MIAMI AD SCHOOLQual 101

JANUARY 29, 2016 WOLF & WILHELMINE

HELLO

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Wolf & Wilhelmine — W&W for short — is a shop born of our founder’s frustration with industry standards and mediocrity. It all started when Heidi dropped out of the industry, drove around America in a pickup truck and discovered that she still loved brand strategy, she just didn’t love how it was done.

So she decided to figure out a new way.

Back in New York, she collected and curated the smartest, brightest and sometimes unexpected constellation of talents. Each of us brings hardcore expertise in what we do, and as a collective, we are outsiders brave enough to pursue, through our own lives and the work that we do, a vision of what the future can be.

OUR STORY

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Our brand purpose and reason to exist is:

“Do great work, live great lives.”

Our purpose is driven by the belief that the quality and creativity of the work and the quality of our lives are inextricably linked. You cannot build emotional, powerful, innovative brands without leading a life that’s the same.

DO GREAT WORK, LIVE GREAT LIVES

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We are obsessed with what it means to be alive today

for culture, for people, for brands and for businesses.

It’s no longer a battle of volume or frequency, it’s a battle for meaning and relevance.

And we’re helping our clients lead the way by blending old-school rigor with new school perspectives.

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W&W is a collective of strategists and get-it-done types that fall into three discipline buckets:

STRATEGY At its core, W&W is a collective of rigorous and provocative strategists from traditional and non-traditional backgrounds.

PROJECT MANAGEMENT Our project management arm ensure that we run tight, efficient ships… and we ask our clients to as well.

EXPERIENCE Although much of the world has gone screen, we’re big believers in the tangible and have an experience arm that makes strategies come to life beautifully.

THE THREE DISCIPLINES OF WOLF & WILHELMINE

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At its core, W&W is a collective of rigorous and provocative strategists from traditional and non-traditional backgrounds.

For each project, we design a best-in-class team around a lead strategist we call an Alpha, who partners with either a project manager or experience producer to make it all happen.

To populate the team, we tap into our network of talent that we call the Wolf Pack: a crew of smart, hustling people that includes specialized strategists, copywriters, videographers, ethnographers, graphic design and/or other creator friends.

WE BUILD BESPOKE TEAMS FOR EVERY PROJECT

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A FEW OF THE CLIENTS WE’VE WORKED WITH

WHY QUAL?

SINCE THE BEGINNING OF TIME, STORIES HAVE HELPED US UNITE, NAVIGATE OUR WORLD, UNDERSTAND EACH OTHER AND RECORD OUR HUMAN EXPERIENCE

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GREAT BRANDS ARE GREAT

STORYTELLERS (But you should know that)

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Only when you’re brave about truth can you tell good stories.

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And bring some edges to “the many.”

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THERE ARE NEAT, CLEAN TRUTHS

THERE ARE DIRTY, EMOTIONAL TRUTHS

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Good brands do their homework and lean into neat and clean.

(Most brands do this. It’s not too hard.)

WOLF & WILHELMINE16*and equally love the neat, clean truths as well. You need both.

(Few brands have the guts to do this)

Great brands dive into the dirt*.

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Great truths come from asking the right questions.

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(But answer with business answers when it makes sense)

To get to the good stuff, ask emotional, not business, questions.

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Find the love. Find the pain. Build from there.

QUAL 101

FOCUS GROUPS SUCK.

GREAT QUAL SHOWS GREAT EMPATHY

(There is nothing empathetic about a two-way mirror)

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QUAL 101 CHECKLIST

RECRUIT DELIVERYMETHODOLOGY BUDGET

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QUAL 101 CHECKLIST

RECRUIT DELIVERYMETHODOLOGY BUDGET

Defining who you want to investigate

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Sometimes the ask is very clear on who you need to investigate, but sometimes it’s not. Either way, it’s important to articulate your research target.

A screener is a document that provides the guidelines on how research participants will be selected.

