director Monica Zinchiak Corette Haf Phone: 651-290-7491 Vice President Director Fax: 651-290-2266 Manny Schrager Daniel Berkal Treasurer Director Email: [email protected] passion•talent•inspiration Jay Zaltzman Shannon Pfarr Thompson www.qrca.org Secretary Executive Director Susan Sweet Darrin Hubbard Director Assistant Executive Director Shaili Bhatt Director
Qualitative Research Consultants Association (QRCA) serves its members in the industry through education, promotion and representation. The statements and opinions expressed herein are those of the individual authors and do not necessarily represent the views of the association, its staff, or its board of directors, QRCA VIEWS, or its editors. Likewise, the appearance of advertisers, or QRCA members, does not constitute an endorsement of the products or services featured in this, past or subsequent issues of this quarterly publication. Copyright ©2014 by the Qualitative Research Consultants Association. QRCA VIEWS is published quarterly. Subscriptions are complimentary to members of QRCA and are available to buyers upon request. Presort standard postage is paid at Springfield, MA. Printed in the U.S.A. Reprints and Submissions: QRCA VIEWS allows reprinting of material published here, upon request. Permission requests should be directed to QRCA. We are not responsible for unsolicited freelance manuscripts and photographs. Contact the editor in chief for contribution information. Advertising: For display and classified advertising rates and insertions, please contact New England Business Media LLC, 172 Shrewsbury Street, Worcester, MA 01604, (508) 705-8004 ext. 258, Fax (508) 755-8860. Ad Deadlines are January 26, April 27, July 6, and October 26, 2015.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 9 n FROM THE PRESIDENT n THERE IS NO PLACE LIKE QRCA!
his statement is true for everyone, regardless of his or her place in the qualita- tive research industry – from a seasoned, longtime member to a newer qualita- tive researcher seeking professional development to a client looking for excel- lent resources about qualitative research. QRCA is the largest qualitative By Mark Sumpter researchT association in the world, the place where one should turn for professional Consumer Link Moderating excellence and expertise. & Research Consulting Inc. This year the strategic focus for the Board of Directors will continue to build Chicago, IL upon QRCA’s dedication to advancing the discipline of qualitative research world- [email protected] wide. We will do this by continuing to provide industry-leading resources essential to all members, prospective members, and professionals who use and hire qualita- tive researchers. In the ever-evolving industry of qualitative research, it is vital that qualitative researchers use the most relevant methodologies, tools, and best practices; QRCA is working hard to stay out front as your leading resource. Membership is the backbone for any organization. To have strong member- ship, we must continue our focus on bringing new members to the organization and retaining current members. To accomplish this, QRCA will continue to offer, develop, and expand member benefits so that our members do remain at the forefront of our industry. If you’ve not checked out the membership benefits late- ly, I encourage you to visit the website and see what we have for you (and, if you haven’t noticed, we’ve been working hard to simplify and streamline your website user experience). If you are not a member and are trying to decide whether or not you should join, here are just a few of our member benefits to help you in your professional development: • Member Forum: This is a private, members-only area where you can let your hair down and ask the questions you may not be comfortable asking on public forums such as LinkedIn. Topics vary from research issues, questions, and solutions to business issues and opportunities to networking opportunities. • Educational Opportunities: QRCA hosts its Annual Conference every fall. It is three days packed with learning and networking with other researchers as well as access to vendors and research suppliers. We have 18 local chapters across North America and one virtual chapter (for those who are not able to attend a local chap- ter meeting). We also have the seven Special Interest Groups (SIGs) where you can learn from and network with those working in similar industries. Check out our calendar of events to see what’s going on next. • Other benefits include Qcasts, QRCA white papers, QRCAtv (featuring short educational videos), and training discounts with partner organizations – not to mention your free subscription to QRCA VIEWS. So, if you’ve not yet renewed your membership, or if you’re on the fence about joining, now is the time you should join QRCA, so you can take advantage of a full year of member benefits. For those professionals who utilize qualitative research services, check out our monthly Qcasts for valuable (and free!) education about the latest trends in qualita- tive research. Make sure that you keep reading QRCA VIEWS – either through a free mailed subscription or by viewing our digital edition. And if you are seeking a highly qualified researcher, look no further than QRCA’s Find A Researcher direc- tory at www.qrca.org. There is no place like QRCA for qualitative research expertise, and I am looking forward to the year ahead and the opportunity to work with outstanding volunteers to continue to improve this important resource.
10 QRCA VIEWS WINTER 2014 www.qrca.org n INDEX OF ADVERTISERS n
THANK YOU TO OURVIEWS ADVERTISERS
ACCE International ...... back cover Interactive Video Research House ...... 25 www.acceintl.com • 905-828-0493 Productions, Inc...... 59 www.Research-House.ca • 800-701-3137 www.InteractiveVideo.com • 732-970-9446 Adler Weiner Research ...... 17 RIVA Training Institute ...... 19 www.AdlerWeiner.com • 847-675-5011 J S Martin www.rivainc.com • 301-770-6456 Transcription Resources ...... 64 AOC Marketing Research ...... 65 www.JSMartinTranscription.com • 818-691-0177 RRU Research – Fusion Focus ...... 47 www.aocresearch.com • 704-341-0232 www.RRUResearch.com • 212-889-4777 New England Business Media ...... 62 Baltimore Research ...... 5 www.wbjournal.com • 508-755-8004 Schlesinger Associates .... Inside front cover www.BaltimoreResearch.com • 410-583-9991 www.SchlesingerAssociates.com • 866-549-3500 Paramount Market Burke Institute ...... 7 Publishing, Inc...... 66 Think Group Austin ...... 40 www.BurkeInstitute.com • 800-543-8635 www.ParamountBooks.com • 888-787-8100 www.ThinkGroupAustin.com • 866-584-4659
C+R Research ...... 37 Practical Trotta Associates ...... 50 www.crresearch.com • 312-828-9200 Imagination Enterprises ...... 11 www.Trotta.net • 310-306-6866 www.Practical-Imagination.com • 908-237-2246 ClearView Research, Inc...... 41 www.ClearViewResearch.com • 847-827-9840
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Fieldwork ...... 51 www.fieldwork.com • 800-863-4353 Focus Forward ...... 36 Send Your Clients a Subscription www.focusfwd.com • 212-626-9060 to QRCA’s VIEWS Magazine Focus Groups of Cleveland ...... 31 QRCA encourages members to add your clients to our www.FocusGroupsofCleveland.com • 216-901-8075 magazine distribution list. Help keep QRCA (and yourself) top of mind with research buyers — and help expand our Focus Pointe Global ...... 3 circulation, and attract and retain advertisers. Send names and contact information to Darrin Hubbard (assistantexdir@ www.FocusPointeGlobal.com • 888-873-6287 qrca.org
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 11 n BUSINESS MATTERS n
GET REAL: The True Nature of Our Brand
By Janet Rouss Creative Director, Global Brands n GET REAL Branding n Toronto, Ontario, Canada n [email protected]
umans are constantly evolving. So should your brand value proposition. Your custom- ers are becoming more conscientious about the impact their choices have on Htheir lives, on society, and on the planet. In recent years, there has been a marked increase in the popularity of personal and professional devel- opment. People are taking more responsibility. Their purchase decisions not only meet their own needs, but are also influenced by their need to do the “right thing.” Meaningful marketing is a movement or a message that makes a real difference. Your brand needs to appeal to these conscious con- sumers on a higher level. Research revealed that when brands focused on their higher ideals and engaged their customers in a way that reflected those ideals, they experienced up to three times higher growth than their competitors. Earth Air
12 QRCA VIEWS WINTER 2014 www.qrca.org Air Water Ether Fire
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 13 THE TRUE NATURE OF OUR BRAND CONTINUED
“Being authentic with your brand internally and externally while delivering higher value to your customers can yield a greater return on marketing investment.”
Higher Ideals Increasing Your cal, mental, emotional, social/tribal, and Create High Revenue Brand Value, Naturally spiritual needs. When we meet human Jim Stengel, ex-global marketing officer As a creative director for global brands, needs at all of these levels, it boosts our for P&G, based his recent book, GROW, I’ve strived for more meaningful mes- brand’s value proposition, increasing the on ten years of research of 50,000 brands. saging to engage consumers for my cli- likelihood of success. The more you He identified the correlation between the ents. One of the most compelling and meet your customers’ needs, the more accelerated business growth of specific moving examples of this was being part likely you’ll gain trust and retain their brands and their ability to connect with of the launch of the Dove® Campaign for loyalty. fundamental human emotions, hopes, Real Beauty, which I’ll use to demon- Let’s look at these customer value prop- values, and great purpose. He determined strate the framework I’ve developed to ositions through the lens of nature and that the higher ideals of a brand would evaluate a brand’s value proposition. see how they can be applied to Big and predict its success in the marketplace. Considering my own brand is inspired Small brands. I’ll use Dove as an example Being authentic with your brand inter- by nature, I turned to nature for some of the Big Brand. Consider how these five nally and externally, while delivering insights. It’s ironic, but maybe not a levels of natural value might apply to higher value to your customers, brings a coincidence, that the elements of nature your business. Look at the brands you greater return on marketing investment. align with fundamental human needs buy or ones you work with to see how The key is authenticity. We’re not talking and the values of a brand. they meet all five levels of need. about brands that slap a social cause on Consider this: The five levels of value (See chart below). the side of their business or simply self- at the core of a successful brand are con- proclaim social responsibility without gruent with the natural elements of EARTH – THE PHYSICAL substance. Authentic brands that market earth, air, water, ether, and fire. Each of NATURE OF BUSINESS BRANDS with meaning are deeply entrenched in these elements connect respectively to Products and services are what ground doing what’s right for their customers. the human experience by meeting physi- our business in the tangible exchange of Five Natural Levels of Brand Value
Natural Human Value Element Experience Need State Proposition
Earth Physical Products/Services Package, delivery, pricing
Air Mental Logical/Functional Make money, save money, save time, simplicity, specific objective
Water Emotional Feeling Moving from negative to positive emotional state
Ether Social Connection Belonging to a tribe of like-minded people, acceptance, recognition
Fire Spiritual Higher Purpose Being part of something bigger. Giving back in a meaningful way.
14 QRCA VIEWS WINTER 2014 www.qrca.org
THE TRUE NATURE OF OUR BRAND CONTINUED
energy; they are rooted in the physical key needs are you meeting? If it’s not clear and bring our offering down to earth. to you, then it’s probably not clear to your Without them you have no offer, no busi- customers either. You may want to look at ness doing business. the message in your marketing. I’ve heard countless entrepreneurs describe the fea- BIG BRAND: Dove started as a simple bar tures, not the benefits, of their offerings. of soap, and its product line has expanded Do the work to make your functional over the years to meet the physical needs value clear. Use these five logical needs as of today’s consumers. From a pricing per- a filter to look at what your products or spective, it’s on par with many other beau- services deliver at a functional level. ty brands. So the only way it can differen- tiate itself at this level is to offer a wider WATER – THE selection of products, packages, or pric- EMOTION OF THE OCEAN ing. Product innovation is one of the big- Emotional motivators are the most pow- gest, but most expensive, propositions a erful influencers on purchase behavior. brand can make. We buy on emotion and justify it with logic. Like the moon pulls the tides of the SMALL BRAND: As a small business or ocean, the ebb and flow of water mimic independent entrepreneur, your products the positive and negative waves of emo- are the tangible offerings of your business. tion related to purchases we experience. Consider offering different packages or Moving your customers from negative to value-added services that can increase positive emotional states increases your your value. How might you bundle your value. Remember, it’s not what you say, it’s products or services to make you stand how you make people feel. out from your competitors? Look at what Using these emotional motivators in the your customers need and be the first to art of persuasion is what separates good solve their biggest problem. sales and marketing from great sales and marketing. AIR – THE LOGICAL BEHIND EVERY PURCHASE BIG BRAND: The Dove brand believes The air element is connected to our when you look and feel beautiful, you feel thoughts and can be still or whipped up happier, a position that has changed over like a hurricane. Imagine the swirling the years. Their emotional value is based wind of thinking that goes into some pur- on making women feel good about them- chases; they may seem completely devoid selves. That has made Dove one of the of logic. This level of value comes down world’s most beloved beauty brands. to the functional nature of the brand. “Will it really work?” SMALL BRAND: Navigating the complexity If a product doesn’t deliver on its func- of emotions requires an attentive ear. tional claim, it won’t be around for long or Market research remains the most impor- at least won’t have many loyal fans. tant tool for meeting your customers Generally speaking, logical needs can be emotional needs – even for research con- grouped into these functional needs/values: sultants. Ask your customers the right questions, listen, and learn. Note the • Making Money • Simplifying words your customers use to describe • Saving Money Something their frustration, fear, or frenzy, and their ideal emotional state. Then mirror that • Saving Time • Achieving a Specific Goal language in your sales conversations and marketing material. Remember, you are BIG BRAND: Dove’s functional value is to either pulling them toward a more posi- clean, moisturize, or in some way deliver tive emotional state or helping them push a beauty benefit. The functional values of away from a negative state. Dove’s products are product specific, though most of Dove’s products are relat- ETHER – SOCIAL ed to the goal of physical beauty. CONNECTIONS SELL BRANDS Ether is a gaseous compound with no SMALL BRAND: What is the functional inherent quality itself; rather, it picks up promise of your brand? Which of the five and transports the subtle energy of its
