INSPIRATION AND RESOURCES QRCA FOR QUALITATIVE RESEARCH
FALL 2014 VOLUME 13 • NUMBER 1 VIEWS
SPONTANEOUS COMBUSTION: Using improv in focus groups
Social Media Research: More than just keeping a pulse
Making Your Research Pay Off in LATIN AMERICA
Sneak Preview of the QRCA Annual Conference in New Orleans Cathy
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Moderator Notes: ______Cathy
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FALL 2014 THE OFFICIAL PUBLICATIONVIEWS OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION TABLE OF CONTENTS We help deliver 22 simple solutions for SPONTANEOUS challenging problems. COMBUSTION: Using improv in focus groups TOOLBOX: Moderators, like improv actors, must be adept at managing group dynamics, instantly engage others in meaningful dialogue, and stimulate out-of-the-box thinking. Improv skills and training can provide useful tools to help infuse energy and creativity into focus groups. 12 18
THE PARTICIPATION DAMN, DARN, AND F***: Let Baltimore Research help simplify your next project. ECONOMY: From personal Gender influences 26 relationships to crowd- word choice RULES FOR ROAD WARRIORS: sourcing TRENDS: Annie Pettit takes a fasci- How to survive globetrotting SCHOOLS OF THOUGHT: A significant nating look at the linguistic trends phase of change and adaptation is at in how people are communicating TRAVEL WISE: QRC Road Warriors our doorstep once again: the democ- in social media, reflective of their share their tips for making the most ratization of marketing as consumers demographics. of business travel. participate in developing the products and services they want. BALTIMORE RESEARCH www.BaltimoreResearch.com 410.583.9991 4 QRCA VIEWS FALL 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.
BALTIMORE RESEARCH www.BaltimoreResearch.com 410.583.9991
Cutting Edge Facilities I Meticulous Recruiting I Field Service I Online Qualitative I Ethnography I CLTs QRCA FALL 2014 Want to raise THE OFFICIAL PUBLICATIONVIEWS OF THE QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION TABLE OF CONTENTS MAKING YOUR RESEARCH PAY OFF 56 | SNEAK PREVIEW OF THE QRCA the bar on your 40 IN LATIN AMERICA CONFERENCE IN NEW ORLEANS NEWS FROM QRCA: Learn, Connect and…Let The Good Times Roll! Take a preview look at qualitative the career-enhancing presentations and special networking events coming up at the QRCA Annual Conference in New Orleans, October 15-17. game?
60 | NEW REVIEWS
BOOK REVIEWS: Ethnography Lessons – A Prim- er enlightens those who have never conducted ethnography about your role in the field when it MAKE YOUR REPORTS POP WITH CREATIVITY, comes to conducting and writing the research. COLOR, AND CALL OUTS The Interview: From Formal to Postmodern ex- We can help. 34 amines the history of the interview and presents insights that should be in the front of mind for TOOLBOX: Do your reports need sprucing up? Here are some tips for updates all interviewers. that will make them more visually appealing.
SOCIAL MEDIA RESEARCH: 8 FROM THE EDITOR-IN-CHIEF 46 MORE THAN JUST KEEPING A PULSE 10 FROM THE PRESIDENT Whether you want to enhance your moderating skills, learn 11 INDEX OF ADVERTISERS new qualitative methods or add “storytelling” to your results TECH TALK/ONLINE QUAL: This article takes some of the mystery out of how to presentations, Burke Institute will deliver. For over 35 years we conduct thoughtful social media research and offers specifics on the four steps Editor-in-Chief: have been helping research professionals increase their value in the process: proposing, planning, conducting, and reporting. Kay Corry Aubrey, [email protected] Managing Editors: in the marketplace with hands-on, high impact seminars. See Jenifer Simson Hartt, [email protected] and Joel Reish, [email protected] what we can do for you. 10 TIPS FOR COLLABORATIVE BUSINESS BUILDING Art Direction & Production: Mitchell Hayes, [email protected] 52 New England Business Media, LLC BUSINESS MATTERS: Ready to join forces with another researcher? These tips (508) 755-8004 ext. 282 Knowledge is power. help make collaboration painless, profitable, and inspiring. FEATURES EDITORS Book Reviews: George Sloan, [email protected] © 2014 Burke Incorporated.© 2014 Burke All rights reserved. Business Matters: Laurie Tema-Lyn, Upcoming Burke Institute Seminars: CHECK OUT OUR NEW PODCAST [email protected] Humor: Joel Reish, [email protected] C01 Writing and Presenting Marketing Research Reports: Insights, Storytelling, Data Visualization 55 Global Research: Pat Sebena, [email protected] Jack Campisi is an Account Director with Civicom; a company serving the Luminaries: Judy Langer, [email protected] Q02 Specialized Moderator Skills for Qualitative Research market research community with virtual communications solutions. Podcasts: Mike Carlon, [email protected] Applications Toolbox: Susan Saurage-Altenloh, [email protected] 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 FALL 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 VIEWS Welcomes Its New Publisher!
or many of us, fall is the time of fresh beginnings, and this issue of VIEWS is chock full of unique and useful information that will help transform your qualitative research practice. But before we get to the magazine’s content, we Fare thrilled to announce our new publisher, New England Business Media, Kay Corry Aubrey who will help us continue to evolve VIEWS digitally and as a premier journal of Usability Resources Inc. qualitative research. We are looking forward to working with them. Bedford, MA Now let’s turn to this issue’s great content. First of all, you will find a complete schedule for this year’s conference in New Orleans. Three pieces focus on the con- [email protected] nection between technology and doing research with people. Sharon McIntyre writes about how to give Big Data “beating hearts and creative minds” by inviting the customers on whom the data is being collected into the process. Renee Murphy describes how to propose, plan, conduct, and report on a research project that leverages social media listening. Annie Pettit offers perspective on why you need to consider demographics when evaluating the language used in social media posts. Layla Shea and Kate Dennis present a checklist for QRCs who work solo, but want to collaborate with others as a way to expand their businesses and grow pro- fessionally. Within our Toolbox section, Nancy Hardwick demonstrates how to translate your findings into stunning visual reports that your clients will love. Paul Zuckerman shows how improv skills and training can provide invaluable skills for focus group moderators. Two of this issue’s pieces focus on the practical side of global research. Antonella Fabri and Isabel Aneyba describe the cultural differences that bear watching if you want to work successfully with the Latino market. In “Practical Advice for Aspiring Road Warriors,” Susan Fader, C. David Gustafson, and Pat Sabena share how they handle the joys and stresses of international travel. Please make sure to check out Mike Carlon’s podcast interview with Jack Campisi of Civicom. Jack is one of the early pioneers in online qualitative research. In the interview, he shares his memories of how this technology has evolved and how he believes mobile qualitative will define its future. Speaking of digital platforms, make sure to visit online our magazine’s new and more powerful digital platform which you can find in the VIEWS Magazine section on QRCA.ORG. NEBM is offering us technology that has the potential to trans- form our magazine. For example, articles will be easier to find with a simple key- word search; you’ll be able to access (and save) articles more easily from your mobile phone or tablet; the magazine overall will have enhanced SEO, which will raise the profile of VIEWS as well as the QRCA. Joel Reish, VIEWS Managing Editor, will be publishing a detailed article on the new platform in an upcoming issue of Connections, so stay tuned and please tell us what you think! Finally, George Sloan introduces us to two great books: Ethnography Lessons – A Primer by Harry Wolcott, which is an introduction to this methodology, and The Interview – From Formal to Postmodern by Andrea Fontana and Anastasia H. Prokos, which deals with the history of interviewing and the lessons learned.
Enjoy!
8 QRCA VIEWS FALL 2014 www.qrca.org We’ve been conducting market research since you were a kid
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1000 Westgate Drive, Suite 252 QRCA 2013–2014 OFFICERS St. Paul, MN 55114 USA AND BOARD OF DIRECTORS Tel (toll free in N. America): 888-ORG-QRCA Kendall Nash Marc-Andre´ Leduc (888-674-7722) President Director Mark Stumper Corette Haf Phone: 651-290-7491 Vice President Director Fax: 651-290-2266 Manny Schrager Liz Van Patten Treasurer Director Email: [email protected] passion•talent•inspiration Monica Zinchiak Shannon Pfarr Thompson www.qrca.org Secretary Executive Director Susan Sweet Darrin Hubbard Director Assistant Executive Director Shali Bhatt David Ewald Director Senior Advisor
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. Sub- scriptions are complimentary to members of QRCA. 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 manu- scripts and photographs. Contact the managing editor 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, Fax (508) 755-8860. Deadlines are the first of the month prior to the following month’s publication. (Example: August 1 for the September issue.) Subscriptions are free to members and are available to buyers upon request.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 9 n FROM THE PRESIDENT n MAKE YOUR WORLD BEAUTIFUL
here are plenty of people in this world who do their job well and even a good number who actually enjoy what they do. But many of them struggle to find the value in their contributions. This is where we, as research- By Kendall Nash Ters, are truly lucky in that we are uniquely positioned to make our world a bet- ter place. We’ve known and acknowledged our fortunate profession for some time. Burke Inc. We get to engage with real people in their real places in life – we talk about food, dat- Cincinnati, OH ing, diabetes…even their underwear! We get to see so much of the world beyond the [email protected] bubble of our own experience. For that, most of us recognize that we should be grateful. Often, at the conclusion of interviews and in-home visits, participants offer me a goodbye hug. It feels like a natural farewell after they’ve shared a piece of their life with me – the things they rarely verbalize, the things they wouldn’t necessarily tell their friends or admit to their family. I’ve seen the closets where they tuck their messes, I’ve watched them pour generic cereal into a branded cereal box, and I’ve listened as someone told me why her mother started coloring her hair at a young age. I assume that they hug me goodbye in part because I was a non-judgmental ear that listened to the naked truth, but I also believe they feel the connection I offer in being fully and completely present with them to hear their story. Earlier this year at the Worldwide Conference on Qualitative Research in Budapest, a running theme was the notion of giving back to participants, rather than just taking, taking, taking in our quest to learn. It felt right to me. I generally iden- tify myself as someone who loves people and I’m naturally curious about others, their preferences, motivations, and mantra for life. I enjoy learning how people do things and why they do them, but more recently I find myself pausing to ask, “What more could I give?” How can I offer a piece of myself in this partnership with peo- ple I’ve only just met, ultimately yielding more, better, authentic, and action-driven insights? The challenge is that we’re so afraid of influencing the interview, that we don’t share anything about ourselves – I’m sometimes careful not to disclose that I’m a mom or that I like to mountain bike, let alone why I shop where I do, or why I found myself changing my driving behavior when I switched to a more fuel-efficient vehicle! To be clear, we still must be strategic in what we share, but the idea is this – how can we ask people we’ve just met to tell us their raw truths when we don’t come willing to offer anything of ourselves in the relationship? And this extends beyond the interactions I have with participants. In my various roles in QRCA, I have been surrounded by people who are willing to give, share, and bring the best of themselves to the table. As my year serving as President of QRCA comes to a close, I look back on the initiatives we’ve taken on and the prog- ress we’re making to further promote excellence in the industry. The things we’ve done that have really moved the industry forward are propelled by amazing people who are giving of themselves. At a personal level, I’ve made a particular effort to seek out opportunities to invest in others, to reflect on the unique opportunity I have to engage with people in a variety of settings whom I may never have crossed paths with otherwise, and to put my talents to use in something important to my community. There are other QRCA members joining me on this mission to do our part and contribute to something beyond only the financial success of a brand. (Although that’s important, too!) I hope we’ll all take a look at our unique places in life and the people we connect with and see them as opportunities to contribute to something bigger. So go ahead and hug me at the end of a research interview or at a conference… because we have connected as two people, not simply as researcher and participant, or as researcher and client. Together, we’ve made the world more beautiful.
