Presentation on theme: "C APABILITIES 2015 Focus Groups One-On-One Interviews Telephone Surveys Internet Surveys Online Depth Interviews Telephone Depth Interviews On-Site."— Presentation transcript:
C APABILITIES 2015 Focus Groups One-On-One Interviews Telephone Surveys Internet Surveys Online Depth Interviews Telephone Depth Interviews On-Site Observation & Interviews Exit Interviews Multi-Modal Studies Advanced Statistical Analysis & Reporting Dave Roberts, PhD Personal. Professional. Scalable. Cost-Effective. A Service-Disabled Veteran-Owned Small Business
Dave Roberts Kelliher earned his PhD in Communications in 1981 and established Roberts Research in 1983. In addition to his research experience, Dave has been heard on over a dozen radio stations, hundreds of commercials, corporate narrations, and syndicated programs, including The Hot Ones on the RKO Networks and as regular guest host for Casey Kasem’s American Top 40. Dave served as Vice-President of Programming & Research for the RKO Radio Networks and Vice- President of Programming & Research for CBS Radio’s FM Group. D AVE R OBERTS, P H D Operational Philosophy I am a hands-on researcher who, as your partner, personally sees your project through from beginning to end—from conceptualization, to integration of methods, questionnaire design, moderating, expert statistical analysis, and reporting. Specifically— I’ve designed, moderated, analyzed, and reported on of over 4,000 focus groups and other qualitative methods such as in-depth interviewing (IDIs). Designed questionnaires, fielded, and analyzed hundreds of surveys, tracking studies and polls by telephone, online, and in person. Nearly all studies have incorporated multiple methodologies. For example, statistical analyses of evaluative data in qualitative studies and in-depth interviewing as part of quantitative surveys. Select and oversee only the finest field and focus facilities nationwide. I have served a wide array of industries, including radio, television, advertising, manufacturing, high tech, retail, supermarkets, hardware stores, coffee stores, restaurants, politics, healthcare, and have been on the client-side of research as a radio programmer and corporate vice-president.
R OBERTS R ESEARCH C LIENTS 3M Products/Visual Systems Academy Sports & Outdoors Austin Board of Realtors Austin Independent School District Bob Howard Automall (OKC) Bonneville Broadcasting CBS Radio Network CBS Radio Stations CBS Television (KCBS-TV, Los Angeles) CertaPro Painters City of Austin Health Clinics City of Coppell, TX City of Garland, TX City of Highland Village, TX City of Live Oak, TX DDB Needham Advertising (SF) Dell Computers Elizabeth Christian Public Relations Evans Group Advertising (SF) Fox Service Company Gettel Automotive Group (Tampa) Gloria Jean’s Coffees Goodwill Industries Great Lakes Cheese Company Gulf States Toyota Hahn Public Communications Heart of Texas Fair & Rodeo IBM Texas Employees Credit Union Intermark Group Automotive Marketing King Broadcasting Lou Bachrodt Automall (Rockville, IL) Lower Colorado River Authority McCoy’s Building Supplies Medicare (TMF, Austin) Microsoft Montana Mike’s Steak Houses North Tarrant County Expressway (Dallas) NeverKink Garden Hose Orchard Supply Hardware Stores Pillar to Post Home Inspections Riviana Rice Company Safeway Stores San Francisco Ballet Schreiner University Sears Department Stores Sears Hardware Stores Sharp Propane St. David’s Heart & Vascular St. Edward’s University State of Washington (Student Loan) Texas Commission on Family Violence/ Domestic Violence Hotline Texas Department of Transportation Texas Gas Service Texas Employee Retirement System Texas Oncology Texas Windstorm Insurance Association Texas Workers Comp Insurance Travis County Commissioners Travis County Healthcare District Trisun Healthcare (Austin) Veterinary Centers of America West Marine Boating Supplies Whole Foods
M ETHODOLOGY Focus Groups Telephone Studies Online Studies On-Site Moderated Over 4,000 Groups Since 1979 Exploratory, Concept/Ad Testing, Product Testing, Usability Testing Integrated Qualitative And Quantitative Methods Deliverables include Moderating, Screener, Moderator Guide, In- Session Questionnaire, Data Analysis, Verbatims, Report All Arrangements for Facility & Recruiting Conducted Hundreds of Phone Studies for a Wide Range of Industries Expert Questionnaire Design, Short to Long, Simple to Complex, In- Depth Open Ends Awareness, Trial, Usage, Attitudes, Perceptions, Product Penetration, Competitive Set Analysis, Segmentation One-Off & Tracking Designs Sample Design & Procurement Fielded Only in U.S. CATI Facilities With Monitoring Advanced Methodology & Statistical Analyses Questionnaire Design Tailored to Online Environment Proprietary Software with Advanced Skip Patterns, Branching, Multiple Scaling Options, Open Ends Client-Branded, Roberts-Branded, or Non-Branded Multi-Media Capabilities Client Database or Procured Sample Integrated Advanced Statistical Analyses One-Offs, Tracking, & Online “Feedback Cards” In-Store Intercepts & Shop-A-Long’s Exit Interviews With Shoppers & “Empty Handers” Shopping Cart Analysis Retail, Events, Conventions, Recreation Areas, & Other Public Venues On-Site Employee & Stakeholder Interviews
C ASE S TUDIES #1: The Tail is 9% of the Dog #2: News & Talk Stations Aren’t Radio #3: The Folly of 56 Hammers #4: Don’t Ask About “No Questions Asked” Turning Data Into Action The following are just a few examples of how Roberts Research facilitates customer and stakeholder communication resulting in actionable findings and strategic direction.
