why the deepest insights play hard to get
DESCRIPTION
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.TRANSCRIPT
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
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
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
Factors influencing consumers
Decisions
ADtudes
Mo>va>ons Percep>ons
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Barriers for respondents
Analy>cal Skills
• Difficult to analyze their mo>va>ons and behaviors
Ar>cula>on
• Hard to ar>culate what drives them
Awareness
• Some>mes unaware of their underlying mo>ves, aspira>ons, values and aDtudes
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
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
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
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
Alternative Techniques
Projec>ve Techniques
Enabling Techniques
Custom Approach
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Projective/Enabling Techniques
Mind Mapping Bubble Drawing & Cartoon Tests
Image/Mood Boards
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Projective/Enabling Techniques • Time Machine • Planetarium • Withdrawal Techniques
Chrysler
Mitsubishi
Opel
Citroen GM
Peugeot
Renault Alfa Romeo
Fiat
Skoda
Rover
Ideal brand
Daewoo
Hyundai
Kia
Mazda
Toyota
Ford
Lexus
Cherokee Audi
Nissan
VW Subaru
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Implementation
Match the technique to your
objec>ve Know your audience
Consider the sector in which
you are opera>ng
Create a comfortable research
environment
U>lize more techniques with
s>muli
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Custom Approach
Develop your own…
What is your methodology?
What are the research
ques>ons you answer?
What does that align with?
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
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
Considerations
Advantages
• Richness of the insights • Alleviate respondent barriers
• Make a significant contribu>on if the research is concerned with beliefs, value, mo>va>on or other aspects related to individuals
Disadvantages
• Complexity of insights and the corresponding skills required to interpret the informa>on (Burns & Lennon, 1983)
• Expensive • Some>mes it is difficult to get respondents to par>cipate effortlessly
• Difficult to set up
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Thank you
Christine Tchoumba iModerate
Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Q & A
Christine Tchoumba iModerate
Sue York NewMR
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