the role of imagery in gaining greater insight - bdrc & asia research
TRANSCRIPT
Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
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#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014
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The role of imagery
in gaining greater
insight
Qual 360
Prepared by: BDRC Asia Pte Ltd
In collaboration with: Asia Research
October 2014
2
The role of imagery in research
Memories are formed in images
Metaphors are central to our expression
It’s luxury
1
2 Cognition then shapes
language, which is the
expression of the thought
The immediate response
occurs in images
Images are fundamental to human thought
3
Application to gain greater insights
Working with the Asia Research trade publication, BDRC Asia undertook in-depth
research with MR buyers in Singapore & Indonesia
Views of market research suppliers
(conveyed in images)
Views of careers in market research
(conveyed in images)
4
Animals convey different views of MR agencies
Confidence
Clear direction
Lack of confidence
Weakness
No direction
Rationale: MR agencies can oversell and under-deliver
Unique individual
Poorer relations
Moving out of the frame = leaving
Rationale: follow the individually strong researcher
Imagining the opposite
Rationale: researchers have a naturally curiosity, a desire to learn
new things, to cope with ambiguity
Auto-pilot mode
Inquisitive
Looking beyond the obvious
5
People and their actions indicate relationships and trust
Teamwork
Celebrating success
Backed by technology
Rationale: MR agencies need to work with the client as
a team, and be supported by the best technology
Takes time to know each other
Relaxed environment
Rationale: long standing relationships are valued, and
interaction with agency should be informal
Superficial responses
Not sharing the reality
No new news
Rationale: Need to go beyond obvious responses of
consumers; use of technology to reveal human truth
Imagining the opposite
Responses right from the heart
Use of technology
6
Journeys or pathways symbolise problems or desired outcomes
No progress
Confusion
Bumpy road
Imagining the opposite
Rationale: staff churn and restructuring in agencies
makes live difficult for the client
Clear path up
Achieving career advancement
through time
Rationale: a certain, upward career path within
agencies – not the case client side
Reaching destination quickly
7
Objects describe qualities and hidden emotions
Burning out
But not completely
Rationale: work pressure can lead to burn out,
but the opposite is worse
Required flexibility
Multi-cultural profession
Different colours
Rationale: while flexibility is needed (bamboo was
another image association), its fun and exciting
But essentially the same
Looking for difference,
and bit of cheekiness
Rationale: lack of real differentiation between agencies
Old fashioned
Conventional
Confidence
Empowered
Imagining the opposite
Rationale: Still using outdated tools
and methods; time to change and
revamp
8
Images of water are symbolic of discomfort, danger, and disguise
Data deluge
A tool for protection
Rationale: with too much data, researchers
cannot see the clear picture
Poor old researchers!
But, does not know how
to use effectively
Access to lot of data
Not organized
Less insightful solution
Surface level findings
Real potential untapped
Rationale: Not organizing the data well to
produce insightful findings
Rationale: Not able to see beyond the obvious
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Distances or barriers describe issues and problems
Client-agency relationship
Bridge between client and consumers
Weak Insights
Less dependable
Gap
Less understanding about clients
Rationale: Lack of effort from agency side to
understand the client’s business or challeneges
Rationale: Client expects good insights and
good relationship at every step
10
Symbols of nurture describe deeper held beliefs
Despite the problems, ability to nurture relationships and develop strong
bonds are the desired outcomes
Secured
Investment
Good relation
Imagining the opposite
Not confident of using
Less comfort
Close community
Good relationships
News spreads fast
Rationale: A good agency makes a client feel
relaxed and confident
Rationale: MR is a seen as a small industry with everyone
knowing everybody; relationships matters a lot
How imagery from
research has been
used to develop
campaigns
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Tri-Sight® interviews goes far deeper than traditional qualitative approaches
Traditional Qualitative BDRC Asia - Tri-Sight®
Moderator: Why did you buy a Samsung TV?
Respondent 1: It could be wall mounted and I thought the
design was OK.
Respondent 2: I liked the design too – sort of black all over.
Respondent 3: I heard that Samsung is a good brand.
Respondent 4: Nice.
Respondent 5: Yes.
Respondent 6: That's pretty much what I did too.
Respondent 7: They had a wide range, don’t they?
Moderator: What is this a picture of? (no presumption)
Respondent: This is Darth Vader from Star Wars.
Moderator: How does this picture of Darth Vader express your
thoughts and feelings about why you bought your
Samsung TV?
Respondent: Well, Darth Vader isn’t particularly a good
character in the films, but he is cool. The outfit is
amazing. He looks powerful, in control. There’s
a lot going on under the surface, but you can’t
see it.
The Samsung TV looks like the sort of TV Darth
Vader would own. It has the same colour and
design look. It’s also simple – it doesn’t have all
the buttons at the front like the old TVs...
What questions
could the moderator
ask next?
Why is it important to be in
control?
How does being in control
make you feel?
13
Delivering a new understanding of tyre purchasers’ frame of reference
“Container” & “Force” were identified as the deep metaphors for different types of
purchasers of tyres
14
BDRC Asia’s application of imagery in qualitative
Branding research: what consumers think of F&B brands
Category research: perceptions and interpretations of health foods
Consumer deep dive: lifestyles and attitudes
B2B research: thoughts & feelings towards international expansion
15
Contact
Follow us on:
Piers Lee Senior Consultant & Managing Director
BDRC Asia
+65 6258 7109 or +65 9655 2624
www.bdrc-asia.com
Shawn Roy Regional Head of Qualitative
BDRC Asia
+62 576 1253 or +62 87-884-302-126
#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners
Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by