February 2009 Archives

Millward Brown acquires qual shop for "insights"

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Direct from Mr. Web (www.mrweb.com). 

Its good news that the big guys are investing in qualitative assets.  The following article outlines Millward Brown's recent acquisition of Alsted Research, a Danish qual firm.  This is especially interesting given Sir Martin Sorrell's assertion, reported in this blog on February 4, that WPP Group (Millward Brown parent) will be an "Insight-led" organization.  WPP Group, aka Kantar Group, aka Millward Brown apparently see the importance of qualitative research in developing insights and are putting their money behind it.

HBR Touts Ethnography

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Ken Anderson is an anthropologist at Intel.  In this Harvard Business Review article, Mr. Anderson discusses the use of ethnography at Intel and its importance as a strategic research tool.  The first couple of paragraphs are provided below.  The following link will take you to a longer introduction to the article and the opportunity to purchase the article from HBR.  http://hbr.harvardbusiness.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1

Ethnographic Research: A Key to Strategy

 

Corporate ethnography isn't just for innovation anymore. It's central to gaining a full understanding of your customers and the business itself. The ethnographic work at my company, Intel, and other firms now informs functions such as strategy and long-range planning.

Ethnography is the branch of anthropology that involves trying to understand how people live their lives. Unlike traditional market researchers, who ask specific, highly practical questions, anthropological researchers visit consumers in their homes or offices to observe and listen in a nondirected way. Our goal is to see people's behavior on their terms, not ours. While this observational method may appear inefficient, it enlightens us about the context in which customers would use a new product and the meaning that product might hold in their lives.

Branding, Emotions and BlackJack

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Our colleague, Sharon Livingston specializes in qualitative branding research.  Over the years she has developed some techniques surrounding emotions and brands that are interesting and helpful to qualitative researchers dealing with brand identity issues.  To that end she has also developed a set of archetype cards which she provides at www.iconicards.com.  The following article from her blog explores branding and emotions using her four-part Livingston Paradigm of Self Esteem©,

 

Keeping up with today's participants

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If you have ever moderated, you will relate to this presentation by Jason Oke of Juniper Research.  I met Jason a year or so ago at the MRIA qualitative event in Toronto where we were both speakers.  Jason brilliantly highlights the way we sometimes feel about asking people rational questions about irrational beliefs or actions in a conference room with bare walls and a mirror.   I hope this presentation jogs your thoughts as it has mine.

I found this presentation and an interesting discussion of it at Yellow Submarine Blog (http://yellowsubmarinequal.wordpress.com/2009/02/20/the-gestapo-qualitative-research-moderator/)

Up Brands in a Down Economy

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Amongst all the bad earnings reports and economic news that leaves us quaking is a truism that is being played out by General Mills:  supporting strong brands pays off, even in weak econonomies.  For the entire article click on http://adage.com/article?article_id=134670.

General Mills Thrives on Increased Marketing Spending

Boosting TV Ads Hiked Cereal Sales, But Digital ROI Even Higher

BOCA RATON, Fla. (AdAge.com) -- General Mills, one of the package-food industry's top performers, laid out a number of recent marketing successes at the Consumer Analysts Group of New York conference this morning, and offered a preview of the rest of its fiscal year.

The company has staunchly supported consumer-marketing spending increases -- 19% in the first half of fiscal 2009, which began in June -- while competitors, including Kellogg and Kraft, have begun to scale back on the heady marketing outlays of 2008, instead preaching bundling and greater return on investment. General Mills estimates that its consumer-marketing spending will be up by "double digits" for the full fiscal year.

.........

General Mills' sales have responded well to increased marketing support as consumers are eating more at home. Sales grew 11% in the first half of fiscal 2009, to $7.5 billion. The company has raised guidance with each of the first two quarters. General Mills is doing so well that analysts had been expecting the company to raise its earnings guidance again this morning.

 

 

Sweet 16: Do's and Don'ts when dealing with facilities

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Even us "old dogs" can use a reminder sometimes.