16 QRCA VIEWS WINTER 2014 www.qrca.org Jump in. Join us.
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Expect the BEST, Experience the EXCELLENCE www.adlerweiner.com THE TRUE NATURE OF OUR BRAND CONTINUED
s Principles of Qualitative Market Research “To maintain your brand integrity, those brand experiences s Moderator Training (Fundamentals - Advanced) must be consistent, cohesive, and meaningful.” s Fundamentals of IDI Moderating s Project Management and Screener Development
truth of real beauty, so does the Dove Thus, the Dove Campaign for Real s Kid/Teen Research brand. It’s an ongoing cycle of discovery, Beauty was born. s reinvention, and growth. Ethnography SMALL BRAND: For small business own- s Qualitative Toolbox SMALL BRAND: Is your brand evolving to ers or entrepreneurs, finding your higher meet the needs of your tribe? Who is purpose or how you give back may not be s Qualitative Analysis and Reporting part of your real tribe? When you look obvious. But it may be what inspired you at your current customers, alliances, or to start your business in the first place. s Principles of Usability Testing partners, which ones are ideal and which Some business owners, however, may find ones just don’t quite fit? What are the themselves so committed to their higher s Facilitation common goals, dreams, and desires of purpose that they are not grounded in the people you serve and surround your- business reality. (In that case, go back to s Webinars self with? If you are the leader of your the beginning of this article.) tribe, what does your ideal tribe look Assuming you have a viable business s Master Moderator Certificate Program like? Be authentic about who you are already and you are looking to up your s and whom you ideally serve. If your value proposition with something more Coaching tribe had a symbol, what would it be? meaningful, it’s time to identify your “Big s Custom Courses: Customized to fit your specific needs. Why.” If you had all the time and money FIRE – WHAT BURNS YOU MAKES in the world, brainstorm what you would Save time and money by having our instructors come to you. YOUR BRAND STRONGER do to give back to society. How might surroundings, allowing us to connect, The natural element of fire burns at the you align those higher values with the [ For more information or to enroll in one of our courses, email Linda at [email protected] ] identify who is part of our tribe, who we highest level of value. It represents the people you serve? This value may come can trust, and who has the same values. “Big Why” of your brand. This value to life through pro-bono work, a dona- It’s about mutual respect and recogni- proposition isn’t always evident or nec- tion toward a cause, or simply the way tion. A brand’s social proposition dem- essary. However, we are talking about you position your brand against the com- onstrates the common values of your evolving human needs. The spirit of petition. My commitment to nature entire tribe. When you identify your your brand cannot be ignored. In fact, comes through in every aspect of my tribe, look for the common qualities; this is what separates some of the most brand and resonates with my ideal client. you’ll start to see your ideal customer successful brands from their competi- When you market with meaning, you emerge. Don’t forget – you, your busi- tion. Their “Big Why” is tantamount to translate your “Big Why” into increased s Full Service Qualitative ness, and your brand set the standards their reason for being. It’s not just about sales in your business. Research Design for this tribe. Brand integrity is about the bottom line; it’s about the triple bot- maintaining consistent and sustainable tom line: people, profits, and planet. It’s Branding from the Inside Out values. about how you, your business, and your For any brand to be authentic in deliver- s Moderating Social symbols are the subtle signal of brand align to serve your customers ing these levels of value propositions, the like-minded tribal connections. Like a with the highest integrity, while giving values must be embedded throughout the s Consulting PhD in education, colored bandanas in back in a way that benefits all. organization. Branding and marketing are gangs, the Nike “swoosh” in sports, and no longer the sole responsibility of the s Facilitating Mr. Clean in household cleansers, every BIG BRAND: When we last left our Dove marketing department. Just as it takes a industry, category, and brand has a gal she was seeking the higher truth village to raise a child, it takes an entire s Mock Juries social mark of belonging. about beauty. Dove was a successful organization to sustain a brand. Your brand that delivered on four levels of employees are the ambassadors of your s QRE’s BIG BRAND: Dove’s tribe is “The Girl value. But that wasn’t enough. They brand. What are the common values and Next Door.” She was born in 1957 in wanted to do more, to give back to soci- behaviors that make your business better, s Focus Panels white, middle-class America and remains ety and make the world a better place. special, or different? How are you meet- a dedicated member of the tribe. The Dove’s commitment to real beauty pro- ing your clients’ and your employees’ fun- simple and feminine bird icon has pelled it beyond the traditional brand damental human needs? To maintain evolved over the years, just like the value, to stand out against the beauty your brand integrity, those brand experi- [ For more information on our market research services, email Amber at [email protected] ] women who belong to this tribe. As the industry by debunking the myths and ences must be consistent, cohesive and “Girl Next Door” evolves to seek the making their message more meaningful. meaningful.
18 QRCA VIEWS WINTER 2014 www.qrca.org MARKET RESEARCH/TRAINING INSTITUTE www.RIVAinc.com • (301) 770-6456 s Principles of Qualitative Market Research s Moderator Training (Fundamentals - Advanced) s Fundamentals of IDI Moderating s Project Management and Screener Development s Kid/Teen Research s Ethnography s Qualitative Toolbox s Qualitative Analysis and Reporting s Principles of Usability Testing s Facilitation s Webinars s Master Moderator Certificate Program s Coaching s Custom Courses: Customized to fit your specific needs. Save time and money by having our instructors come to you.
[ For more information or to enroll in one of our courses, email Linda at [email protected] ]
s Full Service Qualitative Research Design s Moderating s Consulting s Facilitating s Mock Juries s QRE’s s Focus Panels
[ For more information on our market research services, email Amber at [email protected] ]
MARKET RESEARCH/TRAINING INSTITUTE www.RIVAinc.com • (301) 770-6456 n GLOBAL n
By Raji Bonala Director n Vox Populi Research n India n [email protected] By Misha Mathew Assistant Project Manager n Vox Populi Research n India n [email protected]
20 QRCA VIEWS WINTER 2014 www.qrca.org Upgradations in the Developing World: A game of “SNAKES AND LADDERS”
hen clients from developed pects of growth, this adjective was unnec- sumers in developing markets, and how markets travel to India, they essary, as all ambition is naked in India. their development process might be fol- tend to think of consumers Over the last two decades, as Indians have lowing a route different from consumers either in terms of old tradi- entered the global context, many of the in developed markets. Perhaps readers can Wtional notions or more “modernized” old notions about India have transitioned use this understanding for ethnic research ones. For instance, after viewing a to more “modern” assumptions (e.g., indi- among collective communities in their group discussion with upwardly vidualism, extinction of old traditions). own developed markets. mobile youth, a traveling researcher Through this article, we hope to help commented on the “naked ambition” of researchers from developed markets Figure 1 the youth. We clarified that, given pros- understand the nuances of evolving con- There have been some big economic changes in India in the last 20 years. A trav- eling client/researcher could assume that, in a liberalized market like India, the devel- 1) Upgradations in the Developed Markets: SOLO MODEL oped markets’ ways of thinking and living Here growing affluence translates into an “individualistic” societal structure and would completely take over the past. a greater reliance on rational channels. While the Internet has brought about In the “known” model of the West, where some collective behavior, it’s still an impersonal channel. there is more affluence, society moves from a more traditional or collective structure to a more modern or individualistic structure, with a corresponding breakdown of tradi- tional structures, e.g., moving from the col- lective thinking of joint families to the greater freedom of nuclear families; seeking information through impersonal and “sen- sible” channels like advertising/Internet rather than the biased and “subjective” opinion of other people; greater desire to stand out from the crowd and greater empowerment to be an outlier. According to Mark Earls, author of Herd, social media has, to an extent, prompted some collective behavior. However, you can still choose to “switch off” what others say once you are offline.
“Upgradations are not about individual good or benefits/indulgence for self, but about keeping the family happy, or doing what’s in congruence with ‘good behavior,’as defined by one’s social circle.”
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 21 “SNAKES AND LADDERS” CONTINUED Congratulations to the “The social rules and norms constructed within the culture affect the meanings assigned to products, so it’s necessary for researchers 2014 QRCA Award Winners! to decipher these implicit rules to induce persuasion.” President’s Award Judy Langer Langer Qualitative, LLC 2) Upgradations in the Developed Markets: COMMUNAL MODEL Figure 3 Even with increasing affluence, consumers still rely on collective social structures. Based on our work in the Indian market Awarded for her meaningful and ongoing contributions to QRCA. This during the last five years for clients look- includes her role in founding QRCA, long-standing leadership on the Field ing to upgrade consumers or seeking pen- Committee and work on setting up the QRCA Legacy Fund in 2014. etration in newer categories, we have iden- tified certain patterns in the upgradations Judy Langer is President of Langer Qualitative, LLC of New York, NY. An and picture them together in the model of expert in qualitative research and on lifestyle trends, she previously was an inverted funnel. Senior Vice President, GfK NOP Qualitative Practice, and headed her firm, Adoption is not just about investing in Judy Langer better quality or more convenience. Unlike Langer Associates. in the developed markets, in India superior quality does not necessarily place the prod- uct in the consideration set. There are forces at work much larger than the functionality, Maryanne Pflug Spirit Award which we call the social quotient. A house- wife might be fully aware that a product is Missy Carvin better for her family, but she might not New Directions Consulting upgrade because she fears judgment. Thus, barriers do not emerge from the actual Awarded for her friendliness, creativity, commitment to QRCA, leadership, cost, but intangible costs arise from the optimism, humor, mentorship, a passion for life, and unconditional Figure 2 upgradations to premium products are social quotient. positive regard for all. India is progressing in a different man- aligned more with social dictates. This is We can understand how the social quo- ner from this “known” model. Rising dis- quite unlike a consumer in the “SOLO” tient affects upgradations through the invert- Missy is a Senior Qualitative Researcher for New Directions Consulting of posable incomes are leading to a transition model, who may be upgrading because of ed funnel model, which helps us understand White Plains, NY. She specializes in creative problem solving, new product in the stereotypical image of the money individual choice, based on benefit analy- the process via three big forces that result in Missy Carvin development, focus group moderating, online qualitative research, saving housewife, so rigid frugality is no sis. Consequently, we have called our con- “bounded rationality” in consumption 1. presentation development, presentation coaching. longer considered a virtue. Housewives sumer “the contradictory housewife.” believe in investing in a greater quality of life – they are upgrading (moving to pre- mium or branded versions of generic 3) The Inverted Funnel of Upgradation: “The Social Quotient” products) across premium personal care, Rising Star Award packaged food, and home care. Katrina Noelle However, in our research, we have KNow Research found that housewives operate in a collec- tive atmosphere. Upgradations are not Awarded for her impactful contributions to QRCA, including co-chairing about individual good or indulgence for the Sponsorship Committee and serving on the 2014 Revenue Task self, but about keeping the family happy or Force. doing what’s in congruence with “good behavior,” as defined by one’s social circle. Katrina is the Owner of KNow Research in the San Francisco Bay area, For instance, we found that the house- California. She is an independent research consultant specializing wife can easily upgrade to an expensive in conducting focus groups, ethnographies, in-depth interviews, packaged food if her husband thinks it’s healthier and, therefore, endorses it. Or, Katrina Noelle intercepts, and online qualitative methodologies. she may buy a specialized surface cleaner because her friend recommended it, rather than based on a rational evaluation. Thus,
22 QRCA VIEWS WINTER 2014 www.qrca.org Congratulations to the 2014 QRCA Award Winners!
President’s Award Judy Langer Langer Qualitative, LLC Awarded for her meaningful and ongoing contributions to QRCA. This includes her role in founding QRCA, long-standing leadership on the Field Committee and work on setting up the QRCA Legacy Fund in 2014. Judy Langer is President of Langer Qualitative, LLC of New York, NY. An expert in qualitative research and on lifestyle trends, she previously was Senior Vice President, GfK NOP Qualitative Practice, and headed her firm, Judy Langer Langer Associates.
Maryanne Pflug Spirit Award Missy Carvin New Directions Consulting Awarded for her friendliness, creativity, commitment to QRCA, leadership, optimism, humor, mentorship, a passion for life, and unconditional positive regard for all. Missy is a Senior Qualitative Researcher for New Directions Consulting of White Plains, NY. She specializes in creative problem solving, new product Missy Carvin development, focus group moderating, online qualitative research, presentation development, presentation coaching.
Rising Star Award Katrina Noelle KNow Research Awarded for her impactful contributions to QRCA, including co-chairing the Sponsorship Committee and serving on the 2014 Revenue Task Force. Katrina is the Owner of KNow Research in the San Francisco Bay area, California. She is an independent research consultant specializing in conducting focus groups, ethnographies, in-depth interviews, Katrina Noelle intercepts, and online qualitative methodologies.
“SNAKES AND LADDERS” CONTINUED
4) Upgradations in India helps uncover the social barriers that might prevent purchase, even within the context of a superior product. Contrasting examples include buying an expensive tab- let for a child because it’s a social given to invest in kids’ futures, buying an expensive shampoo because it’s the duty of the housewife to look “presentable,” but buy- ing a cheap coil format for pest control because it’s “foolish” to buy an expensive liquid vaporizer.