Case Study #1: The Tail Is 9% of the Dog A small suburban community asked us to develop a quality of life study that included the public’s preference for developing the last bit of open space available. The usual public debates took place before the city council with no scarcity of opinions but also no hard data. The loudest voices heard up to that point were those against any growth. But was that what “the public” really wanted? The random-sample telephone study of n =400 documented what was important to residents in terms of defining a high quality of life and what they felt their community should look like to maintain that quality of life. They were also asked to rate the desirability of several development scenarios. It was this exercise that informed a Cluster Analysis segmentation strategy that revealed that 4 out of 5 subsets of the public favored various approaches to growth. Most importantly, it revealed that indeed, the tail was wagging the dog in the public forum. As a distinct segment, those who opposed any growth at all represented only 9% of the city’s adult population. While no plan will please everyone, a development approach was devised that took into account the sensitivities of all of these segments.
Case Study #2: News & Talk Stations Aren’t Radio Radio client suspected that their All News Stations were underperforming in the Arbitron ratings relative to what they believed was their real listenership. At the time, Arbitron—the ratings service—used only an unaided “diary” measurement so were suspected that might no be writing down spoken word stations.. We recruited several groups based and discovered that a high percentage of respondents listened to our stations on an aided basis but in unaided recall. Even in the groups themselves, many did not mention the News & Talk stations top of mind. So we gently probed why they didn’t recall listening unaided but admitted that they listened when we provided the call letters as a choice. The reasons— “Because it’s AM” “I thought you meant FM stations” “I thought you meant music stations” “Because it’s news, it’s not radio” “Because I only listen to it for news and traffic” The result? Our clever clients took these findings and developed on-air promos that addressed the problem, which future research and future ratings proved were effective. One of the most effective one-liners was— “Your favorite radio station doesn’t play songs.”
Case Study #3: The Folly of Fifty-Six Hammers A medium-sized hardware store chain (50,000 square feet) was perceived to have less Selection than the big box stores (150,000 square feet), primarily due to a lack of building materials. However, customers in the DIY space aren’t always building a house, installing new landscaping, or remodeling a kitchen. So, for most everyday hardware buyers, the Selection was fine, but most importantly Service (available, helpful, and usually knowledgeable) and Getting In & Out Quickly, were highly valued attributes for the average homeowner. Store managers contended that in some categories the smaller hardware chain did have better Selection (“depth”); for example they had more hammers than the competition. So they commissioned a major ad agency to come up with a campaign to try to bolster its “within category” Selection perception. One element of the campaign was a very expensive TV spot that touted the fact that the small hardware store had over 56 hammers for every need and budget. It was also filmed on an elaborate set that was far more upscale than the typical client store. The client’s corporate marketing department asked us to test the new spot in focus groups. Not only did the new commercial fail to move the Selection needle, it was not perceived to be believable and even if they did have that many hammers, who cared? Furthermore, the spot made no mention of Service and Convenience and respondents insisted that the interior shots did not even look like the smaller hardware store. Yes, it was an expensive spot to produce, but from an ROI perspective, this relatively inexpensive research managed to cut huge losses by halting media buys for a potentially ineffective commercial.
Case Study #4: Don’t Ask About “No Questions Asked” An ad agency asked us to conduct focus groups with their client’s internal stakeholders—store managers, department heads, sales associates, and cashiers—to get a frontline view of the customer experience. Among the many issues was that tracking research showed some slippage in the perception of the client’s “No Questions Asked Return Policy”. The store had been known for this policy and customers appreciated it. Turns out, store managers were instructing cashiers and other frontline employees to discourage returns. Not only did customers feel this was a violation of the “No Questions Asked” promise, but it was affecting employee morale. Why would Managers be doing this? Because Corporate policy was to charge returns against managers’ bonuses. Until we conducted these groups, Corporate had no idea that managers were pushing back in this way. As a result, the compensation policy was changed and a valuable customer benefit was revived and morale improved.
C ONTACT Dave Roberts Kelliher 512.633.0122 Dave@RobertsResearch.com www.RobertsResearch.com Service-Disabled Veteran-Owned Small Business (David Kelliher | VetBiz.gov) Registered Government Contractor (SAM.gov) DUNS: 604302505 CAGE: 71DP3 NAICS: 541910 (Research), 711510 (Voice Actor)