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BREAKING NEW GROUND
WITH MIXED METHODOLOGY
QUALITATIVE
How Online
Communities

Focus
Groups

Case Study:
ClearWay Minnesota
Stephen Cribbett, CEO. Dub
October 2013

Illuminating
Insights & New
Opportunities
Agenda
s
tion
c
odu
Intr

etho
M
xed
Mi

y
Stud
e
Cas
y
olog
d

ghts
Thou

s
sult
e
&R
Q&A
Valerie Esqueda is Chief
Digologist from CultrDig, a
culture-focused qualitative
research company based in
Minneapolis, Minnesota.
CultrDig brings to light the
context of the culture or microculture surrounding a product,
service, or brand experience.

Website: www.Cultrdig.com
Email: val@cultrdig.com
Twitter: @cultrdig
www.dubishere.com
Smoking cessat
ion ser vices und
erused by the
70% of Minnesot
ans who want to
quit
Quitters experie
ncing high levels
of
difficulty reachin
g their goals.
Why were smok
ers
especially as pr not seeking QUITPLAN support,
oven effective?
Objectives
Understand...
• Relationship of smoking to lifestyle and
identity.
• Attitudes and perceptions of smokers ready
to quit, thinking about quitting and
successful quitters.
• Barriers to quitting and paths to decision to
quit.
• The role of social media, texting, mobile in
quitting process.

The role of tools such as mobile apps, NRTs
and alternative treatments.
Why QUITPLAN Services program
satisfaction levels have declined.

Provide insight to inform development
of QUITPLAN updated offerings to
ensure services are relevant

www.dubishere.com
Challenges
•
•
•
•
•
•

Short time frame
Large and diverse territory
Segments with highly diffused preferences
Emotionally sensitive
Large amount of data analysis
Wide range of related objectives

www.dubishere.com
Mixed Methodology Approach
Short-Term Online Community
Eight days

32 participants

2 Segments:
Smokers

Former smokers

www.dubishere.com
Mixed Methodology Approach
Focus Groups
6 Groups

2 Segments:
Smokers

Former smokers

www.dubishere.com
Research Design: Two Phases

PHASE 1

SHORT-TERM ONLINE COMMUNITY

Identity

Perceptions
Triggers

Opinions and Beliefs
Lifestyle

Motivations

www.dubishere.com
Research Design: Two Phases

PHASE 2

90-MINUTE FOCUS GROUPS

Explore assumptions
Evaluate website
Identify resonating assumptions
New territories

Reactions to new ideas

www.dubishere.com
Why IdeaStream™?
• High level of design and tech support
• Intuitive, well organized set-up and
dashboard
• Frictionless sign up process for
respondents and client
• Flexibility to react quickly and design
for new information
• Robust data analysis tools
• Excellent community environment
• Strong co-creation ability
• Highly immersive

www.dubishere.com
Activity Design
Orchestrated range of online activities enabled
research to:
• Capture important feelings, beliefs and
attitudes through different modes of
expression
• Understand and build crucial cultural context
• Engage participants in a very personal and
meaningful way
• Identify key decision-making influencers and
“hot spots” in decision-making process

www.dubishere.com
Activity Plan
y8
Da

y7
Da

S

En
er
ok
m

y6
Da

y4
Da
ers
igg

Tr

y5
Da

y3
Da

y2
Da

y1
Da

t
y
tit
en
n
de
nm
I
iro
v

t
ns
ns
co
or
ion
o
ac
tio
pp
pt
ati
b
c
Su
To
rce
tiv
ea
o
of
Pe
dr
M
er
an
ole
k
R
o
ss
e
-Sm
en
on
ar
N
aw
ite
s
eb
W
www.dubishere.com
THE SMOKING STORY
UNFOLDS IN REAL TIME...
Smokers Perceptions of Smokers

www.dubishere.com
Perceptions of Non-Smokers

www.dubishere.com
Perceptions of Non-Smokers

www.dubishere.com
My Smoking Life

www.dubishere.com
What Would Help Me Quit

www.dubishere.com
What Helped Me Quit

www.dubishere.com
...And Then Comes to a “Y”
THOSE WHO
WANTED HE
AND SUPPO LP
RT

THOSE WHO
WANTED TO
THEIR OWN DO IT
WAY

www.dubishere.com
“Y” Exploration: Understanding the Juncture
• Question separated
respondents into two
quitting styles
• Short survey by quitting style
on motivations for success

www.dubishere.com
“Y” Exploration

www.dubishere.com
“Y” Exploration

www.dubishere.com
From Online to Offline

www.dubishere.com
From Online to Offline
Traditional focus group
methodology:
• Further examined and validated
findings from online group data
about personal quitting styles
• Explored opportunities for new
innovative services
• Built off input from P1 for ideation
of an appealing and motivating
smoking cessation services
program.

www.dubishere.com
Result: Insights became a launching pad
• Different thinking about how to
more interact authentically and
create meaningful support
• Crucial design direction for
content and services
• Increased ability to be relevant to
all smokers across the state
• Stronger likelihood for successful
quitting
• Opportunities for innovation

www.dubishere.com
Q&A
Thank you!

Dub Contact Info
www.dubishere.com
us@dubishere.com
@dub_research
UK +44 20 7247 3327
US +1 310 997 5779

CultrDig Contact Info
www.cultrdig.com
val@cultrdig.com
@CultrDig
646-321-5612

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Culture of Smoking Mixed Methodology Research Dub/Cultrdig