10 QRCA VIEWS FALL 2014 www.qrca.org n INDEX OF ADVERTISERS n
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QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 11 n SCHOOLS OF THOUGHT n
The PARTICIPATION ECONOMY: From personal relationships to crowdsourcing
By Sharon M. McIntyre Chief Social Scientist n Chaordix Inc. n Calgary, Alberta, Canada n [email protected]
12 QRCA VIEWS FALL 2014 www.qrca.org harles Darwin said, “It is not the of data increased and became known as Big larizing “design thinking,” a human-cen- strongest of the species that sur- Data, software-enabled sentiment analysis tered approach to the design of new prod- vives, nor the most intelligent that and social media monitoring companies ucts and services, which includes ethno- Csurvives. It is the one that is most claimed they could automatically under- graphic research and the subsequent rapid adaptable to change.” As qualitative and stand the overall tone of these online con- prototyping, testing and iteration of new mixed-method researchers, adapting to versations. However, these attempts were concepts with potential users. In a series change is in our blood. We continually “crude, often focusing on individual words of blog posts at the time, Brown imagined experiment with new techniques and tech- that don’t account for context at all.” Harris, the further evolution of the interconnected nologies and creatively combine an eclec- Derrick. 2013. Stanford researchers to and Internet-fueled economy in which tic mix of theory and practice from the open-source model they say has nailed sen- customer and citizen “participation is key social sciences, business, and mathematics timent analysis, (blog), October 3. to the next big wave of innovation in busi- to help our clients solve problems and dis- Although sentiment analysis software ness and society” and that no one would cover opportunity. Some of our most algorithms are improving their automated “participate in a system that does not serve effective qualitative research methods are understanding of communications context his or her needs.” many centuries old, yet we’re not afraid to every day, qualitative researchers have an This democratization of research, devel- also mix in new approaches when they essential and important role to play. We opment, and design was amplified by the support our quest for actionable insight can help transform Big Data into impact of the 2008 global economic reces- and meaning. Meaningful Data for our clients by moving sion and a rising tide of disaffection with beyond the search for mere positive or conventional corporate and government Democratization of marketing negative overall sentiment. We can also power structures: “Established power rela- A significant phase of change and adapta- elicit implied knowledge, emotions, and tions between consumers and companies tion is at our doorstep once again: the motivations from our program partici- are reversed as the former, empowered by democratization of marketing. Customers pants through the thoughtful design of social media, exert influence on the now have an unprecedented level of evocative questions and creative activities. behavior of the latter by either using their influence in the marketplace. In the tradi- spending power or the power of their tional market research paradigm, the Crowdsourcing emerges social influence.” (Alarcón 2012) people we study are typically described The participatory trend is perhaps best Making an impact on the future of cor- by terms that suggest a response to stim- embodied in the rise and evolution of porations has become almost as vital to uli, including respondents, samples, pan- crowdsourcing, a term first coined in 2006 some stakeholders as influencing their local els, and/or subjects. Our terms are evolv- by Jeff Howe, an editor at Wired magazine. governments. This growing desire for pro- ing to embrace the emergent phenome- In his prescient article (and a subsequent active marketplace stakeholders (customers, non of empowered consumers who self- book), Howe described the participation citizens, employees, suppliers, etc.) to identify as proactive brand fans, service of enthusiasts (the crowd), ranging from authentically and persistently participate in quality chroniclers, product design col- amateur photographers and videographers the research, development, and design pro- laborators, and innovation co-creators. to Wikipedia writers and semi-retired sci- cesses of the companies, brands, and cities This growing segment of proactive con- entists, in an economic shift, which has they care about has resulted in an impor- sumers (or prosumers) is comprised of radically changed labor relationships, tant opportunity for qualitative researchers. marketing participants who expect to be innovation funnels, and pricing models. actively engaged as individuals by brands This shift is underpinned by the global From incremental and regularly acknowledged for their network effect of the Internet, as well as by to disruptive innovation unique contributions and ideas. growing social media and digital collabo- Researchers seeking predictive insights Customers and employees who contrib- ration capabilities. that could lead to disruptive innovation ute to private and public social networks have found ethnographic methods to be are generating unprecedented volumes of The “Participation Economy” especially useful. The observation of study unstructured text and visual qualitative By 2009, Tim Brown, CEO and president participants in a social setting, interacting data. In the early attempts to find meaning of the global design firm, IDEO, began naturally with each other, and noticing in these streams of data, moderators speaking and writing about the emergent patterns of behavior over long scanned and coded written and visual con- Participation Economy and its impact on periods of time has inspired new products tent for patterns and themes. As the volume innovation. IDEO is well known for popu- and services (as well as non-profit sector
“Customers and citizens increasingly want transparency, recognition and reciprocity.”
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 13 The Participation Economy CONTINUED
programs). The ability to notice trendset- chain in one country may only want to ters and leaders in the community and engage 1,500 of their brand ambassador analyze their unique behaviors has also clients in online research and creativity helped innovators understand “what’s community programs; whereas a global wanted next.” consumer packaged-goods company may These same benefits can now be reaped have 350,000 or more participants in a on a much larger scale in digital crowd- brand activation community with the core sourcing communities where participants purpose of product co-creation and dis- use smart phones, tablets, and laptops to ruptive innovation. interact with each other and with clients. The intense interactivity and extended Marketing with your stakeholders duration allows for creative activities and Leading brands and organizations are collaboration on problem solving. The moving along this participatory spectrum adaptive nature of these communities toward greater levels of interaction and makes them ideal for the co-creation of openness with their stakeholders. Many innovations with client experts. see diminished value in only marketing Online crowdsourcing research commu- “at” their audiences (direct marketing, nities can range significantly in scope and mass media advertising) and even see composition, depending on the client’s opportunity beyond marketing “for” their objectives, their organization’s geographic audiences (advocacy marketing, social footprint, and the number of proactive marketing). They are moving into the stakeholder segments who will be partici- space of marketing “with” their audiences, pating. For example, a boutique hotel inviting their proactive audiences (cus-
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The Participation Economy CONTINUED
tomers, employees, suppliers, alliance any early findings. watching the influencers in a community. partners, etc.) to participate directly in the And qualitative researchers needn’t be Looking for predictive trends. Helping brands and organizations they care about afraid of quantitative methods. A research participants to share as-yet unar- and create the future together. qual>quant>qual research design can ticulated needs, wants, hopes, fears. These organize and streamline large-scale are all classic qualitative research tech- Crowdsourcing can help participants in insights programs. The crowd can add niques that can now be scaled in social these engaging, always-on communities to human computation value in the quanti- crowdsourcing communities that are be “social with a purpose” by collaborating tative phase by helping rank, rate, and emerging as an important channel in the with other community members and prioritize emergent qualitative themes. Participation Economy. brand experts. This approach is particu- They can also provide stories, images, Customers and citizens increasingly larly useful for market research projects and examples in the final qualitative want transparency, recognition, and reci- where the goals are: phase to illustrate the research findings procity. If organizations invite them in to and bring the data to life. contribute alongside their employees, 1. Reduce the risk of relying on input from a The rise of persistent crowdsourcing they will participate in ways that will sur- handful of stakeholders with disproportionate research communities may mean practi- prise you – often solely for intrinsic influence on new product design; tioners will develop a deeper advisory rewards. working relationship with fewer clients. It’s worth noting that by “participation” 2. Gain insight into emergent global trends to Coaching and educating clients on the and “co-creation” we mean really inviting inform disruptive brand, product or social benefits of adaptive, long-term research stakeholders inside an organization’s velvet innovation; programming and analysis will also be rope to be creative, to roll up their sleeves, important. and get to work solving problems − mak- 3. Discover the “positive outliers” ing sense of the Big Data flow that is in the community who are predictive growing every day. This is a persistent of emergent attitudes and needs. Everything old is new again relationship that treats customers as peers, Listening to people in a natural setting. not just wallets and opinions, but beating New skills for a qualitative future Observing behaviors over time. Finding and hearts and creative minds. Qualitative and mixed-method research- ers have the opportunity to play a linch- pin role in this modern era of participa- tory marketing. However, qualitative research at this scale and scope requires some new skills. A comfort level with social software platforms, mobile tech- nologies, and analytics tools will be essential. For example, the use of unstructured text analytics software to help find high-level patterns in the mas- sive volumes of written discussions and answers will be needed because the hand coding of text contributions from thou- sands of participants just isn’t practical. Today there are user-friendly, but power- ful, commercial software packages that can help practitioners find contextualized thematic word and phrase patterns in the discussions and submissions of partici- pants. These high-level patterns provide guideposts for further probing and inves- tigation activities to refine and validate
“Qualitative researchers have the opportunity to play a linchpin role in this modern era of participatory marketing.”
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DAMN, DARN, AND F*** Gender influences word choice
By Annie Pettit Chief Research Officer, Peanut Labs n Vice President, Standards, Research Now n Toronto, Ontario, Canada n [email protected]
learned how to type in Grade 9. It But the words people use differ so of in real life, but you’ll only ever see me was horrible. The teacher called out much. Our reading choices, schools, cul- write have got to, would have, and should series of letters and we had to type ture, life stages, cohorts, friends, and fami- have. I along with her. H H H. G G G. H H ly mean that each of us has created a In this article, I’ll outline some of the H. These days, typing is like breathing. unique personal dictionary that we access insights my company gleaned recently Parents put tablets in front of their differently, depending upon what we’re about ways that people express themselves 3-month old babies and soon those babies doing. You’ll never catch me using harsh in the online space in terms of things like are picking out pictures, numbers, and let- profanity in social media, but you might slang, profanity, acronyms, and grammar, ters. You type, therefore, you are. You use catch me using it in real life. You’ll proba- according to their gender and age. We social media, therefore, you are. bly hear me say gotta, woulda, or should focused on five to 15 of the most com-
18 QRCA VIEWS FALL 2014 www.qrca.org Gender Differences Category WOMEN MEN
Family kids, mom, dad, sister, brother, woman man References myself, our, we, she, her, me, I, my, herself you, your, his, himself Positivity fab, crying, funny, crazy, fun, beautiful, amazing, hate, help, awesome, love fight, argue, idiot, win, moron Profanity darn, dang f***, s***, damn, ass, n***a, bitch, hoes Grammar woman that, would of a lot, man who, don’t, won’t, didn’t, they’re, you’re, isn’t, can’t, haven’t, aren’t Acronyms LOL, OMG, LMAO, BF, SMH, WTF BTW Slang C, luv, r, ppl, haha dat, u, gotta, bout, gonna Research Variables volunteer, on sale, donate, deals, cheap, price, credit card, taxes, purchase, bought, wait, try different, recommend, vote monly used words in each category and, women in an online focus group mention tions of a brand and not just inherent gen- using five datasets ranging from 500,000 kids more often than men. We must deter- der differences. to 1.5 million verbatims, took a deep dive mine whether they mention kids twice as into “who writes what” in social media. often or more. Otherwise, it’s just women Positivity: Stereotypes once again prevail. being women. Men are more likely to choose aggressive Gender Differences Women also talk about other family words like fight, argue, and moron, while Gender is always a lovely demographic to members, including moms, dads, sisters, women are more likely to choose positive work with in social media because it is the and brothers, more often than do men. words like awesome, love, help, and amaz- one that people are most inclined to share. The only group that men talk about more ing. To take this even further, men are far As such, the sample sizes are sufficient to than women do is other men. So, when more likely to write out The Big Swear be confident that any differences found are men start hogging the conversation, and Words while women choose milder words true demographic differences as opposed it’s not about men, we know something like dang and darn (me too!). If you see to random error. (See chart above) interesting is going on. women using more harsh profanity than In addition, the sample sizes are so large men, you know you’ve got a real brand that it makes little sense to conduct statis- References: Out of every 100 ver- issue, not simply an inherent gender skew. tical tests (yay!), as every single test would batims, women mentioned “my” 46 times, be significant. Our intuition and common while men mentioned “my” 32 times. As a Grammar: When it comes to grammar, sense will determine which differences are group, women are more likely to refer to men and women are more similar to each meaningful differences and which ones we themselves and other women. Men, on the other. However, though men have a slight would act upon if we were making a rec- other hand, are more likely to refer to edge in terms of perfect grammar (a lot, ommendation to a client. other people in the form of you, your, or man who), they are much lazier when it he. As such, when men start to mention comes to using apostrophes. When you Family: Out of every 100 verbatims, themselves more often or women start see women taking more grammatical women mentioned kids 13 times, whereas mentioning other people more often, then chances than men, you might have a case men mentioned kids nine times. In other you know you’ve registered a real differ- of brand differences, rather than inherent words, it’s not sufficient to notice that ence between men and women’s percep- gender differences.
“Women like to shorten their messages, and they do so in a way that maintains a certain degree of grammatical correctness.”
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 19 DAMN, DARN, AND F*** CONTINUED
Age Differences
YOUNGER PEOPLE OLDER PEOPLE Category (born after 1970) (born before 1971) Family mother dad, mom, father, kids References herself, yourself, my our, myself, we, your Positivity fight, amazing, awesome crying, help Profanity ass, s***, f*** bloody, darn Grammar weren’t, they’re, you’re, isn’t, haven’t, shouldn’t, wouldn’t, you’ve, can’t, aren’t Won’t, don’t Acronyms lmao, omg, lol N/A Slang dat, u, kinda, haha, gonna B4, luv Research Variables on sale, credit card, buy, wait, try donate, in line, vote, new
Acronyms and Slang: Where women own acronyms and short forms such as LOL, BF, FML, luv, and ppl, men own word combinations like gotta (have got to), kinda (kind of), and hella (hell of a). In other words, women like to shorten DARN DAMN their messages, and they do so in a way that maintains a certain degree of gram- matical correctness.
Research Variables: Finally, and perhaps most important, in terms of traditional market research constructs, women are more likely to use the words purchase, sales, and deals, while men are more likely to use words like cheap, prices, taxes, and credit cards. Further, women write more about new things, trying, and waiting, while men write more about recommend- ing, voting, complaining, commercials, employees, and lawsuits. It appears that women focus more on the process of buy- ing, whereas men focus more on the out- comes or risks of buying.
