iModerate’s Christy Tchoumba delivered this presentation at the New MR Qualitative Research Webinar, Putting the ‘Qual’ in Qualitative Research. This 20-minute presentation takes a look at cognitive process and details the reasons why it’s so challenging for researchers to unlock the deeper parts of the consumer psyche. With a better understanding of how consumers think in hand, the presentation details how different qualitative techniques, strategies and question types can be applied to get researchers past surface answers to uncover deeper, more meaningful insights. Specifically, Christy delves into projective techniques, enabling techniques and other insightful approaches.

1. A
Presenta*on
from
The
NewMR
“Pu6ng
the
‘Qual’
in
Qualita*ve”
Event
28
March
2012
Why
the
deepest
insights
play
hard
to
get
Chris2ne
Tchoumba,
iModerate
Research
Technologies
Event
sponsored
by
EthOS
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa>on
about
Ethos
visit
www.ethosapp.com
For
more
informa>on
about
NewMR
events
visit
newmr.org

2. Why the deepest insights play
hard to get
Christine Tchoumba
VP of Strategic Accounts
March 28, 2012
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

3. Factors influencing consumers
ADtudes
Decisions
Percep>ons
Mo>va>ons
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

4. Barriers for respondents
Analy>cal
Awareness
Ar>cula>on
Skills
• Difficult
to
• Hard
to
• Some>mes
analyze
their
ar>culate
what
unaware
of
mo>va>ons
and
drives
them
their
underlying
behaviors
mo>ves,
aspira>ons,
values
and
aDtudes
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

5. What creates these barriers?
• Memories are not readily played
back
• Emotions are right-brained
happenings, while language is left-
brained
• Most of our decision making is
unconscious which involves non-
rational input
• Social conventions can constrain
the expression of feelings and
reporting of behaviors
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

6. Direct Questioning
Asking why is simply not enough
– Encourages logical thinking
– Uncovers only surface answers
– Does not circumvent the fear people may have of the
researcher (a stranger) or judgment of others
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

7. Utilizing other techniques
Deeper
more
meaningful
insights
Feelings
that
drive
aDtudes,
thoughts
and
behaviors
Deeper
level
of
feeling
&
percep>on
of
the
world
Surface
Answers
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

8. Alternative Techniques
Projec>ve
Enabling
Techniques
Techniques
Custom
Approach
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

9. Projective/Enabling Techniques
Bubble
Drawing
Mind
Mapping
Image/Mood
Boards
&
Cartoon
Tests
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

10. Projective/Enabling Techniques
• Time
Machine
• Planetarium
• Withdrawal
Techniques
Skoda
Opel Chrysler Toyota
Lexus Peugeot
Fiat Daewoo
Audi GM
Ideal Cherokee VW Ford Citroen
brand
Subaru Hyundai
Mazda
Alfa Nissan Renault
Romeo Rover
Kia
Mitsubishi
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

11. Implementation
Match
the
Consider
the
Know
your
technique
to
your
sector
in
which
audience
objec>ve
you
are
opera>ng
Create
a
U>lize
more
comfortable
techniques
with
research
s>muli
environment
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

12. Custom Approach
Develop your own…
What
are
the
What
is
your
research
What
does
that
methodology?
ques>ons
you
align
with?
answer?
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

13. iModerate’s Custom Approach
Our
framework
draws
on
three
select
cogni>ve
theories
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

14. Considerations
Advantages
Disadvantages
• Richness
of
the
insights
• Complexity
of
insights
• Alleviate
respondent
and
the
corresponding
barriers
skills
required
to
• Make
a
significant
interpret
the
informa>on
contribu>on
if
the
(Burns
&
Lennon,
1983)
research
is
concerned
• Expensive
with
beliefs,
value,
• Some>mes
it
is
difficult
mo>va>on
or
other
to
get
respondents
to
aspects
related
to
par>cipate
effortlessly
individuals
• Difficult
to
set
up
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

15. Thank you
Christine Tchoumba
iModerate
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

16. Q&A
Sue York Christine Tchoumba
NewMR iModerate
Speaker: Christine Tchoumba, iModerate, USA
NewMR Putting the Qual in Qualitative Event, 28 March 2012, Session 3

17. A
Presenta*on
from
The
NewMR
“Pu6ng
the
‘Qual’
in
Qualita*ve”
Event
28
March
2012
Why
the
deepest
insights
play
hard
to
get
Chris2ne
Tchoumba,
iModerate
Research
Technologies
Event
sponsored
by
EthOS
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa>on
about
Ethos
visit
www.ethosapp.com
For
more
informa>on
about
NewMR
events
visit
newmr.org