1. TU-C2040 Strategy Fieldwork Natalia Vuori Natalia.vuori@aalto.fi

2. Agenda From client’s problem to data collection Qualitative research method –When to use qualitative method –How to collect qualitative data –How to analyze qualitative data –How to report findings Course practicalities Natalia.vuori@aalto.fi

3. From the client’s problem to data collection

4. From client’s problem to data collection Profit decline Client’s problem Project objectives Research method and data collection Qualitative? -focus group? - interviews with customers? To raise the profit Framework or decision tree ProfitRevenue Price per unit N of sold units Costs Fixed costs Variable costs Did costs increase? Did revenue decline? Did price per unit change? Is it our N of units or is it is industry trend? Research Problem Is to identify Why N of units declined? How to increase N of sold unites? Did costs come up? Natalia.vuori@aalto.fi

5. Frameworks and decision trees Examples of frameworks: –BCG matrix –Porter’s five forces –Five C’s (company, costs, competition, consumers, channels) –Four P’s (product, price, place, promotion) –The value chain –… Example of decision tree: Source: Marc P. Cosentino. Case In Point: Complete Case interview Preparation Chapter: The 12 Case Scenarios Natalia.vuori@aalto.fi

6. Where to find frameworks and decision trees? Books: –Marc. P. Cosentino. Case In Point: Complete Case Interview Preparation. Chapter: The 12 Case Scenarios –Ace The Case - Complete Guide (E-book) Natalia.vuori@aalto.fi

7. Qualitative research method

8. When one should use qualitative research method? When you need to answer questions WHY?, HOW? and numbers do not matter –Why customers stopped buying our product? –Why a company failed to innovate –How top management team makes strategic decisions –Why an acquired firm’s employees sabotage the post- acquisition integration Natalia.vuori@aalto.fi

9. Main technics to collect qualitative data –Interviews –Focus groups –Observation Natalia.vuori@aalto.fi

10. Interviews Are used when it is better to obtain information from individuals (e.g., why employees resist strategic changes) Interview types –Structured Example of question: Do you perceive changes as very good, good or bad? –Semi structured Example of question: Your company is going through the number of changes. Could you tell me what do you think these changes? Things to consider while conducting interviews –Make sure that an informant feel comfortable –Be well prepared (mind schedule, learn about the company and its problem before) Natalia.vuori@aalto.fi

11. Focus groups Are used when it is better to obtain information from a group rather than individuals (e.g., decision about new product design) Characteristics of the focus group –size of the sample group is 6 - 10 people –minimum 3 focus groups should be used in order to get a more objective results Things to consider while using focus groups technic –Make sure you are ready to facilitate and moderate discussion –Make sure you listen and make notes (audio or video recording?) Natalia.vuori@aalto.fi

12. Observation Are used when it is better to study a phenomenon in natural settings (e.g., meeting observation, customer behavior) Things to consider while doing observation –People tend to change their behavior when they know they are being observed –You might get only a 'snap shot' view of a whole situation –There are might be some hidden reasons for people’s behavior Natalia.vuori@aalto.fi

13. People who can provide (1) relevant and (2) sufficient information Whom to interview, invite to focus groups, observe? Natalia.vuori@aalto.fi

14. Group Exercise 1 Qualitative data collection TUTA wants to increase the number of applications. We need to understand why and how people decide to apply to TUTA –Interview 2 people (3 minutes per person) Could you tell me why and how you decided to became a student at this department (or university). –Make sure you are making detailed notes of your interview Natalia.vuori@aalto.fi

15. Some practical tips (1) Record (audio, video) interviews, focus group’s discussion, observation –Always ask permission to record –Try to place a recorder so that informants pay no attention to it –Make detailed notes if you did not got permission to record Don’t ask question if an answer can be found in Internet Data collection might cause anxiety and frustration Natalia.vuori@aalto.fi

16. Some practical tips (2) How to arrange interview by email? Choose a short and clear email’s subject –An invitation to participate in research customers reactions to ozo camera –Meeting arrangement: ozo camera First, let person know what do you want, and only then tell about yourself and the course 1.Could we have a meeting to discuss your opinion about ozo camera, please? 2.I am Natalia Vuori. I am a student at TUTA, Aalto University. Currently, I am taking the course Strategy Fieldwork. The goal of the course…… Give at least 5 alternatives of dates for interviews Natalia.vuori@aalto.fi

17. Some practical tips (2) Where to find example of how to write method section You can find examples of method section (data collection and data analysis) in –Strategic Management Journal (Mainly quantitative) –Academy of Management Journal (Both methods) Natalia.vuori@aalto.fi

