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ANOVERVIEWOFQUALITATIVERESEARCHTOOLSANDQUESTIONNAIREDESIGN,PARTI,.,-1-,AGENDA,OurPhilosophyaboutResearchWhentoUseQualitativeVs.QuantitativeResearchAnOverviewofOne-on-OnesandIn-HomeInterviewsHowtoConductaOne-On-OneInterviewEitherintheHomeorataCentralSiteSomeExamplesofIn-HomeStudiesUsefulInterviewingToolsforIn-DepthInterviewsAnOverviewofShop-A-LongsAnOverviewofFocusGroupsAnExampleofOtherMethodologies(e.g.,PagerStudies,DiaryStudies,ObservationalResearch)QuestionnaireDesign,.,-2-,BASICPRINCIPLESOFRESEARCH,CustomizedtoclientBuildandexpandonexistingknowledge,butchallengestatusquoFocusedandhypothesisdrivenBiastowarddirect,personalcontactBuildingnumberswheretheycount,.,-3-,ITISMOSTIMPORTANTTODEFINETHEOBJECTIVES,Informationneed-Whatdoyouneedtoknow?Whataretheareasofconcernfortheclient(e.g.,customersatisfaction,advertisingeffectiveness,lowmarketpenetration)?Whatarethedecisionsthatneedtobemade(e.g.,newproductlaunch,thepotentialexpansionofabrand)?WhatarethespecificactionsIwanttotakegivencertainresults(e.g.,designchangestoaproduct,moreeffectiveadvertising)WhatkindsofresultsdoIneedtomakespecificdecisions?Precision-Howdoyouwanttobeabletotalkaboutit?WordsNumbers,Iftheobjectivesarewelldefined,therestfallsintoplace,.,-4-,ANSWERFOURQUESTIONSTODEFINEOBJECTIVES,Whataretheareasofconcernfortheclient?Whatarethedecisionsthatneedtobemade?(e.g.,anewproductlaunch,potentialforexpansionofabrand,etc.)Whatarethespecificactionsthatwewilltakegivencertainresults?(e.g.,introducedesignchanges,createmoreadvertisingetc.)WhatkindsofresultsdoIneedtomakespecificdecisionsandtakecorrespondingactions?Rangesofopinionsandbehaviors(e.g.,attitudestowardsnewtechnology,interestinvariousactivities,etc.)Categoriesofbehavior(e.g.,customersmorelikelytopurchaseProductX,customersmorelikelytopurchaseProductY)Classificationsofindividuals(e.g.,basedon:annualincome,TVchannelpreferences,etc.)Metandunmetneeds(Istheproducttooheavy?Istheproductefficient?),.,-5-,THERIGHTTOOLDEPENDSONYOUROBJECTIVES,OBJECTIVEEXPLORE/LearnaboutyourconsumerHowismyproductbeingboughtandused?Whatwouldsolvemyconsumersproblemsanddissatisfactions?QUANTIFY/MaptheterrainHowbigiseachsegment?Howoftenismyproductused?Whoismymostvaluablecustomer?PREDICT/ExplorealternativeoutcomesWhathappensifIraisemyprice?Howmuchwillmynewproductcannibalizecurrentproduct?,TOOLQUALITATIVERESEARCHFocusGroupsandIn-DepthInterviewsQUANTITATIVERESEARCHSurveysconductedviatelephone,mail,orinpersonEXPERIMENTALDESIGNConjointstudiesorexperimentaldesignswithcontrolandexperimentalgroups,.,-6-,AGENDA,OurPhilosophyaboutResearchWhentoUseQualitativeVs.QuantitativeResearchAnOverviewofOne-on-OnesandIn-HomeInterviewsHowtoConductaOne-On-OneInterviewEitherintheHomeorataCentralSiteSomeExamplesofIn-HomeStudiesUsefulInterviewingToolsforIn-DepthInterviewsAnOverviewofShop-A-LongsAnOverviewofFocusGroupsAnExampleofOtherMethodologies(e.g.,PagerStudies,DiaryStudies,ObservationalResearch)QuestionnaireDesign,.,-7-,QUALITATIVEISGOODFOREXPLORATORYTOPICS,Reasonsforuseandnon-useProcessdefinitionUnmetneedsandconsumerwishesBrandpositioningExtendibilityAffinityOccasionMappingDescribingsegmentsConceptdevelopmentandrefinement,Outputfromqualitativeiswords,thoughts,andideas-fodderforhypothesesandframeworkstodescribethemarketplace,.,-8-,ISAQUALITATIVERESEARCHAPPROPRIATE:SIXQUESTIONS,1.Hastherebeenlittletonoresearchconductedalreadyonthistopic?2.Doyouhavealimitedunderstandingofthismarket,reasonsforuse,consumersegments,driversofbehavior,etc.?3.Areyouintheexploratoryphaseofthisproject?4.Areyoutryingtogeneratehypotheses?5.IsthedatathatyouneedinherentlyNOTnumerical?6.Areyoutryingtogenerateexhaustivelists(e.g.,howconsumersuse,whattheyusefor,whatdissatisfiedwith,wishesforchange,currentsatisfactions,etc.)?,.,-9-,IndividualInterviewsIndividualstalkfor1/2-2hoursBehaviorobservationProcessdescriptionDetailedconceptexplorationValuelinking/LadderingMoreindividualdetailCanbedonein-environmentAbilitytodealwithsensitiveissuesHardertosynthesizeMorestressfulforrespondentLowcooperationTimeconsumingtoexecute,QUALITATIVERESEARCHHASTWOMAJORFORMSEachhasstrengths,weaknesses,FocusGroups8-10peopletalkfor2hoursGeneralExploratoryConceptDevelopmentListGenerationCreatingframeworksBringsoutdiversityofopinionCreative,energeticenvironmentLittletimewithanyonerespondentNegativegroupdynamicsPosturing/Imagemanagement,Build,Explore,FormUseStrengthsWeaknesses,.,-10-,QUANTITATIVERESEARCHMAPSTHETERRAIN,CustomerprofilesValuingsegmentsMarketshareCategorizingusageAssessingdensityAssessingfrequencyQuantifyingbehaviorEstablishingrelationshipsNeedgapanalysis“Fillingthecube”,Outputfromquantitativeisnumbers-statisticsbywhichtomeasuredensity,intensity,andvalue,.,-11-,ISAQUANTITATIVEQUESTIONNAIREAPPROPRIATE:EIGHTQUESTIONS,1.Areyourdataneedsinherentlynumerical?2.Cannumericdatadescribeyourinformationobjectives?(e.g.,averages,percentagecomparisons)3.Willnumericexpressionsofbehaviors/attitudesbeeffectivetoolsforyourstudy?(Howsatisfiedareyouonascaleof1-5?)4.Canyoustatequestionsinastructuredmanner,withawell-definedsetofpossibleresponses?5.Areyoulookingtocomparedataacrossrespondents,oracrossgroupsofrespondents?6.Canyouadministeryourquestionnaireto100ormorepeople?7.Areyoufamiliarenoughwiththemarkettoeffectivelyquestionbehaviors,attitudes,andemotionsregardingthisproductorservice?8.Areyoufamiliarenoughwiththemarkettoexhaustivelydescribeallconceptsandinformationnecessarytoanswerquestions?,.,-12-,EXERCISE,DeterminewhetherthefollowingproblemsrequireaquantitativequestionnaireYourtaskistoanswerthefollowingquestions:Whyisaquantitativequestionnaireappropriateorinappropriate?Ifaquantitativequestionnaireisnotappropriate,whatothermethodologywouldyourecommend?Ifaquantitativequestionnaireisappropriate,whataresomeofthequestionsyouwouldask?Whatwouldbeparticularlydifficulttomeasure?,.,-13-,AGENDA,OurPhilosophyaboutResearchWhentoUseQualitativeVs.QuantitativeResearchAnOverviewofOne-on-OnesandIn-HomeInterviewsHowtoConductaOne-On-OneInterviewEitherintheHomeorataCentralSiteSomeExamplesofIn-HomeStudiesUsefulInterviewingToolsforIn-DepthInterviewsAnOverviewofShop-A-LongsAnOverviewofFocusGroupsAnExampleofOtherMethodologies(e.g.,PagerStudies,DiaryStudies,ObservationalResearch)QuestionnaireDesign,.,-14-,IN-DEPTHINTERVIEWSCREATEVIVIDPERSPECTIVE,OneonOneInterviewsIndividualdiscussionwithindividualatcentralfacilityUsuallysomelevelofpreworkincludedIn-homesIntensive(1-2hour)interviewwithindividualathomeUsuallysomelevelofpreworkUsuallysomelevelofobservation/activityShop-a-longsGoalongwithrespondentonactivityofinterestShoppingInternetsurfingDining,.,-15-,ONEONONESPROVIDEDETAIL,CONNECTIONS,ViewthecustomerasanindividualEstablishextendedrapportPersonalconnectionsyielddeepertrustandsharingUnderstandlinkagesandrationalebehindactions,perceptionsDetaileddescriptionsandexplanationsOrderofeventsInfluences,triggersandbarriersReducegroupeffectLessposturingMoreindependentopinion,.,-16-,IN-HOMESBREAKTHEBARRIEROFTHEMIRRORMeettheLionintheWild,PuttheinformationincontextNeedtounderstandthewhobeforethewhymakessenseLearntheinteractions,constraints,trade-offsthattheconsumermightnotevenrealizetheyaremakingUnderstandbehaviorthroughobservationSeewhatisdoneandwhatisnotdoneGetexplanation“inthemoment”Notice,explainsmalldetailversusverbaldescriptionEvendeeperunderstandingEliminatesthe“flatness”ofcentrallocationworkClientscangalvanizearoundpeopletheyknow,understand,.,-17-,TRYTOGETASCLOSETOTHECONSUMERASPOSSIBLE,BehavioroftenneedstobeobservedtobeunderstoodComplexToofrequenttoberememberedTooinfrequenttoberitualizedLineofquestioningnotobviousunlessin-processExternalinfluencesStimulus-responseGetbackfrombehindthemirrorShop-alongs,in-homes,in-office,Experientialresearchoftenimprovesaccuracyofinformationandcreatesfertilegroundforinnovation,.,-18-,INHOMEORCENTRAL-SITE?,Interviewinsidethehometo:Observethebehaviorintheactualenvironment(e.g.,cooking,eating,etc.)Observeotherpeoplewhoinfluencethebehavior(e.g.,kids,spouses,relatives,roommates)UnderstandpersonslifestyleandhowtheyliveObserveimportantpossessions(e.g.,house,furniture,hobbies,etc.)MaketherespondentfeelmorecomfortableInterviewoutsidethehomeif:BehaviorisnotprimarilyoccurringwithinthehomeRespondentfeelsuncomfortableorunsafewithstrangersinthehomeRespondentfeelsashamedoftheirhomeUnderstandingthehomecontextisnotnecessarilyhelpfulforyourcase,.,-19-,INHOMEINTERVIEWSARETIMEINTENSIVE,Theaveragein-homeinterviewtakes4-6hours2hoursinthehome1-2hoursintraveltime1-2hourstowriteupinterviewnotesandsynthesizefindingsWeeklycaseteammeetingstodiscusstheindividualsinterviewedandtheinsightsfromtheseinterviewsRoundtablediscussionwhereeachpersonisdiscussedAftereachrespondentisdiscussed,theteambrainstormsandaskshowtheycouldmeethis/herneeds,up-sell,makemoreloyaletc.TopicguideisrevisedasthecaseprogressesNewinsightsandconceptsareintegratedintotheinterviewandtested,.,-20-,AGENDA,OurPhilosophyaboutResearchWhentoUseQualitativeVs.QuantitativeResearchAnOverviewofOne-on-OnesandIn-HomeInterviewsHowtoConductaOne-On-OneInterviewEitherintheHomeorataCentralSiteSomeExamplesofIn-HomeStudiesUsefulInterviewingToolsforIn-DepthInterviewsAnOverviewofShop