3. Brainstorming
session:
Providing
top-­‐notch
(online)
research
that
clients
can
afford.
1
Merlien
Qualita>ve
Online
360
-­‐
Day
Two
Thursday
18th
April
2013
13.45
ICG
–
Robin
Shuker
and
Andy
Evans

4. Who
we
are
Robin
Shuker
• Started
in
adver>sing
–
London
Sydney
and
Scotland
• Research
-­‐
online
qual
in
2004
• Chatgroups
and
communi>es
• Research
background
• Smartphone
ethnographic
research
app
plaXorm
• Developers
of
bespoke
research
and
marke>ng
apps
2
Andy
Evans

5. Independent
Consultants
Group:
• 400
+
members
• Experienced
researchers
• Broad
exper>se
across
range
of
sectors
• Mul>
discipline
resource
• Extended
interna>onal
network
• Open
approach
to
iden>fy
best
soware
solu>on
• Ac>ve
e-­‐group
for
sharing
best
prac>ce
and
sourcing
• Cost
effec>ve
resource
with
high
level
exper>se
3
Members
of
the
ICG

6. Workshop
brief:
4

7. Many
people
have
had
their
fingers
burnt…
5

8. Cost
barriers
to
online…
Problem
is
clients
think
that
because
it
is
online
it
will
be
much
cheaper,
but
ren>ng
the
online
plaXorms
can
be
more
expensive
than
ren>ng
facili>es
for
face
to
face
fieldwork
6
Requires
oen
greater
modera>on
and
data
analysis
–
which
has
to
be
paid
for
Recruitment
and
incen>ve
costs
remain
the
same,
as
we
have
to
increase
their
involvement
all
through
the
fieldwork
>me
“
“
“
“
“ “

9. 7
• Online
can
in
certain
scenarios
offer
dis>nct
cost
and
speed
benefits…

10. • We
believe
that
cost
and
speed
as
the
main
drivers
is
an
age
old
argument
that
is
misleading
• We
believe
the
debate
has
moved
on
8

11. • Gives
you
types
of
insight
you
can’t
get
in
a
viewing
studio
9
Main
driver
for
online
qual
should
be
it
offers
dis>nct
advantages…

12. 10
Today
it
is
about
applying
right
tools
for
the
right
job
Guarantee
quality
insight
and
also
ensure
cost
effec>ve

13. So
workshop
to
explore:
1) Current
trends
and
thinking
on
main
drivers
for
online
qual
2) Share
survey
data
on
adtudes
and
usage
3) Group
exercises
to
explore
best
prac>ce
of
online
tools
4) Explore
the
future
for
online
qual
• Where
would
you
invest?
5) Define
the
message
to
convert
the
masses!
11

14. Current
trends
and
thinking…
Pre
conference
survey
21
from
agendees
86
from
Research
Community
12

15. What
methods
will
you
use
in
next
12
months?
• Blogs
• Bulle>n
boards
(
with
10
to
20
people)
• Live
text
groups
(
Real
Time
Groups)
• Video
groups
(
Real
Time)
• Diaries
• Mobile
apps
for
qual
research
• One
on
One
interviews
–
video
and/or
screensharing
• MROC
–
Online
market
research
community
13

16. Current/Future
use
-­‐
broad
range
of
tools
Combined
scores
for
Occasional
(<10)
and
Frequent
(10+)
use
14
38%
66%
39%
24%
76%
62%
34%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
"Blogs"
Bulle>n
Board
Live
text
live
video
Diaries
Mobile
121
MROC
Current
use
Future
Use

17. Future
Use
–
Broad
range
of
tools
Conference
agendees
v
General
research
community
15
38%
66%
39%
24%
76%
62%
34%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Blogs
B
Boards
Live
Text
Live
Video
Diaries
Mobile
One2
One
MROC
Conf
Non
Conf

18. Top
benefits
–
top
2
scores
16
48%
47%
72%
67%
62%
71%
47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Cost
Speed
Real>me
insight
Interna>onal
Depth
Co
Crea>on
Open
Response

19. Why
online
qual
was
a
good
solu>on?
• Online
qual
allows
to
obtain
deeper
and
more
honest
answers
as
well
as
to
connect
with
the
most
crea>ve,
emo>onal
and
aspira>onal
self
of
par>cipants.
• Best
op>on
when
we
are
tes>ng
digital
s>mulus
material
or
experience
• Beger
result
for
sensi>ve
informa>on
that
people
normally
would
not
tell
you
face
to
face.
• Reaching
geographically
diverse
respondents...
• Cost-­‐effec>ve
way
of
suppor>ng
quant
surveys.
17

20. Bulle>n
Board
–
I
week
,
10
to
20
par>cipants
18

21. Observer
Feedback
Poll
Results
Interac@ve
Whiteboard
Par@cipant
Avatars
Text
chat
Moderators
Pos@ng
and
Emo@cons
Offer
par@cipants
a
more
engaging
experience
Online
Focus
groups
90
mins.
live
8
people