18. How to analyze qualitative data

19. What does it mean to analyze qualitative data? 1.Coding the data 2.Categorizing codes into themes and probably into large themes 3.Searching for relationship between the themes Natalia.vuori@aalto.fi

20. Analysis (1) Coding the data Informant 1: “I am going to be buying a car and I test drove the car I am most interested. The only thing I don’t like about this car is that it’s dark green. I don’t like it. The car looks funny” Informant 2: “I have a diesel car, because diesel cars have lower CO2 emissions than petrol ones” Informant 3: “I have three kids. I need a car that would fit all family” Informant 4: “I have been always dreaming about a red car. ” Color CO2 emissions Size Color Natalia.vuori@aalto.fi

21. Analysis (2) Coding the data Informant 5: “I do not care about horsepower. But I simply cannot drive cars with manual transmission” Informant 6: “I am not sure whether I want to buy a car. I am warried about global warming” Informant 7: “Horsepower does not matter to me. I want a small car, so I can park it easily” Transmission type CO2 emissions Engine Performance Size Natalia.vuori@aalto.fi

22. Analysis (3): Coding the data Hand-written Software: Atlas.ti or NVivo Natalia.vuori@aalto.fi

23. Analysis (4) Categorizing codes into themes Color Size Design? The look? Basics? Tech. characteristics that influence decision to buy Transmission Engine performance CO2 emission Tech. characteristics that do not Tech. characteristics Natalia.vuori@aalto.fi

24. Analysis (5) Searching for relationship between the themes. Example. Good design Customer's positive emotions Hyped brand Biased evaluation of price/quality Willingness to pay more Natalia.vuori@aalto.fi

25. Group exercise 2 Analyze the data you collected 1.Form group of 5 2.Code the data you collected (5 minutes) 3.Categorize codes into common themes (3 minutes) 4.Try to identify relationships between the constructs (2 minutes) 5.Present your results Natalia.vuori@aalto.fi

26. Some general tips on data analysis Transcribe audio typed interview or make detailed hand- written notes because –You can forget information –You can remember things wrong Start data analysis after first interview because it helps adjust the questions to ask most relevant ones Software to analyze qualitative data –Atlas.ti –NVivo Natalia.vuori@aalto.fi

27. How to report qualities analysis

28. Reporting qualitative analysis (1) Example of Findings section in the report According to customers, there are few factors that influence their decision to buy a car: design, technical characteristics. Design Design refers to…Customers named two dimensions of design that matter: color and size Color. Color plays a significant role… Size. Size also plays a significant role. Technical characteristics Technical characteristic that influence the decision. Transmission CO2 emissions Technical characteristics that do not influence the decision. Engine power Natalia.vuori@aalto.fi

29. Reporting qualitative analysis (2) Theme 1 –Define theme 1 –Explain why theme 1 is important Code 1 (define, explain) Code 2 (define, explain) Code N (define, explain) …. Theme N –Define theme N –Explain why theme N is important Code 1 (define, explain) Code 2 (define, explain) Code N (define, explain) Natalia.vuori@aalto.fi

30. Reporting qualitative analysis (3) Some practical tips Present results of your analysis rather than data –There are four factors that influence customers decision: design, xxx, xxx, xxx –Infomart 1 said that he had three kids and wanted a big car. In contrast, informant 4 wanted small car to be able to park it. She also said that she preferred black cars. Avoid passive voice –Ten customers agreed to patriciate in interviews. Design is one of the factors… –Ten customers have been interviewed. Design has been found to be one of the factors… Chose a single term and stick to it –Ten customers agreed to give interviews. Customers said. According to customers’ perception –Ten customers agreed to give interviews. Purchasers said. According to clients’ perception Natalia.vuori@aalto.fi

31. Validity, reliability and ethic issues

32. Validity, reliability, ethics Validity –Did we measure what we intended to measure? Reliability –Would we get the same results if we would replicate the study? Ethics –Do not use data outside of the course –If you promised anonymity to informants, do not reveal their names, job titles, etc. Natalia.vuori@aalto.fi

33. Course practicalities

34. Practicalities Confidentiality commitment –We need a signed original from everyone –Return it after the class or return it to Joosef (4 th floor) Group formation –Remember to register your group by sending email to Joosef –If you have not found a group yet, stay after this lecture Client company –If you found the client company, let us know by sending email to Joosef Natalia.vuori@aalto.fi

35. Some potential clients Spinverse –Dr. Pirjo Pasanen http://mobileclinic.fi/ Fortum –Marianne.Tikkanen@fortum.comMarianne.Tikkanen@fortum.com –Heli.Antila@fortum.com Natalia.vuori@aalto.fi

36. Thank you! Natalia.vuori@aalto.fi