Way into consumer´s soul

L 9

Ing. Jiří Šnajdar 2013

9. Way into consumer´s soul  9.1 Kinds of individual interviews  •mini interview – 30 min, usually goes a little to profundity •semi structured interview – 45-90 min, according to given warp, answers the questions given in advance•deep exploration – psychologically most demanding, in advance defined object, methodical process is defined as orientation.

Borderline between individual types of individual interview is very slight and depends on problem that is examining.

Where are applied projection techniques is necessary psychological preparation of questioner.

At individual interview it is necessary to create contact with explored person. Good contact proves to spontaneous communication of explored person. Risk is also over-dimensioned relation. 

9.2 Focus group Specific acquisition of group discussions is so called group dynamics, simulates processes, that follow with individual attitudes and proceeds in social interaction.

Group discussions can have the form : standard FG – most common form, usually 6-8 persons, usual extent up to 2 hours. Even narrow form are so called triads (3 persons), on boundary between group and individual discussion are “pair interviews”. 

Quite specific technique are so called extensive FG, duration if about 4 hours and more, discussion phases are alternating with different function games, creative activities, is reached significantly considerable relaxed nature FG can be in different king combined – can be repeated with the same complex of respondents (for advertising project) or are combined with individual interview (before or after FG), with home-use test etc. 

Important person is moderator of discussion. His role is to orient discussion according to warp, to stimulate all participants to discussion, but not repress spontaneous. Mistake is to indicate coveted answer in the questions.

Moderator follows reaction of respondents, follows speech of group dynamics.

Group dynamics is development of theme in social ambience, especially :•diffusion of theme from view of polarity•convergency and divergency of theme•if comes to strengthening of interest ore rather successive absorbing of interest about given theme

 

• we follow tendency to escape the theme or conversely tendency to keep the theme

• we follow if develops effort to narrow the theme (to one aspect) or conversely tendency to cultivate the theme, to enlarge it

• if there is strong influence of opinion leaders in the group

• similarly we follow if given theme is followed by stabile, experienced attitudes or conversely are at given theme typical labile, changeable reactions, reacting on public meaning of social ambience.

 

Script of individual and group interview requires process from the easiest questions, step by step developing to profound problems. Follows not only verbal answer, but also complete reactions, mimics, spontaneous of phrasing.

Problematic spheres proves the interviewer (moderator) with help of these steps :

•Probes into surrounding areas•Statements and scale techniques, combination of statement (evaluation product) and Likert scale (usually 50 scale of agreement)

 

• Projection techniques are often deduced from classical clinical psychological tests.

• Creative tests – telling stories, imagination of typical consumer

• Frustration techniques, dialog techniques (respondent should lean towards statement of two discussing persons), supplementary dialog (bubbles) technique (finishing of dialog of two persons,…)

• Association techniques – probes associations, e.g. imaginations which mention in depends on other phenomenon.

 

• Morphological techniques – searching for fundamental characteristic attributes

• Substantiating questions• Likes – dislikes : questions of sleekness are

popular and sketch in problem perception • Emphatic question : respondent is asked to

empathise into position of author of product or advertisement, into position of salesman, into position of consumer etc.

 

• Semantic differential : according to Osgood complex of bipolar characteristics of concept, or product, tested in 70 scale. In applicable form are used different scales and different impulses (statements) incl. Likert scale. Semantic differential is compared either in scope (with reference product) or in time (before and after advertising action). It is evaluating emotional deficit – emotional insufficiency of perceived product in tested comparison, or cognitive deficit – insufficiency of product in intellectually perceived attributes, conative deficit – insufficiency in tendency to buy, own, use product.

 

• Evaluating techniques - Classing and tribalism- Preference of pair or multiply – with rotation or

without- Total sequence or according to chosen criterions  9.3 Experts interview Special source of information in scope of marketing

research is questioning, or interviews with experts. It is group of methods and processes, through these are obtaining information from experts.

Experts are important source of information about market, about its probable development and connections.

 

Legitimacy of experts as sources of information follows from :•Fact, it is an expert. He has large knowledge and experiences.•Experts interfere process of phenomenon, often adjudicate together, are present at decisions, cooperate on proceedings.  Experts´ methods can be divided on :•singular expertise - written – to expert is assigned questions and he

answers in written form

 

- verbal - expert is invited and answers questions• discussions with group of specialists - analogy of common focus group, or •group discussions with special script and high demands on moderator : - brainstorming – it is allowed (covetable) to jump to conversation, it is not allowed to condemn

others opinions - advocat diaboli – in group is opponent (devil's

advocate), who rouse protests, provoke

 

 Probably the most widespread method, through which we get information from experts in method Delfi.

Method Delfi is used to solve wider problems, that concern some professional spheres, the experts are chosen and accosted from.

Delfi questioning is written, is few times repeated (more circle questioning). In each circle are questions contracted, are concerning steadily narrower scope.

 

In Delfi questionnaire are experts asked to evaluate themselves their professionalism, level of expert :

•it is a domain I work in, I consider myself for an expert•it is a domain, that intimately relates with domain, I work in•it is a domain, that relates remotely with my work •it is a domain, that is remote to my work etc. 

 

With experts is also possible to play different games, releasing barriers, helping to mobilise memory and helping to find solution of problems.

Experts´ methods have not in projects of research its fixed place, can help with problems formulation, during solution and in end phase.