BBM016 Consumer Insights PDF

BBM016 Consumer Insights Janina Steinmetz Today Qualitative research Interview Interview guide Qualitative Interviewing Is an unstructured, direct, personal interview in which a consumer is probed by an interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic: Ma...

BBM016 Consumer Insights Janina Steinmetz Today Qualitative research Interview Interview guide Qualitative Interviewing Is an unstructured, direct, personal interview in which a consumer is probed by an interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic: May take from 30 minutes to 1 or 2 hours While the interviewer follows a rough outline, the specific wording of the questions and the order in which they are asked is influenced by the informant’s replies Focus on open-ended questions! Today: Qualitative interviews Interviews saved Febreeze P&G hired a researcher to interview customers on how they used the product One respondent said she sprayed Febreze as part of her room-cleaning habit “It’s nice, you know? Spraying feels like a little mini-celebration when I’m done with a room,” she told the interviewer → changed the marketing of the product from a spray against bad odors to a perfume spray that people use after cleaning to make the room smell great Within two months, sales of the product doubled! Preparing the Interview Guide Research questions drive the interview! From a listing of areas to be Detailed guide related to study objectives. Test the interview guide with 3-4 pilot interviews. covered or variables, prepare Test for appropriateness of questions, sequence, the interview guide! length, coverage of relevant topics. Attitude - beware of differences Expect to be surprised! between yours and the Your guide is just a conversation starter! informant’s point of view! Recap: Good question! Good questions open up the conversation: “What else?” Examples Descriptions of situations Meaning of product for the informant Problems and hassles (market pain!) Trade-offs “Think back to the last time you…?” What I would like you to do: Go back to your research questions for Lizzie Create a short interview guide on those research questions that you indicated would require qualitative research Example interview guides are on Moodle under this session Spot the mistakes https://www.youtube.com/watch?v=U4UKwd0KExc Doing the interview Get together with your group Select one interview guide for your Lizzie questions and conduct the interview with one of your group members (let’s pretend they are from Lizzie’s target segment) One of you interviews, the other is being interviewed, the others record and take notes Qualitative analysis Richly detailed description of the consumer Discovery and insight Find patterns Data reduction The process whereby the mass of qualitative data you may obtain – interview transcripts, field notes, observations etc. – is reduced and organised, for example coding, writing summaries, discarding irrelevant data and so on. This is cleaning (e.g., getting rid of repetitions, ehms, etc.) But also summarizing etc. Analysis Focus on learning about the phenomenon…. What, Why, Where, When, How? Attempt to determine the categories, relationships, and assumptions that informs the informant’s view of the world in general and the topic in particular Look for the relevant concepts from your research questions. Do not look for frequencies/numbers! The power of stories! Example Crosstown vegan donuts Power of vivid detail in stories Example Hotel in Notting Hill Illustration of analysis Comparing answers to different topics Social Miss colleagues, having chats. isolation Boss stopped by often, talk about what was going on in the business with people who worked for me, can not do it now… Long for company of other people. Home feels like a prison… Lack of FTF since business interactions are richer Disconnection when you meet FTF, stronger connection when from meet FTF, personal connection, not having personal time with colleagues takes a toll, not Organization being able to enjoy company, find out personal things, building friendships. Lack of More of a problem to know who to ask for advice Support and get advice—takes longer too Face time with colleagues, not being able to run down the hall and have questions answered Miss going to the cafeteria to grab a coffee with friends, worked with same people for 7 years miss them a lot. Integration What patterns/common themes emerge about the specific topics? How do these patterns (or lack there of) help to illuminate the broader study question(s)? Are there any deviations from these patterns? If yes, are there any factors that might explain these atypical responses? What interesting stories emerge from the responses? How can these stories help to illuminate the broader study question(s)? Guarding against unwanted influence Every researcher has “baggage” Own experiences, stereotypes, attitudes, … Reflect your assumptions What are your beliefs and feelings about the topic? Check each others’ conclusions from interviews Your interviews Listen to your recording as a group What was interesting? What did you learn? What would you do differently? Industry example: Apple EarPod Industry example: Apple EarPod When Apple released the first ipod in 2001, they wanted to make sure early adopters would spread the word by carrying the device Problem: ipods are typically hidden in people’s bags Solution: make earbuds white instead of black Consumers now associate white with Apple and when they see lots of white earbuds, they implicitly learn that white earbuds are a must-have Such implicit associations are something that interviews can get at! Tips on asking good questions https://www.youtube.com/watch?v=9qJ9YX1J2CE End of Session 6 Prepare for the test & the presentation Take the Session 6 Quiz on Moodle!