brainstorming session - providing top-notch (online) research that clients can afford - icg

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Page 1: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG
Page 2: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG
Page 3: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Brainstorming  session:  

 Providing  top-­‐notch  (online)  research  that  clients  can  afford.  

1  

Merlien  Qualita>ve  Online  360  -­‐  Day  Two    

Thursday  18th  April  2013  13.45  

ICG  –  Robin  Shuker  and  Andy  Evans    

Page 4: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Who  we  are  

Robin  

Shuker    •  Started  in  adver>sing  –  

London  Sydney  and  Scotland  

•  Research  -­‐  online  qual  in  2004  

•  Chatgroups  and  communi>es  

•  Research  background  

•  Smartphone  ethnographic  research  app  plaXorm  

•  Developers  of  bespoke    research  and  marke>ng  apps  

2  

Andy    

Evans    

Page 5: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Independent  Consultants  Group:    •  400  +  members  

•  Experienced  researchers    •  Broad  exper>se  across  range  of  sectors  •  Mul>  discipline  resource    

•  Extended  interna>onal  network    •  Open  approach  to  iden>fy  best  so\ware  solu>on  •  Ac>ve  e-­‐group  for  sharing  best  prac>ce  and  

sourcing    

•  Cost  effec>ve  resource  with  high  level  exper>se    

3  

Members  of  the  ICG  

Page 6: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Workshop  brief:  

4  

Page 7: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Many  people  have  had  their  fingers  burnt…  

5  

Page 8: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Cost  barriers  to  online…    

Problem  is  clients  think  that  because  it  is  online  it  will  be  much  cheaper,  but  ren>ng  the  online  plaXorms  can  be  more  expensive  than  ren>ng  facili>es  

for  face  to  face  fieldwork  

6  

Requires  o\en  greater  modera>on  and  data  analysis  –  which  has  to  be  paid  

for  

Recruitment  and  incen>ve  costs  remain  the  same,  as  we  have  to  increase  their  involvement  all  through  the  fieldwork  >me  

“ “

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7  

•  Online  can  in  certain  scenarios  offer  dis>nct  cost  and  speed  benefits…  

Page 10: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

•  We  believe  that  cost  and  speed  as  the  main  drivers  

is  an  age  old  argument  that  is  misleading  

•  We  believe  the  debate  has  moved  on  

8  

Page 11: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

• Gives  you  types  of  insight  you  can’t  get  in  a  viewing  studio  

9  

Main  driver  for  online  qual  should  be  it  offers  dis>nct  advantages…  

Page 12: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

10  

Today  it  is  about  applying  right  tools  for  the  right  job  

Guarantee  quality  insight  and  also  ensure  cost  effec>ve  

Page 13: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

So  workshop  to  explore:    

1)  Current  trends  and  thinking  on  main  drivers  for  online  qual  

2)  Share  survey  data  on  adtudes  and  usage  3) Group  exercises  to  explore  best  prac>ce  of  

online  tools  4)  Explore  the  future  for  online  qual  

•  Where  would  you  invest?    5) Define  the  message  to  convert  the  

masses!  

11  

Page 14: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Current  trends  and  thinking…  

Pre  conference  survey       21  from  agendees        86  from  Research  Community    

12  

Page 15: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

What  methods  will  you  use  in  next  12  months?  •  Blogs    •  Bulle>n  boards  (  with  10  to  20  people)    •  Live  text  groups  (  Real  Time  Groups)  •  Video  groups  (  Real  Time)  •  Diaries    •  Mobile  apps  for  qual  research  •  One  on  One  interviews  –  video  and/or  

screensharing    •  MROC  –  Online  market  research  community    

13  

Page 16: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Current/Future  use    -­‐  broad  range  of  tools  Combined  scores  for  Occasional  (<10)  and  Frequent  (10+)  use  

14  

38%  

66%  

39%  

24%  

76%  

62%  

34%  

48%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

"Blogs"   Bulle>n  Board   Live  text   live  video   Diaries     Mobile   121   MROC  

Current  use     Future  Use    

Page 17: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Future  Use  –    Broad  range  of  tools    Conference  agendees  v    General  research  community    

15  

38%  

66%  

39%  

24%  

76%  

62%  

34%  

48%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Blogs     B  Boards     Live  Text     Live  Video     Diaries     Mobile     One2  One     MROC    

Conf     Non  Conf    

Page 18: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Top  benefits  –  top  2  scores    

16  

48%   47%  

72%  

67%  

62%  

71%  

47%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

Cost     Speed   Real>me  insight   Interna>onal     Depth     Co  Crea>on   Open  Response  

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Why  online  qual  was  a  good  solu>on?    

•  Online  qual  allows  to  obtain  deeper  and  more  honest  answers  as  well  as  to  connect  with  the  most  crea>ve,  emo>onal  and  aspira>onal  self  of  par>cipants.    

•  Best  op>on  when  we  are  tes>ng  digital  s>mulus  material  or  experience  

•  Beger  result  for  sensi>ve  informa>on  that  people  normally  would  not  tell  you  face  to  face.    

•  Reaching  geographically  diverse  respondents...    •  Cost-­‐effec>ve  way  of  suppor>ng  quant  surveys.    