“When men start to mention themselves more often or women start mentioning other people more often, then you know you’ve registered a real difference between men and women’s perceptions of a brand and not just inherent gender differences.”
20 QRCA VIEWS FALL 2014 www.qrca.org RIVA TRAINING INSTITUTE Age Differences So tell me. How old are you? Have you posted your age on any of your Moderator Training (Fundamentals - Advanced) social media profiles? The answer for most people is, “None of your Fundamentals of IDI Moderating darn tootin’ business!” As such, the sample sizes here are still great, but Project Management and Screener Development not Batman-great, just 30,000-foot view or so. And, for privacy and Kid/Teen Research ethics reasons, data for people under the age of 13 were not included. (See chart on page 20). Ethnography Based on the same categories we reviewed for gender, stereotypes Qualitative Toolbox again pan out. The younger genera- tion is more likely to use acronyms, Qualitative Analysis and Reporting slang, lax grammar, and strong lan- guage. Read the words, close your Principles of Usability Testing eyes, and you can almost picture in your mind what each (very) gener- Facilitation alized person looks like. Webinars Conclusions The worst thing a researcher can Master Moderator Certificate Program do is generate conclusions about differences between men and Coaching women and how those should be reflected in a brand when those Custom Courses differences are purely related to demographics and not the brand itself. Concluding that there are gender or age differences when those differences are simply due to RIVA MARKET RESEARCH how men vs. women and younger vs. older people generally express themselves in the written word is a Full Service Qualitative Research Design serious error that could have disas- trous results. Moderating Only a few select words were evaluated here, not enough to base Consulting a strong generalizable conclusion on, but the results are interesting. Facilitating We can see that there are inherent differences between men and women, young and old. Now that we have some initial ideas about how these differences are expressed in the online social MARKET RESEARCH world, we can keep our eyes open for cases where these stereotypes no longer hold up. When who writes what differs greatly from these trends, you’ll know you’ve www.RIVAinc.com got a real brand difference on your hands. (301) 770-6456 TRAINING INSTITUTE
DOING WHAT WE TEACH & TEACHING WHAT WE DO SINCE 1981 n TOOLBOX n SPONTANEOUS COMBUSTION: Using improv in focus groups
By Paul Zuckerman PhD, CEO n Paul Zuckerman & Associates New York, New York n [email protected]
22 QRCA VIEWS FALL 2014 www.qrca.org on that make listening a challenge. Multiple conversations are happening et the truth be known. For the past 25 years, I’ve simultaneously. An anxious client may be submitting non-stop hastily scrawled led a double life. During the week I’m usually notes. Perhaps the stimuli aren’t quite as compelling as the agency promised. The holed up somewhere in a conference room mod- third guy to your right is busy checking himself out in the mirror, etc. Lerating focus groups. On the weekends, you can find Group dynamics me “Off Broadway” performing with “Chicago City Like improv audiences, not all focus groups are the same. Some audiences come in with Limits,” NYC’s longest running improv group. boundless enthusiasm, and it’s the actor’s job not to stifle that. They learn to “ride” the group’s energy – building upon it and enabling it to grow. Other audiences are People are always remarking about how carefully, and focus their attention on the tight. On those occasions, the actors have different my dual vocations are, asking me others on stage. In doing so, they come to to find ways to infuse energy into the what could an improv actor and focus realize that their sense of humor, intelli- crowd and avoid letting it flag. group moderator possibly have in com- gence, and insights into the human condi- Groups can be the same way. We’ve all mon? The answer is – a lot. tion will not abandon them, and, in fact, had those great ones, where a gentle probe Improv shows, like focus groups, are become more readily accessible. here and there keeps the conversation on dynamic group events filled with unex- Similarly, in a focus group it is impor- track. In retrospect, it often feels as if any- pected twists and turns. At their best, both tant to make respondents feel they are one could have done well with that kind of rely on participants working off one being listened to. I’ve known a number of group, and in fact, it’s probably true. another to build upon ideas and make excellent moderators, with very different But what about low energy groups? On unexpected connections and associations. interviewing styles and approaches, but those occasions, a moderator, like an Success is fueled by listening, creativity, they all share one critical skill – like improv actor, should recognize the situa- and synergy among group members. improv actors, the best moderators are tion, and seek to infuse energy into the There are a number of ways in which excellent listeners. A moderator is simulta- group. improv techniques can enhance the focus neously conducting several interrelated group experience, providing tools for the conversations, implicitly reassuring each Here are some exercises moderator to stimulate group engagement respondent that his or her opinions are designed to do just that: and creativity. being heard, and are welcome additions to 8 to 1. Improv shows are often high ener- the conversation. gy affairs. Even professional actors can’t Moderating skills I’ve also seen new moderators do quite simply turn on a switch and go from 0 to Performing with an improv group has the opposite. They become distracted by 60 instantly, so they warm up physically been likened to driving a car without thinking too much about their objectives, and mentally before a show. Focus groups being able to look through the front wind- trying to anticipate the next series of ques- have the same challenge. If we only have shield. You only have your rear view mir- tions, etc. By taking themselves out of the 90 minutes or so to work with, it’s impor- rors to rely on, but by carefully observing moment, they miss important opportuni- tant to maximize productivity from the where you’ve been, you get a sense of what ties to follow up, simply because they were very start, and not use the first half of the may lie ahead. In order to excel, it is criti- not listening. group to get ‘em going. cal for improvisers to be keen listeners. The solution? Stop thinking! Stay in the I sometimes use this exercise to quickly As the great philosopher Yogi Berra moment and focus on what is being said. infuse energy into a group, just after intro- once said, “You can’t hit a baseball and We do it naturally when speaking with ductions and before getting into the issues think at the same time.” The same is true good friends. We engage. We react. We lis- at hand, or later on if energy has started to for improvisation. The natural tendency is ten. When we do, we usually make instant diminish and needs a jumpstart. to think ahead, and try to plan the next emotionally connected responses, and we Have everyone stand up. All raise their idea or joke. However, when improvisers rarely forget the important things that are right hand and together quickly count make this mistake, listening suffers and said to us. from 1 to 8, slapping at the air as each the scene breaks down. Actors learn to It’s easier said than done. In a focus number is called out. Without stopping, stop thinking, concentrate on listening group there are a lot of distractions going repeat with the left hand, then by kicking
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 23 Spontaneous Combustion CONTINUED
“Stop thinking! Stay in the moment and focus on what is being said. We do it naturally when speaking with good friends. We engage. We react. We listen. When we do, we usually make instant emotionally connected responses, and we rarely forget the important things that are said to us.”
the right foot, then the left foot. Go back out of the moment and is the biggest are potential “winners,” in my opinion, to the right hand and repeat, this time enemy of creativity. we’ve done a great job. But it also means counting to 7. Repeat the process all the We’d like all focus groups to be creative, that 285-290 ideas are not useful. That’s a way down to 1. It leaves the group a bit but creativity is particularly important for hit rate of only 3-5% (or a 95-97% failure giddy, breathless, and very much awake. things like ideation. Editing oneself keeps rate for you pessimists). To get to those potentially great ideas from ever seeing precious few good ideas, the group must Name game. This is a good icebreaker the light of day. Editing others prevents be comfortable with failure. that helps infuse energy, and encourages builds, which are crucial for success. respondents to feel more comfortable Here’s an exercise that stimulates cre- sharing with one another. Word ball. This free association exer- ativity and actually encourages the group Everyone is standing. Say your first cise is easy, provides a good mental warm to make mistakes and embrace them. name and the first name of one of the up and opens the door to resisting the Group is standing. Hold up an object, respondents. That person then says her urge to edit oneself. e.g., a pen, and say, “This pen is good name, and the name of someone else in Group is standing. Toss a beach ball to because you can______.” Fill in the the group. Continue until all have had a a respondent and say a word (e.g., blank, e.g., “write with it.” Pass the pen to turn. Have respondents pick up the pace, “apple”). The respondent must catch the the person next to you, and have him fill saying the first name that comes to mind, ball and toss it to someone else, while in the same blank: “This pen is good Bulletin boards & online focus groups and not taking time to decide. Eventually, saying another word that was inspired by because you can ______”. Continue you may want to set a “beat” by clapping. the word you said. Remind everyone that passing the object. The group will quickly 50 Each person must say a name on a clap. there are no wrong answers. They simply run out of logical solutions. They must Pick up the pace as you go. Encourage need to say any word that comes to mind continue, and can say anything they participants to stay in the moment -- when the previous word is said. At first want, reminding them that there are no talking on the clap, not before and not respondents may be hesitant, thinking wrong answers, e.g., “A pen is good after it. too hard about what to say. Encourage because you can punch holes in the them to resist editing themselves and say ground to plant seeds.” “A pen is good Creativity the first word that comes to mind. After a because you can use it to pole vault if An improv show is a cauldron of cre- while, they relax and begin to truly free you’re very small,” etc. Go around the ativity. The entire event is created on the associate. group multiple times. At some point you spot! In order to be imaginative and may want to change objects and continue. think out-of-the-box, improvisers must This is good because … I do a lot of I’ve also used this with actual prod- resist the urge to edit themselves and ideation projects. By the end of a product ucts we were working on. It can some- their fellow actors. Editing causes us to naming session, we may have generated times be a great way to uncover unex- hesitate and second-guess. It takes us 300 or so names. If 10-15 of those names pected associations.
“A moderator’s sensitivity to group dynamics, along with a few well-placed improv exercises to boost energy and stimulate creativity can make quite a difference.”
24 QRCA VIEWS FALL 2014 www.qrca.org Bulletin boards & online focus groups 50 n TRAVEL WISE n
Rules for
ROAD WARRIORS
H O
W
T G O N I
S T U T R O VI TR VE GLOBE
26 QRCA VIEWS FALL 2014 www.qrca.org By Susan Fader By C. David Gustafson By Pat Sabena President Principal Principal n Fader & Associates n D. Gustafson & Associates, LLC n Sabena Qualitative n New York, NY n Dresher, PA Research Services n [email protected] n [email protected] n Fairfield, CT n [email protected]
n-person qualitative research requires a tremendous you would have to build into your sched- ule to check and wait for luggage. Also, amount of travel. Consequently, many QRCs are true you don’t want to worry about the airlines Road Warriors, traveling thousands of miles each year losing your luggage. Chances are it will never catch up with you if you are on a across the US and around the globe to serve their clients. multi-country trip. Try to leave room in I your luggage to add things. As you are VIEWS reached out to a handful of these busy business travelers to leaving a focus group facility and dashing find out what advice they have for aspiring Road Warriors. Our to the airport, you might be handed some- thing that cannot be shipped. Also, always contributors include Susan Fader, President of Fader & Associates, check your flight connection and the air- Dave Gustafson, Principal at D. Gustafson & Associates, LLC, and port through which you are connecting. Some airports, like Frankfurt and Pat Sabena, Principal at Sabena Qualitative Research Services. Amsterdam, are very large and require multiple security checks and lines when One question QRCs often get from friends travel is to fully embrace it for the adven- transferring planes. You really want to and family is, “How do you cope with all ture that it is. I lived abroad in Germany make sure you leave enough time to make that travel?” How do you respond? and Japan, so my familiarity with living in your connection. other countries helps, and I enjoy traveling Susan: I hear less about how do you cope, which makes it a bonus. Dave: The key when conducting multi- but get more comments like, “You are so country or multi-continent travel is plan- lucky to travel so much and get to go When it comes to international business ning a realistic schedule that sprinkles in sightseeing.” People do not understand travel, which may involve visiting several “recovery” days, if possible, throughout that when we are traveling and conducting countries and continents in a single trip, the research. Jumping several time zones research, we are generally working what tips do you have for making the eventually catches up to you, and the last 18-hour days with no downtime for sight- experience go smoothly? thing you want is to have the quality of seeing. your work suffer. I have three Rules for Susan: Only take what can be carried on. the Road that I created early in my career Dave: I find the best way to cope with the You don’t want to deal with the extra time that continue to serve as my mantra for
“I find the best way to cope with the travel is to fully embrace it for the adventure that it is.”
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 27 Rules for ROAD WARRIORS CONTINUED
international travel today – 1) don’t drink ward. We also serve as ambassadors for Traveling to a succession of countries can alcohol, 2) get a good night’s sleep, and 3) the US, so we want to make good impres- be very physically demanding. When you eat a killer breakfast. We have to remem- sions on our global partners. Falling asleep have a trip like this, how do you take care ber that when we travel abroad, we repre- in the backroom does not reflect well on of yourself? What tips do you have for sent ourselves, our companies, and our cli- us or on our companies. first-time travelers? ents, so we want to put our best foot for- Pat: Sleep is my number-one priority! I always travel in economy and am no lon- ger able to sleep on planes because there are no rows to stretch out on any more. I always arrive on the continent a day earlier than expected. Contrary to conventional wisdom, I immediately go to bed to sleep six hours. Since 1994, I have relied on Focus Forward temazepam (a prescription sleeping medi- cation, with none of the side effects of newer brands). I get up to have a lovely dinner, and take another pill to sleep the World Class night away. I never wake groggy, but feel Nationwide Recruitment & very well rested and ready to work. Transcription Services Getting enough sleep also means I don’t have to overeat to keep my energy up.
