Do Your Homework: 3 Reasons Why Homework is a Good Idea

April 2012

There’s a lot that goes into an effective research project, even before the conversations and analysis begins. Strategy, planning, recruitment; what happens outside of the formal engagement can be every bit as important as what we do when everyone is in the actual (or virtual) room. Interestingly enough, we’ve found the same can be said for our participants.

Getting participants engaged outside of the formal setting can go a long way to enhance both the overall interaction, as well as the insight their participation provides. So, how do you do that? It’s simple, really: you assign homework!

Homework gets participants to think in advance about your topic, and get invested in your research
Even the best participants sometimes come to the conversation cold. By assigning homework before the project begins, you are giving respondents the opportunity to “warm up” and get invested in the conversation.

Thoughtful assignments enhance participation, increase engagement, and provide the opportunity to prepare for the coming conversations or exercises. If you’re looking for depth, assign something that makes them reflect; if your session will cover a lot of ground, give homework that will help them prepare. Whatever the objective, homework that is designed well can benefit everyone involved, and make follow up interactions more fruitful.

Homework fits any type of project, whether online, in person, or over the phone
Homework can be just about anything that makes sense to your project goals: mobile shopping, product deprivation, journaling, video diaries, a phone call. And that means it can be designed to fit with any type of research project, regardless of the specific medium. Sure, it should always align to your overall objectives; but once you’ve got that down, the sky’s the limit.

Homework doesn’t have to add significant cost, but it brings tremendous value
Homework assignments will always vary from project to project; likewise, so will their cost. That said, no homework assignment needs to break the bank in order to provide richer insights for your research. Many times, the best assignments are the ones that get your participants to reflect on the information or stimuli you’ll be presenting in the larger context ... and that doesn’t need to be expensive.

Have them use a product right before your discussion, or take photographs that can be shared; as long as you make it fun and interesting, homework assignments can remain lightweight and personal without over taxing your budgets.

Like all things, homework assignments should be based on the value they bring to an individual project. Time, cost, and feasibility will always be considerations, but when taken in light of the value, insight, and depth they can provide, you’ll be hard-pressed to find a time where they don’t make sense.

If you’d like to learn more about how we use homework to enhance our research projects, feel free to contact us any time. We’d love to hear from you.

The Doyle Difference: Why We're Worth Every Penny

March 2012

Research can be costly; outstanding research, even more so. But doing nothing or, worse, doing it incorrectly or inadequately can be damaging to a business. We know that intuitively; that’s why we’re here.

In an industry filled with both behemoths and independents, Doyle has occupied that precious middle space of “boutique firm”: small enough to provide personalized service, big enough to be an industry leader, changing the way people think about qualitative research as a discipline.

Getting there wasn’t easy--it’s taken time, resources and, most certainly, a commitment to excellence--but the benefits have been immeasurable. And while we know we’re not the least expensive provider around, the value we bring to your business is worth every penny. 

We do one thing, and we do it better than everyone else.
There is something to be said for narrowing your focus. We have spent the past 25 years clearly defining who we are as a company, and what we provide as a partner to our clients. What we provide is the very best qualitative research. Period.

We’re effective because we don’t allow the market to dictate our service offerings. We’re focused on providing the very best in QMR, and we don’t apologize for that. We invest time understanding trends and how they impact the service we provide. We identify gaps in tools and methods and then pioneer solutions. We find the best facilities that deliver top recruiting results, the most strategic partners that offer the best tools, and we develop lasting relationships that benefit our clients through the entire process.

We invest in our team, and it shows in our research
It’s no accident that we have one of the best teams in the business. We work hard to hire the right people, and we work even harder to keep them. We continuously train and develop our staff. We focus on quality of results, not quantity of projects. We maintain a truly collaborative, team environment, and that has given us a deep resource that adds value to every project we take on, no matter the size.
Why? Because we love what we do. We love being part of a team that interacts. We love sharing knowledge and insight. We work together to solve problems and answer complex questions, and we’re passionate about the service we provide.

We innovate. All the time.
Doyle is often the first to market on innovative research techniques. Whether online focus groups and bulletin board discussions, social media analysis, or mobile research for “in the moment” insights, we value the exploration of new methods; that’s why we pay our researchers to lead, not follow. If there’s a resource that has the potential to help our clients better understand their market, we are out in front, piloting new technology, assessing our findings, and implementing best practices to ensure the best results, every time.