22. Video
Groups
4
to
6
people

23. 21
Participants mouse
can be seen
remotely
Participants can be
viewed by webcam
Clients can view
remotely and pass
comments on
privately to
moderator
Participants share
the web site they
are looking at
Online
usability
tes>ng

24. Mothercare Employee Engagement Survey
330 Mums
July to Jan 2013
45 projects
How you performed
v 13 competitors
Quant surveys
Brand perceptions
Service delivery
Online
community

25. Diary
/
mobile
apps
23
Ethnographic,
shopping
studies
sales
force
feedback,
event
feedback

26. Pitch
for
an
online
solu>on!
Thinking
about
the
merits
of
different
solu>ons
24
Dra
a
1
minute
pitch
Flip
Chart
Detailing
applica>ons,
benefits
and
costs
10
minutes
to
prepare

27. Applica>ons,
Benefits
and
Costs
–
Full
service
Group
Method
Scope
1
Bulle>n
Board
2
Boards
of
10
business
customers
(Hotel)
running
for
1
week
2
Online
Focus
Groups
4
groups
of
housewives
aged
25
–
45
3
Video
/
screensharing
interviews
12
interviews
las>ng
45
mins
4
Market
Research
Community
3
months
,
300
Mothers
with
kids
<
5
5
Mobile
Applica>ons
50
Shoppers
looking
for
Home
furnishings
over
the
weekend
6
Diaries
One
week
of
18
–
25
year
olds
drinking
25

28. 26
Let’s
hear
your
pitch!?!

29. Design
the
best
proposal
Building
on
experience
and
discussions
at
the
conference…
27

30. 28
Congratula>ons
you
have
just
bought
HMV!

31. Your
task
is
to
design
a
research
programme
that
will
save
the
brand
BRIEF:
HMV
need
a
research
programme
to
provide
insight
that
will
enable
them
to:
• Develop
a
strong
and
compelling
brand
proposi>on
• Inform
the
crea>ve
development
of
a
marke>ng
campaign
• Revitalise
the
stores
and
online
presence
to
meet
consumer
needs
• The
research
must
be
detailed
enough
to
convince
a
scep>cal
and
cau>ous
board
as
well
as
provide
material
for
the
marke>ng
department
• Must
be
delivered
as
cost
effec>vely
as
possible
and
within
a
rela>vely
>ght
>metable
of
12
weeks.
• The
research
must
focus
on
the
main
three
markets
–
US,
Germany,
and
UK.
29
NOTE:
Cost
is
key
parameter,
the
board
are
willing
to
consider
any
research
proposal
if
they
are
persuaded
by
the
arguments
for
quality
of
insight.

32. Task:
On
your
teams
work
out:
• Recommended
methodology,
focusing
on
online
qual
solu>ons
• Ra>onale
for
recommended
approach
• Outline
budget
breakdown
Parameters:
• 15
minute
table
discussion
• Write
proposal
on
flipchart
• Present
back
30

33. 31
Feedback
for
exercise

34. 32
• Some
clients
will
always
want
fast
and
cheap
• Speed
and
cost
are
important
but
secondary
drivers
• Real>me,
real
life
insight
and
co
crea>on
should
be
primary
drivers
for
use
• Conference
has
highlighted
many
methodologies
and
models
for
best
prac>ce
• For
quality
output
and
cost
savings
• You
need
right
tools
for
right
brief
(right
skills
and
support)

35. 33
The
most
effec>ve
research
reflects
the
way
that
people
feel
most
comfortable
communica>ng
“
“

36. 34
“Ability
to
convince
big
clients
its
more
effec>ve
and
efficient
-­‐
client
educa>on”
“Within
some
companies
online
isn't
that
established
yet
or
does
not
have
the
best
reputa>on.
People
aren't
well
informed
about
online
methods
or
have
"wrong"
ideas"
so
they
are
rather
skep>cal
when
such
an
approach
is
suggested”
“Crea>ve
usage
of
different
plaXorms
rather
than
pudng
all
efforts
and
beliefs
in
one
single
research
approach”
“Moderator
skill
to
engage
par>cipants
and
get
best
use
from
plaXorms”
“Online
plaXorms
should
be
easier
to
use
/
edit
by
the
project
manager,
to
save
>me”
“Faster
broadband”

37. Looking
to
the
future,
where
would
you
invest…
• Areas
of
improvement
in
technology,
training,
working
prac>ces
• Please
have
a
discussion
on
your
tables
.
Ideas
on
a
flip
chart
35

38. Evangelists
–
convert
the
uninformed
• How
are
we
going
to
covert
the
uninformed
and
ill-­‐
informed?
• Please
have
a
discussion
on
your
tables
• Ideas
on
a
flip
chart
36

39. Thank
you!
37