workshop feb 2016

8/18/2019 Workshop FEB 2016

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MARKET RESEARCH

Monika Divekar

[email protected]

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Itinerar

9:00 Session 1 : What is Qualitative Research! "ackgro#nd $ Tradition! E%&lorator vs. E%&lanator! '#al vs '#ant

Choosing Quali Methodology ! DIs( Dads( Triads(! '#ads( Mini ) *#ll gro#&s

10:00 Session 2 : Purpose Statement !iscussion "uide! T+e im&ortance o, a -S

! #idelines ,or com&osing D

10#$0 %rea&


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Itinerar

11#00 Session $ : Pro'ective (echni)ueso -erce&t#al ma&&ingo Analogieso -ict#re deckso -ersoni,icationso 0MAT

12:1* Session + : ,nterpretation -nalysis

.merging methodologieso nline ""( Et+nogra&+

12:$0 .nd o/ session


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3+at is '#alitative researc+4

Ho5 does it di,,er ,rom '#ant

researc+4


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'#ali vs '#anti


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How are you feeling today?

Class callout research


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How are you feeling today?

-: %: Qualitativeresearch

Quantitativeresearch

Ho54 3+4 Ho5 man4


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'#ali vs '#anti

Q-, Q-3(,

Purpose (o descri4e (o predict

Sample Small sample arge sample

5orm 3o predetermined categories /oranalysis

Standardi6ed measure

-pproach 7Supposedly8 su4'ective 7Supposedly8 o4'ective

-nalysis ,nterpretive ho and hy;

,nductive

Statistical hat and ho many;

!eductive

Possi4le3egatives

ma&ingthe issues mur&ier than they are

Simplistic thin&ing> ma&ing theissues less than they are

patterns and the extento/ certain attitudes ? 4ehavior


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T5o sides o, same coin;

! '#ali and '#anti com&liment and

s#&&lement eac+ ot+er

< Commonl #sed in tandem stages

< Rarel a =#estion o, one vs. t+e ot+er

< >?ectives are ,#ndamentall di,,erent

'ATI B Investigates ETET o, >e+avior

'AI B E%&lores REASS ,or >e+avior


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'#alitative F#dgement

! T+e tro#>le is t+at most com&anies invest +eavil in

develo&ing analtical skills and >ig data.

! Innovation &rocesses +ave >een overengineered( 5it+

stagegate &rocesses e=#i&&ed 5it+ ,inancialeval#ation tools to s#&&ort t+e go$no go decisions.

! T+e res#lt is t+at =#alitative &erce&tions dont get an

airing. Strateg and innovation s+o#ld >e a &rocess in

5+ic+ t+e analsis serves insig+ts rat+er t+an t+e ot+er5a ro#nd.

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S#ccess;..'#alitative F#dgement

! Consider A&&le 5+ic+ +as >een >#ilt

t+anks to insig+ts rat+er t+an analtics.

Steve Fo>s resistance to =#antitative

researc+ is 5ell kno5n.

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'#ali gets nder t+e S#r,ace

"e+avior

3+at determines >e+aviorJorms

al#es

-erce&tions

"elie,s

Attit#desC#lt#re

"ackgro#nd

&>ringing

:$1

Lc+a&atti( kk#lt#r( >#s+N

'#anti

'#ali


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16

Sm>ols and Meaning

E%am&leJ T+e -ro&eller

sed ,or over ears;


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Sm>ols and Meaning

E%am&leJ T+e S5astika

sed ,or over / ears;


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T+e old >re5er loved t+e s#n sign;

Ele&+ant To5er( Co&en+agen

Carls>erg "re5er L198Nld original >eer la>el


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1:

Imagine Carls>erg "re5er Revam&ing ld a>el;

C#rrent la>els

ld original la>el


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Cons#mer reaction in India4


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India -ositive associations to t+e S5astika

! A#s&icio#s! Cele>ration! i,e

! S#n! -o5er $ strengt+

! ood l#ck

>?ections toJ

Commercial #se o, +ol sm>ol

-#re$+ol sm>ol on sin,#l &rod#ct Lalco+olN


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Cons#mer reactions in

E or S4


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S ) E#ro&eStrong negative associations to t+e S5astika

! T+e +oloca#st

! Hitler $ aOis

! Re&ression

! Horror

! Hate! Deat+

! Evil


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;t+e >re5er >#ild a c+#rc+ ne%t to t+e

Carls>erg Ele&+ant to5er ;


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nderstanding t+e reason >e+ind

cons#mer >e+avior leads to

s#&erior decisionmaking IJ -#re sm>ol on sin,#l &rod#ct

vs.

