1. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com1 New Research Options: How to Choose By Jay Zaltzman Bureau West, Inc. Market Research & Marketing Strategy Los Angeles, California, USA Tel: +1-818-588-6050 Email: info@bureauwest.cominfo@bureauwest.com Presented to QRCA DC Chapter April, 2011

2. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com2 Bureau West: research & strategy Consortium of independent researchers –Qualitative research (focus groups, interviews, online methods) –Quantitative research (surveys) –Website-related research (usability, conceptual) “Agnostic” when it comes to methodology –What’s the best way to answer the research question?

3. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com3 Decisions, decisions Inundated with new qualitative options: –Online bulletin board focus groups –Remote webcam focus groups –Telephone focus groups –Online chat focus groups –Mobile phone research –Online journaling –Video diaries –Telephone interviews with “desktop” (computer screen) sharing –Online communities/social networks –And more!

4. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com4 Decisions, decisions And then there are the traditional options such as focus groups and in-person interviews Infinite combinations of the above How to choose? –Benefits –Client comfort level –“Bells and whistles”

5. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com5 Asynchronous Less interaction, less spontaneity Greater depth More individual opinions and less influence of fellow participants –But still get some of the synergy of group discussion Anonymous Geographic dispersion Cost savings Moderator post Threaded responses Online bulletin board focus groups

6. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com6 Online bulletin board focus groups Well-suited for: –Website- related research –Discussing new concepts –High- involvement topics

7. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com7 Webcam (video) focus groups More interactive than online bulletin board focus groups –Though still not the same as in-person Psychological safety of home or office –Less “groupthink” than in-person focus groups Best of both worlds? Geographic dispersion Costs: not cheap, but save on travel

8. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com8 Webcam (video) focus groups Examples: –Research: reactions to TV ads –Home use of products

9. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com9 Online chat focus groups Moderated discussion conducted online –Think of a large chat room, with visuals that can change –Moderator asks questions and probes while the comments scroll down the page –Clients view the online chat in real-time, and are able to have the moderator ask additional questions, if needed Somewhat interactive More immediacy No dominators Simultaneous responses = large amount of data in short amount of time Anonymous Geographic dispersion Cost savings

10. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com10 Online chat focus groups Well-suited for reactions to visuals and to concepts

11. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com11 Telephone focus groups Teleconference –Can be done as a regular conference call or using an online conference system like WebEx or GoToMeeting, so participants can view stimuli on their computer screens More non-verbal communication than online bulletin boards, less than in-person focus groups or webcam focus groups Fairly interactive Geographic dispersion Quick and easy to set up Cost savings

12. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com12 Telephone focus groups Tend to use when webcam focus groups are too expensive or too difficult (e.g., no time to send webcams to respondents)

13. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com13 Desktop sharing Can work both ways Moderator and clients see respondent’s desktop –For remote website usability testing Respondents and clients see moderator’s desktop –For telephone focus groups or interviews with visual component With or without a webcam Providers: –Webex –GoToMeeting –AdobeConnect

14. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com14 Mobile phone (texting) research Not just for quant anymore Questions asked by text message at pre- determined times over the course of days or weeks Immediate More natural, researcher has less impact on the behavior being researched Well-suited for: –Learning about behavior (e.g., shopping, watching TV) –Getting at feelings, emotional reactions

15. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com15 Mobile phone (texting) research Examples: –How PR staffers feel about their work –Reactions to marketing messages

16. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com16 Online journaling (“immersive research”) Participants write their own “blogs” Can combine text, photos, video, audio to get at various aspects of the topic being researched More natural, researcher has less impact on the behavior being researched Can participate at their convenience –More “in the moment” than an IDI, less than texting –Provides greater depth than texting

17. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com17 Online journaling (“immersive research”) Well-suited for: –Learning about behavior –Getting at feelings, emotional reactions

18. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com18 Video diaries Questions and answers on video – more natural and easier for participants Portable video cams enable us to “follow” participants, with minimum observer impact Participants don’t have to write and organize thoughts, can speak spontaneously Rich visuals for report

19. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com19 Video diaries Well-suited for: –Learning about behavior as it happens (“day in the life”) –Getting at feelings, emotional reactions Examples: –P&G research about morning routines –Midas customer research

20. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com20 Social media Still finding our way – proceed with caution! –Many consider Facebook and MySpace to be very personal forums. Can temporarily connect to (“friend”) respondents. –This provides a deeper and more candid view of the person than is available otherwise. Data mining opportunities.

21. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com21 Market research online communities Large group of people recruited to a private online platform to participate in a variety of research activities over time. Uses: –Co-innovation: involving customers in the product development process. –Identifying trends: participants recruited for MROC’s are engaged, creative types of people who tend to be at the forefront of trends. –Longitudinal input: obtain information over the whole course of the decision-making process, or input about product use over time. –Speed: answers can be available in days rather than weeks.

22. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com22 So how to choose?

23. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com23 Decision process: start here Are people with broadband internet representative of the target? Is confidentiality absolutely essential? Yes No Yes Can’t use remote or online methods (except telephone focus groups and IDI’s) Can consider online methods Can’t use remote or online methods

24. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com24 Decision process: variables to consider TimeDoes your research need to happen in real time, extended time, or some of each? GeographyDo you need to include just one or a few cities, or multiple regions or countries? Or people in remote areas? Individuals or groupsDo you need individual interaction, group interaction, or some of each? Top-of-mind or in-depthDo you need input that's top-of-mind/ visceral/immediate, or in-depth/ thoughtful/ reflective, or some of each? ComfortWill target participants be able and willing to participate in the methods you're considering? SensesWhat will participants need to see, smell, hear, touch, or taste? CommunicationsWill participants be most comfortable expressing themselves in speech, writing, or other ways? Client involvementWhen/where/how do clients need to observe or engage with the research while it's in progress? Unobtrusive or engagedDo you need methods that enable qualitative researchers to be unobtrusive, highly engaged, or both? TechniquesAre there specific qualitative techniques you need to use (image sorting, laddering, mini-breakouts, montages, etc.)? OutputWhat evidence or documentation will you need to communicate key learning effectively -- Verbatims? Visuals? Videos? Other?

25. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com25 Decision process: qualitative options

26. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com26 Decision process – also consider: Client comfort level Savings in travel cost, time

27. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com27 Sample projects – you choose the method 1. Resort has lower-than-average return rate; executives think it’s because the advertising does not accurately reflect the experience at the resort. Want to test that hypothesis. 2. Boat manufacturer wants to learn about the challenges faced by boaters to inform their innovation efforts. They also want input on some ideas for potential innovations. 3. A magazine publisher wants to know how its readers consumer their magazine. When do they read it? Which sections to they read first? Which sections do they like? Which do they dislike? What do they think of the photography and other visuals in the magazine? 4. Client developing anti-smoking campaign aimed at teens: wants to understand what motivates teens to smoke.

28. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com28 Summing up “Selling” new techniques to clients Consider a combination

29. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com29 Questions? Thank you

30. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com30 Thank you Jay Zaltzman Bureau West - Market Research & Marketing Strategy –Our Research Tidbit newsletter keeps you up to date on what's new and interesting in marketing and market research each month –Please send me an email if you'd like to receive it. Just email info@bureauwest.com and write “newsletter” in the subject line info@bureauwest.com