Dave: See my three Rules for the Road above, which I think will be particularly important for a neophyte Road Warrior. I also recommend utilizing multiple meth- ods for wake up – e.g., wake-up call, cell phone, etc., to avoid the potential for sleeping through your alarm. Be a HERO to your clients When you are working on the road in a time zone that is many hours different from your client’s, how do you keep them up to date in a way that works for both your schedules?
Susan: Don’t be afraid to be honest and upfront with all your clients (especially those who are not connected to this proj- In Houston ect). If I am going to be doing interna- transcription tional travel that involves significant time !"#$%&%"'!$"## Patrica!"#$%&'(%" Pratt zone changes, I proactively notify my other clients that I will be traveling and B.J. Gerjes Your clients don’t like to wait and When you don’t need a facility for !"#$%&"'!$"## your project, trust us – the qualitative therefore there will be a time zone differ- neither do you! With turnaround in ence and there might be a communication 3945 Greenbriar, as few as 24 hours and meticulous recruitment experts. The leader in ()*)'+,$-,. accuracy, Focus Forward is emerging nationwide recruiting for urban, suburban delay. as the leader in global transcription and rural markets across the US for all Large Items Stafford TX services. To ensure the highest quality types of in-person and online research. Pat: I find the time difference (once I’ve 4$%"$5'6#"778$9':; Recruiting from our database, your list or standards, every completed transcript calculated it correctly) is really helpful. I Large Equipment (Southwest Houston) is audio checked and proofread. purchased sample, everything you could <68=#>?,.#'@8=.#83A Available 7 days a week, relax as our possibly need is done right here by us. know when my U.S. clients will be awake team of 400+ US-based transcribers We aren’t just recruiters – we are marketing and only answer or initiate emails with Large Appliances 877-530-9646 expertly handle your project. research professionals who make them then. I like to focus on one thing at BCCD2/ED0F1F the fi eld process an easy experience. a time, so I’m not checking email more Large Vehicles ccrhouston@ccrsurveys than a couple of times a day. This is espe- 3G&&$.=$H,I.)&8J www.focusfwd.com · 212.626.9060 · [email protected] cially true when traveling in faraway lands for pleasure. I never leave a message on my email saying I’m on vacation or not
28 QRCA VIEWS FALL 2014 www.qrca.org In Houston !"#$%&%"'!$"## Patrica!"#$%&'(%" 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 Rules for ROAD WARRIORS CONTINUED
tures, was extremely high. While I think the novelty has worn off somewhat in recent years, many cultures (apart from some parts of the Middle East, where I do not travel) view Americans favorably and are genuinely interested in learning more about our culture and us. Less informed individuals might have stereotypes they have garnered from the media, TV shows, movies, etc. that they think applies to all Americans. Unfortunately, reality TV shows (e.g., Jersey Shore) have perpetuated these stereotypes. My advice is to always act professionally and behave accordingly to allow for a more favorable/profes- sional impression.
How do standards for busi- ness attire differ across countries?
Susan: Err on the side of more formal. No jeans and a t-shirt if you’re not sure how to dress. South Americans, French, Italians, etc. tend to be more elegant dressers, even if wearing jeans. Their attire would be elegant, fitted jeans with leather shoes and a very nice jacket and shirt. Buzz into Cleveland, where important available. I simply carve out a narrow Are there any pitfalls to being an Dave: In general, I would say the Far time for email (say morning and evening) American abroad that business travelers Eastern developed countries (e.g., Japan, decisions need to be made and respond accordingly. should be aware of? Korea, etc.) are more formal, both in con- versation and attire, than other cultures (at Dave: Located only minutes from Cleveland Hopkins Focus Groups of Cleveland is the largest facility of its kind in Traveling abroad on business is Pat: No matter what country you are least in the business environment). My all about trying to establish routines as from, I think it is smart to downplay your Airport, or downtown Cleveland, Focus Groups Northern Ohio. Located only minutes from Cleveland Hopkins rule of thumb is to err on the side of Airport, interstate highways and downtown Cleveland. quickly as possible and managing nationalism when traveling abroad. For “over-dressing” rather than “under-dress- of Cleveland, a full-service, sophisticated, 3-suite We have a sophisticated full-service 3-suite facility, with 4,000+ expectations with your clients. I suggest various reasons, Americans are not always ing.” You can also hang out in the hotel focus group facility, offers you over 4,000+ sq ft in establishing an updated schedule with well liked by some. I avoid flag tags on my lobby for a while to get a good feel as to sq ft in which to conduct mock juries, displays, dial research the US-based client (or collaborative luggage, clothing with visible logos, and how local business people are dressed. which to conduct: and usability labs. partner) that optimizes your conve- overly loud conversation. With clients and We are proud to offer fully integrated state-of-the-art technology nience. In addition, sometimes you can colleagues abroad, I avoid any imperious When you only have a very limited time which allows you to utilize video conferencing, video streaming upload updated interview grids, discus- American attitude, and emphasize we’re on a business trip to explore a foreign city, • Focus groups and FocusVision. sion guides, etc. to an FTP site, so the working together to do the best and most how do you decide what to do? client can access the information on accurate job for the brand and the client. Relax and let our experienced hostesses take care of your every • One-on-one’s need; including Starbucks food and beverage services, digitally their own without having to contact Dave: Unfortunately, this is more often the audio recorded sessions as well as high speed Internet access. you directly. Dave: Historically, the curiosity factor case than not, as project deadlines (both with Americans, particular in Eastern cul- the project that requires me to be abroad in • Pre-recruits • On-site telephone recruiting Focus Groups of Cleveland is not only in the “Top Rated in the Impulse Survey” category, but • Taste tests also has the overall highest rating among all “We have to remember that when we travel abroad, top-rated facilities in Cleveland for 2014! we represent ourselves, our companies, and our clients, • Executive or medical interviews FOCUS GROUPS OF CLEVELAND so we want to put our best foot forward.” • Data compilation & coding 2 Summit Park Drive, Suite #225 • Mock jury trials Cleveland, Ohio 44131 Feel free to call April Morris: 30 QRCA VIEWS FALL 2014 www.qrca.org Phone: 216.901.8075 • Fax: 216.674.5574 Email: [email protected] Buzz into Cleveland, where important decisions need to be made Located only minutes from Cleveland Hopkins Focus Groups of Cleveland is the largest facility of its kind in Airport, or downtown Cleveland, Focus Groups Northern Ohio. Located only minutes from Cleveland Hopkins of Cleveland, a full-service, sophisticated, 3-suite Airport, interstate highways and downtown Cleveland. We have a sophisticated full-service 3-suite facility, with 4,000+ focus group facility, offers you over 4,000+ sq ft in sq ft in which to conduct mock juries, displays, dial research which to conduct: and usability labs. We are proud to offer fully integrated state-of-the-art technology which allows you to utilize video conferencing, video streaming • Focus groups and FocusVision. Relax and let our experienced hostesses take care of your every • One-on-one’s need; including Starbucks food and beverage services, digitally audio recorded sessions as well as high speed Internet access. • Pre-recruits • On-site telephone recruiting Focus Groups of Cleveland is not only in the “Top Rated in the Impulse Survey” category, but • Taste tests also has the overall highest rating among all top-rated facilities in Cleveland for 2014! • Executive or medical interviews FOCUS GROUPS OF CLEVELAND • Data compilation & coding 2 Summit Park Drive, Suite #225 • Mock jury trials Cleveland, Ohio 44131 Feel free to call April Morris: Phone: 216.901.8075 • Fax: 216.674.5574 Email: [email protected] Rules for ROAD WARRIORS CONTINUED
the first place, and other projects I have on nailed. During long layovers, I use airport my plate) usually dictate my level of free sleeping rooms in Asian or European Insights! time. It depends on how adventuresome countries and get several hours (with a you are, whether you have to see the “can’t temazepam) of clean, comfortable, miss” attractions that particular region/city refreshing, delicious sleep. If the layover is is known for, and how comfortable you are short, I work or read on my Kindle. “just winging it.” I value feedback from concierges and/or my studio contacts. Susan: I use my travel time as down time. I sleep, I read, and try not to watch Susan: I plan before I go and try to pick a movies/videos. hotel in a location that will allow me quick access to sites of interest. Most hotel concierg- Dave: Although I recognize this would es tend to push shopping and typical (boring) not be ideal for everybody, I enjoy my tourist sites. I do an Internet search and ask work and consider business travel to be a people I know who have been there before. How do you make the most of your en privilege, particularly in this economy and route travel time – time in planes, air- competitive business environment. Pat: My first time in any country or city I ports, and on layovers between flights? Consequently, I am always working in haven’t visited before I make sure to arrive these venues – definitely on planes (except a few days earlier or stay a few days extra Pat: For overnight flights, I bring my Bose when I have to “turn off devices”), always and at least take a hop-on, hop-off bus headphones and pre-load my Kindle and in airport lobbies, and usually in taxis – I tour. I trust the concierge for restaurant my Mac with seasons of TV dramas and endeavor to stay “ahead of the curve” and recommendations, and try to do a little movies I might have missed. If it’s a day- to keep my business thriving, relevant and research beforehand so I won’t regret time flight, especially after interviews, I competitive (as I want to win the next missing something I want to see. use the entire flight to get the report global project!).
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Tip #1: Choose Make Your a color palette
Whether you are using your compa- ny’s template, one provided to you or creating one from scratch, using a con- Reports POP With sistent set of colors adds a polished look to your report. Choose a couple of main colors and then add in a few oth- ers as an accent. You could consider matching the color palette to the brand or industry for which the research was conducted. For example, if your report is for T-Mobile, you might want to Creativity, Color, incorporate the pink from their logo. You can use a free tool called “Colorpic” (available at http://www.iconico.com/ and colorpic) to mouse over the pink on the T-Mobile website and determine what Red/Green/Blue numbers you need to Call Outs recreate that same pink in your report.
2/2013
Tint % GENERAL COLORS CMYK 60 40 20 + Black % 0 0 26 6 Color PaletteTint % 40 20 10 EMPHASIS COLORS CMYK 60 40 20 10 0 35 10 + Black % 5 3 100 8 40 20 10 18 0 35 25 100 55 14 0
By Nancy Hardwick 0 30 100 5 0 75 100 40 President 0 30 100 5 49 31 45 20 n n Hardwick Research Mercer Island, Washington 11 0 5 7 0 100 100 20 n [email protected] 50 10 0 35 100 40 15 20
Tip #2: Develop a cover49 31 45 20 0 55 100 0 page and section 50 10 0 35
BACKGROUND COLORS dividers NUETRAL COLORS s researchers, we are chal- 11 6 0 0 6 0 0 40
0 0 12 5 In addition to spending time on the 2 6 9 4 lenged with presenting our content, be sure to consider the look and feel of the cover0 7 12 0 page and section findings in an informative, dividers. The cover page is a perfect opportunity to highlight the topic being researched, position a product as the persuasive, and entertaining hero, or use images to provide insight way. The addition of visual elements to a into the research story being told. Keep A in mind that the cover page sets the tone for the report inside. PowerPoint report enables the reader to Section dividers should be bold and include some elements from your cover quickly and easily understand the point page design. However, they should be stripped down with little detail to being made, since the results are present- quickly show a new section is being introduced. One way to test your ed more succinctly and memorably. approach is to look at the report in “slide sorter” view to make sure section dividers stand out.
