culture of smoking mixed methodology research dub/cultrdig

BREAKING NEW GROUNDWITH MIXED METHODOLOGY QUALITATIVE

Case Study:ClearWay Minnesota

Stephen Cribbett, CEO. Dub October 2013

How Online Communities

FocusGroups

Illuminating Insights & New Opportunities

Introductions

Mixed Methodology Case Study

Thoughts & Results

Q&A

Agenda

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 micro-culture surrounding a product, service, or brand experience.

Website: www.Cultrdig.comEmail: val@cultrdig.comTwitter: @cultrdig

www.dubishere.com

Quitters experiencing high levels of difficulty reaching their goals.Why were smokers not seeking QUITPLAN support, especially as proven effective?

Smoking cessation services underused by the 70% of Minnesotans who want to quit

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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.

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

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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

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Mixed Methodology Approach

Short-Term Online Community

Eight days 32 participants 2 Segments:

Smokers

Former smokers

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Mixed Methodology Approach

Focus Groups

6 Groups 2 Segments:

Smokers

Former smokers

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Research Design: Two Phases

PHASE 1SHORT-TERM ONLINE COMMUNITY

PerceptionsIdentity

Opinions and Beliefs

Motivations

Triggers

Lifestyle

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Research Design: Two Phases

PHASE 290-MINUTE FOCUS GROUPS

Evaluate websiteExplore assumptions

Identify resonating assumptions

New territoriesReactions to new ideas

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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

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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

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Activity Plan

Day 1

Identity

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Day 8

Smoker Enviro

nment

Triggers

Motivatio

ns

Support

Non-Smoker Perceptio

n

Role of Tobacco

Website awareness and re

actions

THE SMOKING STORYUNFOLDS IN REAL TIME...

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Smokers Perceptions of Smokers

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Perceptions of Non-Smokers

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Perceptions of Non-Smokers

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My Smoking Life

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What Would Help Me Quit

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What Helped Me Quit

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THOSE WHO WANTED HELP AND SUPPORTTHOSE WHO WANTED TO DO IT THEIR OWN WAY

...And Then Comes to a “Y”

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“Y” Exploration: Understanding the Juncture

• Question separated respondents into two quitting styles

• Short survey by quitting style on motivations for success

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“Y” Exploration

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“Y” Exploration

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From Online to Offline

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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.

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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

Q&A

Thank you!

Dub Contact Infowww.dubishere.comus@dubishere.com@dub_researchUK +44 20 7247 3327US +1 310 997 5779

CultrDig Contact Infowww.cultrdig.comval@cultrdig.com@CultrDig646-321-5612