What goes into a screener will vary depending on the project, but some things to think through: - The basics: age, gender, race, geography, household income (HHI) - Behaviors: purchasing habits, brand loyalty, hobbies, brands shopped - Psychographics: beliefs, opinions, interests

1. WRITE A SCREENER

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➡ Quantify your guidelines, especially when it comes to behaviors. For example, if you want to speak to “hardcore athletes,” you could define that as “works out 5-7 times a week.” Many recruiters use online surveys to screen for candidates, so think of it in terms of how someone might answer a survey about themselves.

➡ Consider the breakdown of the participant group as a whole. For example, do you want an even gender split? What about racial or socioeconomic diversity? Does it make sense for half of your participants to be moms and half to not be?

➡ Show why you are choosing the cities or regions. For example, are you hitting NYC for a big city perspective and then Austin for a smaller, quirkier one?

SCREENER TIPS

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A NOTE ON DIVERSITY

Brands matter in the world. Our lives are saturated in media which is driven by

brands and ad dollars.

If every planner pushed for more diversity in research, more brands would be built on

and act with a more inclusive point of view. This is your chance to do a little

good in the world.

And frankly, the racial and socioeconomic trends of the world are heading in that

direction anyway. Get on board.

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There are three primary types of recruiting methods. Your choice will depend on need and budget.

2. CHOOSE YOUR RECRUIT METHOD

FRIENDS AND FAMILY

Leverage yours and/or your client’s personal

networks. Best for scrappier budgets or easy-to-find people.

PROFESSIONAL RECRUITER

Hire a company or individual to identify and secure your recruits. Recruiters

have networks and often specialize in certain areas or types of people. Best for when you have a decent budget,

hard-to-find targets or when you want an unbiased perspective.

Mine an existing customer database for recruits. Usually used

when a brand wants to investigate loyalists to

understand what makes their brand compelling.

CLIENT DATABASE

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QUAL 101 CHECKLIST

RECRUIT DELIVERYMETHODOLOGY BUDGET

Figuring out how to understand them

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To guide your research plan thinking (aka how you’re going to figure it out), it’s important to define what you’re trying to figure out. Some examples:

- Understand the relationship between Millennial men and grooming - Define what it means to be a modern woman - Figure out how to connect young athletes with a new shoe innovation

Underneath your objectives, you will have research topics: more specific areas of investigation. For example, in order to understand Millennial men and grooming, you’ll want to look into:

- Personal grooming habits, grooming purchasing behavior, perspectives on men’s grooming at large, etc.

Your objectives and research topics will inform your methodology and also your discussion guides.

1. DEFINE YOUR RESEARCH OBJECTIVES

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There are a lot of ways to do qual: - One-on-one interviews - Workshops - In-home’s - Shop-along’s - Ride-along’s - … etc, etc.

Sometimes it’s one research tactic, sometimes it’s a combination of many.

But the most important thing to remember…

2. CREATE YOUR ACTION PLAN (AKA METHODOLOGY)

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“I wanna be where the people are.”

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Get creative in exercising deep empathy for the people you’re investigating. What is the most authentic and

interesting way to get to know them?

Here’s how to start thinking about your methodology…

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Get out there. You will never understand someone until you’ve walked / trained / surfed / shopped in their shoes.

Not only does it give you first-person perspective on their world, it often helps open up the conversation and develop rapport.

GET GONZO

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It’s not what they say, it’s what they do.

An interesting way into insights is to ask participants to get creative: have them solve a problem or dream up a solution.

For example, we asked surf kids to sit on a beach with us and create their own surf companies.

GET CO-CREATIVE

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Oftentimes, the most interesting things are hard to talk about. Rather than ask a straight question, have participants answer through different and unexpected lenses. You can then ask follow-up questions. For example, don’t ask a 12-year-old their views on feminism, ask them to draw a female superhero.

Projective techniques are good for younger people or for internal brand investigations.

GET PROJECTIVE

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A good way to prime an interview is to have your participants do homework first. You can then use their answers to dive deeper and guide the discussion. Some exercise examples:

PROJECTIVE EXAMPLE: INTERVIEW HOMEWORK

OBITUARY

Write an obituary for the brand. Why did it die? Who loved it? Who did it leave

behind? What is its legacy?