We’re focused on high value.
We understand that many times cost is a driving force behind research decisions. We all have budgets and we all must do our best to ensure we’re being fiscally responsible, most especially in turbulent economic times. That said, we’re not in business to be the cheapest, we’re in business to be the best, and that always pays off in the end.

When we take on a project, we do it right so that you don’t have to do it over. We bring depth of experience to every problem, depth of resources to every project, and expertise to every tool and method we provide. At DRA, it’s never a question of “have you done this before?”; if we can’t be the best, we don’t do it at all.

If you’d like to learn more about working with Doyle Research, how we approach qualitative, or some of the industry leading tools and methods we employ, feel free to contact us any time. We’d love to hear from you.

Mixed Methods and Ethnography: The More You Know...

January 2012

We’ve talked in the past about the benefits of a mixed method approach to qualitative research, and why using multiple tools can provide richer insights, greater participation, and a more dynamic picture. We’ve also shared our thoughts on the importance of ethnographic research and why observing your audience can be every bit as important as polls, surveys, or interviews.

But what about the intersection of mixed method and ethnography? What about the use of multiple tools to observe your audience? Where do new and emerging technologies fit in to the picture? And how can you leverage them for richer insights that will have a positive impact on your business?

In the age of social engagement, collaboration, and mass (and massive) communication, those are all important questions; questions we’ve spent years grappling with, which is why we want to share what we think are some pretty important answers. 

Ethnography=observation. Mixed method=better insights.
Ethnography, in a nutshell, is the observation of individuals or groups in order to derive meaning from action. In other words, if we can understand how they behave, we’re that much closer to uncovering why they behave that way. To a business, that kind of information can be priceless.

Given what it is--observing, recording, probing, correlating--it’s not hard to imagine why leveraging multiple methods of research to execute an ethnographic study is appealing. After all, there’s more than one way to observe a participant; certainly, more than one way for participants to interact with products, information, and stimuli. By leveraging this natural, multidimensional interaction, we are better able to gauge our audience’s wants, needs, frustrations, and the like; and the more we can know, the more accurate our insights about them become.

So what are we talking about when we’re talking mixed method ethnography?
Individuals have different learning styles. Some are visual learners, others auditory or kinesthetic; because of that, we may need to address your research challenge from multiple dimensions. Doing so gets the most out of every respondent’s participation. Increased engagement translates to a rounder, more complete understanding of the customer’s attitudes driving his or her behaviors.

While mobile is terrific for understanding a customer’s experience, webcam confessionals may be more effective for eliciting emotional depth. Important visual cues are sometimes best revealed via a good old-fashioned shopalong or pantry check. Sometimes, it takes all three methods to fully explore your research question. Doyle’s experienced moderators are expert in knowing just which tools to tap to best observe and engage individuals in their environments, an integral skill in the overall success of your project.

Don’t be afraid to use what you already have
Your ethnographic studies may also benefit from tapping your existing data to augment and enhance the primary research. While you may be engaged in video diaries as an observational tactic, for example, exploring your social media data may add value and context, giving a more robust picture of your audience’s thoughts, behaviors, and actions. We call it Minesights®. Rather than just increasing the sheer quantity of data, leveraging your existing research helps you build a three-dimensional view of your audience, which will make the business decisions you make smarter choices.

Multiple methods, multiple benefits ... minimal risks
One of the first questions any savvy business person asks themselves (and us) is: “what are the benefits and how do those compare to the risks?” Surprisingly, it’s not that complicated of an answer. The benefits of using mixed methods in ethnography are vast: richer insights, a more holistic view of your market, the ability to include more respondents without increasing costs, the opportunity to fine tune engagements to a specific demographic, the ability to observe remotely and on-the-go; and the list goes on.

So, what about the risks?
Certainly, mixed methods are not right for every project. There’s really only one true risk: time. Done well, a mixed method approach will always take more time on the back end--even when methods are executed in tandem--because the results require more analysis to understand the full picture--a small price to pay for a more comprehensive understanding of your customer.

In the end, it’s all about the 360 view
Ultimately, the true value of ethnographic studies is our ability to know how people think, feel, behave, and react in the real world, in a way that is NOT colored by their participation in a controlled environment. The better your understanding of your customer, the better equipped you are to make business decisions that will have a direct, positive impact on their specific needs. And that, without doubt, will have a positive impact on your bottom line.