17  

Page 20: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Bulle>n  Board  –  I  week  ,  10  to  20  par>cipants    

18  

Page 21: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Observer  Feedback    

Poll    Results    

Interac@ve  Whiteboard    

Par@cipant    Avatars    

Text  chat    

Moderators    Pos@ng  and    Emo@cons      

Offer  par@cipants  a  more  engaging  experience  

Online  Focus  groups  90  mins.  live  8  people    

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Video  Groups    4  to  6  people      

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21  

Participants mouse can be seen remotely

Participants can be viewed by webcam

Clients can view remotely and pass comments on privately to moderator

Participants share the web site they are looking at

Online  usability  tes>ng    

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Mothercare Employee Engagement Survey

330 Mums July to Jan 2013 45 projects

How you performed v 13 competitors

Quant surveys

Brand perceptions Service delivery

Online  community  

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Diary  /  mobile  apps  

23  

Ethnographic,  shopping  studies  sales  force  feedback,  event  feedback  

Page 26: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Pitch  for  an  online  solu>on!    

Thinking  about  the  merits  of  different  solu>ons  

24  

Dra\  a  1  minute  pitch    Flip  Chart    Detailing  applica>ons,  benefits  and  costs  10  minutes  to  prepare    

Page 27: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Applica>ons,  Benefits  and  Costs  –  Full  service      

Group     Method     Scope    

1   Bulle>n  Board     2  Boards  of  10  business  customers  (Hotel)  running  for  1  week    

2   Online  Focus  Groups   4  groups  of  housewives  aged  25  –  45    

3   Video  /  screensharing  interviews     12  interviews  las>ng  45  mins    

4   Market  Research  Community   3  months  ,  300  Mothers  with  kids  <  5    

5   Mobile  Applica>ons     50  Shoppers  looking  for  Home  furnishings  over  the  weekend  

6   Diaries     One  week  of  18  –  25  year  olds  drinking    

25  

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26  

Let’s  hear  your  pitch!?!  

Page 29: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Design  the  best  proposal    Building  on  experience  and  

discussions  at  the  conference…    

27  

Page 30: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

28  

Congratula>ons  you  have  just  bought  HMV!    

Page 31: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Your  task  is  to  design  a  research  programme  that  will  save  the  brand    

BRIEF:  

HMV  need  a  research  programme  to  provide  insight  that  will  enable    them  to:  

•  Develop  a  strong  and  compelling  brand  proposi>on    •  Inform  the  crea>ve  development  of  a  marke>ng  campaign  

•  Revitalise  the  stores  and  online  presence  to  meet  consumer  needs  

•  The  research  must  be  detailed  enough  to  convince  a  scep>cal  and  cau>ous  board  as  well  as  provide  material  for  the  marke>ng  department  

•  Must  be  delivered  as  cost  effec>vely  as  possible  and  within  a  rela>vely  >ght  >metable    of  12  weeks.    

•  The  research  must  focus  on  the  main  three  markets  –  US,  Germany,  and  UK.  

29  

NOTE:      Cost  is  key  parameter,  the  board  are  willing  to  consider  any  research  proposal  if  they  are  persuaded  by  the  arguments  for  quality  of  insight.    

Page 32: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Task:  On  your  teams  work  out:  

• Recommended  methodology,  focusing  on  online  qual  solu>ons    

• Ra>onale  for  recommended  approach  • Outline  budget  breakdown    

Parameters:  • 15  minute  table  discussion  • Write  proposal  on  flipchart  • Present  back    

30  

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31  

Feedback  for  exercise    

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•  Some  clients  will  always  want  fast  and  cheap  •  Speed  and  cost  are  important  but  secondary  drivers  

•  Real>me,  real  life  insight  and  co  crea>on  should  be  primary  drivers  for  use  

•  Conference  has  highlighted  many  methodologies  and  models  for  best  prac>ce  

•  For  quality  output  and  cost  savings    •  You  need  right  tools  for  right  brief            (right  skills  and  support)    

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33  

The  most  effec>ve  research  reflects  the  way  that  people  

feel  most  comfortable  communica>ng  

Page 36: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

34  

“Ability  to  convince  big  clients  its  more  effec>ve  and  efficient  -­‐  client  educa>on”  

“Within  some  companies  online  isn't  that  established  yet  or  does  not  have  the  best  reputa>on.  People  aren't  well  informed  about  online  methods  or  have  "wrong"  ideas"  so  they  are  rather  skep>cal  when  such  an  approach  is  suggested”  

“Crea>ve  usage  of  different  plaXorms  rather  than  pudng  all  efforts  and  beliefs  in  one  single  research  approach”  

“Moderator  skill  to  engage  par>cipants  and  get  best  use  from  plaXorms”  

“Online  plaXorms  should  be  easier  to  use  /  edit  by  the  project  manager,  to  save  >me”  

“Faster  broadband”  

Page 37: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Looking  to  the  future,  where  would  you  invest…  

•  Areas  of  improvement  in  technology,  training,  working  prac>ces  

•  Please  have  a  discussion  on  your  tables  .  Ideas  on  a  flip  chart  

35  

Page 38: Brainstorming session - Providing top-notch (online) research that clients can afford - ICG

Evangelists  –  convert  the  uninformed    

•  How  are  we  going  to  covert  the  uninformed  and  ill-­‐informed?  

•  Please  have  a  discussion  on  your  tables  •  Ideas  on  a  flip  chart  

36  

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Thank  you!    

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