Macro Context – Collectivism: We>Me The family, not the individual, and, by extension, the social circle, which forms the social rules, is the functioning unit in India. Unlike developed markets, the rules overcome individual needs. Despite transition from joint families to nuclear families, there is community- mindedness, i.e., a desire for constant con- nectedness. This community-mindedness, even without others’ physical presence, leads to a sense of stability in the face of rapid change. For instance, a housewife may be living in a different state from her mum or mother-in-law, but might be call- ing every other day to ask for her advice. quality of life, but still need a social reason This makes the housewife’s self-worth Figure 4 – Macro Context/Economic to justify their decisions. Generation Z, dependent on what significant others Bulletin boards & online focus groups Context: Transition from Frugality who are the children of the ruling cohorts, think of her. She constantly feels that her to Indulgence are important influencers in categories like decisions are closely scrutinized – the 50 personal care, packaged food, technology, spotlight effect – and fears making choices It’s important to consider the economic and home care. A lot of their demands that are different from her significant oth- context in which consumers have been make upgradations socially acceptable. ers. For example, she might use a danger- raised, which affects their openness to ous acid to clean the toilets because it’s a spending. The time around Indian inde- Implications for researchers socially sanctioned practice, while using a pendence was defined by Gandhian prin- If we can identify the values that exist specialized toilet cleaner is not. ciples of simplicity, low indulgence, and within an age cohort, we can uncover negativity towards foreign goods. As one upgradation motivators that can be lever- Implications for researchers moves away from this event towards con- aged in innovation, positioning, and com- We have found that the most powerful/ temporary globalized India, there is a munication. These values affect the relevant payoffs relate to how the house- transition from frugality to indulgence. acceptability of a product. Thus, upgrada- wife looks to others were she to buy the The housewives we are talking about tion decisions are not made within the product. Thus, beyond the functionality, belong to two segments, Midway Children purview of a particular category, but in the brand needs to be able to answer and older Liberalization Children. These terms of trade-offs across categories. important social questions, such as “Do people make up the “ruling cohorts” who Researchers can use context-rich meth- others talk about it?” or “Will my husband are between 25 and 45 years of age and ods like budgeting exercises and shop- and children appreciate my decision?” and open to upgradations, unlike Midnight’s alongs to evaluate purchase decisions in so forth. Children (those born during India’s transi- the complex network of trade-offs across tion from British colonialism to indepen- categories. There are also upgradation Micro-social Quotient & Individual dence) and Pre-Independence Children, focus group discussions meant exclusively Quotient - Enculturation: Presence of who are affected by restricted resources. for understanding these trade-offs. Implicit Boundaries that Define an Hence, they are important from the Second, we can re-create scenarios “Ideal” Housewife point of view of FMCGs (Fast Moving where social influences take place The second and third biggest forces – Consumer Goods). These ruling cohorts through storytelling, e.g., using dolls rep- interactions in a collectivistic culture want to leverage the opportunities of a resenting mother-in-law/husband to ask involving enculturation – are certain social globalized India by investing in a greater what they might say about a brand. This rules about rituals, “good” behavior, per-
24 QRCA VIEWS WINTER 2014 www.qrca.org Bulletin boards & online focus groups 50 “SNAKES AND LADDERS” CONTINUED
sonal lives, and household decisions, assigned to products, it’s necessary for which are incongruent with the devel- researchers to decipher these implicit oped markets’ model of freedom in rules by doing the following: decision making and individuality. 1. Paired interviews with the influ- Enculturation results in the forma- encer and the user to understand both tion of a system of shared knowledge negative and positive persuasive mes- called “Collective Intelligence,” w h i c h sage content. overpowers individual agency. This 2. Focus group discussion with a helps homemakers depend on the safe group of friends where storytelling and simple foundation of collective emulates real life situations. One sce- knowledge in the face of the dangers of nario might follow this script: “This is an unstable, unclear, external environ- housewife X (present a doll) who uses ment that constitutes excess informa- a non-specialized product. One day she tion and might result in “foolish” decides to use brand A. What exactly decisions. happened? What did her friends say?” By following these social rules, the We would like to point out that Indian housewife can live up to the despite the presence of rigid boundar- notion of an “ideal” housewife, charac- ies, the ideal housewife no longer only terised by prudence. This notion was follows the Sita archetype. There have molded by the models of womanly been some transitions in this archetype conduct inherited from Hindu mythol- due to greater exposure and awareness, ogy, the most relevant model being the including active involvement in the “Sita” or typical caregiver archetype. children’s futures, helping the husband Sita, the wife of Hindu god Rama, rep- with bank/office work, voicing one’s resents sacrifice, duty, and devotedness. opinion, etc. However, these are still Consequently, it’s necessary that rooted in the foundation of collectiv- brands abide by all the rules so as to give ism and patriarchy. her justifiable reasons to upgrade. There are three important influences Final Thoughts that are congruent with societal norms: While “emerging” India presents a 1. Given the high context culture, lucrative opportunity for global word of mouth is the most significant brands, and, therefore, researchers, it’s trigger across categories because it a requisite to understand “Indian gives certainty to decisions. What is modern” as a process of continuity said by one consumer to another is with change, rather than a linear more powerful than the product’s attri- movement towards greater individuality. butes and the ad. For example, the ad Developing societies like India bring might say “germ-killing” with reference in their own socio-cultural influences to a floor cleaner, while the housewife that drive modernization, and the expe- is more convinced by her friend who rience in the developed markets is not In Houston talks about the cleaner’s shine and definitive of the process. Thus, upgrada- fragrance. tion in India is not about “trend-setting” !"#$%&%"'!$"## Patrica!"#$%&'(%" Pratt 2. The second is lifestyle upgrada- but rather about “following” since, tion. Moving up the social ladder unlike developed markets, we still !"#$%&"'!$"##B.J. Gerjes financially justifies upgradations that define ourselves in relation to the societal are conducive to maintaining that framework. 3945 Greenbriar, improved status. In this sense, buying a Understanding the contradictory ()*)'+,$-,. bigger house can lead to a desire to Indian housewife is about understand- Large Items Stafford TX upgrade across home care categories. ing these social nuances. Purchase 4$%"$5'6#"778$9':; 3. The third is brand equity based on decisions are intertwined in a complex Large Equipment (Southwest Houston) perceived popularity, since the already network of tradeoffs affected by social <68=#>?,.#'@8=.#83A existing defaults justify crossing the bud- associations, and deciphering these Large Appliances 877-530-9646 get to make her look intelligent. schemas is the key to richer insights BCCD2/ED0F1F that will be conducive to innovation, Large Vehicles ccrhouston@ccrsurveys Implications for researchers communication, and positioning 3G&&$.=$H,I.)&8J Since the rules and norms constructed strategies. within culture affect the meanings
1 - Kahneman D. “Maps of Bounded Rationality: Psychology for Behavioral Economics.” The American Economic Review. Vol. 93; No. 5. Dec 2003.
26 QRCA VIEWS WINTER 2014 www.qrca.org In Houston !"#$%&%"'!$"## Patrica!"#$%&'(%" Pratt !"#$%&"'!$"##B.J. Gerjes 3945()*)'+,$-,. Greenbriar, Large Items 4$%"$5'6#"778$9':;Stafford TX Large Equipment <68=#>?,.#'@8=.#83A(Southwest Houston) Large Appliances 877-530-9646 BCCD2/ED0F1F Large Vehicles ccrhouston@ccrsurveys 3G&&$.=$H,I.)&8J n TOOLBOX n
12 Quick Tips for SHOPALONG SUCCESS
By Laurie Tema-Lyn Founder/President n Practical Imagination Enterprises® n Ringoes, NJ n [email protected]
recently completed a major shopalong study for a new client and was reminded how a success- Iful shopalong study relies on so many factors beyond the researcher’s expertise in recruiting, designing the right questions and activities, lis- tening, and observing. These studies involve many addi- tional logistical details that we have to manage well, especially because we may not have the support of a facility and other personnel resources to help us in situ. The following are 12 tips for making the shopalong experi- ence more successful. Perhaps you’ll find some of these obvi- ous, others you may not have thought about…but you should, before you undertake a shopalong study.
28 QRCA VIEWS WINTER 2014 www.qrca.org “It will save an enormous amount of time if you organize, label, download, and disseminate all media before the next day’s shopalongs. Note the name of your respondents and stores visited, label, and download photos and recordings to your computer, and email audio recordings to transcription.”
BEFORE SHOPPING: Design considerations: Dress rehearsal, 3 pre-shop, during shop, 4 including clothing and shoes Get permission post-shop If you are conducting shop- 1 if at all possible. My favorite shopalong design includes alongs all day long, plan ahead on what to There are two basic kinds of shop- three components. The pre-shop ideally wear and carry. You might be walking along situations: those in which the store takes place in a nearby coffee shop or miles, so comfortable shoes are a must. management gives permission to proceed similar setting, which you must identify Plan your clothing, too, as attire impacts with research, and those in which we enter ahead of time and confirm its proximity your comfort and recording effectiveness. at our own risk and try to conduct the to the store you will be visiting. Buy I use a small digital audio recorder that research without raising suspicion of store something and let the counter staff know slips into the pocket of a shirt or jean jack- personnel. Obviously, it’s best if the you will be in and out all day doing et. I actually do a quick dress rehearsal research is known and aboveboard. research and that you are not stalking the (walking and talking) to test out the sound Because your client is more likely to place. When you spot your respondent, sit quality and make sure there is no distract- have leverage through their sales account down and have a beverage, make your ing noise from rustling fabric. team, ask them to secure permission. basic intros. Let the shopper know the Assure your client and store managers that purpose of the research and whether store DURING SHOPALONG: the research will not impede other shop- personnel are aware of this activity. Pay pers, and that images of store personnel the incentive, have the respondent sign Meeting place will not be recorded. Secure a letter that your NDA/permission to record docu- 5 As noted in Tip 3, finding a good you can carry with you in case questions ment, then review homework, if that is meeting place takes planning. Your arise; also obtain approval from whoever part of your design. Asking for some type recruiter should have enough local knowl- manages the local stores you will be visit- of homework (e.g. bring a picture of pets edge to suggest the right spot. But don’t just ing. Allow several weeks in the schedule or kids) makes it easier to identify your rely on that; double-check. In this last for this approval process. If entering stores respondent quickly. Before you end this study, I was directed to a little bakery café without prior approval, be prepared to phase of the interview, take a snapshot of across the street from the store. It was per- abort your interview at any moment and your respondent to put into your report. fect …until 3 p.m. when they closed. Good gracefully leave the store. Ensure your recorder is working correctly thing I had my afternoon and evening and your batteries are fully charged. meeting places identified. Include photos The next phase of the interview is the 2 of respondents on grid shopalong. Ideally, the store is just a short Build rapport with shoppers, Finding your shopalong respon- walk from your meeting place. The bulk 6 clients, and, if possible, store dent in a crowded store or pre-meeting of your time together inside the store will managers place can be a time-consuming challenge, be spent walking, talking, observing, and As in any kind of research, the first few but there are some easy steps that can listening. minutes are essential for building rapport mitigate problems. Ask the recruiter to The post-shop time is a great opportu- and trust. Make your shopper an ally by include a cell phone number and a photo nity to connect with your respondent in a sharing selected details about the objectives of your shopalong respondent right on different way, to reflect on what she/he of the study. If a client is joining you, con- the grid so you can scan people as they observed or learned, perhaps even to pro- firm that he/she understands the “ground walk by. Make it easier for the respon- vide a creative exercise, and offer any final rules” as well as your expectations regard- dents also by having the recruiter give comments. Do this in a quiet corner of the ing assistance and involvement in the them your cell phone number. I some- store that you visited or return to the pre- interview. If you have the store manager’s times wear a QRCA nametag, too. The shop locale. Before the next interview, permission to be on site, introduce yourself less time wasted in finding each other, check the quality of your recording, and before the first interview and perhaps share the more time for your interview. switch to a back-up device, if needed. a few observations at the end of the day.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 29 SHOPALONG SUCCESS CONTINUED
Travel light 7 Is your shopalong taking you to a big box store or a small boutique? The actual size of the retail environment will have an impact on what to carry and who should accompany you beyond your shopper. My advice is to travel light so that you are not schlepping a lot of mate- rial, a briefcase, laptop, etc. I sling a small purse over my shoulder, place the audio recorder in one shirt pocket, my smart- phone in another, and carry a small note- book and pen in hand. Extra batteries, pens and a microphone are in my purse. (I carry an extra audio recorder in my briefcase in the car.) My discussion guide is attached to the notebook, but I rarely look at it beyond the first interview. I prefer to internalize the guide, making sure I cover all the key topics, but adapting to the energy of the respondent and the situation. I don’t take tons of notes, just key points and times of Focus Groups of Cleveland is the largest facility of its kind in Northern Ohio. Top-rated in the Impulse survey year interesting things, which I might want to Video pros and cons: allowed us to conduct research there. include in the report. Details are in the 10 photos a must after year. Let us show you why our clients are so pleased with Focus Groups of Cleveland. We are proud to offer audio transcripts. A movie of a respondent walking POST SHOPALONG: fully integrated state-of-the-art technology which allows you to utilize video streaming and FocusVision. Relax and Traveling light also means thinking down an aisle and pondering a selection or let our experienced hostesses take care of your every need; including Starbucks food and beverage services, through who will accompany you. At capturing store signage, lighting, poorly Organize, download, and label digitally audio recorded sessions as well as high speed Internet access. As a successful business for over 50 years, most, the respondent and I will be stocked shelves, or a crowded environment 12 recordings and photos as soon we appreciate referrals from our many satisfied clients and they continue to recommend us, returning again accompanied by one client and a videog- tells a more vivid story than one captured in as possible and again to experience our superior performance and incomparable results. rapher–certainly no more than four of us words. But there are considerations to hav- You’ve spent a great day in shopalongs walking through the aisles of a store–but ing a videographer beyond the added cost walking through stores with several respon- often it’s just the respondent and me. for recording and editing. If your research is dents, collecting a lot of material. It will being done “under the radar,” it’s impossible save an enormous amount of time if you Make a small footprint to walk through the aisles with an obviously organize, label, download, and disseminate 8 Related to traveling light is being professional camera in hand, but you might all media before the next day’s shopalongs. as inconspicuous as possible dur- be able to get away with some very discrete Note the name of your respondents and ing the shopalong, whether it is being little video movies from your smartphone. stores visited, label, and download photos conducted with store permission or in Remember not to capture faces or record- and recordings to your computer, and email stealth. It’s imperative that we not impede ings of anyone other than your shopper audio recordings to transcription. Back up other shoppers or store personnel. I dis- whom you have permission to record. everything on a flash drive before you erase cuss that with the respondent in the first In my most recent study, we had a good recordings and pictures from devices. And few minutes of our meeting. compromise with the videographer joining you may want to run a highlighter through for one full day of shopalongs and generat- your notebook to review your key observa- Digital audio recorder ing several excellent clips for the report. tions, insights, and ideas. 9 I personally use a very small digi- These movies, coupled with audio snippets Located only minutes from Cleveland Hopkins Airport and downtown Cleveland, Focus Groups of Cleveland is tal recorder (Olympus and lots of photos from my smartphone, The baker’s dozen: improvise VN-722PC). It’s four inches tall and about made the shoppers and retail experience 13 My final tip is to be flexible in your a sophisticated full-service multi -suite focus group facility that offers over 4,000+ sq ft in which to conduct: one-and-a-half inches wide, weighs just a feel present in my report. discussion design and in your atti- few ounces, and has excellent clarity and tudes. Respondents can get lost and show • Focus groups • Taste tests • Executive or medical tremendous capacity. With both MP3 and Bring cash to spend in store up late. That raging thunderstorm makes interviews WMA formats, it’s compatible with Mac 11 In addition to the respondent’s “offi- the short walk from greeting place to store • One-on-one’s • On-site telephone and PC. I plug it into my laptop, down- cial” incentive, I like to give shop- a drag. The store you visit has loud blaring recruiting • Data compilation load the recordings, and send them to my pers an extra $10 cash to spend in the stores music and misbehaving kids. A store man- • Mock jury trials transcriptionist at the end of each day. I we visit. That unexpected gift adds a little ager asks you to stop taking pictures or & coding carry a tiny exterior microphone as well, extra excitement to the experience; the shop- leave…all of these things happen. Go with but I rarely find need for it. per is encouraged to try something new, and the flow; improvise when you need to and it’s a nice “thank you” to the retailer who enjoy the learning! FOCUS GROUPS OF CLEVELAND 2 Summit Park Drive, Suite #225 • Cleveland, Ohio 44131 30 QRCA VIEWS WINTER 2014 www.qrca.org Feel free to call April Morris: Phone: 216.901.8075 • Fax: 216.674.5574 www.focusgroupsofcleveland.com • Email: [email protected] Focus Groups of Cleveland is the largest facility of its kind in Northern Ohio. Top-rated in the Impulse survey year after year. Let us show you why our clients are so pleased with Focus Groups of Cleveland. We are proud to offer fully integrated state-of-the-art technology which allows you to utilize video streaming and FocusVision. Relax and let our experienced hostesses take care of your every need; including Starbucks food and beverage services, digitally audio recorded sessions as well as high speed Internet access. As a successful business for over 50 years, we appreciate referrals from our many satisfied clients and they continue to recommend us, returning again and again to experience our superior performance and incomparable results.