If you’d like to learn more about using a mixed method approach, and how it can enhance an ethnographic or other study to give richer insight into your customers, feel free to contact us any time. We’d love to help you explore this approach for your company’s benefit.

The Big Three: Social Media, Mobile Research, and Webcam Communication Checks: the Future of QR?

December 2011

Over the past year, we’ve used this newsletter to share our thoughts on the shifts and trends in qualitative market research, and the opportunities they create. Without a doubt, there has been a single overarching factor that has defined the last several years, changing the way we look at QR: technology. It may sound trite, but nothing has influenced the way we conduct meaningful research for our clients more than the use of new and emerging technologies, and many of our recent newsletters attest to that.

In looking through our archive, we’ve identified the three technologies that we believe are changing qualitative market research and will be, in very short order, indispensable tools in every business’s research endeavors: social media, mobile devices, and webcams. We’ve talked at length about how each of these things can augment and impact your overall research, but because their use is so important to the future of qualitative, we think the highlights are worth repeating. 

Social Media: The information fire-hose

Social media has been called a fire-hose of information; and to a great degree, that’s exactly right. Unfiltered, unadulterated, and, many times, unqualified, social media provides raw insight into the minute-by-minute lives of average customers; having unfettered access to that data can be a goldmine. Consider this:

• Two-thirds of all Internet users participate in some form of social media, and much of the conversation is around brands. Take advantage of it!
• Social media users communicate in a particular way; knowing the language and how to translate it to actionable insights is critical
• Social media can provide a low-impact way to test the waters before engaging in a more complex--and expensive--research project
• The social media landscape is highly democratic, and largely flat, giving you access to a vast array of opinions from expansive demographics
• Social media isn’t going away, so it’s wise to build a strategy now ... or, better yet, yesterday!

Mobile: In-the-moment, anywhere

We live on the go, and the way we consume information is proof positive. From laptops to smart phones to tablet computers, we are interacting, consuming, and communicating faster than ever before, and it is having an impact on the way companies engage with their customers at every level, including the way they conduct research.

• More than 90% of all Americans own a mobile phone
• Mobile phones allow for instant, in-the-moment feedback that cannot be achieved any other way
• Mobile provides access to multiple channels of communications, including voice, text/SMS, video, photo, and social media
• Mobile devices are only getting smaller, faster, and smarter, creating ever-greater opportunities for leveraging those technologies for rich, data-based insights

Webcams: Goodbye geography, hello rich insight

Traditional communication checks aren’t new; they’re also not terribly efficient. We recognize this; of course, we also recognize their impact. That’s led us to wonder about the small webcams embedded in many of the new laptops, tablets, and mobile phones: why can’t we leverage those to take something old and trustworthy and turn into into something new and revolutionary? As it happens, we can; and we did.

• Using webcams takes geography out of the equation, allowing you to engage participants all over the globe, and all at the same time
• Webcams capture a range of emotion and expression not easily caught with in-person participation
• Eliminating the need to travel to your audience allows for greater participation of the business team
• Webcams naturally place participants in their native environment, making them inherently more comfortable, and that can lead more honest, open, and insightful responses 

The times they are a changing; and we’re on it!

Doyle has a history of riding the bleeding edge of research to deliver the greatest insights to our clients. Many times that has manifested itself in the form of using new and emerging technologies to enhance the overall result. While it would be foolish to think QR is all about new tech, it would be equally unwise to believe that any of what we’ve outlined will simply amount to passing fad. The use of these tools to deliver critical research insight is here to stay; and we’re here to make certain you’re able to leverage these new tools in significant ways that will enhance your business ... and your bottom-line.

If you have a project that would benefit from any of these methods, we encourage you to chat with us about your needs and overall strategy. Even if you’re not convinced these methods will work for you, we welcome the opportunity to start the conversation.

Webcam Communication Checks: A Proven Method Made Better With Technology

October 20, 2011

It’s no secret that communication checks play an integral role in early stage ad testing. For decades, they’ve helped businesses separate the winners from the losers, providing much needed insight for strengthening potential campaigns. Unfortunately--as with many research methods--traditional communication checks take time and, when done right, can come at significant cost; but thanks to some not-so-new technology, and a little ingenuity, Doyle has an exciting new option! 

Over the past 18 months DRA has been engaged in an extensive pilot study, focused on using webcam technology to execute rigorous communication checks. It began with a singular idea: bring the study to the respondent, bring the answers to the client--without increasing time OR decreasing value. It’s resulted in an exciting new service based on real-world results with benefits too numerous to cover in a single newsletter. That said, we’d like to share 4 ways this new approach helps address business objectives and provides critical insights, all while saving time and money.

