5.3. common misperceptions

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1 Professor Anne Souvertjis Myths & lesser known techniques
Common misperceptions 2
We don't expect our focus group results to generalise 3
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We don't expect our focus group results to generalise 4
These eight to 10 people are only interesting to you because they are representatives of the group you are interested in You do expect to identify common themes, but not the incidence of these in the population 5
6 Focus group respondents are ‘normal’
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7 Focus group respondents are ‘normal’
Typically heavy users of the category and/or your brand, so think about you more Light users think they have nothing interesting to say and so stay away Yet light users make up most of your customer base And should be the focus for most of your marketing activities 8 Not ‘normal’ buyers
Focus groups are good for ad testing 9
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Focus groups are good for ad testing 10
Advertisements are typically ‘consumed’ by individuals, alone. Most advertising is seen in a few seconds Focus groups give unrealistic attention to the topic 11 Say no….
Many of these methods can be done online Focus groups are streamed live to the client Discussion forums allow for group interaction One-on-one chats - text or video Social Media & WOM monitoring Word association, sentence completion or statement tasks Ad, magazine & website testing A quick word about Online .....
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13 Qualitative online research Advantage No geographic barriers Reach rare respondents (low incidence respondents) Participants are anonymous so greater disclosure More convenient - no travel, less time constraints Longer time periods - brainstorm over days or weeks Data is automatically recorded Disadvantages Less depth - harder to probe for more detail Difficult to verify respondents Qual may be faster & cheaper online, but not necessarily better
https://focusvision.wistia.com/medias/nxmitaj4mq 14 Example of online qual research
Other techniques 15
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Organisations/individuals studied in depth, often over time. Multiple interviews with different people Secondary data as well as primary They illustrate and “test” research questions - e.g., success factors in Aboriginal-owned businesses - e.g., shopper acceptance of a mushroom plant-based food product (Quorn) 16 Case studies
Ethnographic market research is where researchers observe participants using a product or service, in their own environment. Based on the idea that a system’s properties cannot be understood independently of each other. Ethnographers are participant observers - they take part in the events they study because it helps with understanding. 17 Ethnography
Joining a person as they go through their skin care routine at home, in order to develop new skincare products/better packaging. Observing employees in a corporate office kitchen to better understand office beverage-making behaviour. The results may be used to develop an easy-to-use office coffee machine. Going on a drive with a respondent and observing, experiencing and talking to the driver about the drive. Findings will feed into suspension and handling feature development in a new car range. 18 Some examples
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Researching food waste how food is brought how food is managed and prepared how food is disposed of what people understand food ‘waste’ to be Doing this in their home, on a shopping trip, as as a meal is prepared. Undertaking this repeatedly with the same household, for prolonged development of findings. 19 Detailed example
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THE LANGUAGE The term food ‘waste’ doesn’t resonate with people People don’t waste food – at least they don’t think they do Glass ceiling of food use causes avoidable waste
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Claire – Well actually, that reminds me, I have been throwing away, because I’ve been buying a lettuce every week, what’s not left, I have actually been throwing out. Researcher – Right, okay, yep. Claire – So I’m lying to you (laughing).
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In the Potter household (not Harry’s) there was a hierarchy employed in who ate the leftover food. (Wife) If I was by myself I would waste more than if Harry was not here. Because he will eat things that are older than what I would. I have a garbage husband!
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Johannes – The other one is Maryanne. She’ll have a period where she’ll be here every meal time. Celeste – Then suddenly she’s got a boyfriend Johannes – so then you start making sure there’s food for her. And then she’ll have a week that she’s not here for every meal time. And then there’s quite a bit of waste that week.
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Takes a bigger picture of what is going on - more context, more observation. Longer time perspective - multiple contacts Researcher is apparatus - reactions/feelings are included Multiple research tools eg diary, journal, interview, shared event with researcher, camera, reflexive techniques, blogs Characterised by multimedia output 26 Different from interviews
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Decide the approach - object, process or user focus - alone or in groups How many observations? Eight or so may be enough Recruit twice the number of respondents needed and then pre- screen with client General talent release needed for respondents Analysis - 20 hours of video may take 200 hours to analyse 27 Design issues
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When fresh perspective needed Inspiration for creative/Advertising themes exploration New product development/packaging (instructions or design) Understanding who users are Brand usage/motivation 28 Applications
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https://www.youtube.com/watch?v=C0NgP95PVT8 This five minute video covers many of the points I want you to know about what ethnographic research is. 29 Short video on ethnography
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https://www.youtube.com/watch?v=3gxsu2Ikkio A five minute example of doing ethnographic research in the Thai highlands in a Karen village 30 Example
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31 Projective techniques Association Techniques Completion Techniques Sentence Completion Story Completion Construction Techniques Picture Response Cartoon Tests Expressive Techniques Role Playing Third-Person Technique
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Able to obtain information that would not be available through direct questioning Useful in the exploratory stage of a research study Good for communications imagery/messaging 32 Strengths
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Costly - need trained interviewers and experienced analysts Small sample size - may not be able to generalise to the general/category population Data can have limited uses 33 Limitations
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A projective completion task example Let’s go & buy furniture for our new place at IKEA Type to enter text
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Criteria Focus Groups Depth Interviews Projective Tech. 1. Degree of Structure Relatively high Relatively medium Relatively low 2 Probing of individual Low High Medium 3. Moderator bias Relatively medium Relatively high Low to high 4. Interpretation bias Relatively low Relatively medium Relatively high 5. Uncovering subconscious information Low Medium to high High 6. Discovering innovative information High Medium Low 7. Obtaining sensitive information Low Medium High 8. Unusual behavior or questioning No To a limited extent Yes 9. Overall usefulness Highly useful Useful Somewhat useful
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Marketers tend to make decisions about groups of people/ markets rather than individuals Possessing depth of knowledge on a small group may be of little value when decisions about a larger group must be taken (especially if not representative) Incidence of phenomenon you have identified needs to be known, so quantitative research often needed 36 Fitting with quantitative
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Thanks for listening 37
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