brainstorming session - providing top-notch (online) research that clients can afford - icg
TRANSCRIPT
Brainstorming session:
Providing top-‐notch (online) research that clients can afford.
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Merlien Qualita>ve Online 360 -‐ Day Two
Thursday 18th April 2013 13.45
ICG – Robin Shuker and Andy Evans
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
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Andy
Evans
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
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Members of the ICG
Workshop brief:
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Many people have had their fingers burnt…
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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
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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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• Online can in certain scenarios offer dis>nct cost and speed benefits…
• 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
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• Gives you types of insight you can’t get in a viewing studio
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Main driver for online qual should be it offers dis>nct advantages…
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Today it is about applying right tools for the right job
Guarantee quality insight and also ensure cost effec>ve
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!
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Current trends and thinking…
Pre conference survey 21 from agendees 86 from Research Community
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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
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Current/Future use -‐ broad range of tools Combined scores for Occasional (<10) and Frequent (10+) use
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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
Future Use – Broad range of tools Conference agendees v General research community
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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
Top benefits – top 2 scores
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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
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.
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Bulle>n Board – I week , 10 to 20 par>cipants
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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
Video Groups 4 to 6 people
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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
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
Diary / mobile apps
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Ethnographic, shopping studies sales force feedback, event feedback
Pitch for an online solu>on!
Thinking about the merits of different solu>ons
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Dra\ a 1 minute pitch Flip Chart Detailing applica>ons, benefits and costs 10 minutes to prepare
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
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Let’s hear your pitch!?!
Design the best proposal Building on experience and
discussions at the conference…
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Congratula>ons you have just bought HMV!
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.
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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.
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
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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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The most effec>ve research reflects the way that people
feel most comfortable communica>ng
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“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”
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
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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
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Thank you!
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