Leveraging technology to take geography out of the equation
One of the biggest issues with any qualitative study is the need to reach consumers across a potentially vast geography. With timeline and budget considerations, the options shrink significantly, leaving you with a narrow pool of respondents, potentially skewing the results. Introducing webcams into the mix has allowed our pilot partners to recruit participants from around the country without affecting the budget OR the timeline. The result: increased reach that can provide more relevant insights.

Webcams provide a different perspective (literally), allowing you to see--and learn--more
Sometimes what’s most important in a qualitative study isn’t what’s said, but what’s learned from body language and facial expressions. These reactions to stimuli play a critical role in developing an overall picture of customer response; the more we’re able to capture, the better.

In traditional communication checks, where the respondent is in one room and observers are in another, respondents generally have their backs to clients while they watch the screen, making it difficult to gather all the information. With webcams, we’ve been able to see the respondents’ reactions while they watch the stimulus. It’s like full access to their unfiltered responses, and that can play a significant role in developing a comprehensive view of the successes--and failures--of a campaign.

With travel needs eliminated, entire teams can participate
One of the greatest benefits technology brings to research methods is the opportunity for greater participation, without increased overhead. Because virtual communication checks remove the need for travel, not only have we been able to engage respondents from all over the country, but entire teams have been able participate in the process. Imagine being able to bring key players--creatives, decision makers, stakeholders--into the room to see firsthand reactions to a campaign...without the worry of travel cost, scheduling conflicts, and other logistical concerns. That alone can be priceless.

Participant comfort is key; webcams make it easy
Discomfort can color any participant’s responses: the room is too hot or too cold; the physical space is harsh or distracting; the location is inconvenient, and travel was cumbersome. Any or all of these things can have a significant impact on how a respondent reacts to stimuli. Now, imagine putting them in their own home, their own office, on their time. Suddenly, things are more focused, more relaxed. Your participant is at ease and, as a result, more engaged in the process. It may seem trivial, but it’s not; and this recent pilot has shown how easy it can be to address.

So simple, it’s almost scary
It’s not a complicated idea: use technology to do remotely what has, in the past, required in-person interaction. It’s more efficient, more cost-effective, and--as we have seen over the past year-and-a-half--equally effective. “So,” you might wonder, “why isn’t everyone doing it?” Our answer to that is simple: in the end it doesn’t matter who else is doing it; no one is doing it as effectively as Doyle. And we have the history to back that up.

If you have a project that would benefit from a communication check, we encourage you to chat with us about using webcams as a part of your strategy. Even if you’re not convinced they’ll work for you, we welcome the opportunity to start the conversation. You never know: we might just come up with the next big idea to solve your individual research needs.

25 Years: Market Research Then and Now

September 15, 2011

With our 25th anniversary comes the opportunity to reflect on where it all began, and how far we’ve come. We polled several members of our staff, asking for their thoughts on the past 25 years in market research; what we got was a fascinating look at a quarter-century in a rapidly evolving industry that each one of us is still proud to call our own.

A lot has happened since 1986

From space shuttle launches, to the launch of the internet, the last two and a half decades has seen revolutionary change become the norm; it would seem that our industry is no different.

Then:

1. We used hand-typed questionnaires and keypunched data cards;
2. There were limited research methods based on the finite number of ways to engage respondents;
3. Client expectations were well-defined, usually revolving around focus groups or in-person interviews;
4. And--of course--there was NO EMAIL.

Now:

1. Information transfer is instantaneous, making it almost too easy to get--and expect--immediate results;
2. Our data network is global, creating new opportunities to engage anyone, anywhere, at any time;
3. Because the options continue to evolve, clients rely on us now more than ever for consultation, not just execution;
4. The evolution of client needs and expectations is keeping pace with the tools that define our industry ... and that excites us. 

 The audience is still here; they just look, sound, and behave differently

 People make our industry; without them, there would be nothing to research, and no information to share. Over the years, our access to an audience has never wavered. It has, however, evolved.

Then:

1. The industry was an unknown quantity, and people were suspicious about giving out their personal information to strangers at a shopping mall or over the telephone;
2. At the same time, consumers were more willing to share thoughts because it meant their voice would be heard;
3. Companies were typically focused on the female head of household--the one making the purchase decisions--and spent little, if any time reaching out to other demographics.