SJ Sin,#l sm>ol on PreQ &rod#ct

Conse=#ences ,orJ

Strategic &lanning-rod#ct develo&ment decisions

Comm#nication$Marketing decisions


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Common A&&lications o, '#alitative

Researc+

-rod#ct Develo&ment

-ackage Design

Co& Testing

Advertising

"rand Image

Comm#nication c+eck Ideation

Cons#mer Satis,action

-rod#ct Attri>#te Testing

e5 Conce&t Testing

Em&loee Researc+

Mock F#ries

"e+avior Researc+ LEt+noN


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E%am&les o, T&ical Iss#es

addressed in '#aliJ

1. Ho5$5+ do &eo&le make t+e c+oices t+e do4

2. Ho5$5+ do cons#mers #se t+e t+ings t+e >#4

/. 3+at are areas o, satis,action$dissatis,action 5it+ &rod#cts$services4

. 3+at ,actors$,eat#res en+ance 5illingness to rc+ase4

6. 3+at are t+e mental images attac+ed to >rands ) &rod#cts4

7. Ho5 are signs$sm>ols$color$te%t inter&reted on &rod#ct &ackaging4

8. Ho5 does &rod#ct man#,act#res >est comm#nicate 5it+ and &ers#ade cons#mers to >#4


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'#ali researc+ is neverJ

sed to meas#re$tall$estimate ant+ing

As tie>reaker in design making

To determine a5areness o, advertising

To set &rice &oint or &redict sales

To #nderstand ma?orit >e+avior

sed to con,irm oneQs o5n ideas$agenda

sed ,or selling or &romoting ne5 &rod#cts L&+armaN

"etter done

5it+ '#anti


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2:

'#alitative >?ectives

! Al5as eit+erJ

E-RATRU or E-AATRU

! E%&lore #nkno5n >e+avior$attit#des$>elie,s! E%&lain kno5n as&ects$,acets$,acts

o, t+ese >e+aviors$attit#des and >elie,s

! oteJ not m#t#all e%cl#sive < man =#ali

&ro?ects incl#de >ot+ o>?ectives


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E%&lanator -ro?ectsE%am&les

! Motivational analysis – #nderstand t+e gro#nds( meanings(reasons and conditions associations 5it+ attit#de or >e+avior

! Cultural analysis – di,,erences >ased on t+e im&act o, c#lt#re

! Consumer differentiation and segmentation < &atterns o, variation Lnline vs ,,lineN

! Post quanti interpretation < giving meaning to n#m>ers

! Comprehension analysis – comm#nication on directions(

instr#ctions( &rod#ct claims( &romotional co&( etc.

! ‘Disaster checks’ < make certain t+at co&and images are not o,,ensive


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E%&lorator -ro?ectsE%am&les

! Positioning Studies

! Idea generation – ne5 &rod#cts( line e%tensions( ad co&( etc.

! Consumer familiariation studies < >ackgro#nd in,o or details a>o#t>e+avior( satis,action( decision making( lang#age

! Plain Discovery < 5+en little is kno5n a>o#t or5+en more kno5ledge is needed L*#el additivesN

! !ypothesis generation

! Preliminary input – learn rig+t 's to ask in most meaning,#l 5a inlarger s#rve

! Process description – ste&s o, >e+avior


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Ste&s in '#ali

1. Identi, researc+ o>?ectives Lr&ose statementN2. Determine met+odolog

/. Identi, demogra&+ics o, res&ondents

. Make screener and recr#it res&ondents

6. Identi, ke iss#e areas

7. Com&ose disc#ssion g#ide

8. -re&are res& +ome5ork( &ro?ective e%ercises( etc.

