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Quali Huh? Quali What? Quali Who? Qualimetrics Combining Qualitative Approaches with Quantitative Techniques to Heighten Strategic Impact MRIA Learning.

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Presentation on theme: "Quali Huh? Quali What? Quali Who? Qualimetrics Combining Qualitative Approaches with Quantitative Techniques to Heighten Strategic Impact MRIA Learning."— Presentation transcript:

1 Quali Huh? Quali What? Quali Who? Qualimetrics Combining Qualitative Approaches with Quantitative Techniques to Heighten Strategic Impact MRIA Learning Series October 17, 2005

2 2 Qualimetrics? Qualimetrics = Measurement or Metrics in a Qualitative Research Project More accurate and positive descriptor than, say Quali-Quant or Quanti-Qual, for area on the qualitative side of the border between qualitative and quantitative research

3 3 Qualimetrics Add Strategic Value Incorporating appropriate structured tasks/activities into qualitative research design for focus groups, IDIs, bulletin boards, theatre sessions: –adds value to qualitative –complements the classic open-ended discussion techniques –allows for “processing” or analysis, using techniques associated with quantitative –the development of “rational graphics”, based on qualimetrics, heightens impact/improves communication of findings

4 4 Qualimetrics Looking for patterns and meaning: –material generated in sessions –“homework” assignments –combination of secondary sources Many different approaches including: –word counts –coding of collages, images, videos –processing worksheets As with all research design, qualimetric component(s) should be driven by the specific objectives of the research

5 5 B2B Project Examples From the Financial, Utility, and Medical sectors: –Corporate image and repositioning –Website evaluation –Understanding attitudes towards the category and specific products –Optimizing incentive packages for renewal

6 6 Focus Group and IDI Approach Structured tasks and sorting of stimuli integrated into focus group/interview guides Results processed and analyzed using techniques from quantitative Development of “rational visuals” for presentation on positioning and brand image

7 7 Typical Tasks Integrated in Guides Listing of businesses/products in the category/sources of business information/websites visited/suggestions for improvement in service/reasons for changing suppliers/barriers for adopting technology Selection/sorting of images/taglines associated with client and competition, and/or creating character descriptions Circling/Marking words or phrases in text that have value/resonate Completing worksheets with rating scales

8 8 Preparation of Stimuli/Worksheets For Qualimetrics, typically respondents work with identical sets of images and stimuli Decks/sets of images/worksheets are prepared in collaboration with client and agencies Stimuli may require lamination, standard size format, and numbering/labeling on reverse to aid in coding

9 9 Processing of Imagery/Sorting Tasks Recording of the images/taglines/exhibits grouped or selected for client’s brand and its competition using the ID # Notes and verbatims of the character descriptions for the images selected as most representative for each brand Production of grids and hand tallies Preparation of materials for the project debrief, with text summaries supported by images/tallies

10 10 Sample Reporting Slide on Brand Image Fewer associations than competition : –traditional –conservative –rigid –old boy’s club –fraud –deceit –substance abuse –sexual deviancy

11 11 Processing of Circling/Marking Text Tasks Processing as with a quantitative survey: –each sheet assigned a respondent ID number –tabulation of number who circled individual words and phrases –may complete separate tabulations for total and subgroups Preparation of materials summarizing the results with visual representation of the text with size of typeface proportional to the number of respondents indicating the word or phrase was valued: larger typeface = higher value smaller typeface = lower value

12 12 Sample Reporting Slide on Text Trust and support greatest value, especially to employees Paragraph with “to encourage ourselves to be heroes” generally inappropriate. –How can you be a hero if you are doing what you’re supposed to do?….Not a hero, just doing my job Employees also valued the following phrases more than customers and non-customers: –To stand together in the face of challenge –To recognize each other’s contributions