Now:

1. With the arrival of new technologies, respondents are easier than ever to reach
2. Even so, due to the mass accumulation of information, it is becoming harder to get their attention;
3. People are willing to share information, but they are increasingly protective of their time; if there’s not a tangible benefit, they will disengage;
4. Everyone’s a potential respondent, and companies actively research and engage an ever-growing set of demographics, from business men to adolescents, and everything in between.

 Technology provides new opportunities, and new risks

It’s no secret that over the past 25 years, technology has evolved at a frantic pace. Not surprisingly, it has solidified its place in our industry, bringing with it both opportunities and risks:

The Opportunity:

1. Technology provides the tools to stay innovative and competitive. Using social media platforms, web-based information gathering tools, and mobile devices to engage users is already reaping great rewards.
2. With new ways to communicate, we are able to stay nimble and move quickly, responding to client needs in near-realtime. That is a powerful position to be in, and one that our clients continue to appreciate. 

The Risk: 

1. Technology has a way of making what we do look easier than it is. Anyone can surf social sites for consumer feedback, but it takes more than a novice researcher to turn information into real insights.
2. We thrive on instant gratification. Clients have the tendency to want speed over substance, in order to shorten their time to market. In the end, it’s not how quickly you can get it done, but how accurate--and insightful--the result. 

 The more things change, the more they stay the same

In spite of all the changes in market research over the past 25 years, one thing has remained constant: our clients continue to be focused on increasing sales and market share. They are as invested as they have ever been in gleaning insights from their consumers, and responding to their needs in an efficient, effective manner that will have a positive impact on their bottom-line. That will probably never change.

A little hindsight never hurt anyone

As we closed our survey, we wondered, given the opportunity, what our team today would tell the Doyle of 25 years ago. It was interesting, if not a little telling:

1. Focus on learning about business, and not just being an expert at market research
2. Retain a marketing/PR firm to get the word out about what we do and why Doyle is the best choice for MR in an ever changing environment;
3. Be prepared to embrace change; because it’s coming!

We hope you’ve enjoyed our peek into the past (and the present). We look forward to another successful 25 years as a top qualitative market research firm, and hope you’ll come along for the ride!

Social Media Q&A

Summer Newsletter 2011

We’ve decided to do something a little different this month and take some time to chat with one of Doyle’s own, Carole Schmidt.

Carole recently participated in an intense training session with our social media partner NetBase. We thought it would be interesting to do a Q & A where Carole gets a chance to share her insights on the importance of social media in qualitative research, and how Doyle’s partnership with NetBase enhances our use of social media as a research tool.

How long has Doyle been leveraging social media for qualitative insights (and what got them interested in social media as a viable source of data)?

Doyle has been monitoring the development of social media as a marketing tool for more than three years. Of course, while we saw potential from the very beginning, in its infancy, data mining was tedious and hugely time consuming. But that’s not the case anymore. With the application of natural language processing (NLP), analysis has become much more efficient, and the use of social media data all the more relevant, leading us to establish a development partnership with a pioneering data mining firm.

Doyle uses NetBase to cull information from the Social Media landscape. What, exactly, does NetBase do, and why has Doyle selected them as a partner?

We know two-thirds of all Internet users are leveraging some form of social media. We also know that much of the chatter on these platforms--Twitter, YouTube, Facebook, etc.--is focused on brands, categories, experiences; and quite often “in the moment,” when the experience is taking place.

DRA recognized from the beginning that social media provided an interesting channel to listen to the voice of the customer; but we also understood the difficulty--and expense--involved in mining and making sense of the data. That’s where NetBase comes in.

NetBase digs much deeper than “share of buzz.” With NetBase, we not only understand “how much” is being said, but also “what,” which gives us an advantage in understanding the real “why.

NetBase gives us access to more than 95 million sources--clearly impressive--and uses them to measure intensity compared to the competition over the past year.  And then, of course, there’s the natural language processing (NLP) engine: this lets us at DRA use our brain power and our expert qualitative skills to reveal real, tangible insights, expediting actionable search results.

You recently participated in an advanced training program with NetBase. What was the focus of the training and how will what you learned benefit Doyle’s clients?

