1. 1. Marketing Research & Social Communication Lesson 14 More Qualitative Research Ray Poynter 1Ray Poynter, Marketing Research & Social Communication, 2015
2. 2. Agenda 1. Updates and last weeks quiz 2. Key words 3. Qualitative research 4. Big Picture 5. Quiz and assignment for next week Ray Poynter, Marketing Research & Social Communication, 2015 2
3. 3. Updates Please tell me if I speak too fast http://newmr.org/saitama-2015/ Previous Quizzes all previous quizzes, i.e. Lesson 3 onwards, now on the website No dictionaries in the exam 70 questions, one hour, 31 July, 1pm Extra lesson opportunity, 24 July, 2:45-4:15 Decide today! Review of last weeks quiz Ray Poynter, Marketing Research & Social Communication, 2015 3
4. 4. Key Words Moderator: the person conducting a focus group, depth interview, or looking after an online discussion. Focus Group: a discussion with 6 to 12 people, using the group situation to explore a research topic. Depth Interview: discussions with individuals to explore topics in more depth or in a more sensitive way. Online Qualitative: conducting qualitative research via the internet, e.g. online focus groups or online discussions Ethnography: studying how people live their lives, using observation to gather information. Qualitative data: all the inputs used by qualitative researchers, including voice, notes, recordings, images etc. Ray Poynter, Marketing Research & Social Communication, 2015 4
5. 5. Sources of Qualitative Data Qual only Focus groups currently the most common In-depth interviews Online discussions Accompanied shops Ethnography Semiotics Quant and Qual Mobile devices Social media research Research communities Ray Poynter, Marketing Research & Social Communication, 2015 5
6. 6. Typical Qualitative Projects Ideation generating new ideas Improving TV commercials and concepts Understanding current behaviour and motivations Understanding pain points and unmet needs Improving and designing usability Anything that cant be measured! Ray Poynter, Marketing Research & Social Communication, 2015 6
7. 7. Qualitative Characteristics Smaller sample sizes 6-12 per focus group 8-16 depth interviews 8-16 ethnographical observations 8-16 accompanied shops Open questions What sort of people would use this shop? Why might they choose this shop? What sort of people would not use this shop? Counting is largely irrelevant Key values are: None, Some, Many, All Ray Poynter, Marketing Research & Social Communication, 2015 7
8. 8. Focus Groups The most common technique in qualitative market research The moderator and 6 people 8 people 10 people 12 people Typically 90 to 120 minutes Typically 4 to 8 groups Ray Poynter, Marketing Research & Social Communication, 2015 8 }Depends on the country & topic 6 very common in Japan
9. 9. Focus Group Ray Poynter, Marketing Research & Social Communication, 2015 9 Video : https://youtu.be/POF3m6ZNoiY
10. 10. The Focus Group Process Understand the clients business problem Define the population and a suitable sample Groups to represent specific target segments e.g. young mothers Create a discussion guide Conduct the groups Analysing the discussion and updating the discussion guide after each group Analyse all the data Present/report the findings Ray Poynter, Marketing Research & Social Communication, 2015 10
11. 11. Discussion Guide The plan for what the moderator will do during a focus group or depth interview. Model 1 1 Warm up 2 Main section 3 Review Model 2 1 Ask Who uses X? 2 Ask Why use X? 3 Probe reasons for X 4 Ask What else used? 5 Ask Why use others? 6 Show new product 7 Ask Who will buy? 8 Count who buys 9 Ask Why buy?
12. 12. Key Notes for Focus Groups Recruit suitable members In Japan a group tends to be all male or all female (true in many other countries too) Organise recordings, note taking, and/or transcripts Use the discussion guide to cover the research objectives within the time permitted The moderator needs to be flexible and should seek to start the analysis whilst moderating using probing questions Ray Poynter, Marketing Research & Social Communication, 2015 12
13. 13. Key Stages of a Focus Groups Forming getting to know each other Norming develop a rhythm to the conversations Performing the group starts to deliver information and insight Mourning the moderator closes the session Ray Poynter, Marketing Research & Social Communication, 2015 13
14. 14. Role of the Moderator To establish the pattern of the discussion To control the flow of the discussion Using the discussion guide Sometimes slowing the flow down In Japan, often, encouraging more participation To probe beyond the initial responses Eg Why do you think that? or How does that make you feel? To help analyse the information Ray Poynter, Marketing Research & Social Communication, 2015 14
15. 15. Depth Interviews The second most common qual method Moderator and one person Sometimes two people, paired depths (dyads) Typically 8 to 16 interviews Typically 30 to 90 minutes Ray Poynter, Marketing Research & Social Communication, 2015 15
16. 16. Depth Interviews Ray Poynter, Marketing Research & Social Communication, 2015 16 https://youtu.be/cLpTRaRlXIE
17. 17. Key Notes for Depth Interviews Three key uses 1. Where groups inappropriate e.g. some sensitive topics 2. Where participants cannot be easily brought together e.g. some B2B 3. Where greater depth needed e.g. in-depth review of financial dealings (which is also sensitive) Time consuming and expensive Key tools: discussion guide, briefing, voice recorder Ray Poynter, Marketing Research & Social Communication, 2015 17
18. 18. Focus Groups or Depths? Focus Groups Where interaction is good Where members SHOULD influence each other To tap into experiences Example: Explore the problems with drying clothes on wet and humid days Depth Interviews Individual stories Where the differences are important Or where things are sensitive Example: How do people get into debt
19. 19. What is the key to Qual Sampling? Participants who are representative of types of people We are not looking for a mathematical match to the population Usually we want people who are typical of their type or group E.g. 2 groups of housewives, 2 groups of married women who work, 2 groups of single working women (In say Chiba and Osaka) Good recruitment is very important to good qual
20. 20. Other Qualitative Methods Diaries & smartphone diaries Online discussions Social media approaches MROCs market research online communities Ethnography & smartphone ethnography Accompanied shops & wearable research Semiotics Usability labs Ray Poynter, Marketing Research & Social Communication, 2015 20
21. 21. Diaries Ray Poynter, Marketing Research & Social Communication, 2015 21 Typical diary study one week, sometimes one day, sometimes several weeks. Can also be quant, if the questions numerical and the sample size larger.