Located only minutes from Cleveland Hopkins Airport and downtown Cleveland, Focus Groups of Cleveland is a sophisticated full-service multi -suite focus group facility that offers over 4,000+ sq ft in which to conduct:
• Focus groups • Taste tests • Executive or medical interviews • One-on-one’s • On-site telephone recruiting • Data compilation • Mock jury trials & coding
FOCUS GROUPS OF CLEVELAND 2 Summit Park Drive, Suite #225 • Cleveland, Ohio 44131 Feel free to call April Morris: Phone: 216.901.8075 • Fax: 216.674.5574 www.focusgroupsofcleveland.com • Email: [email protected] n TRENDS n Google Glass Wearables, and You
By Shaili Bhatt Research Director n C+R Research n Chicago, IL n [email protected]
oogle Glass and other wearable mobile devices like smart- More often than not, participants and casual spectators are curious about watches and GoPro cameras are here, but don’t panic. As Google Glass, simply smiling with sur- wearables make a splash in the mobile market, it is impor- prise, or approaching wearers with ques- tions about Glass, the most common one tant to explore the potential benefits of these new research being, “How do you like the device?” tools as they emerge. Google Glass gets lots of buzz, and while the “Explorer Edition” is now sold By now, you’ve probably seen pictures of Google Glass, or perhaps you online, it’s still not sold in stores (at the Gknow someone who let you try on or borrow a pair of this smart eyewear. time of this writing). At around $1,500 USD, it is a small investment for added Google Glass is certainly one of the more prominent wearable devices that research value. society has come to know, fear, or despise. Admittedly, regular Glass wear- ers can look like a cyborg, repeatedly swiping a pointer finger across the Glass Etiquette The time for identifying everyday eti- side of the frame, glancing into space; it is an understandable perception. quette with wearables was yesterday. But There are also those people who abuse the device wearing it 24/7 under some people are just not comfortable with wearable technologies. Privacy is the guise that everyone should know they are wearing Glass. also a real issue, especially in light of fre-
32 QRCA VIEWS WINTER 2014 www.qrca.org Google Glass
quent credit/debit card breaches and hackers who leak celebrity photos and other information to the Internet. Glass has several noteworthy capabilities; users can: While smartphones offer many or all of the same applications as Glass, having a n Record videos* n Join a Google Hangout camera mounted directly off your face or n Take pictures* (to see wearer’s point of view) mounted on your body can feel more n Listen to music overt and intrusive. People may not wish n Take notes* to be recorded, even if they happen to be n Create posts to share n Watch YouTube videos in public places. The media has also featured stories on social media* n Perform Google searches on voice about using wearables at inappropriate n Use an earpiece for privacy command times and places (e.g., at bars, banks, in or loud settings* n Translate printed words on signage the bedroom, even while driving). Moving forward, poor Glass etiquette n Make calls with built-in n Read or watch news updates doesn’t need to become yet another cover speaker and microphone story for Reddit or Gizmodo. n Map out nearby retailers/locations The ease of wearing Glass at eye level * = does not require a Wi-Fi connection & get directions invites users to take pictures more fre- quently and easily, simply by pressing a button at hand’s reach, or by saying, “OK Glass, take a picture,” or by winking–yes, it’s a real feature. Still, there is a fear that using wearables can be construed as an invasion of privacy. “The point in time for identifying everyday When filming in retail or public envi- ronments, researchers should be prepared etiquette with wearables was yesterday. Poor to have an “out” in terms of a back-up recording source, or a back-up location, Glass etiquette doesn’t need to become yet if possible, as your final, and only, option another cover story for Reddit or Gizmo.” may be to put away the wearables. To deflect attention, it’s worth men- tioning that I have long hair, and I also
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 33 Google Glass, Wearables, and You CONTINUED
Google Glass
wear the Glass on my head like a head- Even so, Glass does a few basic tasks so band when it’s not in use; it’s rare for naturally, it’s a wonder we have lived passers-by to pause or point it out if it’s without wearables for so long. on my head instead of on my face. Admittedly, it can be more conspicuous Glass in Qualitative Research for those with shorter haircuts, as well as Due to its relatively hands-free use, it’s for those who buy Glass in more colorful not a coincidence that Google Glass is varieties like “Sky” or “Tangerine.” Neutral hands-free. used more frequently for traditional in- shades of Glass like “Shale” and The experience of using Glass right out person qualitative research. Clients are “Charcoal” blend in more closely with of the box does not always meet users’ eager to try Glass for their projects, and dark attire. expectations though. There is no manual. this can be the perfect opportunity to The most interesting apps, e.g., barcode discuss its capabilities as well as the ben- Face Computer scanning, eye-tracking, dimming the efits of other available wearable options. Did you know that most of the apps on translucent display, etc., are usually unof- Glass can be a practical tool for in situ Google Glass currently work on a smart- ficial apps that need to be sideloaded into interviews. Instead of taking precious phone? The main difference is that Glass Glass; this process can take some patience time to teach participants how to use users wear the computing technology on and minimal-to-moderate programming Glass, it can be easier for the moderator their faces, and it’s (at least, partially) skills. to wear the Glass and control its features.
Google Glass users require MyGlass app
All Glass users download the name and password for any nearby wearer is looking at in real time. MyGlass app that allows you to config- Wi-Fi connection, and soon after, a QR Finally, it is worth mentioning that, ure and manage a Glass device code appears that can be scanned and unlike a tablet or smartphone, none of through your smartphone. You can use identified by Glass through its Settings. the current wearables are connected to it to set up Glass, screencast what you Once a connection is established, cellular 3G signals – they rely on Wi-Fi see on Glass to your phone, use turn- Glass will typically remember that connections. An Android phone can run by-turn directions, adjust/view your password in the future, which is help- the MyGlass app with Glass and share contacts, and add new Glassware. ful, since these initial set-ups can a connection from the phone’s existing Apart from taking pictures and vid- reduce battery life. data plan. On iOS, many Glass users eos and using the voice recognition Using its built-in microphone and keep a Personal Hotspot with them to menu, nearly all of the apps on Glass speaker after establishing a Wi-Fi con- ensure that they are always connected “Glass can be a practical tool for in situ interviews. require a Wi-Fi connection. The nection, it is then possible to make wherever they go, without having to MyGlass app assists with establishing voice/audio calls or set up a Hangout look for Wi-Fi passwords. Glass is also useful in observing and capturing the this connection by accepting the user- with contacts to show what the Glass moment in a more anthropological sense.”
34 QRCA VIEWS WINTER 2014 www.qrca.org CONTINUED Google Glass, Wearables, and You
Apple Watch GoPro cameras
Participants are justifiably nervous about this scenario helped to preserve some sharing personal information in retail anonymity. settings, e.g., paying with credit cards, In addition, by filming video in incre- entering a PIN, etc., preferring these ments, and by using an external charger actions occur off-camera. All the more (with a back-up recording device), the reason for the moderator to wear Glass battery lasts about half a day. We have and remove it during these occasions. also found that having multiple pairs of Glass is also useful in observing and Glass is ideal, when the option exists. capturing the moment in a more anthro- Overall, the limited availability, battery pological sense. For researchers who only life, and cost of Google Glass have pre- capture pictures, the battery in Glass will cluded it from being a totally disruptive last all day. In a set of projects, fellow smart device for our time. qualitative researchers used Glass in retail settings to observe how people were Head-to-Head Comparison interacting with a touchscreen TV or a The video and camera functions on kiosk. The researcher was casually posi- wearables like Google Glass are very use- tioned at a distance with customers’ ful for qualitative research, yet with the backs to the researcher most of the time; current level of technology, most of today’s
“Glass can be a practical tool for in situ interviews. Glass is also useful in observing and capturing the moment in a more anthropological sense.” GoPro cameras
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 35 Google Glass, Wearables, and You CONTINUED
wearable cameras do not offer zoom fea- affordable (under $500). GoPro offers er, the image quality with Looxcie is not as tures. Still, there are significant benefits to more stability and better broadcast-quality good as it is with Glass or GoPro. Glass is becoming more familiar with other wear- footage at HD and even 4K levels with its unique in that the video footage can detect able cameras on the market. wide-angle lens. Another lesser-known the moderator nodding and any other Rated #1 Full-Service Market Research Provider Competitive wearable cameras like camera, Looxcie ($80), is less obtrusive, unwanted head motions. and #2 Qualitative Market Research Provider GoPro are more readily available and lighter, and slightly smaller in size; howev- A fellow qualitative researcher, Bob Relihan, recently used a GoPro camera 2012 and 2013 Market Research Supplier Satisfaction Survey mounted on his clipboard to capture foot- marketresearchcareers.com age during some in-store interviews. While it was obvious that he was using a camera—after obtaining a signed release to record the interview—Bob was able to start and stop recording from a single touch on his coordinating bracelet (with- Focus Forward out fidgeting with the camera itself). These GoPro recordings were helpful in capturing audio and video footage from the interview for note-taking and creating World Class clips for the report. Due to the ease of Nationwide Recruitment & managing the device, none of the store Transcription Services employees or customers he interviewed seemed to mind its presence.
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36 QRCA VIEWS WINTER 2014 www.qrca.org Great research. Deep perspective. Committed client service. crresearch.com Rated #1 Full-Service Market Research Provider and #2 Qualitative Market Research Provider 2012 and 2013 Market Research Supplier Satisfaction Survey marketresearchcareers.com
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INSIDER PERSPECTIVES ON QUALITATIVE FROM ONE OF THE WORLD’S LARGEST MEDIA COMPANIES
An Interview with Scott McDonald, Senior Vice President for Research & Insights, Conde´ Nast
By Judy Langer President n Langer Qualitative n New York City, NY n [email protected]
recently had the opportunity to talk marketing, publishing, ad sales research, with Scott McDonald, Senior Vice editorial and consumer market research. President for Research & Insights at We have about 20 brands – Vogue, Vanity Condé Nast, about how Condé Nast Fair, The New Yorker, GQ, Wired, Iuses qualitative research for its magazines, Glamour, Self, Architectural Digest, Bon websites, and other properties. Here are Appetit, a few digital-only products like some excerpts from our conversation. Epicurious, Ars Technica and Style. And now we have an entertainment division Judy: Let’s start our interview by talking that is just video and movies. about how you started in market research. Judy: How has the role of the Research & Scott: I came into media research direct- Insights department changed within the ly from academia. I had done some company since you’ve been its head? applied research as a Berkeley undergrad ago, so I guess you could say that I liked – mostly educational program evaluation it well enough to stick with the field. I Scott: When I started at Condé Nast, the projects – so I knew that I enjoyed doing have been lucky to stay plugged into uni- research function focused more on adver- research in the “real world.” But my versity life, first by teaching sociology at tising sales support and on the individual graduate training at Harvard had pre- NYU, and then since 1998, by teaching a brands. There also were a lot of routine pared me for a more traditional academic graduate course in media measurement reporting functions. Over time, the career. Just as I was finishing my Ph.D. and economics at the Columbia Business reporting functions migrated to operating and getting ready to accept a tenure-track School. units and the corporate research function job at the University of Arizona, I got a became more strategic, less engaged with somewhat random query about my inter- Judy: How long have you been senior vice the daily needs of the individual brands. est in a job doing media research as assis- president for Research & Insights at Condé Though we still do some of that, I per- tant to the publisher of Time Magazine. Nast? How would you describe your cur- sonally tend to get involved in the It intrigued me enough to go to New rent role there? abstract and technical media industry York for the interview, and I decided to level issues and their translation to the give it a try. That was more than 30 years Scott: I’ve been here for 13 years, doing business needs of the company, focusing
38 QRCA VIEWS WINTER 2014 www.qrca.org on key questions, such as how to mone- of conclusions. It’s like the old galvanic It’s paradoxical; if you can’t show it to tize media in a digital environment with skin response or pulse monitors: you them with numbers, they’re usually not many competitors; how traditional quali- might be able to detect a change in going to pay attention to the other stuff, ty content companies stay healthy in the behavior, but how do you actually know but if you get a couple of consumers on era of bloggers; user-generated content; what that represents? Instead of sweaty video to illustrate what you’re talking ubiquitous digital photography; and low palms, now it’s the brain lighting up on about in the numbers, then that’s actually barriers to entry. Trying to anticipate the some fMRI. What’s the substantive mean- what they remember – because they’re future keeps you on your toes, and in the ing? We have better tools for seeing just human beings, too. It’s like a mental current disrupted media world, the future brain activity, but are still vexed by the shortcut, a heuristic. They can say, “Oh, I is now. You might say that there has problem of interpreting the results. get it, she’s articulating that,” as long as never been a greater need for research We’ve done research for many years they have some quantitative support. But and insights. about how people do not give true if you make the claim by showing them Right now we have more data than ever accounts, forget certain things, or recon- just a handful of people, it’s difficult to before, but we struggle to convert the struct their history without even knowing get past the skepticism, particularly in the data into meaning. Some of the problems they’re doing it. There are all kinds of really large agencies and consumer prod- are common to all types of research: how ways in which our retrospective accounts ucts or financial services companies. If to mesh together online and offline, ran- have been shown to be unreliable, yet we’re dealing with the luxury advertiser dom and non-random, how to integrate they’re the only thing that we have had in Paris or Milan, like a fashion house, disparate data sets to get to better infor- available. Our culture is biased in favor though, they tend to operate more intui- mation. In the media research context, of passive measurement or direct market tively. They’re with a company like Condé this sometimes takes the form of the test, as opposed to the toolkit that we Nast because they can just sense that they “attribution” problem. Who gets the typically use in research. belong in Vogue, that their product just credit for the sale? People are subjected to As in business in general, we in looks good in there. so many different commercial messages research are vulnerable to faddishness. that everyone knows it is a mistake to We sometimes mistake tools for methods. Judy: Do you still recommend that quali- credit only the last click. You would miss We’ve got a new neuroscience tool and tative be part of the mix editorially? all the messages that prompted them to we think, “That’s going to be the answer do a Google search in the first place. to all my problems.” Instead of treating it Scott: Yes, and we have better tools now. Years of prior brand impressions – some as a tool, we treat it as THE guide to For a project coming along later this year, of which were measured in detail, truth, and it’s not to come up with a rea- we will recruit a temporary online com- although some were not – or something sonable hypothesis about why these things munity of women who are in this catego- else could form an association between a are true. ry, but aren’t necessarily brand loyalists. brand and a particular set of attributes. You still need that smart human being The plan so far is to send them the maga- The process of trying to figure out how to asking, “What does it mean and how can I zine before and after the redesign and model and attribute the credit for the evaluate that with other bits of evidence that have them talk among themselves in the consumer action is a very interesting, dif- may be aligned or may be contradictory?” community as a way of monitoring it. ficult, but important area of methodolog- That’s a technique that we didn’t have ical innovation. It’s one of many exam- Judy: How have your decisions on what available a decade ago. ples of the gap between our growing abil- qualitative methods to use changed? To be honest, most of the online quali- ity to gather data and our still limited Where does qualitative fit in for you now? tative techniques leave me feeling unsatis- ability to tame it. fied. I get some information, but it isn’t I go back and forth on the neurosci- Scott: I usually recommend qualitative as rich as what I get when I actually drag ence methods. They frequently seem to be in the mix, at least for editorial and myself out into the field and watch peo- be difficult to scale and to make sensible consumer projects. The side of the busi- ple. That’s partly because I like to watch business decisions to use, versus simpler ness that involves making claims to people. Sometimes they say one thing, methods that can get you the same kinds advertisers really needs quantitative data. but I’m watching their body language and
“Particularly when I’m trying to get editors to think more concretely about who’s in their market, you still really need to structure some direct engagement between them and their customers. For this, I prefer more old-fashioned high-touch approaches to qualitative.”