The NetBase program allowed me to gain certification in Social Media Insight and Analysis. “NetBase University,” as it’s called, provided in-depth insight into how to use their suite of tools. So I got first hand, expert knowledge in best practices, techniques for presenting social media analysis and “netnographies,” as well as an understanding of the full lifecycle of social media analysis, from setup to executive presentations. These are all skills that many--if not all--of our clients will be able to use as some point in the life of their business. 

What was the most interesting, eye-opening thing you learned during your recent training?

I had always suspected NLP was an important piece to the puzzle, but I was amazed by just how powerful it is in the NetBase tool.  NLP helps translate consumer language with remarkable accuracy, so we can work faster and smarter in identifying important insights. For me, that was an exciting development. 

Social media engagement and consumption continue to grow at an amazing rate. What do you see as the future of Social Media in qualitative research?

As the customer voice becomes more mobile-dependent, the share of voice generated in social media will continue to grow; I think that much is clear. And this continued “mobilization” of consumers is giving us more instant and real time experiences and feedback, rather than the “recalled” information often found in more conventional venues. So social media will continue to provide a complementary, multi-faceted perspective to understanding human attitudes and behaviors around products, services, and brands. 

If you’d like to learn more about social media listening and data mining, and how we use them to develop rich insight into your customers, feel free to contact us any time. We’d love to help you explore using this method for your own efforts.

Three Reasons to Leverage Online Focus Groups for Research

June 29, 2011

Focus groups are a cornerstone of qualitative market research, providing rich insights from key segments of your audience. But traditional focus groups are time intensive, can be cost prohibitive, and don’t always give you a representative sampling with a single in-person session. That’s where the Web--and online groups--come in.

 Online focus groups have gained quite a bit of traction over the past several years, providing opportunities that their traditional counterparts just can’t match. If you’re struggling with resource constraints, timing issues, or just want an efficient way to get feedback on a series of stimuli.

1. Get geographic dispersion in a single group, without ever leaving your office

Getting information from target audiences can be complicated. People are busy, schedules often don’t mesh, and finding the right mix of participants can be a tall order. Things only get worse when your study requires representation in different regions, across the country, or on the other side of the globe.

With online groups, the playing field is leveled, giving you true geographic neutrality. You can hand pick participants from multiple locations, bringing them together to share insights in a way that would otherwise border the impossible.

2. Save time, money, and a little piece of your sanity

Geography isn’t the only barrier to a successful in-person focus group. The effort required to get an adequate set of data that will really tell you what you need to know about your customer is significant, no matter how dispersed the audience. Many times one focus group isn’t enough; but multiple sessions, done in various locations isn’t always feasible--or preferable.

Online groups save you the time of setting up and conducting multiple in-person sessions; they reduce the costs associated with travel and expenses; and, perhaps best of all, they cut down on the craziness by letting you focus on what matters most: the information you get from a meaningful engagement with your target customer.

3. Capture critical information from hard to reach populations

When it comes to research, getting the right information from the right people is key. But once you know who you need to target, actually getting in front of them can prove all the more challenging--and, in some cases, completely unrealistic.

Unlike in-person studies, online focus groups provide a mechanism for engaging even the most difficult to reach populations, like C-level executives, individuals with disabilities, and customers in remote locations, among others. Sometimes providing the flexibility to participate from the home or office can make the difference between gathering high quality insight from the right people, and not being able to conduct the research at all.

Don’t write OFF in-person RESEARCH just yet ...

As with anything, there are always situations where the good old analog method may still be the most appropriate. From our perspective, these can include:

• Situations that require depth of conversation
• Studies that call for the use of projective techniques
• Studies that require significant group interaction
• Studies that require participation of individuals with technology limitations

If you’d like to learn more about online focus groups, how we use them, and the benefits they can bring to your research program, feel free to contact us any time. We’d love to help you explore how this method can help enhance your overall efforts, while dramatically reducing time, costs, and the occasional headache.

Video Diaries: Whenever, wherever; a window into the life of your customer

May 26, 2011

Most of us have heard of Skype or FaceTime. Video conferencing is a reality, and YouTube is either a bookmark on your computer or an app on your smart phone. In other words, video as a means of communication is no longer the stuff of science fiction; it’s a reality that has become, thanks to the Internet, ubiquitous. And that’s provided some interesting opportunities when it comes to qualitative research.

Video diaries are a great example of how advances in technology are translating directly into market research that adds richness, and provides a depth of information not always available through traditional means. Because this method can add significant value--at a fraction of the cost of in-person methods--we think it’s useful to provide a bit of insight.