34 QRCA VIEWS FALL 2014 www.qrca.org Tip #4: Use images “Emphasize a creatively
There are many ways to incorporate single quote or images into your report. They could be used in place of words, to provide more detail, or explain different key message” options. Maps are great ways to add color and perspective as well as pro- vide a basis for identifying geographic differences. Images can be inserted as part of a slide or as the full slide. For example, pre-designed images with blank areas for quotes or text are a per- fect way to highlight findings. They can be expanded to take up the full slide with text boxes laid over the top. Images can also be used to exemplify the findings. To illustrate the various aspects of the ideal children’s section of a public library, I inserted a full-slide Tip #3: Use photos image of a children’s library and then 2/2013 overlaid text boxes highlighting the
Tint % key features present in the image. GENERAL COLORS Photos are an obvious and easy visual addition to a report. It’s important to CMYK 60 40 20 + Black % 0 0 26 6 keep in mind that any photos added must have a role. Consider including photos Color PaletteTint % 40 20 10 EMPHASIS COLORS CMYK 60 40 20 10 0 35 10 you have taken of the research participants, scanned materials created during the + Black % 5 3 100 8 40 20 10 18 0 35 25 research process (collages, artwork), and visuals shown to participants during the 100 55 14 0 Tip #5: Emphasize research (print ads, website pages, products). 0 30 100 5 0 75 100 40 Photos can also be incorporated to emphasize a point or tell a story. These pho- a single quote or 49 31 45 20 0 30 100 5 tos are more likely to come from an “image bank” rather than from the research. key message 11 0 5 7 0 100 100 20 Develop an image bank of photos that you have taken yourself, purchased, or
50 10 0 35 downloaded for free. Then you can refer to that resource any time an image is 100 40 15 20 Images can be used to highlight a 49 31 45 20 needed. This will cut down on the time spent searching for the perfect image. 0 55 100 0 Some potential resources for images include: morguefile.com, sxc.hu, fotolia.com, quote or learning that is critical to the 50 10 0 35 compfight.com, kozzi.com, corbisimages.com. Shutterstock.com and istockphoto. research. Incorporating a large or even BACKGROUND COLORS full-page image of a person, along with NUETRAL COLORS com (my favorite resource) provide free images each week. 11 6 0 0 6 0 0 40 Since a standard PowerPoint slide is 1,024 pixels wide, when purchasing or col- that quote, adds strength to the mes- lecting images, be sure to obtain only those that are 500 pixels or larger. This will sage. Consider using photos of research 0 0 12 5 participants or purchasing an image 2 6 9 4 enable you to incorporate full slide images, if desired. Images with transparent background (.png files) are also good ones to look for and add to your collection. that resonates. Be sure to position the 0 7 12 0 PowerPoint offers some formatting tools that enable you to incorporate various photograph so the person is looking image styles, such as a frame/border around your pictures, beveling or soft edges. toward the quote rather than away You could even rotate an image. I would caution you not to overuse the special from it. Readers will naturally follow effects: keep in mind that a consistent style throughout your report delivers the the direction the person’s eyes are look- desired professional polish. ing right to the quote or learning you are emphasizing. (See example above). When incorporating text into a PowerPoint report, be sure to select a sans serif font (the kind without the extra feet). A font like Arial or Tahoma works well. Also, consider the size and style of font you are using. The “Word Art” button allows for quick addition of reflections, outlines, and bevels to text.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 35 Jazz Up Tired Reports CONTINUED
“Images can be used to highlight a quote or learning that is critical to the research. Incorporating a large or even full-page image of a person, along with that quote, adds strength to the message.”
Tip #6: Incorporate call-outs
Identifying important aspects of an image with a red circle or an arrow is an excellent way to direct the reader’s attention to something they might have missed. For example, if you have an image of a research participant on a shop-along, you might want to circle the coupons in her hand to emphasize that coupons will drive purchases.
Tip #7: Show the Tip #8: Visually separate data process visually Lists or groupings of information are perfect for inclusion in visually appealing boxes. Incorporate different shaped boxes, 3-D elements, and color. Consider Any time you can tell a story or color-filled boxes with white lettering. If it’s a list of companies, include their show the process visually (research logos rather than citing their names. Flat stripes of color are another way to DIGITAL RECORDING WIRELESS INTERNET VIDEO SCREENING TRANSCRIPTION SERVICES TRANSLATION SERVICES flow, participant approach to a task), divide up and highlight groupings of information. This technique is great for do it. Fewer words and an ordered removing some of the bullet points you might be using to emphasize groupings. process (represented by arrows or Don’t forget about other shapes, including pyramids and Venn diagrams. Both numbering) can effectively outline are great for visually presenting hierarchy and relationships. what could have taken multiple slides Although sometimes overused, word clouds are another great way to group We are pleased to announce Since our inception in 1975, we’ve continued to hone our to explain. If the process requires data in a graphic way. They are designed to visually give prominence to words/ knowledge of the consumer-landscape and offer solutions that more than one slide, consider adding themes that appear more frequently. As you are working on the visual layout of the opening of our newly renovated best meet the needs of the client while being a conducive a numbering system to the slides to your information, remember to look for ways to cut some of the text. There are state-of-the-art research facility emphasize the steps of the process. likely some words that are not necessary and can be eliminated. 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 Tip #9: with traditional and non-traditional research settings. Use commercially pre-made slides Qualitative Recruiting Specialists To save time, commercially made slides are a good option. Assuming your contents fit, there is no need to recreate the wheel. Large full-time recruiting staff Slideshop.com is a great resource for commercially made slides. Their website is searchable by topic and enables you to purchase Supremely experienced Project Managers themed sets of slides. If you sign up for their newsletter, you Large and eclectic national Database receive 10 free slides. Plus, you can visit their website weekly and download one free slide each time. If you don’t want to spend the money on pre-made slides, you can always use a website like slide- shop.com to generate ideas for potential slide formats. “Delivering on our promises and providing unmatched service If you would like to incorporate 3D images in your report, and experience. That’s how we help our clients and that’s Perspector.com is a resource worth checking out. The site provides always our focus.” 3-D graphics for inclusion in PowerPoint. I found the site to be a bit tricky to use, so it’s probably a better tool for those who have - Maryanne Livia, President, RRU Research mastered PowerPoint and are looking for something additional to make reports more visual.
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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
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Final thoughts As you work to make your reports more visual, keep Tip #10: Consider using plug-ins the following in mind. and outside apps • Talk with your audience to understand their needs WEB USABILITY and expectations. As you develop the report, first determine the contents and learnings you want to USA: +1 732.970.9446 Depending on your needs, incorporating outside plug-ins and applica- include on a slide, and then decide what would be the UK: +44 (0)20 7487 9290 tions might bring that needed spark to your report. Brainshark.com is a best way to “display” the information visually. great stand-alone application for presenting your report online. It is easy • Choose a look and feel that you like. As you [email protected] to use and free. Brainshark enables you to upload your PowerPoint deck review other reports or presentations, look for slides InteractiveVideo.com and add audio narration and background music to your slides. Once cre- that you feel do a good job of visually presenting the ated, the slide show can be launched to show each slide (which advances information. If there is a format that you don’t like Usability Lab with Technician • Eye Tracking Lab with Technician automatically) and play the audio narration and/or music. visually, even if you think it presents the information Ethnographic Videography • Highlights Video • Video Streaming Rather than being used as a stand-alone, Animoto.com enables you to in a visual way, don’t incorporate it into your report. create videos that can be embedded into a presentation. When you • Be consistent in your approach throughout the Remote Usability Research Support upload your images and text, this tool adds background images and deck. Mixing together wildly different formats, colors music that you select from a range of options. 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RESEARCH TECHNOLOGY SUPPORT ANYWHERE, ANYTIME n GLOBAL RESEARCH n
Making Your Research Pay Off in LATIN AMERICA
By Isabel Aneyba Founder and Chief Insight Generator n COMARKA Consulting & Marketing n Monterrey, Mexico n [email protected]
By Antonella Fabri Ph.D., Principal n Caleidoscopio Ethnographic Research n New York, New York n [email protected]
40 QRCA VIEWS FALL 2014 www.qrca.org “In Latin America people use associations, mottos, and personal stories when they talk, a kind of communication that might be a source of frustration for Western clients. A solution is to allow more time for storytelling so that Latinos feel free to draw examples from their experience that elucidate the topic.”
uring the last ten years, Latin and service categories that have evolved ple, doing a study during Easter week in America’s economic expansion differently. For example, while Brazil was Mexico would be like Thanksgiving week- has included significant prog- a check market that easily transitioned to end in the US. Most Mexicans are Catholic Dress in poverty reduction, mak- using debit cards at the point of sale, and the whole family takes a vacation out- ing the region highly attractive for Mexico was a cash market so using debit side of the city. If you insist on doing business purposes. cards at the point of sale was a major chal- research that week, your participants will According to the World Bank, in the lenge. These two countries represent two probably be non-Catholic and will not past decade, the middle class in Latin different clusters. Within the clusters represent the market. Some important America grew by 50% and now represents choose the country/countries that repre- holidays are Carnival, Easter week, 30% of the population. Brazil, Colombia, sent the largest potential for the success of Passover week, Labor Day, Mother’s Day, and Mexico are the highest achievers in the product or concept. Father’s Day, Independence Day, middle class growth. Key factors in Revolution Day, Christmas week, and New upward mobility are: higher levels of edu- Defining the target audience Year’s week. cation, higher employment in legitimate taxed business sectors, more urban resi- and recruiting participants Phone is the preferred form dents, more working women, and smaller Include lifestyle questions about of communication. families. the target market in the screener Unlike the US, Internet connections in Adapting projects to Latino culture is to standardize the target market Latin America are not always reliable. The the key to successful research in Latin across countries. majority of people use the phone rather America. Here are some best practices. Unlike the United States, socioeconomic than the Internet to communicate and, levels in Latin America are not defined by subsequently, they are often not on top of Choosing the markets income. “Income” tends to be a sensitive emails. When doing research in Latin America, a question due to fear of becoming a rob- project can be conducted in several coun- bery or kidnapping target. Consumers do Selecting a researcher and tries or in just one “priority country;” not want to respond or tend to respond Sometimes, a single country provides incorrectly. discussion guide adaptation the best potential for the success of a Lifestyle questions use the SEL levels Choose a vendor you trust and then study. The caveat is that research findings (Socio-Economic Levels in Latin America trust that vendor to adapt the research of one country do not necessarily repre- See: http://www.zonalatina.com/ guide. sent the entire region. Zldata200.htm): A/B, C, D, E. These You need a researcher with a deep under- If research is in several markets, it is include a variety of factors: occupation of standing of the category and the ability to important to ensure that these markets household head, type of schools children adjust study objectives to the local cul- represent the region for that product or attend, type of transportation used (public, ture. concept. private, including car models), number of Behavioral questions that help in vacations and places visited, entertainment selecting the right researcher for the proj- We recommend the following tips: venues, house size (number of bedrooms ect include: Use secondary research and bathrooms), frequency of house • What would you do if…? to identify clusters of key cleaning services, etc. • What type of projective techniques features that define a market. will work to achieve this study’s Within those clusters choose countries Avoid fieldwork dates around holidays. objective? that have the most potential for developing Latinos live to celebrate. Not only do their • What is your moderation style? a regional strategy. Clusters can be based parties last longer, but Latin America cele- • How do you analyze the data? on features such as: penetration, number of brates more holidays than the US. It is The best researchers are well versed in competitors, or type of products. very important to avoid fieldwork around a variety of projective methods, and are Do not cluster countries with product holidays, not only on holidays. For exam- willing to explain their guide adaptations.
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 41 Research in LATIN AMERICA CONTINUED
“In Latin America, consumers are relatively ‘easy graders’ compared to other cultures. For example, when evaluating food products qualitatively, Latino participants mentioned that a particular food product is not spongy enough but then gave grades of ‘Excellent or Very Good’.”
