In Context OpinionMarket Research

In Context and on the Street Video Market Research

Get out from behind the glass and out to where your customers are interacting with your brand and making the buy decision

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Introduction

• Merriam Associates founded in 2003

• Branding and marketing communications expertise

• Making the most of the revolution in digital video

– Dramatic expansion in corporate communications

– On the street interviews developed over four years with major NY agencies

• Clients include consumer brands, retailers, market research companies

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Agenda

• Approach• Value Proposition

• Interviewing Techniques

• Technology

• Quantitative Services

• Branding

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In Context Opinion is reality TV for market research

• Qualitative• Immediate• Authentic• In context• Off-the-cuff• Captures gestures, tones,

expressions

“If a picture is worth a thousand words—video is worth millions of pictures.”

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In Context Opinion has many uses

• Test positioning strategies• Advertising, promotions and messaging effectiveness• Public relations: response to headline issues• Customer testimonials/loyalty• Competitive intelligence• Trend forecasting and innovation• Retail experience • Customer service effectiveness• Segmentation and niche markets• Product & packaging design• Event and trade show effectiveness

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Case: Chevron

• Spent a fortune on quantitative research and financial analysis

• KNEW the right answer: – 60% pay at pump/do not shop c-store – If they could convert just 2% to buy something

from the store, profits skyrocket

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Case: Chevron

• Videotaped people as they pumped gas

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Case: Chevron

• “Fresh” was the key • It wasn’t what people said … it’s how they

said it: … it was the wrinkled noses and disdaining tones

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Agenda

• Approach

• Value Proposition• Interviewing Techniques

• Technology

• Quantitative Services

• Branding

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Research Value Proposition: Focus Group Alternative

• Artificial environment

• Recruitment bias

• Pre-prepared—suppressed spontaneity

• Group think/consensus building

• Falsely logical

• Written results / lifeless / limited audience

• Real world authenticity

• Actual shoppers/consumers

• Immediate and unplanned

• Individual

• Extemporaneous

• Lively, appeal to broad audience

Focus Group In Context Opinion

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Economic Value Proposition

Focus Group: $25,000+ In Context Opinion: $7,000

Paper &

Pie Charts

DramaEmotion

EngagementInsight

Authenticity

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Traditional Research In Context Opinion

43% of women like Polo Ralph Lauren

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Agenda

• Approach

• Value Proposition

• Interviewing Techniques• Technology

• Quantitative Services

• Branding

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Process overview

Planning:• Set research objectives• Identify target interviewees• Select and prep research sites• Craft conversation guide

Interview:• Conduct interviews• Average 25 per day• Duration: 3 to10 minutes

Deliver Results:• Analyze and edit• Executive presentation• Written summary• Raw interviews for re-use

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Interviewing Techniques

• Unobtrusive camera and mic

• Engage and put at ease—create rapport without leading

• Open probe to get them talking

• Question, verify, dive deep, get to the genuine below the generic

• “Self establishment”—how they define themselves

• Select targeted questions

• “Off camera” – casual commentary for unguarded answers

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Two keys to success

1. Know what you need to learn; focus of a few issues:Don’t cover too many subjectsHit the Hot Buttons

2. Save the details for the end

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Agenda

• Approach

• Value Proposition

• Interviewing Techniques

• Technology• Quantitative Services

• Branding

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Technology

• Radical shift in production cost– Equipment costs have radically declined– Quality production takes knowledge of videography

Simple lighting tricks, framing, etc.• Shift in consumer expectations with reality TV and YouTube

– Content quality is most important• Today’s camcorders: small and powerful

– Consumer video quality today is professional level of 2005– Unobtrusive– Light portable

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Technology

• Moore’s Law “Since the invention of the integrated circuit in 1958, the number of

transistors that can be placed inexpensively on an integrated circuit has increased exponentially, doubling approximately every two years.”

• Camcorder Technology follows Moore’s law– Continues to get less expensive with better performance– Key features built in: auto focus, white balance, stabilization

• Professional and “Pro-sumer”Equipment– Doesn’t add value in image quality or production– Heavy & requires expertise and peripherals– Quickly obsolete– Intimidates interviewees

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Agenda

• Approach

• Value Proposition

• Interviewing Techniques

• Technology

• Quantitative Services• Branding

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Quantitative Services

• Qualitative first—prove with quantitative– Qualitative refines scope– Assures you are asking what you need to ask

• Questions posed to larger samples (500+)• Quantitative methods

– Online survey (fast and inexpensive)– Telephone interview– Mailed questionnaire– Customer intercept

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Classical Quant Studies

• Ideal with issues such as:

– Brand awareness

– Brand perceptions

– Shopping experiences

– Shopping habits

– Specific questions specific to brand or offering

• Must have specific questions

– Yes or no, ratings, multiple choice

– Has to be broken down into data

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Comparative Cross Tabs

• Pricing is dependent on:– Sampling method,– Samples size, – Source of respondents, – Questionnaire, – Number of cross tabs

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Agenda

• Approach

• Value Proposition

• Interviewing Techniques

• Technology

• Quantitative Services

• Branding

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Branding

• Resulting footage can be used for branding, social media, marketing support

• Video brochure• Social media video posts• How to and demo• Video blog• PR• More

About Merriam Associates

Lisa Merriam has made a career of helping companies build and manage brands. Her expertise is focused on strategic brand development and managing strategy-based brand design including naming, logos, visuals systems, brand launch and implementation. She has been an independent consultant since 2003, serving large, well-known companies, as well as small, fast growth companies.Branding Expertise• Naming• Tagline development• Brand strategy including brand story, attributes, positioning, and brand

architecture• Identity design including logos and design systems• Copy writing (digital, traditional, and search engine optimized) and collateral

design• Web video production including man-on-the-street testimonials

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Selected clients

CanonWestfield MallsKay JewelersJamba JuiceChevronKirch & Co.Disney Live!LancomeADPChevronRalph LaurenPwCCablevisionThe HartfordUganda/Focus on Africa

Reed ElsevierLexis NexisJohnson & JohnsonUnison TelecomBMWLand RoverUS Navy SEAL MuseumGeomentumThomas PublishingYMCAWestern UnionEuropean Space AgencyLip Fusion CosmeticsKore SportswearKay Jewelers

Lisa MerriamLDM@MerriamAssociates.com917-596-8011