The 4D approach to qualTaking research to the top table

AIMRI 11th October 2013

A loss of faith?

There’s a new kid on the block

Clients are drowning

Introducing 4D qual research

But first we have to make a confession

The 4D approach to qual

Process

People

Discovery

Delivery

A deep dive into the Process

The Beginning The Middle The End

The Beginning

Gather insights from right from the start

The middle

Are they sitting comfortably?

The End

There’s more to learn afterwards

A deep-dive into People

Stakeholders Sample Partners

Stakeholders

Know who they are and what is critical to them

Sample

It’s time to be smarter

Partners

Two+ brains better than one

Discovery

Moment + Stuff Space

Moment+

Insight gathering is 4Dimensional

StuffSeeing and touching provokes deeper thoughts and feelings

Space

Our finest thinking comes when we are not thinking!

Delivery

Story-telling The Elevator Takeaway

Story telling

Once upon a time…

The elevator

What’s your 30” pitch?

Takeaway

mmm

So what’s our elevator story?

• Quallies need their mojo back

• Embrace rather than fear new technologies and big data

• Think beyond the isolated research moment

• Remember that we’re in the business of in depth insight (however it’s gleaned)

• Keep the faith!