They are fun, energetic, and able to write Spanish language by providing the right Choose the right venue. reports that answer the project objectives. semantic meanings. While people of higher socio-economic status prefer an upscale restaurant, partici- If you are doing research in more than Hire an experienced focus group pants of lower socioeconomic levels feel one country in Latin America, consider interpreter. more at ease in casual venues. They might hiring a regional researcher. Most interpreters in Latin America have experience discomfort in high-end places This person should have done research in experience interpreting for conferences and treat the moderator like their boss all the required countries. The advantages but less experience with focus groups. instead of their friend. FOCUSBRINGING of hiring one researcher versus several Good focus group interpreters are not local ones are consistency of moderation cheap. Poor interpretation will jeopardize Use food to encourage socialization and time saving in analyzing the report. the investment made in the project, so do and put participants at ease. OPINIONS INTO not cut costs in this area. Among upscale segments, it’s common to FOCUS In the guide, clearly state study serve a gourmet meal that includes wine objectives and adapt the guide to Consider online studies if your target and liquor. When doing in-home inter- key measures of cluster development market is an upscale one. views, it is common for participants to Top Rated by Impulse within each market. According to the Internet World Stats, prepare food to welcome the interviewers. FOCUS Using the same example in TIP #1, the Latin America has an internet penetration Try to eat this food and accept a drink Experienced Management FOCUS guide in Brazil will focus on questions of 43% versus 73% in Europe and 78% in right away. This makes the experience FOCUS about checks usage and the guide in the US. For online studies, only the upper more social. Web Streaming Mexico will focus on questions about level segments will be able to be reached using cash for purchases. online. Allow more time for rapport, in order to establish a relaxed and enjoyable Personal Client Service Add more time to focus groups to Field implementation atmosphere. allow for socialization. Make people feel valued that they are Make participants feel at ease by taking High Quality In-House Recruiting While a focus group in the US normally contributing to product or brand more time to warm up. Latinos tend to be allows little digression, in Latin America improvements. more socially exuberant and gregarious Video Conferencing it is rude or at least hasty to “get to the than Americans. Spending upfront time to point” right away. Consider adding 30 When recruiting, invite participants allow participants to get to know each Ethnographies minutes extra to the focus group or plan to a social event, rather than to just other and make them feel part of “a com- homework or follow-up phone interviews a study. munity” leads to a friendly environment, to cover the objectives. Participants in Latin America attend a encouraging more personal and authentic Wi-Fi Throughout focus group not only to get the incentive, responses. Request a native Spanish-speaking but also because they see it as an opportu- Living Room/Auditorium Set Up researcher to translate the guide. nity to interact with others. It is more of a Emphasize to participants the impor- Global clients often send a guide in “social occasion” than “a paid job.” tance of sharing their true opinions. Spanish translated by a person from Participants like to talk about their fami- Latinos are people pleasers and very opti- Spain or a non-native Spanish speaker lies, network, and exchange business cards. mistic. Explain how a truthful critique is that uses expressions not familiar in the more helpful than a polite answer. country being researched. Even in Latin Over-recruit. America, different Spanish-speaking It is very common for Latinos to drop out Allow for more unstructured countries use different words for certain at the very last minute. This is related to conversation. things. Instead, provide an English guide their people-pleasing culture. Sometimes In Latin America people use associations, to the local researcher to allow him or they agree to participate because they mottos, and personal stories when they her to adapt the guide to the local don’t want to say “no.” talk, a kind of communication that might Phone: 847.827.9840 | Toll Free: 877.286.8439 42 QRCA VIEWS FALL 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] Research in LATIN AMERICA CONTINUED
be a source of frustration for Western cli- might symbolize an attempt to create a When analyzing concepts ents. A solution is to allow more time for new persona, who might be identified not look for the big picture and storytelling so that Latinos feel free to only as Peruvian or Argentinean, but also consider all the markets. draw examples from their experience that as a citizen of the world. It is useful to If a report is done for several countries, elucidate the topic. buy local magazines and ask participants the priority is to identify the “common to do their own collages identifying who themes” that can support a regional or Consider attending celebrations they are and what role the product plays global approach. Differences across hosted by participants for branding in their lives. markets will help tailor these adapta- studies. tions. For example, we tested three com- Life in Latin America revolves around rit- Analysis and reporting mercials in three different markets using uals. Families and friends get together Take the “courtesy bias” into account. local moderators and found “the win- and reenact their own rituals as a Interpreting the results is “translating” ner” in each market was different. reminder of their relations. This provides what happened during the groups beyond Focusing on the “big picture” finds the insight into how a product is used in dif- what was said. Courtesy bias means that best commercial for the region as the ferent contexts (i.e., by generation or gen- consumers in different countries use scales one that is not polarizing or offensive in der). This allows you to position the in a different way. In Latin America, con- any market. brand beyond words and associate it with sumers are relatively “easy graders” com- key Latino values. For example, Coca pared to other cultures. For example, Provide a template and debrief Cola has been very successful in Latin when evaluating food products qualita- by phone with the whole team to America due to its TV ads showing big tively, Latino participants mentioned that communicate insights across cultures families sharing meals, emphasizing the a particular food product is not spongy and identify differences. importance of the Latino value called enough but then gave grades of “Excellent Before writing ask if there is a template “love for family.” or Very Good.” Since the researcher knew for this client/study. Using a template that spongy is a very important quality will help you to keep things standard The 8th Annual Meeting of For branding studies, understand the because of participants comments and the across markets where you may role of the product in Latinos’ identity. importance of this feature to the Latin cul- or may not be the reporter. A well The PMRG Institute Latinos are attached to their “regional- ture, she reported that Latinos’ “Excellent thought-out template and debriefing isms,” but they also value global trends or Very Good” really meant “Good to call helps the global client interpret the and looks. For example, using a certain Fair” to emphasize the need for improving results correctly, minimizing misunder- type of watch, fragrance or detergent this key feature. standings. Healthcare Marketing Research A 360° VIEW October 19-21, 2014 “Participants in Latin America attend a focus group not only to Hyatt Regency get the incentive, but also because they see it as an opportunity New Brunswick to interact with others.”
more info at www.pmrg.org 44 QRCA VIEWS FALL 2014 www.qrca.org Conclusions to the Latino markets. This requires responses beyond rational responses. Latin America represents a great business understanding how the category has The third stage is to read between the opportunity for both positioning and brand developed in each country and the lifestyle lines and interpret what consumers really developing. We have identified three stages of the target market. value as the brand’s desired benefits. This of research that lead to the completion of a The second stage is to recruit and inter- requires a deep cultural understanding. successful qualitative project. view, according to the Latino social cul- The first stage is to convey strategic ture. This requires cultural sensitivity in (Note: We thank Angela de la Peña for project objectives and adapt the research order to access participants’ emotional contributing her insights into this article.)
The 8th Annual Meeting of The PMRG Institute
Healthcare Marketing Research A 360° VIEW October 19-21, 2014 Hyatt Regency New Brunswick
more info at www.pmrg.org n TECH TALK/ONLINE QUAL n
SOCIAL MEDIA RESEARCH: More than just keeping a pulse
By Renee Murphy f you’ve been part of the Qualitative community Digital and Social Media Research Consultant over the past several years, you would have had to n Hello There Research n Fort Wright, Kentucky n [email protected] be hiding under a rock to have not heard of “social media research” (SMR). It’s one of the big buzz Iwords. Some find it to be a mystery, some are readily doing it. I happen to be part of the crowd that actively conducts social media research, and I just can’t stop talking about it. To me, it’s not a passing fad. It’s a cru- cial part of delivering understanding for my clients.
46 QRCA VIEWS FALL 2014 www.qrca.org “Typical scenarios for fielding social media research include: informing further qualitative, getting quick answers on a tight budget, uncovering new marketing ideas, accessing an audience that is hard to recruit, hearing from a very digitally-active audience on their home turf, and getting past barriers other methods just aren’t cracking.”
Despite my enthusiasm, a recent a project like this, I treat social media like food product, product benefit and lan- GRIT[1] study reported that, “Many peo- a giant pool of verbatims ripe for organi- guage understanding for a CPG product to ple in the Insights function don’t find zation and analysis. I want to take some of inform shelf organization and needstate social media research to meet strategic the mystery out of the process and give exploration for a food product. In the objectives beyond ‘keeping a pulse on the you some specifics around what a typical business-to-business arena, colleagues customer.’” From what I’ve heard, and at project looks like for me. Each practitioner have looked to SMR to understand how times seen, these clients are receiving does this differently today, and the process the general market perceives credit moni- stock metrics that don’t connect to real varies based on the type of deliverable and toring practices and vendors and to devel- questions they’re facing. That’s where I frequency of delivery. I’ll take you through op a picture of customer experience with believe that our qualitative skill set is four stages in my process: proposing, plan- major financial services providers. invaluable and I’ve put it to use digging ning, conducting, and reporting. into the already-existing digital artifacts to Typical scenarios for fielding social media answer actual research objectives. And, Proposing research include: I’ve found that clients can’t get enough of Which method is best? I don’t believe n Informing further qualitative research it. When we put our qualitative skills to that social media research is best for all work and uncover insights that answer objectives. Social media research, in my n Getting quick answers on a tight actual objectives that cross our desks every experience, has been great for these types budget day, SMR can be just as powerful as any of of objectives: n Uncovering new marketing ideas the other methods in our toolbox. n Habits and practices n Accessing an audience that is hard to recruit There is a wide range of what might be n Unmet needs considered “using social media” as part of n Pain points n Hearing from a very digitally-active or as the main research methodology. For audience on their home turf n Category trends example: n Getting past barriers other methods n Using a platform like Revelation n Target or segment identification and just aren’t cracking humanization NEXT (now part of FocusVision) to analyze mobile uploads and input n Ideation inspiration from research participants (think of Establish social media research as a n Brand positioning this as a form of ethnography) viable method. I’ve found that walking n Benefit articulation in consumer clients through the platforms and process n Capturing participant feedback on a terms (SMR is an excellent place to I’m using goes a long way in helping them Facebook or a Google+ page determine lexicon!) trust that this method is sound. In fact, n Recruiting respondents from many clients have been itching to try n To-do-list LinkedIn SMR–if they haven’t already–and have been waiting for the right opportunity/ n Conducting online focus groups via It’s good to look at the category and guide. Google Hangouts make sure that it’s one that will be readily n Analyzing artifacts from social media discussed digitally. I find that more topics Identify preliminary platforms to use. (a compilation of posts, reviews, are discussed than I originally think. But Based on research objectives, I ask myself, tweets, etc. on a particular topic) to then I need to consider whether it is dis- “Where would the target audience be talk- deliver insights cussed in a way that speaks to the objec- ing about this or be leaving digital arti- tives. SMR shows up in almost every proj- facts?” I’ll do some searching on a paid I would like to focus on that last point: ect I do, so it’s much easier for me to share platform, that I have access to, as well as using information from social media in when NOT to use it. However, recent outside the platform. Typical free places I place of a primary study. When I approach examples include trendy new uses of a go to include Google Blog Search, Google
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 47 Social Media Research CONTINUED
Give constraints. Social media can be a Need Insights? black hole and sometimes it’s hard to know when to stop. I give myself two guardrails so that I don’t waste valuable time: “stop times” and “diminishing returns.” Stop times are rough breakouts of how many hours I need to spend on each section, based on my overall estimate of time that I’ve given to the project. So, if I’ve allocat- ed 60 hours to a project that has three sec- tions of objectives, I may give 20 hours to each section. Or, if one of the sections holds more importance, I may do 30/15/15. I sometimes sub-divide the time within the objective section so that I have more specific focus. Diminishing returns is about what I’m learning after reading hundreds of comments. If I find that everything that I’m reading is repeating after 200 comments, then I call it done. Sometimes it takes reading 800+ com- ments in a subsection to feel like themes are repeating. Sometimes it takes less. Don’t worry, in time, you will get the feel for it. Conducting I could talk with you for days about conducting SMR, but for the sake of space, here’s the 10,000-foot view:
Hypothesize sentence starters. I often start by searching how people would talk Discussion Search, Pinterest, Youtube, detailed plan based on the research objec- about the objective. So, when I wanted to Twitter, Instagram and others I think will tives. I break these objectives down into understand why women were making their be specifically suited to the objectives. questions to be answered, similar to a dis- own beauty products, I searched “make During the proposing phase, it’s important cussion guide. I make it clear that the my own” AND because AND (hair OR to include costs for a paid platform, if free report will very specifically answer these face OR makeup OR deodorant). My won’t cut it. objectives and ask, “Did I get this right?” hunch was that the types of sentences I This serves as my report outline. wanted might flow something like: “I Prove comment availability. This step make my own makeup because…” or, “I is as much for me as it is for the client. I Note sources to search. Under each make my own deodorant because…” After do a preliminary scan of comments to of my objectives, I’ll jot down sources reading a bunch of comments, I found dif- make sure that I’ll have the viewpoints that that I have a hunch I need to look into, ferent ways to evolve the search to see dif- QRCA. I need in social media to put together a especially if I’m using a paid aggregation ferent aspects of the motivation behind robust report. I’m looking for hundreds, if platform that doesn’t cover everything. DIY beauty products. Keep track of fruit- not thousands, of comments that speak to (For example, YouTube comments and ful search strings and leave yourself bread- One click. the specific questions presented by the Pinterest comments aren’t included in crumbs in the event that you need to research objectives. If I don’t have enough many aggregation platforms.) This serves repeat a particular search again with 1000+ qualitative experts. comments, visuals or other digital arti- as a reminder to go back and look into slightly different parameters or need to facts, I don’t proceed. these, in addition to pulling comments explain your path to the client. from the platform. For example, if I’m Planning looking into how consumers think about Forest from the trees. I appreciate paid Sketch out detailed objectives and concepts like “green,” or “environmentally platforms because they give you a feel for sub-objectives. Social media research friendly,” I may search Pinterest to see the rough number of comments on a given simply won’t work with vague objectives. what sorts of boards they’re putting theme, helping to distinguish the impor- After project approval, I write out a together with those terms. tance of the theme, or the weight of it. If I Visit www.QRCA.org
48 QRCA VIEWS FALL 2014 www.qrca.org Need Insights?
QRCA. One click. 1000+ qualitative experts.