13 13 Sample Reporting Slide on Text To stand together in the face of challenge. To recognize each other's contributions. To trust and support each other so we might act in the best interests of our customers. To encourage ourselves to be heroes, by providing each other with the products and information our customers really need. To stand together in the face of challenge. To recognize each other's contributions. To trust and support each other so we might act in the best interests of our customers. To encourage ourselves to be heroes, by providing each other with the products and information our customers really need. All Respondents Employees

14 14 Processing of Rating Sheets Processing as with a quantitative survey: –each sheet assigned a respondent ID number –tabulation with calculation of mean scores –may prepare charts using multivariate approach, such as mapping or dendograms

15 Very professional. More hitech. Conservative Image projected is more consistent (than current site) with the company. Graphically it’s more corporate, serious. The functionality of the site is very corporate. (The image of the new site relative to the current site) still in the same building but it went through a renovation. ● New design was generally considered to enhance the corporate image as more professional and efficiently run. ● In the Perception Analyzer scores the new Website received average ratings out of 10 of 7.4 for “fits in with your impression of the company” and 7.1 for “enhances the company’s reputation”, compared to scores of 6.2 and a low 4.8 respectively for the current Website. ● Typical spontaneous comments and notes about the new design include : Sample Text from PA* in Focus Group Mode * PERCEPTION ANALYZER AUDIENCE RESPONSE SYSTEM

16 Sample Chart from PA* in Focus Group Mode WEB SITE ASSESSMENT Average Mean Score Ratings out of 10 For Business, Consumer and Total Participants * PERCEPTION ANALYZER AUDIENCE RESPONSE SYSTEM

17 17 Theatre Sessions with PA*/ARS/Key Pads Qualimetrics also covers measurements in large theatre sessions using Perception Analyzer or similar ARS/keypads. Typically these sessions can last up to an hour and are followed by break-out focus groups. In addition to rating scales, you can conduct trade-offs and moment-by-moment assessment of advertising and videos. Results shown to clients during the sessions on screens in viewing room. Data is processed as with a quantitative survey. * PERCEPTION ANALYZER AUDIENCE RESPONSE SYSTEM

18 18 Sample Charts From Theatre Sessions Effectiveness and impact of incentive packages Contact with client, and client follow-up call Preferred partners for co-branding Overall appeal of two direct mail packages

19 19 #3 25% reduction in membership fees, or 2500 Bonus Points, or Special offers #4 Free cellular phone, or Long distance offer, or 2500 Bonus Points #1 Free membership rewards, or 2500 Bonus Points, or Long distance offer #2 Free Magazine subscription, or Free 1 year insurance registry, or One time free week of travel insurance Effectiveness and Impact of Incentive Packages 58.8 68.4 Average Ratings of Four Packages Scale of 1 to 100 58.1 46.7 41.9 47.6 34.2 42.9 GROUP A GROUP B

20 20 Communication of Cancellation Contact After Cancellation?   Returned Product Confirmation Contact had no impact Contact made reconsider Contact made reinstate Reinforced desire to cancel How Did You Notify Client of Cancellation? 8 4 1 1 IF YES (n=13) 72% 16% 4% 12%

21 21 Preferred Partners for Co-branding

22 22 Overall Appeal of Two Mail Packages “Informal” Letter “Formal” Letter “Informal” Letter “ Formal” Letter 54% 23% 52% 11% 60 Overall Appeal Score out of 100 Likelihood of Positive Response to the Letter Very/Somewhat Very

23 23 Challenges Additional effort preparing stimuli and processing task notes and worksheets Budget impact as increases the executive commitment, and/or technology if using PA/ARS/keypads Need to be consistent in terms of conducting the tasks/exercises (versus flexibility in making changes to guides/interview/sessions throughout the project) Qualimetrics lives in the borderline/grey areas between qualitative and quantitative and, for some professionals, is contentious

24 24 Conclusions Qualimetrics are a valuable and valid part of the qualitative arsenal Qualimetrics do not force you into the strait-jacket of quantitative research Relevant to B2B where target populations are smaller e.g. IDIs with medical specialists Qualimetrics can liberate your creativity and add to the value & actionability of the research


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