VISUALIZING THE BRAND

Choose five pictures that represent the brand /

relationship / topic. Why did you choose them?

BRAND FRIENDS

Choose five brands that yours should be friends with. They don’t need to be in the same

category as yours.

Helps identify key problems and pride points

Helps articulate pillars and principles of the brand

Helps identify aspirations

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QUAL 101 CHECKLIST

RECRUIT METHODOLOGY DELIVERY BUDGET

Communicating what you learned

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The greatest qual in the world doesn’t matter if you can’t communicate it in a compelling way.

You’ve got to double down on empathy: for the consumer and for your client. How can you immerse your client into the world of the people you were investigating?

This starts with building in the time and energy towards creating powerful deliverables from the start.

DELIVER WITH EMPATHY

You could build a beautiful deck that tells a story

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AN EXCERPT FROM A CONSUMER INSIGHTS DECK…

CAITLIN, WILD WOMAN

“There are more doors open to women today. Exploring available options is

vital to finding something that satisfies.”

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To live a life of truth, the Wild Woman must know herself and know the world she lives in. Her explorations involve traveling far, but also traveling inward.

A THIRST TO KNOW HERSELF AND THE WORLD AROUND HER

“Exploration is an important part of development in all areas of our

lives. In order to "find yourself" or develop a real sense of self, one needs to explore all of the options.

Sometimes this requires action, and sometimes it can be done through open thought and imagination.”

— CASEY —

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The road to that discovery is full of experimentation, dead ends and far-flung interests. She unabashedly invests the time and energy into her passions and interests, old and new. Never satiated, the Wild Woman seeks out the new and the different to tickle her fancies and intrigue her senses. Variety is the spice of life, and she’s a spicy one.

A LUST FOR THE NEW AND DIFFERENT

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You cannot explore second-hand. Exploring is raw and tangible and present. The Wild Woman isn’t one to stay at home. She lives out in the world, rain or shine.

PUTTING HERSELF OUT THERE

Wild Women make difficult daughters. Never one to be

content with “should” or “trust me,” she puts herself out there

and explores the new and different in order to know and make the choices in her life.

AN EXPLORERTHE WILD WOMAN IS

You could create a tangible deliverable

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HURLEY: SURF MAGAZINE

We delivered consumer insights in the form of an expressive surf magazine.

You could bring it to life #IRL

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BUILDING AN INSIGHTS ROOM

We took the insights and made them experiential. The space immersed clients in the world of our consumer and each item tied to a specific insight.

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QUAL 101 CHECKLIST

RECRUIT DELIVERYMETHODOLOGY BUDGET

Planning your project against costs

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Qual research is often the first time that a planner will have to tackle budgeting. Fun. Things to think through when coming up with a budget:

➡ Recruiting costs. How much will it cost to recruit each participant?

➡ Participant compensation. How much will you need to pay each participant? Sometimes brand credit or product can be used for compensation (or to supplement it).

➡ Methodology costs. Does the methodology require materials? Postage? Room rental? Snacks for participants?

➡ Recording costs. How do you plan on capturing the information? Do you need to hire anyone or get specific equipment?

➡ Travel costs. How much does it cost to get there, get around there, stay there and eat there? In terms of food, think through your “per diems” — the amount of money per day for food.

➡ Deliverable costs. How are you delivering your findings? Does that require materials or labor?

BUDGET FOR EVERYTHING

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The harder to find your participant, the more expensive it will be to recruit each. Some rough numbers:

EASY-TO-FIND There is a large population of these people. For example, smoothie-drinking adults. $100-150

HARD-TO-FINDThere is a smaller population of these people. For example, Millennial women motorcycle riders. $200-400

EXPERTS / INFLUENCERSThought leaders and influencers can help you gain insight into a category or cultural space. $500-1000+

MORE ON RECRUITING COSTS

THANK YOU