Visit www.QRCA.org Social Media Research CONTINUED
do a Google Blog Search on my own– Drug references. Slang. apart from a paid platform–and read 15 Rap lyrics. Movie quotes. no bull. blogs on a topic, it’s hard to know if those While these can illustrate are the only 15, or if thousands of blogs the brand’s integration are saying the same thing. Paid platforms into culture, it’s important can have valuable illustrations to show to exclude these com- how often the keywords are mentioned in ments if they don’t truly the scheme of thousands of comments. answer objectives when, Paid search engines are ultimately less upon initial examination, I time consuming because they present an think they might. aggregated summary up front to help guide the researcher towards the more Theming. I read and talked about themes. read, then start to group comments together in Alternative uses. Just about every proj- themes as I have “aha” ect I’ve done has included a term that moments related to the meant something other than what I objectives. After I have thought. Urbandictionary.com helps me read hundreds of comments stay abreast of terms discussed in the cate- that point to that theme, I gory or about the brand that I just write a summary of it and pull wouldn’t have realized would be showing out the comments, pictures or up in my results. other digital artifacts that best illus- trate it. For those of you who have been con- ducting desk research, competitive analy- not a surprise. With social media sis or secondary research on trends and/or research, the report is the only teaching competitors, this methodology should tool to onboard them to all of the beauti- sound familiar. Many of the skills are the ful and rich insights in my head. same. The key difference is that these key- word searches on social media platforms In closing yield primary comments. I firmly believe that the key to cracking the social media research code is not in Reporting figuring out a paid or free aggregation Make it personal. It’s important to me and analytics platform. Instead, the big- that the client team gets a taste of what’s gest enabler is identifying a process that actually being said, in consumer language. will work for you and your business. My Therefore, I include anonymized illustra- process involves the steps outlined here: tive comment examples. planning, proposing, conducting, report- ing. I think you’ll find that this process Illustrate the theme. Just like any other has many parallels to other forms of qualitative report, I like to give illustra- qualitative. Additionally, social media tions, charts or visualizations to help itself is a resource for teaching yourself demonstrate the insight. Design thinking how to conduct SMR in a way that is has been immensely helpful for identify- going to benefit your business. You need ing constructs that will aid me in getting to be a user before you can be a skilled Honest recruiting is one reason why clients come back to Fieldwork. We the insights from my head into the heads observer. I taught myself much of the of my clients. practice that I do today by reading about work our in-house data base hard to nd the people you want to talk to, what others talk of doing in the SMR while screening out those you don’t. And there’s no sugar-coating our daily Crucial teaching tool. Reporting for space, making it my own and building social media research can carry a greater upon it. progress reports. We tell it like it is. Even when it hurts. So we can responsibility than other research meth- There is so much more to SMR. Start make the ne tunings that keep things on target. We believe ods. Here, the client typically doesn’t see by using social media and reach out to that honesty is the soul of good research— which is anything other than the report. With me at [email protected] focus groups, they’ve likely been in the with any questions or comments. I would why we subscribe to MRA ethics standards. backroom, part of the process end-to- also love to hear what you have to say W e’re con dent you feel the same. end, so when they receive a report, it’s about this article. 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 50 QRCA VIEWS FALL 2014 www.qrca.org no bull.
Honest recruiting is one reason why clients come back to Fieldwork. We work our in-house data base hard to nd the people you want to talk to, while screening out those you don’t. And there’s no sugar-coating our daily progress reports. We tell it like it is. Even when it hurts. So we can make the ne tunings that keep things on target. We believe that honesty is the soul of good research— which is why we subscribe to MRA ethics standards. W e’re con dent you feel the same. 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 n BUSINESS MATTERS n
10 TIPS FOR COLLABORATIVE BUSINESS BUILDING
By Layla Shea By Kate Dennis Founder n Upwords Marketing Solutions Inc., Founder n Open Door Insights, Victoria, BC, Canada n [email protected] Toronto, Ontario, Canada n [email protected]
s qualitative research consultants, bounce around an idea? Who will push you Collaboration – a scary thought, many of us enjoy the benefits of to reconsider a report from another angle? but numerous benefits Aworking for ourselves or in small Who can provide an extra set of hands for For starters, who wants to share all their companies. While we prefer the flexibility work overflow? We can reach out to our secrets with a stranger who might benefit and independence that comes with being a LinkedIn discussion groups, Twitter, and from your years of hard work? Let us small, nimble operation, our freedom often QRCA chapter meetings, but even with assure you, with a bit of careful planning, comes at the price of professional isolation. those resources at our disposal, we are often a strategic collaboration can benefit both Where is that colleague when you need to left wishing for more. parties financially and emotionally.
52 QRCA VIEWS FALL 2014 www.qrca.org Collaboration may even give you the con- Collaboration means that you have fidence and encouragement you need to build your business in ways you never a colleague with whom you can: thought possible!
So how do you find that right person? n Bounce off each other’s ideas: develop proposals, guides, Chances are you know at least a few other insights for reports QRCs through QRCA, social media, or n attending conferences with whom you felt Share large projects: a good connection. Once you identify a co-moderate online or in-person person you might want to collaborate n Share resources with, set up a time to talk (in person, on Skype, or simply on the phone) and con- n Balance each other’s peaks sider these 10 tips to help get you started. and valleys
1. Do your goals align? n Co-develop business As with any endeavor, starting with building ideas objectives or goals is crucial. We don’t all necessarily have formalized business goals, but, if asked, most of us could at 4. Are you comfortable discussing least identify the direction we are headed. proposal templates, images, calendars to co- The goals of your collaboration should be legal and financial matters? ordinate schedules and resources, activity discussed, too. These goals may very well Before you get serious with a potential examples, and of course… your goals. change over time – and it’s important you collaborator, be sure to sign a nondisclo- Skype is invaluable when we are collab- continue the conversation as you begin to sure agreement and seek legal counsel to orating on a project. During a client work together and start to see the poten- ensure that you will not be violating any scoping or briefing meeting, or during a tial for your businesses. antitrust laws. Assuming you are in the virtual presentation, one of us is typically clear, then proceed to have discussions leading the discussion, while the other is 2. Do they share your values? about how you will handle financial mat- taking notes and listening. Using Skype Just as important as aligning goals is dis- ters – whether you will be working chat is also a great way for us to commu- cussing your values and work ethic. It is together vs. acting as sounding boards for nicate during webinars that we are both normal to see business goals evolve over each other. Make sure you’re on the same attending. We often hear something that time, but your core values typically do page regarding the hours allocated to triggers an idea and before we know it not. The first few discussions with a each type of task (briefing, screener we’re brainstorming and “seed planting” potential collaborative partner will be development, project management, etc.). based on what we’re hearing. Technology critical in determining if you can trust Agreeing to a system in advance will not only makes us more efficient but also the other. speed things up when it comes to devel- helps us feel less isolated and more like oping joint proposals and settling invoic- we’re part of a bigger office. 3. Does their experience es at project completion. complement yours? 6. Share information The last thing you want when seeking a So now you’ve found your partner, Nowadays there is so much to learn, it collaborative business partner is to end what are some ways to collaborate? can sometimes be overwhelming. We try up feeling like you are competing with to get ahead of this by dividing and con- each other. Does one of you have a par- 5. Embrace technology quering at industry webinars and confer- ticular expertise or vertical in which you There are some simple and free tools that ences. For webinars, one of us attends specialize that could work well when will allow you to not only share the busi- and takes notes that are posted to our married with a technique that perhaps is ness side of things (after you’ve both signed shared folder. For conferences, instead the other’s specialty? Complementary non-disclosure agreements), but also to of attending the same breakout session, skill sets allow you to take on clients and enjoy some of the “water cooler” style chat we try to go different ones to double our projects you might otherwise have had to that independents often miss out on. exposure; we post our notes and that pass on. Join.me is a free desktop sharing software makes us really pay attention. And if we So start by being crystal clear about that makes it super easy for you and your learned something particularly useful, how your individual strengths will com- collaborative partner to brainstorm a pro- we email or Skype chat about it. plement the other. In our case, one of us posal or report; one of you can make prefers to focus more on strategic ele- changes in real time on screen as you go. 7. Share resources ments of projects and the other excels at A “cloud network” like Dropbox makes it Once we felt comfortable with each other, delving into the finer details. easy to access shared files with each other – we laid everything out on the table related
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 53 10 Tips for Collaborative Business Building CONTINUED
“Let us assure you, with a bit of careful planning, a strategic collabora- tion can benefit both parties financially and emotionally. Collaboration may even give you the confidence and encouragement you need to build your business in ways you never thought possible!”
to our respective research toolkits. We dis- “seed planting.” At regular intervals, dis- us we were better able to manage the covered that we were using many similar cuss where you see your businesses going. project details, figure out and document approaches and techniques, but in shar- Review your goals from the previous what worked, and commit to what we ing and brainstorming we learned from period – eliminate, update, and create would do differently in the future. each other, reinforced our existing tool- new ones. kits, and created new tools that have Whether it’s getting an article pub- 10. Introduce your helped transform our work. lished, starting up a blog or winning a partner to your clients. We save our shared toolkit of activities, client in a new industry, having someone Once you’re comfortable with each oth- images, and proposal/report templates to to be accountable to and push you for- er’s style and approach (and possibly even a shared Dropbox folder and reference or ward is invaluable. Don’t worry if your developed a bit of a joint one), you may add to it on a regular basis. We often goals or the activities to get you there decide it’s time to let your clients know exchange quick phone calls or emails change throughout the year – as long as you have a partner with whom you con- when working on a proposal or discus- you’re checking in with each other and sult and who helps you out from time to sion guide in a new area to find out if the showing progress, some seeds are guaran- time on your projects. other has done something similar. teed to have taken root. Start by working your partner’s name People are another great resource that into conversation – “A colleague of mine can be shared, especially as your business 9. Push each other has some great experience with X and grows. When we started to get too busy From time to time, each of us needs could add some real value to this discus- to help each other, we trained a couple of encouragement to stretch beyond our sion” or “I bounced this idea off a colleague contract-based project managers in our comfort zone. For some this may mean of mine and think we’ve come up with an “style” so they could help by loading trying a new technique, for others it may even better approach…” Everyone knows guides, follow up with participants, involve speaking at a conference, or two heads are better than one and if the cli- source images, and create slides. becoming more involved with social ent is seen as having access to the best col- media. We have found that collaboration lective thinking available (at no extra cost 8. Plant seeds has enabled us to confidently grow our to them), why would they say no? When the slow period hits, you’ll regret capabilities and experiences in ways that Collaboration on client projects can be not following through on initiatives criti- have grown our bottom line. For exam- as simple as brainstorming a way to cal to growing your business. This is ple, when mobile online tools were still in approach a difficult topic or as involved where collaborating resembles having a their infancy, we agreed to take on a proj- as presenting joint briefings, moderat- workout buddy and is what we refer to as ect together to figure them out. Between ing, and presenting. Whatever the case, make it easy as possible for your client – have one point of contact, but copy each other on all correspondence. Agree in advance on the roles each of you will take and make that clear to your client. If clients trust you and your work, they likely won’t have a problem working with someone you trust and have worked with before. Collaboration – a smarter way to work! We have been enriched by working together and by supporting each other through our highs and lows. We hope you feel inspired and armed to find the right partner.
54 QRCA VIEWS FALL 2014 www.qrca.org n QRCA VIEWS PODCASTS n
Check out our Newest Podcast with JACK CAMPISI, ACCOUNT DIRECTOR, CIVICOM
RCA continues to conduct and ducted an interview with Jack Campisi, and most successful – online marketing record interviews with thought- account director with Civicom, a compa- research firms, Greenfield Online. Q leaders in the qualitative re- ny that provides the marketing research The interview leads the listener search industry. These podcasts shed community with virtual communications through Jack’s career at FocusVision light on subjects of great interest to solutions. During this Qualcast, Jack dis- to his current gig at Civicom. Jack also those whose work involves qualitative cusses his experiences during the “wild shares his thoughts on where he believes research. Podcasts of these interviews west” days of online qualitative research, mobile-based qualitative research can are available at the QRCA website which began at Strategic Focus, a focus take us. If you are interested in the his- (www.qrca.org) under the Publications group facility in Westport, CT. While tory of online qualitative research, be link as streaming audio and can also be working at this company, Jack met Andy sure to give a listen to this episode. downloaded to your laptop or portable Greenfield, Hugh Davis, and Paul Jacob- If you would like to hear an interview listening device as an mp3 file. son, three individuals who are credited with an interesting person in the field of Most recently, Michael Carlon con- with building one of the world’s first – qualitative research, let us know.
