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Joy Ward, Qualitative Research Lead at Spitzer and Boyes LLC provides a great description of qualitative market research and how it differs from quantitative analysis and Big Data analysis. Talks about how to ask "WHY?" instead of "What?" Why qualitative drives qualitative in customer behavior research.
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Tapping into the emotions that drive buyer behavior
Gaining a Deeper Understanding of Your
Customers
Tapping into the emotions that drive buyer behavior
WHO AM I?
Joy WardQualitative Research Team Leader
Spitzer and Boyes LLC
Tapping into the emotions that drive buyer behavior
WHY QUALITATIVE RESEARCH
Quantitative Research will tell you what people do. What it won’t tell you is why they do it.
Tapping into the emotions that drive buyer behavior
UNDERSTANDING QUALITATIVE RESEARCH
What IS qualitative research?• Looks for WHY and how a behavior is formed• Used to identify emotional and behavioral
patterns
Tapping into the emotions that drive buyer behavior
UNDERSTANDING QUALITATIVE RESEARCH• What IS qualitative research?
• Famously used by Piaget to design study of child development
Requires small respondent sets
Effective market research can be more or less expensive than quantitative depending on what is needed
Look for results, not cost
Tapping into the emotions that drive buyer behavior
UNDERSTANDING QUALITATIVE RESEARCH
Why do you need qualitative research?The answers lie in the target markets’ heads
You are NOT the target marketYou need to get into their heads
Tapping into the emotions that drive buyer behavior
THE EMOTIONAL BALANCE
Emotional Motivators
Emotional Barriers
Tapping into the emotions that drive buyer behavior
WHY EMOTIONS?
Behavior caused by previous experiences and memories
Memories “locked in” by emotions
Stronger the emotions, the stronger the memories
Memories form behavior
Tapping into the emotions that drive buyer behavior
WHAT YOU NEED TO KNOW TO DEEPLY UNDERSTAND YOUR CUSTOMERS
You need to know why
Why do they buy/do what they do?
Why do they buy from you?
Why do they buy from your competitors?
How do they want to buy?
Tapping into the emotions that drive buyer behavior
WHAT YOU NEED TO KNOW TO DEEPLY UNDERSTAND YOUR CUSTOMERS
You need to know whyWhat are the emotional motivators for buying that particular product/service?
What are the emotional motivators for buying your brand? Your competitor's brand?
What are the emotional barriers connected to buying that product?
What are the emotional barriers to buying your brand?
What are the emotional barriers to buying your competitor’s brand?
Tapping into the emotions that drive buyer behavior
WHAT YOU NEED TO KNOW TO DEEPLY UNDERSTAND YOUR CUSTOMERS
What affects the emotional balance?Previous experiences in the field
Previous life experiences
Previous experiences with competing companies and products
Things you won’t expect
Tapping into the emotions that drive buyer behavior
WHAT YOU NEED TO KNOW TO DEEPLY UNDERSTAND YOUR CUSTOMERS
Can I just ask my customers?VERY few people REALLY understand their own motivations
The important motivating information lies in the subconscious
Tacit information
Requires experienced interviewer to draw out the answers and review data
Tapping into the emotions that drive buyer behavior
HOW TO GET USEFUL UNDERSTANDING OF YOUR CUSTOMERS
Look past the numbers
Be willing to accept answers that are hard to hear
Find consultants with extensive experience asking “why” questions
Tapping into the emotions that drive buyer behavior
UNDERSTANDING QUALITATIVE RESEARCH
What are the various kinds of qualitative research?
Focus groups and triads
Tapping into the emotions that drive buyer behavior
UNDERSTANDING QUALITATIVE RESEARCH
What are the various kinds of qualitative research?
EthnographicMystery shopping
Tapping into the emotions that drive buyer behavior
UNDERSTANDING QUALITATIVE RESEARCH
What are the various kinds of qualitative research?
EvocativeBrain scans
Tapping into the emotions that drive buyer behavior
UNDERSTANDING QUALITATIVE RESEARCH
What are the various kinds of qualitative research?
Interviews
Tapping into the emotions that drive buyer behavior
WHAT DO I DO WITH QUALITATIVE RESEARCH?
Use qualitative BEFORE the quantitative research to refine your information, understand emotional ties to specific product types, branding and future product and services development
Tapping into the emotions that drive buyer behavior
WHAT DO I DO WITH EFFECTIVE QUALITATIVE
RESEARCH FINDINGS?
Use it to design the strongest possible brand promise
Use it as a base for more targeted quantitative research
Use it to design marketing and sales efforts
Use it to review internal processes
Use the findings for visioning processes
Use it to design brand, product and service extensions
Tapping into the emotions that drive buyer behavior
WHAT DO I DO WITH EFFECTIVE QUALITATIVE RESEARCH FINDINGS?
Use it to defend against encroaching market and technology changes
Design your public relations campaigns
Use it in human relations efforts and even hiring
Avoid wasting funds on line extensions that do not fit your brand, ineffective or (even worse) damaging ads, marketing programs, etc.
Tapping into the emotions that drive buyer behavior
QUANTITATIVE RESEARCH
Quantitative research will tell you what people do. What it won’t tell you is why they do it.
Tapping into the emotions that drive buyer behavior
TRASH IN, TRASH OUT
TITO
Tapping into the emotions that drive buyer behavior
QUESTIONS?
Tapping into the emotions that drive buyer behavior
SPITZER AND BOYES LLC PROVIDES STRATEGIC CONSULTING SERVICES FOR HIGH TECHNOLOGY COMPANIES INCLUDING STRATEGIC PLANNING,
DUE DILIGENCE FOR MERGERS AND ACQUISITIONS, FORENSIC ENGINEERING, MARKETING STRATEGY
AND MARKET RESEARCH (BOTH QUALITATIVE AND QUANTITATIVE), CONTENT CREATION SERVICES
AND CUSTOM RESEARCH PROJECTS. SPITZER AND BOYES LLC IS THE OWNER AND PUBLISHER OF THE INDUSTRIAL AUTOMATION AND PROCESS CONTROL
INSIDER.