Apparently our good friend Judy Langer is doing a lot of writing these days.  A few days ago we posted her Quirks article on ethnography.  Now she has teamed up with our friend Manny Schrager (owner of Consumer Centers of NY and NJ) to write an article for QRCA on dealing with facilities.  Here are the 16 suggestions.  There is a lot more detail in the artilce.  For the entire article, go to:  http://www.qrca.org/displaycommon.cfm?an=1&subarticlenbr=366#1

  1. Put things in writing
  2. Talk to your facility too
  3. Keep the facility up to date on dates and times and changes.
  4. Communicate regularly throughout the project
  5. Make the effort when recruiting from a client list to use the client's name when recruiting
  6. When considering algorithms, use them with care
  7. Don't choose a facility on price alone
  8. Accept or reject "holds" quickly
  9. Don't wait until the last minute with special requests
  10. Ask about the physical facility setup
  11. Do a supply a self-administered rescreener
  12. Brief the qualitative assistant (Host) on your needs and expectations
  13. Work with your qualitative assistant
  14. Build a relationship with your facilities of choice
  15. Make payment arrangements in advance
  16. Remember the Golden Rule

Qual: A tool for peace in Mindanao

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Sometimes qualitative research can be inspiring.  For me, it has usually been in the midst of a focus group when a participant makes a comment and the light bulb goes off.  At those moments I nearly gasp with delight and wonder at the insight gained.  This is inspiring but in a totally different way. 

This post includes two articles.  The first is a background article from Reuters.  The second is from MindaNews at www.Mindanews.com on how Mindanao residents plan to use qualitative research as a tool for peace.  It makes me wonder about more ways to use qual for good.

 

LONG-RUNNING MUSLIM AND COMMUNIST INSURGENCIES

The Philippine government's decades long confrontation with Muslim separatists on the southern island of Mindanao and a second conflict with communist inPhilippinesmap.jpgsurgents across the country have left 160,000 dead and displaced up to 2 million people.

  • 700,000 uprooted in 2008 fighting
  • More than a third of population live in poverty
  • Mindanao situation attracts Islamic extremists

The Mindanao conflict first flared in the 1960s when the Muslim minority - known as the Moros - launched an armed struggle for their ancestral homeland in the south.

But the campaign for self-rule is not the only source of bloodshed on Mindanao. There has also been a long Maoist insurgency, violence linked to militant Islamist groups with pan-Asian aspirations, bloody ethnic vendettas, clan wars and banditry.

Fighting escalated in 2008 after a decade-long peace process between the government and rebel Moro Islamic Liberation Front (MILF) collapsed.

Politics and religion aside, much of the violence is fuelled by deep poverty rooted in decades of under-investment.

Primer for Qual End Users

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The QRCA Professionalism Committe headed by one of my favorite people, Bob (J.R.) Harris, has developed a white paper for qualitative viewers.  The stated purpose of this paper is to:

  • Enhance the learning of backroom viewers, thereby maximizing the value of the research
  • Preempt the risk of making potentially costly viewing and/or listening errors
  • Provide QRCA members with a solid business-building tool.

QRCA has given me permission to post this in the hope that it might be helpful to you and/or your clients.  You can access this document at:  http://www.qrca.org/associations/6379/files/Observing%20QR%20ProCom%20final.doc

End Users' take on Ethnography

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Ethnographic Research:  Trendy Method or Essential Tool?

Judy Langer and Jon Last wrote an interesting article in the February issue of Quirks.  They interviewed 26 end users to get their perspecitives on the use of ethnography.  Some of the my highlights are included here. 

Generally end users were very positive about the use of ethnography as one of many tools to for the research toolbelt.  They felt that ethnography was here to stay as a method but would not become the dominant method for conducting qualitative research. 

Positive aspects were the ability to "go deeper" and the "viewer impact."  Ethnography is part of a broader trend in qualitative research to get below the surface to attain a deeper understanding of consumers that go beyond understandings that depend primarily upon participatant articulation.  The end user "viewer impact" can be impressive as well since ethnographic research gives the marketer a rare glimpse into the "real lives" of their consumers.  The soft insights from these impressions make better marketers and lead to better decisions.

 

Dating the Brand for Valentines Day

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KW Brand Blog (http://blog.kwbrand.com/WordPress/) gives us some brand advice appropriate for Valentine's Day.  According to KW, brand strategy is more complicated than dating.  No wonder I can't get it right.  For a timely perspective, keep reading.  And Happy Valentine's Day.

Cynefin Sense-Making Framework...a model for decision-making

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In research and in management, we are solving problems.  As we know, not all problems are created equal.  There are many different approaches to many different problems.  A fascinating method for thinking about problem-solving is the Cynefin Sense-Making Framework developed by Professor David Snowden. 

This framework divides problems into two broad categories:  ordered and unordered.  The ordered category is further divided into Simple and Complicated problems.  Unordered is divided into Complex and Chaotic. 