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QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 55 n NEWS FROM QRCA n Schedule at a Glance QRCA ANNUAL WEDNESDAY, October 15 7:30am - 6:00 p.m. Registration CONFERENCE 8:30 - 10:45 a.m. NEW THIS YEAR: October 15-17, 2014 • New Orleans, LA Demo Connections • Four companies selected for their innovative On or before After approaches will provide demonstrations of their 9/15/2014 9/15/2014 products. Members $845 $995 8:30 - 9:00 a.m. Digsite LLC - Monika Wingate Qualified Non-Members $1,295 $1,445 9:05 - 9:35 a.m. Ramius Corporation - Jason Jacobucci 9:40 - 10:10 a.m. Interactive Video Productions - Bob Granito 25% DISCOUNT on conference registration 10:15 - 10:45 a.m. Icanmakeitbetter.com - Paul Janowitz fee for all first-time new members. Call (888) 11:00 a.m. - 2:00 p.m. Marketplace Grand Opening 674-7722 to learn more. 1:00 - 2:00 p.m. First Timers Event Visit QRCA.org/2014 for full workshop 2:00 - 2:30 p.m. Welcome/Opening descriptions and to register! 2:30 - 4:00 p.m. TOPIC IMMERSION SESSIONS Adapting to the Brave New Research World • Keep the Good Times Rolling: Adapting to Changes in the Qual Landscape • The New Qualitative Research: Finding the Pony Build Your Business Through Partnering and Collaboration • Get More Business by Partnering with a Full Service MR Firm • Collaborating to Build Your Business Multi-Cultural QRC Issues: Where do YOU stand? • Making Your Research Pay Off in Latin America • Do you Speak “Multicultural”? Being a Voice in the “Total Marketing” Wilderness • Does the Practice of Qualitative Research Transcend Culture? A New Zealand Perspective 4:00 - 4:30 p.m. Break in Marketplace 4:30 - 5:30 p.m. Educational Sessions • The Power of Visuals: Telling Complex Research Stories Simply • What’s In a Name? Turning Product Naming Into More Than a Hunch • Do you CRQ? 5:30 - 7:00 p.m. Cocktails in Marketplace 7:00 p.m. Dine-Arounds 56 QRCA VIEWS FALL 2014 www.qrca.org THURSDAY, October 16 FRIDAY, October 17
7:30 - 8:30 a.m. Healthy Connections 7:30 - 8:30 a.m. Healthy Connections 8:00 - 9:00 a.m. Breakfast 8:00 - 9:00 a.m. Breakfast in Marketplace/ 9:00 - 10:00 a.m. Educational Sessions Optional Chapter Meetings • Leveraging your “Sweet Spot to 9:00 - 10:00 a.m. Educational Sessions Build Your Business” • #MRX Disruption! Google Glass in • Don’t Take My Word For It: Qualitative Market Research: What A Journalist’s Guide to Bringing You Need to Know Presentations to Life with Quotes • EQ is the New IQ: Why Improving and Video It Unlocks the Irrational Behavior You’ve Been Looking For • Ideation - Mobile and Online • Leveraging Qualitative Research for 10:00 - 10:15 a.m. Break in Marketplace Breakthrough Innovation 10:15 - 11:30 a.m. Annual Meeting and Town Hall 10:00 - 10:30 a.m. Break in Marketplace 11:45am - 12:45 p.m. Educational Sessions 10:30am - 12:00 p.m. Skill-Building Workshops • How Neuromarketing and Cognitive • Producing Stunning Presentations Science are Transforming Market Using Adobe Creativity Tools Research • Speak-Easy: Public Speaking • Sometimes It Takes a Village - Made Easy Practical Lessons for Conducting Communities • Every QRC Needs a Great Website - Build One! • Leveraging Qualitative for CX 12:45 - 2:30 p.m. Lunch & Awards 12:00 - 1:00 p.m. Lunch 2:30 - 3:30 p.m. Marketplace/Optional 1:00 - 2:30 p.m. Keynote: Client Panel SIG Meetings 2:30 - 3:00 p.m. Break 3:30 - 4:30 p.m. Educational Sessions 3:00 - 4:00 p.m. Educational Sessions • How to Squeeze 100 in 50 • Mobile, Smobile: How to Get In-Context Without In-Your-Face? • Me, My Selfie and I: A 21st Century Look at Collaborative Ethnography • Three Tigers to Be Tamed: Problems & Solutions in Focus Groups • Turbo Charge Your Online Qualitative with Online Projectives and • Leave the Gun. Take the Cannoli: Exercises! Using Tradeoff Analysis to Strengthen Qualitative Analysis 4:30 - 5:00 p.m. Break in Marketplace and Reports 5:00 - 6:00 p.m. Roundtable Discussions 4:00 - 4:15 p.m. Break 7:00 p.m. PARTY 4:15 - 5:15 p.m. Roundtable Discussions 5:30 - 6:30 p.m. Farewell Cocktails 7:00 p.m. Dine-Arounds
QUALITATIVE RESEARCH CONSULTANTS ASSOCIATION 57 QRCA Annual Conference CONTINUED QRCA 2014 CONFERENCE INFORMATION
Why QRCA 2014 is the one conference you must not miss!
Grow your business Exposure to the companies Hands-on practical workshops and info-packed sessions on that are providing the new qual tools how to grow your business at a time when new players are A great mix of sponsors and exhibitors bringing you all aggressively moving into the space long occupied by inde- the latest tools plus the support you need to stay current. pendent QRCs. Take a look at the schedule, then go to the Don’t miss the educational sessions on Wednesday morn- website and check out the fabulous speakers who are there to ing when four companies, selected for their innovative ap- QRCA Annual Conference teach and inspire you. proaches, will provide demonstrations of their products.
By researchers, for researchers Outreach to the next generation of QRCs Relax, no clients and no selling here. Just the support of We welcome 15 recipients of the Young Professionals Be Here! other qualitative practitioners and the chance to share your Grant, as we look to the future of qualitative research. stories about the joys and challenges of what we do. And, October 15 – 17, 2014 along the way, have fun with old friends and connect with some new ones – all in the great city of New Orleans! Hilton Riverside New Orleans, LA USA
Hotel Information If you go to ONE conference in 2014, it should be the annual QRCA conference—the one time all year when members come together from around the world to share, learn, and grow. And this year, the conference will be held in historic and beautiful New Orleans — The Hilton New Orleans Riverside who says you can’t mix business with pleasure? The Hilton New Orleans Riverside is at the center of all that is wonderful about New Orleans. The French Quarter is The program is now live on the website. Check out the great line-up of speakers and topics: three short blocks away with its great food, jazz and joie de vivre. Select from a variety of spacious guest rooms, featur- ing views of downtown or the Mississippi River. Relax at the • Get inspiration and ideas to build your business hotel’s two outdoor swimming pools and take advantage of a • Refresh your perspective with new methodologies, tools, and partners wide choice of fitness options at the Health Club. • Expand and strengthen your skill sets via hands-on collaborative practice • Learn from the best of the best in the industry! Single & Double Occupancy is $209.00 + tax per night. Wireless Internet is included in all guest sleeping rooms. Rates good until September 8, Register and see conference details at www.QRCA.org/2014 2014. Reservations can be made by calling (504) 561-0500 or visit http://tinyurl.com/QRCA2014 to receive this rate. If you are a qualitative practitioner, this is the conference for you. Not yet a member? Join QRCA before attending the conference and get a great discounted rate!
58 QRCA VIEWS FALL 2014 www.qrca.org QRCA Annual Conference Be Here! October 15 – 17, 2014 Hilton Riverside New Orleans, LA USA
If you go to ONE conference in 2014, it should be the annual QRCA conference—the one time all year when members come together from around the world to share, learn, and grow. And this year, the conference will be held in historic and beautiful New Orleans — who says you can’t mix business with pleasure?
The program is now live on the website. Check out the great line-up of speakers and topics:
• Get inspiration and ideas to build your business • Refresh your perspective with new methodologies, tools, and partners • Expand and strengthen your skill sets via hands-on collaborative practice • Learn from the best of the best in the industry!
Register and see conference details at www.QRCA.org/2014
If you are a qualitative practitioner, this is the conference for you. Not yet a member? Join QRCA before attending the conference and get a great discounted rate! n BOOK REVIEWS n Impulse Survey of Focus Facilities 2014 Quality Ratings Overall 91 Ethnography Lessons – Recruit 94 Top Three in the Nation Personnel 95 Facility 90 for Recruiting and Personnel Location 89 A Primer Food svc. 88 Value 91 Harry F. Walcott No. of raters 29 Left Coast Press, 2010 According to Impulse Survey of Top Rated Focus Facilities, 2014. Top Rated Reviewed by George Sloan Customer Strategy International n Los Angeles, CA n Taste Tests | Central Location Tests | Focus Groups | In-Depth Interviews | Product Testing | In-Person Research [email protected]
arry Wolcott is a Professor Emeritus One of the last chapters – “The Use of The book, Ethnography Lessons, is an of Anthropology at the University of Analogy” – gives thoughts about making interesting journey through an ethnogra- HOregon and has written several the presentation of data easier for the pher’s life used as a way to teach the anthropology books. Wolcott’s most recent reader. Here, as in several of the other reader about this discipline and the pri- book, Ethnography Lessons – A Primer, chapters, Wolcott leads the reader more mary topics that are important in the teaches the reader about ethnography into making their own decisions than lay- practice of ethnography. through his own experiences of nearly 50 ing out a definitive path. years as an ethnographer. With a dry wit, Wolcott tells the reader early in the book that, while his experi- ences fail to put him in the swashbuck- hispanic & latino market medical professionals ling class of adventurers, he has still con- web streaming 5,000 sq. ft. facility ducted some interesting studies of obser- focus groups personal client service vation. In the first two chapters, Wolcott on-site IT specialist product trial test reveals his initial shortcomings in not central location understanding the role of an ethnogra- business executives pher. Fortunately for Wolcott, and the bilingual staff IT professionals success R reader, his professor guided him to think online bulletins national recruiting less like a sociologist and more like an business owners mobile developers ethnographer. One differentiating quote ethnographies from the book that displays the difference video conferencing experienced management eye tracking technology between academic work and marketing Why AOC? work is, “You can’t rush your conclusions – just be patient.” Obviously the words of 6633 E. Hwy 290, Suite 201 l Austin, TX 78723 l 512.637.6690 l www.thinkgroupaustin.com an academic and not one responding to Because you are guaranteed a great experience at a great Contact us today to discuss paying clients who have brands to create or refine. value. We consistently deliver on this promise because our how we can make your next Wolcott begins by taking the reader focus and expertise is recruiting, project management, project a success! through the background of ethnography, and implementation. along with the role of serendipity in eth- nography. The meat of the book starts in AOC Marketing Research chapter four: organizing an ethnographic In addition, you and your clients will be impressed with our 10100 Park Cedar Drive, Suite 100 account. Here you learn that there are Charlotte, NC 28210 multiple ways to organize your findings fresh and modern facility. Expanded in 2014, all four of our and there is no single definitive way to rooms are within their own private suites. Each suite has a organize the data. private lounge, office, restroom, an outside entrance/exit, 704-341-0232 In the remaining chapters, Wolcott takes the reader through searching for and separate HVAC zones for clients and participants. [email protected] the ethnographer’s essence, ethics, and www.aocresearch.com intimacy in fieldwork, the use of analogy, and the lessons’ end. 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. 60 QRCA VIEWS FALL 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
The INTERVIEW– From Formal to Postmodern Andrea Fontana and Anastasia H. Prokos FocusVision HomeVu Left Coast Press, 2007
Reviewed by George Sloan Customer Strategy International n Los Angeles, CA n Utilizing mobile devices to stream live in-home immersions [email protected]
Bene ts Include: he Interview – From Formal to back almost 100 years. To illustrate how certainly keep in mind in the future. Postmodern by Andrea Fontana thorough this book is, the authors cite 17 In the “Future Directions” chapter, • Observe your consumers in their natural environment and Anastasia H. Prokos is written pages of reference material they used in there is a discussion about declining from a social sciences perspective creating this book. I never realized so much response rates and the future of technolo- • Involve your expanded team Tand presents a fascinating read about the has been written about something we each gy in interviewing, surmising that the history of “the interview.” Anyone learn- do every day in our work. Internet will be used more and more as • Reduce the bias from having a large group in the consumer’s home ing or studying qualitative research needs The chapter on “Ethical Concerns” dis- the medium for many interviews. to read this book. cusses various unethical situations inter- In the “Conclusion”, the authors talk The basic assumption in the book is viewers have faced and is probably more about the concept of triangulation, put- that the interview is the basic tool of data applicable to social scientists than quali- ting forward the case that a multi-meth- gathering, whether it is delving into the tative marketing researchers. Fathering a od approach should be used in a project. respondent’s story or purely asking for a child with a marketing research respon- For example, group interviewing has long point on a dimensional scale. dent is highly unlikely to happen in my been used to complement survey research The authors do an excellent job of view, but the authors cite Erich Goode’s and now is being used to complement looking at the history of the interview article in Qualitative Sociology about such observational research. and write a captivating book that never an event. This is a well-researched and interest- reduces itself to the level of a textbook. In the chapter on “New Trends in ing look at the interview and the various This short book informs the reader Interviewing”, the authors make the case styles of interviews. It is a quick, yet in- about the various styles of interviews, that the goals of neutrality in interview- depth, read on the subject. Anyone new and what we have learned from each of ing are largely mythical, and it is two or to qualitative research should read this those styles over time. As the saying goes, more human beings participating that book, and those with an interest beyond “Knowledge is Power.” make the interview collaborative. This is their primary focus will discover useful This short book certainly presents a an interesting point of view that I will insights. depth of knowledge about the various styles of interviews and puts all of the styles in perspective. I learned a few ideas about ethnographic interviews from read- ing The Interview. You’ll always find The authors mention mistakes made in the past and how practitioners have han- the best ideas in dled unusual settings with some of their Qualitative Research subjects, from learning about poverty among homeless children and having and the best prices at them create the dialogue amongst them- selves, to interviewing an alcoholic sur- Paramount Market rounded by empty bottles and cigarette Publishing, Inc. cartons in a motel room. The authors cover structured, group, and www.paramountbooks.com unstructured interviewing, delving into his- Order direct torical aspects of each of these styles with 888-787-8100 and SAVE! references to many written works dating
QRAC_01_14.indd 1 1/28/14 2:49 PM
62 QRCA VIEWS FALL 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
Utilizing mobile devices to stream live in-home immersions
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
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 Clear Communication Actionable Results
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