-A-LongsAnOverviewofFocusGroupsAnExampleofOtherMethodologies(e.g.,PagerStudies,DiaryStudies,ObservationalResearch)QuestionnaireDesign,.,-21-,SETTINGUPTHEEXPERIENCE,ExplainrationaleforbeinginthehomeandofferincentiveRecruitfortheirschedule(e.g.,whendoyouusuallyeat,shop,etc.)ExplainwhatwillbediscussedWhatdotheydobeforeyougetthereDetaileddatacollectionisbestdoneearlier(e.g.,closetinventories,pantryevaluations,etc.)WhatdotheydowhileyougetthereWhatdoyouwanttoseeVideotape,takepictures,etc.WhatdoyoutalkaboutWhattopicareas,informationobjectivesareyougoingtocover,.,-22-,HOWTOACTUALLYGETSTARTED,Givethe“permissionpreamble”ExplainwhoyouareInterestedinyouropinionsNorightorwronganswersNegativefeedbackiso.k.AskthemaboutthemselvesStartwithveryopen-endedquestionsNotayesornoanswerNodefinitivepointofview(notleading)Givesrespondentchancetogiveframework,philosophyProbeandclarifytogetmoredetail,.,-23-,ANEXAMPLEOFATOPICGUIDEFROMAFOODCOMPANYCASE,Objective:DeterminehowtosellmoreoftheclientsproductstowomenwithchildrenTopicguidemovedfromgeneraltospecificareastogatherasmuchcontextualinformationaspossiblebeforediscoveringwhyclientsproductswereorwerenotbeingusedIntroductionandrapportbuildingFoodpreparationpracticesinhouseholdFoodpreparationaspirationsHouseholdeating(asitreallyis)PantryreviewUsageofclientproductsandreasonsHouseholdshoppingpractices,.,-24-,ITSACONVERSATION,NOTANINTERVIEWThreekeybuildingblockstosuccess,Rapport-BuildingtrustMaketheprocesstransparentTaping,pictures,etc.allmustbeclearedupfrontGivepermissiontoprovidebothpositiveandnegativefeedbackStartwiththeeasyquestionslikepersonalbackground,familyetc.Mirroring-BuildingcommongroundSelf-disclosure,tellthemaboutyourself,i.e.“ImfromMichigan,too.”Matchformality,paceandtenorTalkingspeed,pitch,volume,bodylanguageshouldmatchrespondentValidation-BuildingrespectReflectivelistening“WhatIheardyousayis”Affirmation,SharingrequiresapersonalbondHelprespondent“forget”youaredoingresearch,.,-25-,DONTBEAFRAIDTOPLAYWITHTHEGUIDE,ObjectivesaremoreimportantthanthequestionsSomerespondentsareeasytogetinformationfrom,somearemoredifficultMayneeddifferentapproaches,wordingstogetinformationLettheconversationdevelopnaturallySometopicsmaycomeupearly,andthatso.k.ButavoidgettingsidetrackedBeopentobeingsurprisedMayfindinterestingareasyoudidntcounton,Keepaneyeonthetime,andtheobjectives,andallwillbewell,.,-26-,ConceptualThinkers,Non-verbalCommunicators,QUESTIONINGAPPROACHMUSTFITRESPONDENTNoteveryonecommunicatesinthesameway,Areabletocategorize,abstractandextrapolateAbletoarticulateideasclearlyandeffortlesslyPushtheenvelopeGetcreativeLadderingProjectionWishListing,DonotconceptualizewellCandescribeandexplainevents,rationaleProvideapathandstructureFocusontheactual,notthehypotheticalStorytellingShowandTellProcessMaps,Betterabletousepictures,notwordsDoers,notthinkersGettheminanactivityProvideanotheralternativeShowandtellProcessMapsCollageBuilding,Tools,Skillprofile,LiteralThinkers,Whattypesofmusiclisteningoccasionsdoyouhave?,Tellmewhatyoulistenedtoyesterday,Heresasituation,choosesomething