9. Cond#ct t+e researc+

:. Make mind d#m&s a,ter intervie5s

1. De>rie, and disc#ss data 5it+ team11. Revie5( inter&ret and analOe all data

12. 3rite re&ort o, ,indings

1/. -resent to clientL#ess &re$d#ring$&ost ratioN


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C+oosing Met+odolog


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'#alitative Met+odologiesvervie5

! *oc#s ro#&s L91N! Mini ro#&s L67N! '#ads LN

! Triads L/N! Dads L2N! De&t+ Intervie5s L1N! Et+nogra&+ies

! -anels! nline! H>rids

T+ese +ave lots in common

E%ce&t V o, res&

ater session


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C+oosing Met+odolog

Focus Groups?DI..? …Dyads?Triads? Mini

groups?Arrr…I’ll just pick

one

Hvordan >esl#tter d# dig < +vilke &arametre4


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DIs vs. ro#&s

A contin##m

Ho5 Sensitive4

DI Dads Triads '#ads Mini *#ll r&

Sensitive iss#es onsensitive

S&ecialiOed target gr& Common cons#mer

Intense individ#al &ro>ing r& dnamic essential

oteJ ItQs not t+e type of study ,

>#t rat+er t+e nature of the topic

t+at determines met+odologW


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C+oosing met+odolog;LcontN A ?#dgment call

18 Consider to&icJ

A. Sensitivit o, to&ic

! Social norms(

ta>oos( stigmas". ro#& Interaction

! -eer &ress#re

2N Assess ideal

researc+ design

! as i, t+ere 5ere no

time and$or >#dgetconstraints

/N ConsiderJ AN Time "N "#dget

CN ogistics

+8 Decide on a realistic

met+odolog


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C+oosing met+odolog ;LCont.N

De&t+ Intervie5s

DIs are &re,erredJ

< 3+en &ro?ect demands

intensive &ro>ing

< 3+en gro#& dnamic is

nonadditive < 3+en &eer &ress#re is

e%&ected to s5a o#tcome

< 3+en t+e to&ic associated

5it+ conservative social

norms( ta>oos and stigmas < Hig+l s&ecialiOed T

< eogra&+icall dis&ersed or

+ard to sc+ed#le

E%am&leJ

< *ollo5 #& on PdiarQ

+ome5orkX +omevisits

LE%&ertsDoctors( Arc+itects(Sociologist(; N


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C+oosing met+odolog ;LCont.N'#ads $ Mini r&s

'#adsLN $ Mini gr&sL67N

are &re,erredJ

< 3+en some gro#& dnamic

is needed

< at#re o, to&ic is relativelcommon $ everda iss#es

< *airl li>eral social norms

Lo stigmas $ ta>oosN

< &lan to do time cons#ming

e%ercises

< ovice moderator

E%am&lesJ

< 3+en res&s aree%tremel artic#lateX

s&ecialists

< 3e seek a greater de&t+

o, res&onse( even 5it+in

t+e &arameters o, a *


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C+oosing met+odolog ;LCont.N*#ll ro#&s

*#ll gr#&s L91N are

&re,erredJ

< 3+en gr& dnamic is ke

< Common $ everda iss#es < o5 &eer &ress#re

< onsensitive to&ic L,ree o,

social stigmas$ta>oosN

< ons&ecialiOed T( easil

reac+a>le demogra&+ic

E%am&leJ < 3+en t+e target is loosel

de,ined Lage 266( middle

income in #ckno5N < 3+en tasks ma re=#ire

,#rt+er s#>gro#&ing

e%ercise d#ring ,gd

< T ,or t+e sake o,

n#m>ers LPdid a ma?oritsa t+e same t+ingQ4( is

5rongWN


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C-SS [email protected],S.