  1. Simple problems are cause and effect related and generally have direct solutions. 
  2. Complicated problems exist in a complex environment where the actual solution is not obvious and requires an expert to discipher and solve.
  3. Complex problems exist in a constantly changing environment where cause and effect are impossible to determine.
  4. Chaotic problems are those that happen rapidly denying decision makers time to analyze and evaluate. 

Deloitte applied this Framework to the problem of Mine Safey in South Africa.  The resulting report is a wonderful explanation of the Framework as well as a case study in its application.  You can find the report at:  http://www.narrativelab.co.za/files/Deloitte%20PoV%20on%20Mine%20Safety%20Feb09.pdf.

Grandma's getting online

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Seismic Shift in Internet Age Mass

by Jack Loechner, Wednesday, February 11, 2009, 8:15 AM


According to surveys through 2008 by the Pew Internet and American Life Project, larger percentages of older generations are online now than in the past, and they are doing more activities online. Generation X (not Y) is the most likely group to bank, shop, and look for health information online. Boomers are just as likely as Generation Y to make travel reservations online. And even Silent Generation internet users are competitive when it comes to email.

The biggest increase in internet use since 2005 is the 70-75 year-old age group. While just over one-fourth (26%) of 70-75 year olds were online in 2005, 45% of that age group is currently online, and doing more activities online.

To read the entire article, go to:  http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=99950

Nuggets for our times

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Roger Green of Roger Green & Assoc wrapped up the MRAs CEO Summit today with an excellent presentation on critical CEO "acquisitions" related to capital, people, clients and products.  Here are a couple of quotes that sum up a good bit of the conference.

Regarding the econony, "When everyone else is greedy, be fearful.  When everyone else is fearful, be greedy."  -- Warren Buffett

Regarding the impact of Web2.0 and social media, "Researchers used to bring their world to the respondent.  Now respondents are bringing their world to the researcher.  The researcher must analyze it."

A good and enlightening conference.  Thank you MRA.

Zeldis Research makes the case for BBFG

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This article appeared in the February edition of the MRA's e-News.  No, we did not write the article.  However, we did find it very interesting and agree wholeheartedly with their conclusion, "Is a BBFG for every client and every project? Of course not. But it's an increasingly important tool in our qualitative toolbox, and we strongly recommend giving it a try."

Conducting Online Bulletin Board Focus Groups: A Wave of the Future
Co-authored by: Doris Kaiser, Partner & Kristina Witzling, Sr. Research
Director Zeldis Research Associates, Inc.

Cost-cutting. It certainly seems to be the mantra these days, and 2009 is likely to be
more of the same, with market research budgets slashed at companies both large and
small. In these leaner times, companies will rely on market research suppliers more than
ever to be at the forefront of creative ways to deliver quality research for fewer dollars.

Winning Clients: An End User Perspective

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Regina Lewis.jpgRegina Lewis, PhD and VP of Global Insights for InterContinental Hotels Group gave an "End User's Perspective" at the MRA's CEO Summit.  Here are some notes from her presentation that you might find helpful the next time you try to land that big account.

During a recession, end users are often understaffed but still have to get the work done.  Therefore, any assistance a supplier can give that can help is usually greatly appreciated, regardless of how small.  In these times, end users are often forced to rely on suppliers more than usual but they will also tend to rely on those they trust the most.

Dr. Lewis identified four stages in developing a client relationship along with some tips at each stage. 

Simon Chadwick on the MR industry

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Simon Chadwick is CEO of CAMBIAR, a change management company.  He is also affiliated with Peanut Labs and is the Editor-in-Chief of Research World which I happen to think is a wonderful publication from ESOMAR.  He spoke at the opening session of MRA's CEO Summit.  Here is a summary of his comments according to my notes.

In 2009 marketing research will likely see its first contraction since 1982, estimated at 7-9%.  Even with that historic contraction, online research will grow 5% bringing online to a total of about 49% of all research. 

 

A handful of ideas for online communities in '09

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FreshNetworks.com is a blog on using online communities.  This article highlights 5 research ideas for online communities.  I've included the bullets here.  For the full article click on the headline below to link to the full article.

 

Five ways to use an online research community in 2009

It's almost Christmas, and for  the penultimate in our Five things to do in 2009 series, I wanted to focus on one specific use brands can make of social media: online research communities. Of the communities we build and manage at FreshNetworks, many are specifically built for research. Even those that are not usually end up offering valuable insight into what consumers think. This insight is something every brand can benefit from, so today here are Five ways to use an online research community in 2009.

1. Get customers involved in your business

2. Innovate with your customers

3. Find out how your customers interact

4. Learn the language your customers use

5. Find answers to questions you didn't even know to ask

 

White Paper: Webcam interviews can save budget

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20/20 Research recently released a white paper on potential cost savings with its webcam interviewing tool, QualMeeting versus F2F Focus groups.  To access the white paper go to:  http://www.2020research.com/Downloads/White-Paper-2009-11.pdf.  The conclusions are provided below.

 

1. Using QualMeeting™ as a replacement for in-person Focus Groups on an "average" project can result in a 25.9% decrease in costs - a savings of $15,600.

2. Using QualMeeting™ as a replacement for in-person IDIs on an "average" project can result in a 44.4% decrease in costs - a savings of $19,240.

3. What cannot be calculated here is the "lost opportunity" because of travel. How much productivity is lost (by the moderator and the clients) because of all the time spent on planes, in cabs and rental cars going to and from airports, time just sitting and waiting before, between and after the interviews take place and so on?

4. QualMeeting™ provides a cost-effective, valid alternative to in-person qualitative research by combining the best of both the real world and the virtual world. It provides the sights and sounds of in-person research, yet provides them in an online environment, where moderators, clients and the participants can take advantage of the benefits of working online.

You can run but you can't hide.

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I got this off the Ad Age site.  Its not qualitative but it is cool.  http://adage.com/digitalnext/post.php?article_id=134330

 

Google Takes Social Networking on the Road

Maps App Lets You Share Your Location with Friends

Google Latitude
Google Latitude

Google today announced yet another addition, called Latitude, to its mobile maps service. Latitude enables you to share your location with your friends, and see where your friends are (or at least where they want you to "think" they are). Through Latitude, you are able to connect with friends by sending them a text, chatting via Google talk or even getting directions to your friend's location. It works on any phone that can run Google Maps My Location.

WPP to Emphasize "Insights"

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This comes to us from www.mrweb.com.  Implications for qualitative?

Insight at the Heart of New WPP

January 22, 2009

Global communications group WPP is planning to move away from its role as a traditional media and advertising supplier, to concentrate on becoming a more insight-led organisation, says CEO Sir Martin Sorrell.

Sorrell says this change of direction will move the company away from the business models of rivals such as Omnicom, IPG and Publicis, towards those created by Nielsen, IPSOS, GfK and even Thomson-Reuters and Bloomberg.

Following last year's buyout of TNS, WPP revenues currently stand at around £15bn, of which £4bn is generated by its consumer insight group of companies, which sit under its Kantar brand.

Sorrell supported the move by quoting recent research from IAB which highlighted that 87% of clients are looking for their agencies to provide value by offering 'strategic consumer insight'.

'Clients won't move in the future unless they get quantitative justification for what they do,' stated Sorrell. 'We may not like it - creative departments of ad agencies certainly don't - but that's the way the world's going.'

Sorrell founded WPP in 1985, and the group is now present in 106 countries with more than 150 companies.

Even Facebook wants in on the action

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Facebook's monetisation plan? Market research?

WORLD ECONOMIC FORUM ANNUAL MEETING 2009 - Mar...Image by World Economic Forum via Flickr

An article in today's Daily Telegraph in London (Networking site cashes in on friends) reports that Facebook has plans to monetise in a way that it has been unable to do to date. It's not advertising or charging for premium services. Rather Facebook is going to get it's money from a rather more prosaic source: the market research industry.

The social network is trialling features that would allow firms to survey its 150 million members to find out their thoughts on their product or market, get insight into their lives or test new concepts with them. In fact they could test just about anything they wanted. And given the fact that Facebook collects vast volumes of profiling information, they would allow this research to be targeted based on location, gender, age, and just about anything.

In case you missed the Super Bowl ads...

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Watch All the Super Bowl Spots


NEW YORK (AdAge.com) -- Did you miss one of the Super Bowl ads? Never fear, Ad Age has gathered them all up and presents them here for your viewing pleasure. From the Budweiser Clydesdales to the SoBe Lizards, watch them all as often as you like.

Qual Exerpts from Research Industry Trends 2008

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 The following are exerpts from the Research Industry Trends 2008 study Key Findings related to qualitative research.  The study was conducted by Rockhopper Research with several research sponsors.  The free entire report can be downloaded at http://www.rockhopperresearch.com/about/index.aspx?pageID=269