22. 22. Online Discussions Ray Poynter, Marketing Research & Social Communication, 2015 23
23. 23. Trip Advisor Ray Poynter, Marketing Research & Social Communication, 2015 24
24. 24. TripAdvisor the Numbers Ray Poynter, Marketing Research & Social Communication, 2015 25
25. 25. TripAdvisor the Words Ray Poynter, Marketing Research & Social Communication, 2015 26
26. 26. TripAdvisor Good & Bad Ray Poynter, Marketing Research & Social Communication, 2015 27
27. 27. Ethnography Ray Poynter, Marketing Research & Social Communication, 2015 28 How does a queue form in Starbucks? How does it change when more people arrive? What do people do in the queue? How does the queue impact other behaviour?
28. 28. Semiotics Ray Poynter, Marketing Research & Social Communication, 2015 29
29. 29. Qualitative Analysis? DATA Words Notes Audio Pictures Video Body language Useful Story Transcripts Drawings Social Media
30. 30. The Stages of Analysis 1. During fieldwork, develop and test ideas 2. Organise the data 3. Categorise the data, e.g. into themes/ codes/ ideas/ concepts 4. Explore patterns 5. Find the main messages the big picture 6. Look at segments for differences (e.g. users versus non-users, young versus old, etc) 7. Interpret the concepts, patterns and difference 8. Report the story you have made
31. 31. A Useful Explanation Qualitative research does not seek an objective truth Many qual researchers would reject the idea that an objective truth even exists Qual seeks to explain what is happening, why it is happening, and how it is happening Qual seeks to deliver a Useful Explanation Ray Poynter, Marketing Research & Social Communication, 2015 32
32. 32. Can We Believe What People Say? Not necessarily Which is one reason we have qualitative research Good qual does not report what people say It interprets what they mean And, the reasons they believe what they believe And, why they say what they say And, what organizations should do in response Tools include Body language, analysis of language, projective techniques, and indirect questioning
33. 33. Two Common Problems? 1. Reducing the data too much A powerful story needs the customers voices to come through It should not just be the researchers voice 2. Not reducing the data enough Dont just tell the client what people said Dont produce lots of stories It has to be interpreted
34. 34. Dealing with Subjectivity Qualitative research is subjective We need to recognise subjectivity as part of the process We do not discover the story We CREATE the story The quality of the research is flows from 1. Understanding what respondents have shared 2. Creation of a useful story (useful to the client)
35. 35. The Validity of Qual The validity is based on whether it is useful Not on whether it is true in a science sense 2 key indicators Coherence: does the story make sense? Triangulation Triangulation Taking other information into account: Previous studies Published information Client knowledge
36. 36. Ethics in Qualitative Research 1. Participation is voluntary 2. Informed consent 3. Do no harm 4. Clients need to know the extent to which they can rely on the information 5. Think about the impact on 3rd parties Especially with ethnography, images, recordings, and passive data collection Ray Poynter, Marketing Research & Social Communication, 2015 37
37. 37. Key Words Moderator: the person conducting a focus group, depth interview, or looking after an online discussion. Focus Group: a discussion with 6 to 12 people, using the group situation to explore a research topic. Depth Interview: discussions with individuals to explore topics in more depth or in a more sensitive way. Online Qualitative: conducting qualitative research via the internet, e.g. online focus groups or online discussions Ethnography: studying how people live their lives, using observation to gather information. Qualitative data: all the inputs used by qualitative researchers, including voice, notes, recordings, images etc. Ray Poynter, Marketing Research & Social Communication, 2015 38
38. 38. Big Picture 1. Not everything that counts can be counted. Not everything that can be counted counts. Albert Einstein 2. The focus for qualitative research is meaning 3. Focus groups and depth interviews are the main tools, but there are many other options 4. Dont report what people say, report what they mean, and what clients should do as a consequence 5. The rise of big data seems to be increasing the demand for qualitative research Ray Poynter, Marketing Research & Social Communication, 2015 39
39. 39. Before Next Lesson 1. Think about any questions you have? 2. Review your notes 3. Review past quizzes Ray Poynter, Marketing Research & Social Communication, 2015 40
40. 40. Questions? Ray Poynter, Marketing Research & Social Communication, 2015 41
41. 41. Quiz Lesson 14 Ray Poynter, Marketing Research & Social Communication, 2015 42 Please complete the quiz sheet Put your name on the sheet