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Met+od Matri% E%ercise

1. T+ink o, t+e nature o, t+e researc+ to&ic Land o#r&artic#lar angle to t+e to&icN A. Skin Color

". -remarital se%

2. Assess t+e to&ic according to t+e 9 &olarended iss#esin t+e Met+od Matri%

/. Rate eac+ on t+e 6&oint scales;and tall t+e com&letescore

Z 2 IDIs or Dads

2


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*acts ) Mt+s a>o#t *oc#s ro#&s

'#ali o,,ers conte%t#al insig+ts5+ic+ =#anti canQt

S+eds lig+t to norms( val#es(attit#des( >elie,s( and &erce&tions( 5+ic+ motivate cons#mer >e+avior

Small sam&le can &rovideval#a>le insig+ts even t+o#g+ t+edata is not statisticall &ro?ecta>le

ro#& siOe +as an im&act onamo#nt and t&e o, data collected

Trained moderators learn to #se avariet o, skills to collect data ins+ort time ,rames


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*acts ) Mt+s a>o#t *oc#s ro#&s

'#ali o,,ers conte%t#al insig+ts5+ic+ =#anti canQt

S+eds lig+t to norms( val#es(attit#des( >elie,s( and &erce&tions( 5+ic+ motivate cons#mer >e+avior

Small sam&le can &rovideval#a>le insig+ts even t+o#g+ t+edata is not statisticall &ro?ecta>le

ro#& siOe +as an im&act onamo#nt and t&e o, data collected

Trained moderators learn to #se avariet o, skills to collect data ins+ort time ,rames

T+e are eas. 3atc+ing a ,e5gro#&s =#ali,ies anone to >e amoderator

Moderating is an ad hoc (com&letel im&rovised ,orm o,interaction 5it+ res&ondents

En?oing talking to &eo&le is t+eonl =#ali,ier ,or a good moderator

More res&ondents in a gro#& is>etter t+an ,e5er >eca#se it ismore re&resentative

Ever min#te o, a ever gro#& isim&ortant

Uo# can statisticall &ro?ect t+eans5ers o, a ,e5 &eo&le to t+e#niverse o, t+e target market


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8

Hail #sW

"reak

LHvem kender Startrek4 *orklarN


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Session 2

-#r&ose Statement

9


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T+e -#r&ose StatementT+e ,o#ndation o, o#r entire &ro?ect

! ne condensed sentence s#mmariOing t+e macro

&ro?ect o>?ectives

< Incl#des intensions( r&ose and goals

! "est c+ance o, s#ccess de&ends on ,orm#lating a

clearc#t( >rie, and acc#rate -S

! T &ossi>le to do good =#ali researc+ #nless o#kno5 o#r e%act r&ose and e%act o>?ectives


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6

Ho5 to Com&ose a ood

-#r&ose Statement

! R#le o, t+#m>J Z/ 5ords

< I, -S cannot >e condensed into one sentence 5it+ /

5ords or less( t+en t+e goals can &ro>a>l not >e

accom&lis+ed via one =#alitative st#d

! Start 5it+ t+e 5ord To( ,ollo5ed > a =#alitative

ver> Le%&lore$#nderstand$elicitN

e develo&ed

< ;so t+at a s#rve can >e cond#cted


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A good &lace to start

! Ask teamJ

< If you only could ask respondents one Q

…what would it be?

! Ti&J 3rite r&ose statement on to& o, D

and distri>#te to team < Lgoes >ot+ 5asJ i, client ask ,or t+is( i, 'RC do itN

- St t t


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-#r&ose Statement

Common Mistakes

! Too long and com&licated o>?ectives

! Too vag#e and nons&eci,ic

! >?ectives >ased on ,la5ed ass#m&tions! Dis&ersed or nonrelated iss#es rolled #&

in same &ro?ect

! '#antitativel ske5ed o>?ectives < ;to meas#re $ estimate $ tall somet+ing

! nrealistic or im&ossi>le e%&ectations


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; Iss#es

W Too long and com&licated o>?ectives L/9NW Dis&ersed or nonrelated iss#es rolled #& in same

&ro?ect s+am&oo #sage( ne5 &rod#ct line( &ackaging iss#es(&rice &oint iss#es

W '#antitativel ske5ed o>?ectives “to !easure appeal ;#

W Determining &rice &oint is not a =#alitative iss#e >etterdone 5it+ =#anti researc+

W o clear de,inition o, 5+o t+e target gro#& is

o#ng$old4 Male$,emale4 Ect. 3+o to recr#it4

W nrealistic or im&ossi>le e%&ectations


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E%am&le

! ood r&ose statementJ

“To e$plore attitudes and perceptions,

a!ong %&'(& year old wo!en, towards anew organic product line of sha!poos, so

that ad"ertising concepts can be initiated#


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-.S. on t+e -S;

I, ,o#ndation is so#nd

o# can >#ild ant+ingW

;I, not( somet+ing

5ill come cras+ingW

A < 1 R

P R < B . C (


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C-SS [email protected],S.