,Strategy,.,-27-,RESPONDENTSUSEMORETHANWORDSTOSPEAKNon-verbalsignalscanamendornegativemeaning,Disagreement,Discomfort,Boredom,Deference,ArmscrossedClosedbodystanceThrummingfingersFidgetingPursedlipsSilence,ReestablishContactAskopen-endedquestionPlaybackandconfirmProbefordisagreement,Closedstance,turnedawayHairTwirlingLackofeyecontactNervouslaughingLookingaroundSpacefilling(ums),LackofeyecontactLookingdownorawayYawns/SighsSlouchingNonchalanceLookingatwatchFidgeting,LookingdownorawayExcessiveNoddingSeekingsignsofpositivefeedback,BuildrapportGettoaneutraltopicSelfdiscloseAffirmSelectabenigntask,Re-energizeDoataskMovethelocationInvolveanobjectAffirm,BuildTrustPoseaneutralquestionSolicitopinionPlaybackandconfirmAffirm,.,-28-,THEREARELOSTOFWAYSTOASKWHYSometimesmotivesarebestuncoveredindirectly,Whydoyoufeelthatway?Whyisthatimportanttoyou?Whatwoulditmeantohavex?Howdoesitfeeltohavexhappen?Tellmemoreaboutthat?Whatdoesxdoforyou?Whatdoesxmeantoyou?Haveyoualwaysfeltthisway?Doothersfeeldifferently?Whatdrivesyourinterestinx?Xmeansdifferentthingstodifferentpeople-whatdoesitmeantoyou?Wheredoyoumostnoticex?WhatwouldtheworldbelikeifXhappened?Whatifxdidntexist,thenwhat?Whenpeopleseeyouhavex,whatdotheythink?Whohasx?Whatdoesthatgivethem?Wouldyourdaybedifferentifyouhadx?Describesomeonewhohasxtome?Whatdoyouthinkwhenyouseesomeonewhohasachievedx?Iwavemymagicwand.Youhavex.Tellmeaboutyourself.Whatisthefirstthingyouwoulddoifyouhadx.Whatdopeoplewithxdo?Ifyouhadx,howwouldotherpeopleseeyou?Whatwouldxenableyoutodothatyoucantdonow?Whendidyoufirststarttowantx?,.,-29-,POSSESSIONSTELLUSALOTAssociations,Connections,Priorities,Wemovethroughourlivesacquiring“stuff”TheseareourartifactsWhatwetreasurecreatescontextaboutourpast,presentandfuturePossessionsremindusofwhoweare,whomwecareabout,andwhatisimportanttousExpressourselfidentityorouraspirationsCommunicateinformationaboutourlifestyleorsocialstandingtootherpeople(e.g.,luxurycarsandhomes)Establishconnectionsbetweenourselvesandgroups(e.g.,teamshirts)orbetweenourselvesandindividuals(e.g.,weddingbands),Understandingwhichpossessionsareimportantandwhygiveuscluesintogoalsandmotivators,.,-30-,EXERCISE,Whatareyourfavoritepossessions?Writedownyour3-5favoritepossessions?Whatmakesthemfavoritepossessions?Whatdoyouparticularlylikeabouteachpossession?,.,-31-,SOMETIMESVERBALFEEDBACKCANBEMISLEADINGWatchforthemeaningbehindthewords,Being“nice”,e.g.“Thiswouldbegoodformydaughter,sister,mother”-reallymeansitdoesntworkformeTurnitbacktothem-“Beselfish.Whatdoyouthink?”Posturing,e.g.Tellyouwhattheythinktheyshouldsay,orwhattheythinkisimpressiveoroverrationalizing(usuallycoveredbylotsoftalking)Testthemalittle-“Howmuchsaltistoomuch?”SayingtheyhavenoopinionisoftenanotherformofbeingnicePosequestioninnonpersonaltermsiftheycantpersonalize-Italkedtosomeoneyesterdaywholikedit,andsomeonewhodidnt,Whatdoyouthinktheylikedordidntlikeaboutit?AskinglotsofdetailedquestionsTurnquestionsbackonrespondentstouncoverlatentconcerns,lackofinformation-“Whyisthatimportantforyou?Whatwoulditneedtobe,orwouldyoulikeittobe”,.