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 39 Insider Perspectives on Qualitative CONTINUED
drawing a different conclusion. This and triads where people know each other involves interpretation. It’s pretty hard and call each other’s “BS.” to do deep probing and deep interpret- I’ve also done work that involves eth- ing when I am only getting what they are nographic methods. We’ve had a lot of writing. And even if I am reviewing fun with Teen Vogue readers, these teen- video collected through an online com- age fashion freaks. You give them some munity, it is hard to do the deep probe money to spend and send a camera out or follow-up that helps answer the tricky with them. They know the stores in questions. So I am still a bit old school Seattle or in Phoenix or wherever, and when it comes to qualitative. But I yield they’ll dive right in. They’ve been eyeing to the advantages of these temporary this item for a while. You have them buy communities because they’re formed for it, come back to the group and then style a special purpose. We put them togeth- it; it’ll be a whole day. Why do they think er, thank everybody, and they go away. that’s fashionable? How would they put it together with their other stuff? You’re Judy: So you’re using focus groups less not going to get that in online research. than you did, but they still play a role? It’s a whole process that gives you some tendency to try and make these things clue as to how they are thinking about Scott: I haven’t thrown away any of those more like quantitative, getting votes: what they put together and call cool. I old tools yet in my own preferred “Hold your hand up. How many people don’t know of any other way to get to it approach. I think there’s more flexibility like this?” There are better ways of getting than this approach. Yes, it’s slow; yes, it’s FOCUSBRINGING around it. I rarely would do a fourteen- that. I tend to prefer smaller groups. I expensive, but in certain situations it still person group. Sometimes there was a like eight or nine; I also like using dyads seems to me to be the best way of provid- ing that kind of interpretive grist. You can’t afford to have old school OPINIONS INTO qualitative as often as you might prefer. FOCUS And you are under pressure to do things hispanic & latino market medical professionals that are more innovative and novel. The web streaming 5,000 sq. ft. facility newer and less traditional approaches Top Rated by Impulse focus groups personal client service tend to be the ones that always earn FOCUS on-site IT specialist product trial test favor with management just because Experienced Management FOCUS central location they’re new. Particularly when I’m try- FOCUS ing to get editors to think more con- Web Streaming business executives bilingual staff IT professionals success cretely about who’s in their market, you R online bulletins
national recruiting still really need to structure some direct business owners Personal Client Service engagement between them and their mobile developers ethnographies video conferencing experienced management customers. For this, I prefer more old- High Quality In-House Recruiting eye tracking technology fashioned high-touch approaches to qualitative. Video Conferencing 6633 E. Hwy 290, Suite 201 l Austin, TX 78723 l 512.637.6690 l www.thinkgroupaustin.com Judy: You talked about the faddishness in market research and in business gener- Ethnographies ally. What is that about? Is it, “We’re bored, we’ve seen a lot of focus groups?” Wi-Fi Throughout Scott: I think it’s that. It’s also what tends to get covered in the press. People Living Room/Auditorium Set Up are very focused on how these things appear. Particularly in an environment where we have digital disruption, people tend to be enamored with things they might not even fully understand. I think there’s more space right now for black boxes where we don’t really know how the thing works – where there’s the proprietary algorithm, where there’s neuroscience. Neuromarketing tech- niques are guilty of this; there’s not real- Phone: 847.827.9840 | Toll Free: 877.286.8439 40 QRCA VIEWS WINTER 2014 www.qrca.org www.clearviewresearch.com For a quote: [email protected] FOCUSBRINGING OPINIONSFOCUS INTO Top Rated by Impulse FOCUS Experienced Management FOCUSFOCUS Web Streaming Personal Client Service High Quality In-House Recruiting Video Conferencing Ethnographies Wi-Fi Throughout Living Room/Auditorium Set Up
Phone: 847.827.9840 | Toll Free: 877.286.8439 www.clearviewresearch.com For a quote: [email protected] Insider Perspectives on Qualitative CONTINUED Thank You, 2014 Volunteers! “I’ve always felt like part of my job is to prevent people from getting hoodwinked by snake oil. Particularly when people make great claims, you need to apply some skepticism.” QRCA would like to recognize the following people for their leadership throughout 2014:
} Roben Allong } Lauren Goldberg McCluskey } Dorrie Paynter } Isabel Aneyba } Caryn Goldsmith } Joel Reish ly empirical validation evidence that sometimes come away feeling as if it } } } allows you to have great confidence. I’ve didn’t repay the effort in terms of the Steven Appel Corette Haf Judy Riggs always felt like part of my job is to pre- information yield. } Kay Corry Aubrey } Diane Harris } Paula Rosecky vent people from getting hoodwinked by } Mary Aviles } Jenifer Hartt } Pat Sabena snake oil. Particularly when people make Judy: After asking all these direct questions, } } } great claims, you need to apply some here’s a projective one. If qualitative were a Batool Batalvi Kelly Heatly Albert Sanchez skepticism. I think that is part of the role magazine, what magazine would it be? } April Bell } Kris Hodges } Susan Saurage-Altenloh of a research professional in a company. } Daniel Berkal } Steve Hudson } Amy Savin Scott: It would be a pictorial magazine } } Judy: Any snake oil qualitative methods of some sort. I hesitate to say Life because } Jim Berling Jennifer Jackson Manny Schrager you want to call out? it’s extinct. Any pictorial magazine like } Casey Bernard } Kathy Jacobs-Houk } Wendy Shaw Architectural Digest, where people are } Shaili Bhatt } Frankie Johnson } George Sloan Scott: No, I actually feel that qualitative looking at pictures a lot and figuring out, is a little bit less prone to that. Part of “Do I belong in this picture?” To some } Rebecca Bryant } Chris Kann } Philip Smith the advantage of qualitative is that it’s extent it would be any magazine because } Liliana Caceres } Ted Kendall } Julia Spink highly flexible. It allows you to shift- they look at not only the editorial but } Linda Callahan } Suzanne Klein } Janet Standen shape a little bit as you get in and hear is other managers. You’re a CEO, so your also the ads and say, “Are these my kind } } } what people are saying. It relies more peer group is other CEOs. You want to of people?” Magazines themselves are Mike Carlon Krista Knuffman Ellen Steiner on old-fashioned listening skills; you’re brag about this cool, breakthrough thing projective. In fact, when you do projec- } Sidney Clewe } Colleen Kollman } Randi Stillman responding directly to what people are that you’ve done. You’re not going to be tive techniques in focus groups, what are } Mike Courtney } Rachael Krupek } Mark Sumpter saying. But it’s largely about the inter- bragging, “I just went to a focus group.” you using? You’re ripping pictures out of pretation. One reason that I prefer the magazines. } Jennifer Dale } Ilka Kuhagen } Susan Sweet more old-fashioned methods is that they Judy: Is there any qualitative method you } Catherine Dine } Judy Langer } Regina Szyszkiewicz require the clients – my internal clients tried that looked like the next best thing, Judy: Is there anything else you want to } Rosemary Driscoll } Sharon Laukhuff } Laurie Tema-Lyn – actually be there. but you were very disappointed in? say about the future of qualitative? That becomes part of a process of forg- } Ilana Drucker } Abby Leafe } Lawrence Tobias ing consensus; partly you’re trying to get Scott: I’ve been disappointed sometimes Scott: It’s a valuable tool in our effort to } Michelle Ellis } Marc-André Leduc } Marypage Turso people to see something, react to it, and when the qualitative becomes too understand what’s going on. It’s evolved } Valerie Esqueda } Jinghuan Liu Tervalon } Liz Van Patten then talk about what they think they saw. unstructured. I’ve had some experiences and there’s a menu of options that we } where we’re in swanky hotels because we didn’t previously have. I think that will } Jeffery Etherton } Samantha Loggenberg Marta Villanueva Judy: Do you find that it’s difficult to don’t want to be behind glass, so the cli- probably continue. The smart market } Antonella Fabri } Katy Mallios } Caroline Volpe persuade people to do that in in-person ents are in with everybody else. It’s all researcher is going to decide in each situa- } Terah Farness } Deanna Manfredi } Jeff Walkowski qualitative? shi-shi and the conversation isn’t suffi- tion whether newer or more old-fashioned ciently driven by questions. It’s very easy tools are best for that job and will act } Katherine Figatner } Kendall Nash } Rick Weitzer Scott: It depends. There are some who for these things to just evaporate. It can accordingly. } Michelle Finzel } Kevin Nobles } Freddie Williams love it and some who would have a very be good for getting some video footage of } Barbara Gassaway } Katrina Noelle } Foster Winter hard time getting to commit any time to someone attractive and intelligent saying Judy: The right tool for the right purpose. it. With managers, their real peer group something interesting. But I still will Thanks, it was great to talk to you. } Elaine Gingold } Pascal Patenaude } Jay Zaltzman } Kathleen Glandorf } Simon Patterson } Monica Zinchiak
“Qualitative is highly flexible. It allows you to shift-shape a little bit as you get in and hear what people are saying. It relies more on old-fashioned listening skills.”
42 QRCA VIEWS WINTER 2014 www.qrca.org Thank You, 2014 Volunteers!
QRCA would like to recognize the following people for their leadership throughout 2014:
} Roben Allong } Lauren Goldberg McCluskey } Dorrie Paynter } Isabel Aneyba } Caryn Goldsmith } Joel Reish } Steven Appel } Corette Haf } Judy Riggs } Kay Corry Aubrey } Diane Harris } Paula Rosecky } Mary Aviles } Jenifer Hartt } Pat Sabena } Batool Batalvi } Kelly Heatly } Albert Sanchez } April Bell } Kris Hodges } Susan Saurage-Altenloh } Daniel Berkal } Steve Hudson } Amy Savin } Jim Berling } Jennifer Jackson } Manny Schrager } Casey Bernard } Kathy Jacobs-Houk } Wendy Shaw } Shaili Bhatt } Frankie Johnson } George Sloan } Rebecca Bryant } Chris Kann } Philip Smith } Liliana Caceres } Ted Kendall } Julia Spink } Linda Callahan } Suzanne Klein } Janet Standen } Mike Carlon } Krista Knuffman } Ellen Steiner } Sidney Clewe } Colleen Kollman } Randi Stillman } Mike Courtney } Rachael Krupek } Mark Sumpter } Jennifer Dale } Ilka Kuhagen } Susan Sweet } Catherine Dine } Judy Langer } Regina Szyszkiewicz } Rosemary Driscoll } Sharon Laukhuff } Laurie Tema-Lyn } Ilana Drucker } Abby Leafe } Lawrence Tobias } Michelle Ellis } Marc-André Leduc } Marypage Turso } Valerie Esqueda } Jinghuan Liu Tervalon } Liz Van Patten } Jeffery Etherton } Samantha Loggenberg } Marta Villanueva } Antonella Fabri } Katy Mallios } Caroline Volpe } Terah Farness } Deanna Manfredi } Jeff Walkowski } Katherine Figatner } Kendall Nash } Rick Weitzer } Michelle Finzel } Kevin Nobles } Freddie Williams } Barbara Gassaway } Katrina Noelle } Foster Winter } Elaine Gingold } Pascal Patenaude } Jay Zaltzman } Kathleen Glandorf } Simon Patterson } Monica Zinchiak n TOOL BOX n
TALKING TO STRANGERS ON THE STREET:
Recruiting for qualitative research through intercepting people
44 QRCA VIEWS WINTER 2014 www.qrca.org inding interview subjects for The Art of the Intercept research projects can be chal- Much of the success of intercepting lenging. When participants are people to do interviews and testing on the exceptionally hard to find, what’s street has to do with how you design your a researcher to do? Why not try approach. Frecruiting by intercepting? My team used First, there’s what you look like. We this approach on a recent project when were researchers and we wanted people to participants were difficult to locate. understand that intuitively. A couple of things about us made that easy: We’re two Hard-to-Find middle-class, middle-aged white women Participants Walk Among Us wearing sensible shoes and kindly expres- Typically, we focus recruiting on behav- sions and carrying clipboards. One person iors. For our research needs the people we asked me if I was a professor at the nearby wanted to talk to do not take part in a university. Clothes are important. Props, desired behavior. Specifically, they don’t vote. like clipboards with signs on them and ID We did street intercepts because we badges, are important. Smiling is impor- couldn’t figure out a way to find the peo- tant. ple we wanted through any conventional But also, be comfortable. You may be on recruiting method. How do you recruit on your feet for hours. Out in weather. So a negative behavior? Or rather, how do plan for being warm enough, cool you find people who aren’t doing some- enough, sun-screened enough, keeping in thing, especially something they are likely mind that you have to carry everything to think they should be doing – so they you need for the day without looking like might lie about it? a bag lady. It’s not uncommon for retail compa- In my previous intercept experience, I nies to have mystery shoppers who chat started by quickly saying something like, up other people in their stores. The head “May I ask you a couple of quick ques- of Intuit, Scott Cook, instituted follow- tions about X?” But after I watched a pro me-home studies long ago, i.e., find – a colleague who works for the League of someone in a store who is buying your Women Voters registering people to vote product, have a conversation, invite them – I tried different approaches with differ- into your study, and then see if they’ll let ent people. But mostly what worked was you follow them home and watch as they some variation of: open, install, configure, and use your stuff for the first time. It’s what Cyd “Hi. My name is Dana. I’m a researcher Harrell and Nate Bold call “in-time and I’d love to ask you a couple of questions recruiting.” The user is in the moment, about voting and elections.” not just in the market. There’s no ques- There’s something about introducing tion about the motivation. yourself that gets people to stop and pay We wanted to learn about information attention. However, we ran into plenty of challenges for people who are eligible, but skepticism. So the follow-up often went not voting. This is less about being at the something like, “I’m not selling anything. I right time and more about being in the don’t work for any of the campaigns or par- right place. We needed to go where these ties. I don’t have a petition. I just have a people might be. couple of questions. Ok?” That’s usually all it took.
By Dana Chisnell “People want to help you, if they can. Director n Center for Civic Design n North Andover, MA n There’s something about introducing yourself @ChadButterfly that gets people to stop and pay attention.”