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! 6 gro#&s

! De,ine r&ose statement

< To&icJ Rela#nc+ o, Male range o, soa&s

1N e5 more active care &lat,orm

2N ame Lerm s+ild vs. re,res+ed glo5N

/N Dr sni,, sam&ling

N Com&arison &ost +and$,ace 5as+6N "rand resonance

E%erciseJ -#r&ose Statement


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6:

3+ 5rite a Disc#ssion #ide4

CanQt t+e moderator ?#st 5ing it4


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*#nctions o, t+e Disc#ssion #ideJ

! Road ma& ,or t+e entire &ro?ect

! Agreement >et5een clients and 'RC

! vervie5 ,or o>servers

! ote taking tool L5rite in marginN! #tline ,or t+e analsis and re&ort

! ets team on t+e same &age

ot a cr#tc+ ; Moderator s+o#ld learn it >

+eart and >e a>le to ?#ggle and im&rovise


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Common Ste&s

1. De,ine r&ose statement

2. Make mindma& o, to&ic #niverse

/. De,ine ke iss#e areas . Cra,t =#estions and &ro>es ,or eac+ iss#e

6. -lan &ro?ective e%ercises

7. Revise$t5eak content >ase on ,eed>ack,rom team

Mindma& o, To&ic niverse


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Mindma& o, To&ic niverse De,ining Ke Iss#e Areas

! A c+ain reaction o,associations

! A vis#al >rainstormsession

!"road landsca&evie5 o, iss#e

!3rite do5n ant+ingt+at comes to mindW

!T+o#g+ts( ,eelings )associations

!seJ signs( sm>ols(te%t( dra5ings( di,,.colors

LSo#rceJ "stedt( nn( -otts( 2/N


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7/

"reak

LHvem kender Startrek4 *orklarN


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Session /

7


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3+at are t+e4

-ro?ective Tec+ni=#es are aimed at recovering t+e

t+o#g+ts( images and ,antasies associated 5it+

motivation and o#r emotional side in a manner

5+ic+ circ#mvents t+e censoring 5e all do to&reserve o#r sel,esteem and avoid an%iet.

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Some -ro?ective tec+ni=#es

! Meta&+ors( Analogies( and Similes

! T+ird-art -ro?ections

! Role-laing

! Associations

! 0MET

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Meta&+ors$ Analogies$ Similies


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! A meta&+or re&resents or e%&lains somet+ing in terms o, anot+er. Meta&+ors e%&laincom&le% or ne5 s#>?ects \target domains] > #sing a ,amiliar s#>?ect \so#rce

domain].

! Meta&+ors are a 5indo5 to t+e mind. T+e r&ose o, #nderstanding meta&+ors is to

#nderstand &eo&leQs mindset and ,eelings a>o#t somet+ing.

! Most im&ortantl( meta&+ors can reveal #nderling emotions a>o#t a target domain;

s#c+ a &rod#ct or >rand. And( one can in,er 5+et+er emotions are &ositive( negative(

or ne#tral.

! Uo# can #se t+e res#lts ,rom meta&+or tec+ni=#es to develo& advertising( >rands(sales &itc+es( and to s#&&ort &rod#ct or >rand &ositioning.

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! EgJ A sim&le sentence com&letion e%ercise #sing similes.

< M cell &+one is like a;

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! EgJ A sim&le sentence com&letion e%ercise #sing similes.

< M cell &+one is like a;

< Here are some res#lts at t+e categor level ,or cell &+ones.

< A cell &+one is like a >est ,riend.

< M cell &+one is &art o, m >od.

< A cell &+one is like m 5allet. I 5o#ld never leave +ome 5it+o#t it.

