q+q=?
TRANSCRIPT
Q+Q=?A case study on putting quant and qual back together for online concept testing
In the good old offline days combination of quantitative and qualitative techniques
was considered to be a desirable approach to any nontrivial research story. In
such cases qual was either meant to set the stage shaping the subject for
consequent quant part and/or to explain the results of the latest.
Nowadays modern technology offer new ways for more seamless integration of
qual and quant. Can we researchers benefit from putting Q and Q back together?
Why re-marrying Q and Q?
ScopeClient: a major consumer electronics retailer.
Problem: the Client is constantly launching new promos. Generating new promo ideas and mechanics is becoming increasingly difficult.
Objectives: 1) test 13 new promo ideas, 2) enhance them, 3) co-create new ideas.
Our approach. We opted for a mix-mode 3 step study:1. Initial evaluation (Quant) — a sequential concept test. 2. Idea enhancement (Qual) — a moderated bulletin board discussion. 3. Result validation (Qual) — same as step 1, a research-on-research step.
Concepts: look and feel
Name «NAME» «NAME» «NAME»
Insight
Mechanics
RTB
Project design
Step Design Outcome
Initial evaluation (Quant)
13 concepts, N=2400 respondents, LOI=20 min, one respondent tests 2 concepts for.
Concepts were ranked based on overall liking and perceived uniqueness. Five concepts have been chosen for further development.
Idea enhancement (Quant)
Five concepts and 40 respondents from the Step 1, 5-day moderated bulletin board.
As the result of the stage two concepts were rewritten and two brand new concepts were co-created. Seven concepts in total.
Result validation (Quant)
Seven concepts from the step 2; 1080 fresh respondents, LOI=20 mins, one respondent tests 2 concepts for.
The seven concepts from the Step 2 incl. rewritten and new once were re-ranked again in order to evaluate if the Step 2 was effective or not.
Experiment flow
Concepts are ranked.
13 initial concepts
Five concepts are chosen for further development.
Two concepts re-written and two new concepts (grey balls) are co-created during the Step 2.
Co-creation pays off
New (co-created) concepts rock!
One of the re-written concepts appeared to be slightly improved (number 13 moved from red to yellow).
And one of the re-written concepts was ruined :).
Conclusions
Overall the mix-mode approach allowed to achieve actionable business significant results at the same time cutting both time and money budgets.
Recruiting participants for qualitative (enhancement) stage from the prior quantitative (initial idea evaluation) stage proved to be a smooth and streamlined process that is also paid off in higher than average participant engagement during the qualitative stage.
As a result, the Client not only got the initial concepts ranked, but also enhanced them and developed entirely new ready to use concepts via the co-creation process.
