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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!