< A cell &+one is like a li,eline no5. eaving it >e+ind is like c#tting o,, t+e o%gen s#&&l.

< A cell &+one is like a leas+.

T+e res#lts s+o5 cell &+ones are a necessity ,or a segment o, cons#mers.

A minorit ,ind t+em annoing.

! ook ,or meta&+ors( analogies and similes. T+ink a>o#t 5+at ,eelings and emotions

t+e reveal. F#dge i, t+e are &ositive( ne#tral or negative.

7:


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-ict#re associations

! "esides sentence com&letion( o# can also ask res&ondents to associate a&rod#ct or >rand to &ict#res and images.

8


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Class .ercise

Male clot+ing >rand association

81


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| 7

I! "rand # $asa !or% o!

transportation&

'(at $ould it)e?

T+ird-art -ro?ections


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T+ird-art -ro?ections

! Ask res&ondents to descri>e 5+at ot+er &eo&le are doing( t+inking( ,eeling( >elieving(and saing. Ask res&ondents to &ro?ect to a t+ird&art.

Here are some e%am&le =#estions.

< 3+at does o#r ,riend t+ink a>o#t >rand 4

< 3+at does com&an t+ink a>o#t o#4

< 3+o #ses >rand 4 3+at is t+e real reason t+e #se it4

! Ask ,ollo5#& =#estions and &ro>e ans5ers( #sing t+e t+ird &erson.

! se t+ird&art &ro?ections ,or sensitive s#>?ects. In ot+er 5ords( 5+en &eo&le +ide or

den t+eir real t+o#g+ts( ,eelings( or >elie,s.

8/


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Class .ercise

ser Imager o, Male clot+ing >rand

8

Role -laing


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Role -laing

! Uo# ask res&ondents to ass#me a role and act t+e &art.! It is a variant o, t+ird&art &ro?ection.

< I, o# 5ere t+e &rod#ct manager( 5+at 5o#ld o# do to im&rove t+e &rod#ct4

< I, o# 5ere t+e CE o, t+is com&an( 5+at 5o#ld o# do to red#ce c#stomer com&laints4

< I, o# 5ere t+e creative director( 5+at 5o#ld o#r ad sa4

< I, o# 5ere in o#r ,riendQs s+oes( 5+at 5o#ld o# do4

! se role&laing 5+en asking ,or &rod#ct or advertising recommendations.

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-ersoni,ication Associations


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-ersoni,ication Associations

! -ersoni,ication asks res&ondents to give +#man c+aracteristics to &rod#cts( services(

or >rands.

< I, o#r olvo co#ld talk( 5+at 5o#ld it sa to o#4

< I, >rand 5ere a &erson( 5+at 5o#ld +e or s+e look like4

< Ho5 does o#r digital camera ,eel a>o#t o#4

! -ersoni,ication is ,#n. T+e c+allenge o, &ersoni,ication is inter&retation o, data and

analsis.

! se associations to #nderstand imager and stim#late memor recall.

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0ATMA META-HR

EICITATI TECHI'E


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! *irst( nonver>al comm#nication is more &revalent t+anver>al comm#nication.

! Second( vis#al images are entr &oints ,or accessing&eo&les kno5ledge str#ct#res.

! T+ird( &+otogra&+ is a &o5er,#l tool ,or accessingcons#mers vis#al images.! *o#rt+( researc+ doc#ments t+e im&ortance o, vis#al

images in marketing comm#nications.! *inall( most market researc+ tools rel on ver>al

comm#nication.! "ased #&on t+ese ,actors( 5as develo&ed 0MET( a

met+odolog t+at relies on vis#al and ot+er sensorimages to elicit c#stomers meta&+ors and constr#cts.

3+ 0MET4


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IESTIATI "RAD

IMAE SI 0MET

0MET


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! T+e r&ose o, 0MET is to elicit

meta&+ors and constr#cts and to esta>lis+

relations+i&s among t+e constr#cts #sing

>ot+ ver>al and nonver>al stim#li.! T+ere,ore( 5e s#ggest t+at 0MET is an

e,,icient and e,,ective means ,or

#nderstanding >rands.

