Archive for category Case Studies
Renovating Tradition
Posted by Leigh in Case Studies, Marketing Chatter on October 14th, 2010
During consumer interviews last week it occurred to me that consumer researchers are have become pigeon-holed by traditional methodologies and techniques. So many times we rely on and default to what has always worked before. But is it really ‘working’ anymore? Are we thrusting forward or are we simply going through the motions?
Maybe part of the problem is that a path of predictability has been over the years in research: Take, for example, online surveys. Consumers have become so familiar with this classic method, that they know what to expect and how to answer. I realized this when I was using VS Research creative questioning techniques to get one consumer to think outside the box on how the package was ‘speaking’ to her and she replies: “Are you just trying to ask me if this appeals to me or if I would buy this?” – as if it would be simpler to just cut to the chase and ask the question flat out. I was amazed. Immediately it was clear to me how more there is to consider when asking questions, especially when asking them online. The consumer has become ‘trained’ by old-school methods and they are falling back on those experiences. Even the context of a simply ‘taking an online survey’ can shift how consumers might go about answering those questions.
So what does this mean? It means it’s time to break the mold, to create new ideas and come up with new methods through renovating techniques , and crafting new VS Research methodologies that add a twist to classic methods.
“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out. Every mind is a building filled with archaic furniture. Clean out a corner of your mind and creativity will instantly fill it.” (Dee Hock, founder, president, CEO, VISA International)
What they say is not always what they mean…
Posted by VS in Case Studies, Research Techniques on November 2nd, 2009
Ask one more question and it can go a long way to clarify issues.
How many times have you found that an add-on question helps clear up uncertainties? And this is certainly true when it comes to research.
I have found that an important ‘add-on’ question relates to assessing relevancy – understanding how important an issue is to a consumer. This is even worth asking even when there is nothing to clear up
1. Don’t just assume
Even if the consumer is talking positively about something – you need to confirm the importance of an issue to them.
For example:
Someone is talking about the healthy benefits of a product concept
Assume that healthy is good and presume that they are referencing their own positive response
2. Check out with an extra question
“Do you care about this?” “Is this important to you?” Try it – You might be surprised to discover the difference
The rational evaluation of the concept validates the intention (you told me or inferred that it is healthy and I am telling you what you wanted me to understand)
The internal reaction (this is what it does for me).
These two are distinct and should not be viewed as similar responses.
Be careful what you ask?
Posted by VS in Case Studies on October 15th, 2009
This notion is so critical in terms of developing research questions since the word chosen can make such a difference in terms of how the consumer answers your question.
Sometimes the intent of the word is not necessarily how the consumer understands the word and this can truly impact research results.
In qualitative we have the chance to rephrase a question right there and then. In fact, it works really well to ask the same question a number of different ways in order to open up the possibility for consumer interpretation.
But in quantitative the question asked will determine the answer.
Take the typical question for predicting purchasing behavior (concept test/product test), the one used as the main measuring tool for deciding whether a product will succeed or not?
- How likely are you to buy this product?
- Definitely would, probably would, probably would not, definitely would not?
While the question may ask ‘buying’ behavior the consumers is often answering the question as ‘trying’ behavior’?
I know this because when I ask that question in qualitative research, consumers will answer the question as ‘try rather than ‘buy’.
- Question: Will you buy?
- Answer? I will try?
Freudian slip – not sure – a simple distinction – but beware of the consequences…
Measure of ‘try’ is much less of a predictor of success for brand than ‘buy’.
Consumer is much less committed when they responding to what they consider a ‘try’ question.
Do you want to buy this infers that you are committed to something and willing to make the deal.
‘Try’ is nonchalant – a measure of possibility: ‘I might try’ is really like saying I’m not opposed to considering
What are the implications for a concept test that asks the question ‘buy’ when the consumer is answering the question as ‘try’?
The answer is 90% product failure.
Come back again – next article will look at truer ways to predict patterns of behavior.