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 45 Recruiting for Qualitative Research CONTINUED
right place within the neighborhood to do Safety and Approachability How to communicate our epic hanging around. This brings us to safety and awareness You want a place where there is plenty of of your surroundings. We did all of our PRO TIPS foot traffic, but not where people are on street intercepts during daylight hours. • Know your anticipated study outcomes their way somewhere. Train stations, We conducted separate interviews, but we and the reasons for those assumptions. maybe. Subway stops, not so much. Our were usually within viewing range of each This makes it easier to be flexible with greatest success was at a community center other, and when we weren’t, we either changing conditions and a varied one evening. There were a lot of people checked in first or SMS’d new locations available population. coming and going for events, but there (I would never try this kind of fieldwork were also people just hanging out who had without a cell phone handy). When we • Be ready with any appropriate, quick, and time to spend with us and were glad to do did intercept interviews in the evening friendly question. You have to be “on” and it. We had called ahead to ask if it would be we chose indoor locations, such as the energized without being freaky. permissible for us to be there, if we needed community center. • Use your own style. to rent a room, and whether there were any rules we needed to know. When we arrived, • Cast your question in a culturally the director was delighted to see us, made acceptable way. Be sensitive to and Guarding your introductions, and gave us a tour. respectful of ethnic customs and There were also a couple of places where personal safety protocol. we had handlers or intermediaries. In one • Be inquisitive rather than confrontational. neighborhood, a community activist took PRO TIPS • Work the researcher angle. People want us around to some of the spaces where she • Work in pairs. to help you if they can. regularly worked with people or groups. We had general success at or near • When working outside, work during Not everyone wants to help you, though, libraries. A large city library had a lot of daylight hours, unless you know the and some folks just won’t talk to strangers. foot traffic from the neighboring univer- neighborhood to be safe. And of course, hardly anyone qualifies for sity, as well as other people from the DIGITAL RECORDING WIRELESS INTERNET VIDEO SCREENING TRANSCRIPTION SERVICES TRANSLATION SERVICES your study when you’re out in a random community. This population mix yielded • If you decide to separate, agree on a pool. For our most recent study, we con- several qualified candidates for our meeting time and place to check in. ducted 55 twenty-minute interviews during study. • Make sure your cell phone is fully charged. a three-week period in which we did one or We are pleased to announce Since our inception in 1975, we’ve continued to hone our two days of intercepts in each of four cities. • Have a plan for emergencies. knowledge of the consumer-landscape and offer solutions that There were days when we stood (or paced) the opening of our newly renovated for three or four hours and managed to do Choosing a venue There are people in the general public best meet the needs of the client while being a conducive only a couple of interviews each. state-of-the-art research facility who would be perfect for your study, but environment for the research participants. Through gaining PRO TIPS when you see them, they actively avoid you. They turn away, cross the street, or just these insights and experiences, we came up with the idea of Reaching your quota • Cafés and restaurants will be more look down. It is fascinating to be deliberately Fusion Focus – a fusion of RRU Research’s extensive experience welcoming, especially if you offer to buy ignored. When that happened a lot, I took something for you and your participants, at as a signal that I needed to check myself. with traditional and non-traditional research settings. PRO TIPS or if you know the proprietor. What was my posture like? How was I holding myself? Was the sign for my study • Give yourself plenty of time. • Intercepting inside a library is not feasible showing and readable? Was I showing any Qualitative Recruiting Specialists since the venue is too far away from foot • Consider setting goals for the day signal that I should not be approached? traffic. as motivation. Potential interview subjects will be more Large full-time recruiting staff receptive to someone who devotes attention • Don’t expect everyone you approach • What you are doing may be seen as Supremely experienced Project Managers to their personal appearance and demeanor. to say “yes.” soliciting, which is illegal in some Recruiting well for user research is one of Large and eclectic national Database situations. Be sure to check local the greatest challenges of day-to-day work regulations so as not to violate any laws. Location, Location, Location in experience design. Focusing on behavior One of the biggest challenges was choosing • Colleges may want you to go through their makes it easier. How do you find people “Delivering on our promises and providing unmatched service where to try to intercept people. We wanted institutional review board (IRB), unless you who are hard to find through the usual and experience. That’s how we help our clients and that’s people who didn’t vote or voted infrequently. channels? We decided to go where our peo- know the provost or president who can always our focus.” Fortunately, they’re everywhere. But we grant approval. ple were: streets, libraries, community cen- were pretty sure that there were places ters, churches, malls. Sure enough, there - Maryanne Livia, President, RRU Research where prospective voters were more likely • Community centers can be safe, fun, they were. All we had to do was talk to and less likely to be. target-rich environments with a little enough strangers. We looked for cities with diverse neigh- advance planning. borhoods. The next trick was to find the Fusion Focus Phone For Inquiries or Bids 373 Park Avenue South, 10th Floor +212.889.4777 [email protected] New York, NY 10016 [email protected] research 46 QRCA VIEWS WINTER 2014 www.qrca.org DIGITAL RECORDING WIRELESS INTERNET VIDEO SCREENING TRANSCRIPTION SERVICES TRANSLATION SERVICES
We are pleased to announce Since our inception in 1975, we’ve continued to hone our the opening of our newly renovated knowledge of the consumer-landscape and offer solutions that state-of-the-art research facility best meet the needs of the client while being a conducive environment for the research participants. Through gaining these insights and experiences, we came up with the idea of Fusion Focus – a fusion of RRU Research’s extensive experience with traditional and non-traditional research settings.
Qualitative Recruiting Specialists Large full-time recruiting staff Supremely experienced Project Managers Large and eclectic national Database
“Delivering on our promises and providing unmatched service and experience. That’s how we help our clients and that’s always our focus.” - Maryanne Livia, President, RRU Research
Fusion Focus Phone For Inquiries or Bids 373 Park Avenue South, 10th Floor +212.889.4777 [email protected] New York, NY 10016 [email protected] research n SCHOOLS OF THOUGHT n
48 QRCA VIEWS WINTER 2014 www.qrca.org Put Your Money Where Your Mouth Is: Why a Prediction Market is a Great “Qual-Quant” Tool
By Julie Wittes Schlack n Senior Vice President, Product Innovation n Communispace Corporation Boston, MA n [email protected]
have made your investment early enough e live in a relentlessly “social” world, in which for your shares to gain in value. opinions are even more ubiquitous than ads, The purpose of a prediction market is to anticipate the likely success of an idea, and influence is courted, measured, and sold. product, or political candidate. Prediction Consumers want to be known and heard, and market “investors” – think of them as “players,” since this is a gamified Wthey embrace any opportunity to partner meaningfully with approach to research – are given play money or points to invest in answers to brands. But as many participants in telephone or online sur- questions. These may be binary questions veys can testify, answering numerous questions about your like, “Will this product appeal to four-to six-year old girls?” or “Will Product A likelihood to do or buy something is not only tedious, but also outsell Product B?” or “Will this promo- tion motivate non-customers to sign up questionably accurate, even when responding in good faith. for a free trial?” Or you might ask multi- Online Prediction Markets are generating interest and credi- variate questions, such as, “Which of these products will be most successful among bility in this climate as a research methodology, yielding not four-to six-year old girls?” or “Which of these promotions will motivate the greatest just accurate outcomes, but qualitative insights into the whys number of non-customers to sign up for a behind them. free trial?” Players answer only the questions What is a ily against the Facebook phone and about which they have a strong opinion. Prediction Market? instead, early on, put much of your They can invest in the likely failure of an Imagine that in 2013 you were present- money on the phablet. If you had done idea as well as in the likely success of one, ed with several potential investments, the latter, you would not only be a mil- and they can invest as few or as many including a super-large Android phone (a lionaire, but you would have beaten out points as they want, based on the “phablet”), a Facebook-based phone, and your fellow traders by investing heavily strength of their confidence in their own an Amazon-produced phone. You might in the right predictions: that even devoted predictions. have decided to hedge your bets, putting Amazon users really don’t want to shop Furthermore, when they invest, they equal amounts of money into all of these all the time via their phones, that provide an explanation of why they’re ideas. Or you might have decided that Facebook users prefer to treat the social doing it and have the option of publicly nobody would turn down the chance for network as an app not as a device, and posting their rationale for discussion and a Facebook-sponsored phone and put all that phablets satisfy consumers’ desire to debate as well. of your chips on that product’s success. have a single mobile device, rather than When the market closes, each predic- Alternatively, you might have bet heav- both a phone and tablet. And you would tion, e.g., each possible outcome, ends up
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 49 Put Your Money Where Your Mouth Is CONTINUED
“More engaging than traditional surveys, more scalable than focus groups, prediction markets offer a unique and reliable way for companies to get consumer input and predictions at every stage in the product or service life cycle.”
with a numeric “consensus score.” This demographic, or “objective” knowledge. don’t belong to the parents-of-young-kids score ultimately represents the probabili- This intrinsic reward of potentially gain- demographic, the fact is that I work and ty that it will come to pass. In most pre- ing points is often augmented by extrinsic converse with dozens of people who do diction market platforms, an individual’s ones; Communispace, for example, offers and have grandchildren and aren’t shy “net worth” – the point value of their prizes to players based on both participa- about expressing their enthusiasms. I “portfolio” – rises or falls based on the tion and on gains in the value of their have knowledge that I could bring to accuracy of their predictions, regardless predictions. bear, if given the opportunity. That’s why of whether that accuracy is rooted in More engaging than traditional sur- noted statistician Nate Silver writes in their intuition, personal experience or veys, more scalable than focus groups, The Signal and the Noise, “Quite a lot of prediction markets offer a unique and evidence suggests that aggregate or group reliable way for companies to get con- forecasts are more accurate than individ- sumer input and predictions at every ual ones, often somewhere between 15 stage in the product or service life cycle. and 20 percent more accurate depending They can be used for narrowing the new on the discipline.” product development funnel, concept Of course, this only works if you loos- testing, forecasting, pricing, message en the constraint of focusing exclusively optimization, and promotion testing. Just on personal preferences and intentions. as important, they elevate the role of the That’s why rather than asking, “What do consumer (and potentially, the employee) you like?” or “What are you likely to do?” from “respondent” to active partner and a prediction market asks, “What is going collaborator. to happen?” A wealth of psychological and statistical theory suggests that people Breaking the Rules often reveal more about themselves when of Traditional Research asked to predict the behavior of others relentless. As you may have gleaned, a prediction than when asked to anticipate their own market is a method that encourages prep- actions. Just as in the stock market, peo- aration, rewards influence, and has other ple can and will invest in their predic- attributes that have traditionally been tions about the behavior of others based anathema to market research. on their confidence in the outcomes. This For starters, the methodology does not often results in a truer picture of what is favor homogeneity among participants. likely to have value in the real market. Unlike traditional concept tests where Prediction markets also break with the The wonders of technology are ever desirable, but can be elusive. No one pursues the tools of research technology you try to assemble a representative sam- model of the isolated respondent answer- ple of likely consumers, a prediction mar- ing in a bubble, untainted by the views of quite like Fieldwork. Need to do groups in Smallville, USA? Let our Fieldwork Anywhere team quickly turn any ket favors diversity in the participant others. On the contrary, participants can pool. The underlying theory is that the see how specific predictions are faring in two rooms into a full-service focus group facility, in ANY city — with a life-size virtual mirror, video streaming , whole is greater than the sum of its parts, the market – whether their value is rising that even if a given individual’s knowl- or falling – and even adjust their own digital recording, recruiting, hosting, even snacks and Critters in the viewing area. Or let Fieldwork Webwork edge is incomplete or biased, aggregated investments based on these develop- create a virtual facility—with webcams for far-flung respondents to take part in online groups, collective knowledge is not. ments. For example, I no longer have young But simply following the crowd is rare- discussion boards/blogs, surveys and more. Our recruiting and dedicated support sta children at home and would thus be ly a winning strategy. To go back to our excluded from research conducted by a earlier example, if you’d invested early will ensure your project feels like cat’s play. If your research needs are feeling out of toy company or theme park. Though I and heavily in phablets, while the value reach, click on eldwork.com and let us sink our claws in.
www.fieldwork.com 1.800.863.4353
ATLANTA BOSTON CHICAGO-DOWNTOWN CHICAGO-NORTH CHICAGO-O’HARE CHICAGO-SCHAUMBURG DALLAS 50 QRCA VIEWS WINTER 2014 www.qrca.org DENVER FORT LEE, NJ LA-ORANGE COUNTY MINNEAPOLIS NEW YORK-WESTCHESTER PHOENIX
SAN FRANCISCO SEATTLE-KIRKLAND SEATTLE-DOWNTOWN GLOBAL PROJECT MANAGEMENT relentless.
The wonders of technology are ever desirable, but can be elusive. No one pursues the tools of research technology quite like Fieldwork. Need to do groups in Smallville, USA? Let our Fieldwork Anywhere team quickly turn any two rooms into a full-service focus group facility, in ANY city — with a life-size virtual mirror, video streaming , digital recording, recruiting, hosting, even snacks and Critters in the viewing area. Or let Fieldwork Webwork create a virtual facility—with webcams for far-flung respondents to take part in online groups, discussion boards/blogs, surveys and more. Our recruiting and dedicated support sta will ensure your project feels like cat’s play. If your research needs are feeling out of reach, click on eldwork.com and let us sink our claws in.
www.fieldwork.com 1.800.863.4353
ATLANTA BOSTON CHICAGO-DOWNTOWN CHICAGO-NORTH CHICAGO-O’HARE CHICAGO-SCHAUMBURG DALLAS
DENVER FORT LEE, NJ LA-ORANGE COUNTY MINNEAPOLIS NEW YORK-WESTCHESTER PHOENIX
SAN FRANCISCO SEATTLE-KIRKLAND SEATTLE-DOWNTOWN GLOBAL PROJECT MANAGEMENT Put Your Money Where Your Mouth Is CONTINUED Thank You, 2014 QRCA Conference Sponsors!