0MET


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-3 ,3(.RD,.W W,(E -,C.>


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! Step 1 JAlice( a o#ng mot+er( collected 1images. And ,ollo5ed t+is > stortellinga>o#t eac+ &ict#re

! Step2J Alice 5as asked i, t+ere 5ere an&ertinent images t+at s+e +ad not >een a>leto collect Alice indicated t+at s+e 5o#ld +aveliked to take a &+otogra&+ o, a &ig st( notingt+at s+e 5ondered i, GTideG 5o#ld >e a>le to

Gclean a dirt &ig.! Step $J Alice sorted +er images into t+ree

gro#&sJ com,ort( ,res+ness( dr#dger.

Ste&s involved

* t+ t i l d


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! Step +J T+ree o, Alices &ict#res 5ere randomlselected and s+e 5as asked ( GHo5 are an t5o o,t+ese t+ree &ict#res similar to eac+ ot+er anddi,,erent ,rom t+e t+ird.

! T+is s#r,aced t5o constr#ctsJ unpleasantness and /reshness. T+e intervie5er( #sing t+eladdering &rocess( +el&ed to elicit additionalconstr#cts and t+eir relations+i&s.

! A,ter Alices e%&lanation( t+e intervie5er

contin#ed to randoml select t+ree &ict#res and=#estion Alice #ntil no ne5 constr#cts 5ereelicited.

*#rt+er ste&s involved


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E +i>it 2


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! G Alices &ict#re o, Gt5o ,riends making #gl ,acesG descri>edG#n&leasantness.G GTide means doing t+e la#ndr. Its timecons#ming and t+e la#ndr ,acilities are not 5ellmaintained.-l#s( its al5as a +assle to ,ind =#arters. I reall dont like todo la#ndr.G

! Clearl( Alices commentar related to t+is triad indicated t+ats+e associated t+e >rand 5it+ t+e product use situation.! Alice t+en descri>ed G,res+nessGJ Gsing Tide gets m clot+es

clean and smelling ver ,res+. I ,eel more com,orta>le andre,res+ed in m clean clot+es.G

! sing t+e laddering &rocess( t+e intervie5er elicited t+e

additional constr#cts o, Gmakes me ,eel con,identG Lsel,con,identN and Gtells &eo&le 5+at kind o, &erson I amG Lsel,imageN. In t+is latter case( Alices comments ,oc#sed oncustomer 4ene/its and values.

E%+i>it 2


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! Step *J Alice indicated t+att+e &ict#re t+at mostre&resented GTideG to +er 5as+er &ict#re o, t+e s#nriseLs+o5n in E%+i>it 6N.

! S+e re&orted t+at t+e s#nrise

contained several meaningsJ,res+ness Las in t+e smell o,+er clot+ing a,ter #singGTideGN( >rig+tness Las in t+ecolors o, +er clot+es a,ter#sing GTideGN( calm or&eace,#lness Lkno5ing t+atGTideG cleaned +er clot+es t+er at easeN( andaccom&lis+ment La ne5 dato get t+ings doneN.


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! Step HJT+e intervie5erasked Alice 5+at imagesconveed t+e o&&osite o,+er image o, GTideG( s+eres&onded 5it+ images o,a >ottle o, acid LGTide isstrong( >#t not +arm,#lGN

and a &orc#&ine LGTideleaves clot+es ,eelingso,t( not +ars+GN.

! Step IJ t+e intervie5erasked Alice a>o#t ot+er

nonvis#al sensor imageso, GTide.G Alicesres&onses are listed inE%+i>it /.

E +i>it M t l M


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! Step JJ T+eintervie5er revie5edall o, t+e constr#ctst+at Alice +addisc#ssed and asked+er i, t+e 5ereacc#rate

re&resentations o,5+at s+e meant( andi, an im&ortant ideas5ere missing.

! T+en Alice created ama& s+o5ingconstr#cts andrelations+i&s s+e sa5as related to GTideGLSee E%+i>it N.

E%+i>it J Mental Ma&


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E +i>it M t l


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! Alice G5alkedG t+e intervie5er t+ro#g+ +er ma&( noting t+at GTide>rings la#ndr to mind( and 5+en I t+ink o, la#ndr( I t+ink t+at itse%&ensive( time cons#ming and #n&leasant. All o, it is veraggravating.