“The underlying theory is that the whole is greater than the Platinum sum of its parts, that even if a given individual’s knowledge is incomplete or biased, aggregated collective knowledge is not.” Civicom Marketing Research Services Digsite of the stock was low and the play-it-safe about 3,000 ordinary citizens have been both the number of unique investors they investors were putting their points into making predictions about local and inter- attract and the size of the average invest- L&E Research known entities like Facebook or Amazon, national events that are, according to a ment. And through the public discussion you would gain far more than if you recent National Public Radio report, gen- and debate around investments, you can Schlesinger Associates invested in it a week later, after the market erally more accurate than professional see which arguments are persuasive to had already coalesced around the phablet intelligence analysts. And since 1988, the other investors and why. While these dis- VisionsLive and its value was higher. So while the University of Iowa has used prediction cussions are comparable in form to those transparency of a prediction market may markets to forecast election outcomes. in any online discussion forum, they have initially encourage some “me, too” behav- The success of this approach has been the added benefit of helping you infer the ior, investors quickly learn that they stand proven in the commercial space as well. tangible impact of a posting, based on to benefit more by boldly taking a stand Many major companies, including whether it’s followed by a surge in buying (through both the timing and the quantity Hewlett-Packard, Motorola, Intel, Best or selling. of their investment) and trusting that oth- Buy, Microsoft, Google, and Pfizer For participants, the gaming elements ers in the market will follow their lead. Animal Health, have employed internal of prediction markets and the heady There are two more dimensions along prediction markets (where the traders are combination of risk and reward combine Gold which prediction markets differ from employees) to assess everything from to offer an opportunity to compete, to conventional methodology. First, inves- likely product shipment dates to sales fig- improve, and to receive reward and status tors need not respond to every question. ures. And parallel studies by for doing so. As a result, participants are Fieldwork They invest only in outcomes about Communispace, BrainJuicer, and other far more emotionally and intellectually which they have a strong point of view, research firms have proven consumer engaged than when simply asked what FOCUSCOPE thereby eliminating the “indifference prediction results equal or out-perform they do and don’t like and why. bias” that so often creates false signals in those of other methods. After all, today’s consumers are able to FocusVision research. And because they are invited to For researchers, prediction markets express themselves in multiple venues and invest against an outcome, not just for it provide much more nuanced qualitative ways – from posting product reviews and – for example, putting a lot of points into information than do surveys and more Pinterest pictures to creating and sharing Focus Pointe Global the prediction that Product A will not do informative quantitative outputs than their own videos. They will no longer set- well among four-to six-year old girls – focus groups possibly can. For example, tle for being “respondents,” nor should we icanmakeitbetter.com they get to not only reward good ideas you can immediately tell which concepts ask them to. Instead, we can use predic- but also kill bad ones early as well. are polarizing because you’ll see that they tion markets to harness consumers’ energy generate significant quantities of both and expertise to the design and marketing (Why) Do Prediction positive and negative investment. You can of the products and services they’ll ulti- Markets Work? see which ones are most differentiated mately be asked to buy. For the past three years, a group of and attract the greatest passion, based on That’s a game everyone wins.
Silver
“… participants are far more emotionally and intellectually engaged Dub than when simply asked what they do and don’t like and why.” Bronze
First Choice Facilities Peters Marketing Research 52 QRCA VIEWS WINTER 2014 www.qrca.org Thank You, 2014 QRCA Conference Sponsors!
Platinum
Civicom Marketing Research Services Digsite L&E Research Schlesinger Associates VisionsLive
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Fieldwork FOCUSCOPE FocusVision Focus Pointe Global icanmakeitbetter.com
Silver
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Bronze
First Choice Facilities Peters Marketing Research n TECH TALK n
SPEED-READING THE WEB WITH VISUAL, REAL-TIME SEARCH CAPABILITIES
By Kathleen Glandorf n Top Kat n Scarlet Kats, LLC n Hamilton, OH n [email protected]
he world is experiencing exponential growth of digitally accessible information. In 2013, there were 4.4 zettabytes (a zettabyte is a trillion gigabytes) of digital information. To put this in perspective, if the digital universe were represented by a Tstack of tablet computers, it would have already reached two-thirds of the way to the Moon in 2013! And by 2020, that information is estimated to multiply tenfold to 44 zettabytes, according to the analyst firm IDC.
54 QRCA VIEWS WINTER 2014 www.qrca.org Three key factors are contributing Text analysis tools, on the other hand, Learning, Teaching, etc.). The relative size to this explosive growth: highlight specific terms in the most sim- of the visualization represents the number plistic way: coding open-ended responses. of sites pertinent to the section – the larg- • Social media is huge: 30 billion pieces Many software packages will include word er the visualization, the more information of content shared monthly on Facebook, clouds or offer content analysis in the on the topic. There are three different over a billion tweets per week on Twitter, form of tables and charts to offer insights visual representations (see Figure 1) that more than 26 million hours of video into the verbatim responses. Text analytics can be used for any search. We all learn uploaded to YouTube annually, over 60 may tell you how many times the word and process data differently; Zakta has million photos a day posted on “Strategy” came up, but not the insights made it easy to “look” at data the way you Instagram, and much more. around when and why. need to see it. It is also easy to go back to the search sources (Figure 2) to explore • Millions of businesses and their Zakta – the New Paradigm different avenues for the same informa- employees working online, producing for Speed-Reading the Web tion. ever-increasing digital content: emails, Zakta, an online text analytics tool, By the time you read this, Zakta will documents, presentations, spreadsheets, offers a new way to cut through the clutter have added a new feature to analyze and more. and get to the exact pieces of information spreadsheet data with a similar result. This we need for our research projects. Zakta’s feature will allow you to import a spread- • The Internet of Things: millions of sen- approach is to visually navigate the sheet with open-ended responses and get a sors, smartphones, and other devices exploding universe of Big Data and Big visual analysis of the text. This promises to communicating continuously over the Content. QR professionals can start with a be useful for analyzing Market Research Internet. quick search and instantly get a visual way Online Communities (MROC), bulletin to navigate the information. The initial board, online focus groups, or large one- Current Tools and Gaps search is like seeing a bird’s eye view of the on-one projects where transcripts can be It is obvious we live in a world of so- landscape and rapidly separating the forest downloaded into spreadsheet format. If called Big Data, something the consulting from the trees to get the information you do survey work, it should also help firm McKinsey & Company says “will you’re looking for faster. with open-ended analysis. become a key basis of competition.” An Zakta is web- and social media-based, often overlooked aspect of Big Data is transforming pages of unstructured search Key Benefits for sometimes called Big Content, a term that results into organized visualizations (see Qualitative Researchers analyst firm Gartner uses to bring atten- Figure 1). Start with a search topic (such Zakta is not appropriate for all types of tion to the unstructured content that is as “millennials language learning”) and searches. Sometimes you only want to often lumped in with Big Data. select a search source (Web, News, Social, know where the nearest Thai restaurant is When it comes to the unstructured etc.); Zakta can then scan those search located. However, for the projects where world of information qualitative research- sources and visually arrange that topic into you want a simple way to search multiple ers work with, two important types of subtopic(s) of interest (e.g., Language outlets simultaneously, Zakta offers many tools have evolved as key parts of the Learning Technology, Foreign Language features to make that job easier. Qualitative Research toolbox in the past decade or so: search engines and text anal- ysis tools. Figure 1 A search engine, by definition, is soft- ware that is used to search the web for information; we are all familiar with Google, Bing, and Yahoo. Google has become synonymous with search and, to a degree, represents the state of the art. For transactional searches such as, “Who is the CEO of IBM?” or “Address for Company ABC,” you will more than likely receive the correct answer. However, ask Google an informational question like, “What is the best strategy for developing a business plan for auto sales?” and you’ll trudge through page after page of blue links. This latter type of question is more similar to what QR professionals spend time explor- Research visually. Create research projects, curate relevant information and collaborate ing, and, in this case, the state of the art is with ease. Gain insights faster. neither efficient nor effective.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 55 Speed Reading The Web CONTINUED
Cut your research time for web 1 or social media research: Visual “Visualizations can be copied and used research capabilities help you speed-read the web on any topic, making it to augment your reports by enhancing faster to conduct Big Data/Content your visual storytelling.” research using Zakta. Collaborate with clients: You 2 can readily invite your client to join and review your research and col- laboration capabilities with the project in Zakta, achieving higher-quality research outcomes. Real-time collaboration helps teammates coordinate and work instanta- neously inside a project, while asynchro- nous collaboration tools let teammates work on a project at different times or from different locations.
Research and organize 3 projects: You can create one or more research projects and save and organize the information into folders. These folders can be accessible to all mem- bers of the research team to review and update as often as you like. Research the web using other specialized tools and incorporate content into your folders for a project or upload your own documents for the team to review. Irrelevant hits or search results can be rejected. An alert option allows you to continuously monitor the web for new information on key topics.
Recruiting tool: Find people 4 anywhere online. The tool can be used to develop screeners for potential respondents and to open the door for higher level screening and recruiting. This is especially useful for online projects or for identifying a location that will give you the densest population of acceptable respondents.
Diversity of sources: You can 5 target your research to only the
“When it comes to the unstructured world of information that qualitative researchers work with, two important types of tools have evolved as key parts of the QR toolbox in the past decade or so: search engines and text analysis tools.”
56 QRCA VIEWS WINTER 2014 www.qrca.org Speed Reading The Web CONTINUED
sources of interest to you. For example, native product uses to help expand into valuable insights that may be labor-inten- just search YouTube or Twitter or U.S. other markets. Think of the possibilities sive when reviewing the data by hand or patent data, or all of the available social when developing research proposals and manipulating a spreadsheet. media channels. Information is collected submitting bids to clients. in real-time from all the available New offerings: Zakta’s powerful sources. Reporting: Visualizations can be 9 toolset has a wealth of research 7 copied and used to augment your tools and facilities, which may Gain insight fast with product reports by enhancing your visual help expand the services you offer to 6 and market-specific searches: storytelling. your clients. Zakta can cultivate rich rela- Research how specific products tionships and keep you ahead of the com- are perceived, what drives social buzz for Input spreadsheet data: This petition. the specific product, and also find alter- 8 will obviously save time and offer
Case Study
friend of mine became a client organized. Through Zakta, we found rele- • As a side note: if the project called for when she was recently hired as a vant buckets of information that we interviewing Directors of Business business development manager could immediately access and save or Development across a wide range of for a small auto dealership in a reject as appropriate. industries, Zakta can generate a sample veryA rural area. With no business devel- I invited my friend to join the search size of close to 2,000 names and con- opment expertise and only a limited bud- and we both saved articles and informa- tact information (with a little additional get (actually nothing), we set out to do a tion in a common file. This helped cut digging). This could serve as a relevant, primary search on how to develop a down time and we did not have to rein- comprehensive national sample from strategy for this small market area. Our vent the wheel each time we conducted which to conduct a research project. ultimate goal was to use information a new search or continued our research. searched via Zakta to design a qualita- It also helped me to understand what • Searches became less redundant and tive research project that she could use interested her in the research, which more dynamic as we continued working to gain further insights to improve sales would act as a guide for next steps. over the course of a few weeks because through different channels. articles can be saved or We began with a web rejected during the course of search of a simple phrase, a project. “business development car This project continues and sales,” which resulted in my friend now has enough 109 million hits on Zakta versus 225 My client noted a few advantages information to design a well thought-out million on Google – far too many to navi- to using Zakta for this project: business plan and strategy. Beware of gate in either search engine. However, • A more general initial search (“develop- one downside: I was so absorbed with compared to Google, the Zakta search ing business development”), rather than the Zakta part of the research that I results were less daunting and far more the specific (“business development car often lost track of the real goal of the sales”), proved more fruitful in generat- search. ing initial clusters to hone her research and obtain articles specifically about designing a business development strat- egy to create a more specific plan for the auto dealership business.
• With three simple clicks on Zakta, my friend found valuable information in the “People” search, including names and contact information for many possible networking opportunities. This specific information for finding appropriate sam- ples for respondents cannot be done as easily in a search on Google or Bing.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 57 EYE TRACKING IVP TECHNICIAN HAND-HELD DEVICE USABILITY
Speed Reading The Web CONTINUED
A Tool that Delivers a variety of subscription plans to help Is Zakta the only or best search engine with the ebb and flow of research proj- WEB USABILITY out there? No. It is another tool that we ect work and also allows you to down- can put in our arsenal to help provide grade or upgrade your subscription more value-added deliverables to our once a month, as needed. USA: +1 732.970.9446 clients. I have only needed to use Zakta Overall, this new tool does the job UK: +44 (0)20 7487 9290 a handful of times, but in those that it promises: it makes the massive instances I have had no problems with amounts of data and content available [email protected] the software or the options within the online more accessible to everyday InteractiveVideo.com software. researchers, making social media A monthly subscription can be cost- research and Big Data research a bit Usability Lab with Technician • Eye Tracking Lab with Technician prohibitive for an independent QRC; more possible than it would be just Ethnographic Videography • Highlights Video • Video Streaming however Zakta does offer free subscrip- through major search engines. Real tions for basic services, and it is free for projects can benefit from the direction Remote Usability Research Support the first month to try the service. The this type of research can provide and is specific Zakta product of interest to QR an approach any researcher should con- professionals is called Zakta Marketing sider when facing an online project that (http://marketing.zakta.com). Zakta has seems daunting. USA CONNECTICUT Murray Hill National Focus Crossroads RHODE ISLAND WISCONSIN MarketView (Danbury) Plaza Research (East Rutherford, NJ) Performance Plus Delve (Appleton) ATLANTA Murray Hill National Q-Insights Focus Pointe Global (Providence) JRA (Milwaukee) Delve (Hartford) Schlesinger Associates (Teaneck, NJ) SAN DIEGO Fieldwork Atlanta New England Marketing Focus World International UNITED KINGDOM Plaza Research Focus Pointe Global Research (Norwalk) MINNESOTA (Holmdel, NJ) Taylor Research Aspect in the City Murray Hill National Performance Plus (Enfield) Ascendancy Research Meadowlands Consumer (Minneapolis) Center (Secaucus, NJ) (Manchester) Plaza Research Razor Focus (Stamford) Delve (Minneapolis) Plaza Research SAN FRANCISCO Aspect Viewing Facilities Schlesinger Associates (South Manchester) DENVER Fieldwork Minneapolis (Paramus, NJ) Fieldwork San Francisco Superior Research Field Facts Worldwide/ Fieldwork Denver (Edina) Schlesinger Associates Focus Pointe Global (Iselin, NJ) Focus Pointe (London) Need Insights? Plaza Research Focus Market Research Nichols Research BALTIMORE (Edina, Minneapolis) (Downtown, Concord, London Focus (London) AIM NORTH CAROLINA FLORIDA FRS Research Group Fremont, Fresno, Shoreditch Studios Baltimore Research (St. Paul) L&E Research (Raleigh) Sunnyvale) (London) (Towson, MD) Concepts in Focus (Jacksonville) Plaza Research The Research House MISSOURI OHIO (London, Wimbledon) BOSTON L&E Research (Tampa) Schlesinger Associate Delve (Kansas City, AIM (Cincinnati, Columbus) Copley Focus MARS Research St. Louis) Delve (Columbus) SEATTLE CANADA Fieldwork Boston (Ft. Lauderdale) Hatch Research Opinions, Ltd. (Cleveland) Fieldwork Seattle Consumer Vision (Toronto) (Waltham) National Opinion (St. Louis) (Downtown, Kirkland) Research (Miami) QFact Marketing Research House (Toronto) Focus Pointe Global Peters Marketing Research (Cincinnati) Northwest Insights Murray Hill National Plaza Research Research (St. Louis) (Ft. 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New Travel Adventures: Saga of the Nursing Mom
s QRCs we are all familiar with the various travel woes or, to be optimistic, adventures we can face – delayed and cancelled flights, long security lines, overbooked hotels, weather-related issues, and the listA goes on and on. Like the rest of you, I’m used to these travel issues and take them in stride. There is not much I can do about them and they are part of the job. I accepted them long ago. However, becoming a first-time mom opened my eyes to an entirely new set of adventures. I barely traveled during my pregnancy, but since my daughter was born I’ve had to travel quite a bit. I had decided to nurse my daughter and was not going to let my need to travel for work change that decision. I would not be bringing my infant daughter with me for business, so the plan was to pump milk beforehand to leave a supply at home, pump while traveling, then bring the milk home with me. While it requires more time, I have become very adept at the additional arrangements I have to make when I travel. All the hotel rooms need to have refrigerators. Amazingly, I find this easier to do in Europe than in the United States. I also must have access to a freezer so I can freeze the ice packs to transport the milk to the next city or home. The hotel staff often laughs when I bring the freezer packs down in a Ziploc® bag labeled with my name, room number and cell phone number; but I quickly realized the importance of doing this.
60 QRCA VIEWS WINTER 2014 www.qrca.org Also, traveling light is no longer an option. I need a separate roll aboard just for the supplies, particularly the cooler bag (or two, depending on the length of the trip). I’m also learning more about security requirements and baggage allow- ances for both checked and carry-ons. I’ve learned that in Europe the airlines will only permit you to bring on enough milk for that travel itinerary. Since I’m traveling without my daughter, I have to baggage- check the milk. In the United States you can carry on any amount of milk, with or without the baby; it is considered a medi- cal supply.
Unique Adventures Like me, I’m sure you have also experienced inconsistencies with the Transportation Security Administration (TSA), but I’ve faced them at an entirely new level. For example, each city handles testing of the milk for explosives in a dif- ferent way. One city simply tested the cooler – inside and out. Another city removed the Ziploc bags that contained the individual milk bags and tested each of those bags for explosive residue. In yet another city, the TSA tested each individ- ual bag of milk. I never know what to expect; I leave plenty of time for whatever may happen. However, one European airport seems to pose the most challenges. The first time I had to go through security in the coun- try’s capital city I was permitted only one small carry-on. So, my backpack was filled with a variety of electronics – my laptop, iPad, iPhone, Livescribe pen, Kindle, the pump device and, of course, all the power cords and chargers. As my backpack went through x-ray, security scrutinized the bag, particularly the By Caroline Volpe n President n Compass Market Research LLC pump. The female agent stared at it for a n Phoenixville, PA n [email protected] really long time, and even asked another
“I admit I’m looking forward to the day when I have the ‘normal’ travel issues once again. In the meantime, I’m trying to enjoy the new travel adventures and the unique stories that come with it.”
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 61 Saga of a Nursing Mom CONTINUED
“I’ve experienced the TSA at an entirely new level.”
security person to look at it. When neither fire. I tried not to laugh during the epi- was. When asked where the baby was, I could figure out what it was, they sent the sode. explained she was at home, but the securi- bag through, but the agent asked me to ty process went much quicker. The best open the bag and remove the device. I Read the Label part, though, was my trip through a sec- dug the pump out from under all the A few weeks later I was back in this ond security point as I entered the area for related accessories and handed it to her. same country and again the pump came my international flight; I preemptively She stared at it and I could tell she still under scrutiny. Once again a male security explained what the pump was when the had no clue what it was. I tried to agent had to explain to the female what security person looked at it. She explained explain, but she didn’t understand the pump was for, but this time he that she already knew. I was surprised and English and I didn’t know what it is explained verbally. As a result, they felt the said she was the first person who recog- called in her native language. She turned need to check all my electronics very nized it immediately. She then asked me if and showed it to a colleague who was closely. I was at security for nearly twenty the other individuals could read, pointing standing a few feet away. To explain what minutes before they took me to another out the label on the back of the device. I it was, he put his hands to his chest to area to test the pump device for explosives. hadn’t known that information was there. signal breasts and then pumped one of Before my last trip through this country, I admit I’m looking forward to the day his hands. He looked embarrassed as he I asked a colleague how to say “breast milk when I have the “normal” travel issues used the rudimentary sign language. She pump” in the native language. As expect- once again. In the meantime, I’m trying to turned and handed me the pump so ed, I was questioned when I was leaving, enjoy the new travel adventures and the quickly you would have thought it was on but was able to explain what the device unique stories that come with it.
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62 QRCA VIEWS WINTER 2014 www.qrca.org RCA Q Check Out Our Newest Podcast with JIM BRYSON, FOUNDER AND CEO, 20/20 RESEARCH
QRCA continues to conduct and record based qualitative research firm with research, his time as a state senator in interviews with thought leaders in the facilities in Nashville, Tennessee; Tennessee, and his motivations for start- qualitative research industry. These Charlotte, North Carolina; and Miami, ing a school in Haiti. podcasts shed light on subjects of great Florida. In addition to boasting three The conversation concludes with a dis- interest to those whose work involves traditional locations, 20/20 is a leading cussion about where the business is going qualitative research. Podcasts of these provider of online qualitative solutions, and what qualitative research consultants interviews are available at the QRCA including both asynchronous and real- must keep in mind to be successful in the website www.qrca.org under the time interviewing solutions. future. Tune in and find out that there is Publications link as streaming audio and In this interview, Michael Carlon talk- more to Jim Bryson than meets the eye, can also be downloaded to your laptop or ed with Jim about the irony of hating his or in this case, the ear. portable listening device as an MP3 file. research classes in college, and yet subse- If you would like to hear an interview The latest podcast features an inter- quently helping to develop a very suc- with an interesting person in the field view with Jim Bryson, the founder and cessful research business. Jim discusses of qualitative research, please contact CEO of 20/20 Research, a Nashville the bet he took on online qualitative Mike Carlon at [email protected]
QRCA Would Like to Congratulate the 2014 Young Professional Grantees!
QRCA’s first-ever Young Professional } Colleen Berg } Sarah Tax Grant (YPG) offered enthusiastic } Karin Chrisville } Arielle Trammel- Fisher young qualitative research } Katie Davis } Berkley Webster professionals the opportunity to } Chelsea Gibbons Wooten attend the association’s 2014 } Karlene Hanko } Anya Zadrozny annual conference in New Orleans. } Susan Lackey } Alexa Megna QRCA thanks Steve Schlesinger of } Beth Preece Schlesinger Associates and Merrill } Peter Schamp Dubrow of M/A/R/C Research } Kim Schonfeld for their support for the Young } Anisha Shetty Professional Grants. n BOOK REVIEWS n Impulse Survey of Focus Facilities 2014 Quality Ratings Overall 91 ALL IN: How the Best Managers Create Recruit 94 Top Three in the Nation Personnel 95 Facility 90 a Culture of Belief and Drive Big Results for Recruiting and Personnel Location 89 Food svc. 88 Value 91 Adrian Gostik and Chester Elton No. of raters 29 Free Press, 2012 According to Impulse Survey of Top Rated Focus Facilities, 2014. Top Rated Reviewed by George Sloan Customer Strategy International Taste Tests | Central Location Tests | Focus Groups | In-Depth Interviews | Product Testing | In-Person Research n Los Angeles, CA n [email protected]
heard about All In: How the Best Shultz, to name a couple). job of telling stories from their research Managers Create a Culture of Belief Throughout this book, the authors tell to make their point. and Drive Big Results by Adrian Gostik in-depth stories to make the points of The last story in the book relates how and Chester Elton while I was leading a each chapter. It is clear the two authors Christopher Columbus used the princi- Iworkshop for a client on presenting results conducted a vast amount of background ples of the Seven Step Road Map to sell to their sales force. A member of the exec- research to formulate their theories with- the Spanish King and Queen on the idea utive team at the workshop spoke about in this book. Not only are the stories well of conquering the New World. They dis- the book, how it had influenced his per- told, but they also support the specific missed his proposal as a risky venture ceptions of his sales managers, and that it lessons in each chapter. and his demands too outrageous. The is a must read. From our perspective as researchers, it Spanish courtiers convinced the King After reading All In, I am not disap- is encouraging to see that one of the and Queen to change their minds and pointed. Gostik and Elton begin by talk- Seven Steps is “Create a Customer Focus.” helped Columbus move toward his des- ing about culture in corporations, and The authors make it clear that the most tiny. Christopher Columbus changed the how creating culture is not taught in profitable cultures create a robust cus- world of the Middle Ages by convincing business schools but is what will set an tomer focus and are active in creating people to believe in him and the vision organization apart from the competition customer feedback, listening for both the he saw for the future. and drive results. “Culture is the differ- positive and negative feedback from their This book warrants a read by anyone ence; it is the glue that binds us togeth- customers. managing employees or by any er,” Gostik and Elton write. They explain The other topics in the Seven Steps are researcher conducting employee their process, “The Seven Step Road “Develop Agility,” “Share Everything,” research for clients. The research that Map,” a blueprint of how managers can “Partner with Your Talent,” “Root for went into All In is thorough, and the develop a robust culture in their compa- Each Other,” and “Establish Clear stories told throughout the book make Why AOC? nies or teams, and how that improved Accountability.” Throughout each step in strong arguments for each topic under culture will dramatically change profit- the process, the authors do an excellent discussion. ability, employee engagement, and pro- Because you are guaranteed a great experience at a great Contact us today to discuss ductivity. Throughout the book, the value. We consistently deliver on this promise because our how we can make your next authors discuss the Seven Steps that project a success! have the most powerful effect on driving focus and expertise is recruiting, project management, productivity and engagement in an orga- and implementation. nization. One of the many interesting quotes AOC Marketing Research offered in the book is from a clinical psy- In addition, you and your clients will be impressed with our 10100 Park Cedar Drive, Suite 100 chologist with whom the authors spoke fresh and modern facility. Expanded in 2014, all four of our Charlotte, NC 28210 during their research: “Understand our brains are wired to feel right, not neces- rooms are within their own private suites. Each suite has a sarily be right… That’s where you need to private lounge, office, restroom, an outside entrance/exit, 704-341-0232 start.” The authors spend a chapter pre- and separate HVAC zones for clients and participants. [email protected] senting “The Belief Factor,” and discuss in depth many of the leaders they inter- www.aocresearch.com viewed (Olympic champion Michael We’re sure that once you experience our quality recruiting, state Phelps and Starbucks CEO Howard of the art facility and personalized service, you’ll see why Cathleen Christopher, PRC, President/COO more companies return to AOC for their Mimi Rambo, V.P. of Operations research needs. 64 QRCA VIEWS WINTER 2014 www.qrca.org Impulse Survey of Focus Facilities 2014 Quality Ratings Overall 91 Recruit 94 Top Three in the Nation Personnel 95 Facility 90 for Recruiting and Personnel Location 89 Food svc. 88 Value 91 No. of raters 29 According to Impulse Survey of Top Rated Focus Facilities, 2014. Top Rated
Taste Tests | Central Location Tests | Focus Groups | In-Depth Interviews | Product Testing | In-Person Research
Why AOC?
Because you are guaranteed a great experience at a great Contact us today to discuss value. We consistently deliver on this promise because our how we can make your next focus and expertise is recruiting, project management, project a success! and implementation. AOC Marketing Research In addition, you and your clients will be impressed with our 10100 Park Cedar Drive, Suite 100 fresh and modern facility. Expanded in 2014, all four of our Charlotte, NC 28210 rooms are within their own private suites. Each suite has a private lounge, office, restroom, an outside entrance/exit, 704-341-0232 and separate HVAC zones for clients and participants. [email protected] www.aocresearch.com We’re sure that once you experience our quality recruiting, state of the art facility and personalized service, you’ll see why Cathleen Christopher, PRC, President/COO more companies return to AOC for their Mimi Rambo, V.P. of Operations research needs. n BOOK REVIEWS n Book Yourself Solid Illustrated Michael Port and Jocelyn Wallace FocusVision HomeVu Left Coast Press, 2007
Reviewed by Kay Corry Aubrey Usability Resources Inc. n Bedford, MA n Utilizing mobile devices to stream live in-home immersions [email protected]
Bene ts Include: ook Yourself Solid Illustrated is the niche and target market to develop a con- and then a schedule that allows you to workbook version of Michael Port’s tent strategy and non-intrusive systems make helpful systematic contact with • Observe your consumers in their natural environment bestselling business book of the for staying in front of the people who will them, e.g., by sending articles to three same name. It lays out a compre- help build your business. He recommends prospects each day or a book a week to a • Involve your expanded team Bhensive system geared towards small busi- a content-rich sales cycle that begins with single prospect, or by making at least two ness owners that will allow you to sell your free articles and a newsletter and evolves introductions per week to people within • Reduce the bias from having a large group in the consumer’s home services with authenticity and enthusiasm. into informational products, such as your network who would benefit from The book covers all the bases of how to webinars and ebooks that you sell on knowing each other. The point is to run a solo consulting practice with many your website. These products will show- always be looking for ways to serve your interactive and visual exercises to guide case your expertise while giving prospec- target market by sharing what you know you through its key learnings. tive clients the chance to learn about you and who you know. Port’s entire program sits on two sim- and how you think, minimizing your Everything in this 400-page book is ple principles: to be a successful consul- need to do direct sales. good advice. Though much of what Port tant in today’s hyper-competitive and Several chapters detail how to struc- recommends in Book Yourself Solid global marketplace, you need to provide ture, price, and package these offerings. Illustrated has been said before in other a unique service that is perfectly The section on self-promotion offers a business books, it’s great to have a single matched to your abilities and passion, wide range of new and conventional book that provides an easy to absorb, and you need to sell to a laser-focused approaches for interacting with your tar- comprehensive, and solid strategy direct- target market. get audience. Port recommends creating a ed at solo consultants on how to build a He advises business owners to imple- database of your prospects and clients business they love. ment a “Red Velvet Rope” policy, where you only work with people you like and “dump the duds” – those clients who drain and frustrate you. He walks you through a series of exercises to help you to identify your perfect clients and to pinpoint work that you love doing. The exercises are similar to what you might You’ll always find do with a life coach – and much cheaper. Port offers exercises to help you talk the best ideas in about the work you do in a more succinct Qualitative Research and engaging way. There is much to be gained once you focus on a particular and the best prices at target market. By identifying your target market, you have a keener sense of where Paramount Market to go to find the most appropriate clients, Publishing, Inc. how to talk to them, and how to create clearer and more detailed solutions for www.paramountbooks.com solving their problems. Order direct The remaining sections of the book 888-787-8100 and SAVE! deal with using your knowledge of your
QRAC_01_14.indd 1 1/28/14 2:49 PM
66 QRCA VIEWS WINTER 2014 www.qrca.org Call +1 203 961 1715 or +1 800 433 8128 [Americas] STAMFORD LONDON SINGAPORE +44 1892 521075 [EMEA] or +65 6248 5610 [APAC] www.focusvision.com FocusVision HomeVu
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Bene ts Include: • Observe your consumers in their natural environment • Involve your expanded team • Reduce the bias from having a large group in the consumer’s home
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