! Also( 5+en I t+ink o, Tide( I t+ink o, a strong and de&enda>le

detergent a detergent t+at cleans m clot+es leaving t+em so,t and,res+. Kno5ing t+at Tide gets m clot+es clean means I dont +avean 5orries.

! "eca#se m clot+es are clean and ,res+ I ,eel re,res+ed( and>eca#se m clot+es are clean and so,t I ,eel com,orta>le.

! I ,eel more sel,con,ident 5+en Im com,orta>le and re,res+ed( and Ilook >etter to ot+er &eo&le.

! *inall( even t+o#g+ Tide is strong( it is environmentall ,riendl(and t+ats im&ortant ,or t+e 5ater and t+e +ealt+ o, Americans.G

E%+i>it J Mental ma&


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! Step 9J Alice #sed digital imaging tec+ni=#es tocreate +er s#mmar image o, GTideG

! Her digital image consisted o, com&onents o,

,ive o, +er &ict#res and vis#all de&icted +erstor a>o#t GTide.G E%+i>it 6


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A&&lication o, -ro?ective tec+ni=#es


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"RAD AD SER IMAERU

!'#ick e%ercises designed to dra5 o#t cons#mers &erce&tions o, &artic#lar >rands as

com&ared to t+e &eo&le 5+o #se t+em.

!T+e image o, t+e >rand is o,ten distinct ,rom t+at o, t+e #ser. r( t+e >rand image ma

>e a role model to 5+ic+ t+e #ser as&ires in li,estle or val#es.

:


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Class E%ercise

"rand Image o, a Toot+&aste

ser Image o, Toot+&aste

:6



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! Di,,erence >et5een "RAD AD SER IMAERU

! T+e image o, a >rand o, toot+&aste mig+t >e c+aracteriOed as a tall( attractive middle

aged man in an e%&ensive t+ree&iece s#it( 5+o is descri>ed as gentle( &leasant to

>e 5it+( tr#st5ort+( esta>lis+ed and 5+o drives a Mercedes "enO.

! T+e #ser( on t+e ot+er +and( mig+t >e a &la=#e conscio#s mot+er 5+o is 5orrieda>o#t g#m disease ,or +ersel, and +er +#s>and( 5+o #ses a more color,#l >rand t+at

mig+t >e &ersoni,ied as a good nat#red( ,#nn clo5n ,or +er o#ng c+ildren.

:7


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Session

:8


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,nterpretation -nalysis

-rocess o, inter&retation

T&ical Ste&s in analsis

:9


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Emerging Met+odologies


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Emerging Met+odologies

nline "#lletin >oardsJ•Chat Groups, Panel, Blogs and Diary•BB Chat Groups

o Live, real time - Around 9 min

o !oderated

o "-# participants

•Panelso $epeat interaction %ith respondents

o &nlimited participants

o Longer duration '(rom %ee)s to months*

•Blogs or Diarieso Pre-tas)+home%or) assignments

o el( administered no moderation

•

1/


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Et+nogra&+


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Et+nogra&+

! Et+nogra&+ers immerse t+emselves in t+e livesand c#lt#re o, t+e gro#& >eing st#died( o,ten

living 5it+ t+at gro#& ,or mont+s on end.

! T+e &artici&ate in t+e gro#&Qs activities 5+ileo>serving its >e+avior( taking notes( cond#cting

intervie5s( analOing( re,lecting and 5riting

re&orts.

! T+is ma >e called ,ield 5ork or &artici&anto>servation

16


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ETHRA-HIC RESEARCH


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KoOinetsQ article


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110

KoOinets article

! In,orms o#r #nderstanding o,

entertainment and mass media

cons#m&tion

! -ortras a gro#& o, devoted

cons#mers sociall constr#cting realit(rat+er t+an merel &assivel

cons#ming a &rod#ct

! S#ggests t+at entertainment &rod#cts

are ke conce&t#al s&aces t+atcons#mers #se LKoOinets( 21N

Ethnographic research


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workshop feb 2016

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