The best responses happen “in the moment.” Video captures that, repeatedly.

We’ve all heard the saying, “Timing is everything.” The problem with some research methods is that responses are collected well after a moment has passed, diluting the original reaction. Video diaries--user-generated video clips using a webcam or handheld device--counteract the problem of distance by giving respondents the opportunity to record themselves in the moment, and in context, as frequently as they like. Questions like “describe your experience making breakfast for your family” change from an exercise in memory to a narration of the actual activity, adding tremendous depth to the response.

People are busy; video gives them the freedom to engage on THEIR schedule.

We all know what it’s like to be busy. So do research participants. That’s why offering methods that allow them to interact when it’s convenient for them--day or night--can go a long way to ensure greater participation, better responses, and a much higher level of engagement. Video can be recorded on their terms, in line with their schedule, and around the other important activities that fill their day. Perhaps more importantly, it gives them an immediate voice, when the situation triggers a response.

Video isn’t for everyone; but it comes close.

As with most things, selecting a research method depends largely on the overall goals of a project. That said, there aren’t many audiences that can’t benefit from video diaries. Sure, there are considerations: young children, for example, usually require more personal attention than a video diary provides. Likewise, participants without reliable broadband internet access are better served by other means. Beyond that, there isn’t much to stand in the way of implementing video as an integral part of your market research program. After all, it’s easy, it’s cost-effective, and it gives respondents a flexibility many find invaluable. We say, take advantage of that.

Offering video is only getting easier over time. Don’t be too late to the game.

Smart phones, high definition web cams, and the ever-present “flip-cam” have made video accessible to the masses; the prevalence of high-speed internet has solidified it as a viable communication tool. With the ability to engage 24/7, there’s little standing in the way of using video to understand consumer context and mine for customer wants, needs, and insights. Of course, if it’s easy for you, it’s just as easy for your competition. Take advantage of the technology that’s out there now and you’ll be better positioned for the future.

If you’d like to learn about video diaries, how we use them, and the benefits they can bring to your research program, feel free to contact us any time; we’d love to help you explore how this method can help enhance your overall efforts and provide insight about your customers not always available through traditional means.

Mobile Research: Smarter Devices = Greater Opportunities

April 26, 2011

It’s no secret that many of us live with a phone glued to one hand, perpetually texting, uploading photos, leaving voicemails, posting to Facebook and Twitter; it’s how we operate. It’s no wonder, then, that companies are beginning to leverage this technology to gain meaningful research insights. By using phones to collect instantaneous responses, businesses are learning what consumers think “in the moment,” in many cases giving them an edge over the competition.

Fact: more than 90% of Americans have mobile phones. Take advantage of it.
Mobile phones are everywhere. According to a 2010 industry survey, more than 91% of the total U.S. population uses mobile devices, making them a ubiquitous part of our everyday experience. That kind of exposure provides tremendous potential for research. 

Chances are, the perfect respondent for your business has access to a device that can greatly simplify their participation in your research program. We say, use that! Make it easy for them to get involved and chances are, they will.

Timing is key. Mobile technology gives respondents an immediate outlet.
We all have those moments: lousy service, a compelling floor display, bad food, the perfect drink. Something triggers a thought, reaction, emotion, and a response quickly follows. The trouble is, over time, the accuracy or immediacy of the moment fades. Ask someone about poor service 6 months after a meal, they’re likely to have forgotten meaningful information; but give them an opportunity to tell you while their eating --via text, images, voice--and you’ll get invaluable input that can have a significant impact on business decisions.

Response may be remote, but human contact is still key.
Something that’s easy to overlook when engaging in remote research: personal connections are still critical. Mobile research can be incredibly useful. To succeed, participants need to feel they know the research team, that they have a connection with you, as well as a concrete stake in the program. It can start with a phone call, an in-person interview, or a series of electronic communications. Whatever the means, it’s important to establish a rapport up front; it pays dividends down the road by reassuring participants that their thoughts are important and their information isn’t simply disappearing into the ether once they hit “send.”

No method is a panacea. Remember to diversify.
Perhaps we say this too much. Maybe it just sounds cliché, but it’s the truth: no matter what type of research you plan to undertake, there is no such thing as a silver bullet. Every method has its place in the larger picture and should never be considered the be-all end-all. With mobile research, you get a unique opportunity to gather powerful data that would otherwise be time-consuming and costly to amass. Still, it won’t give you everything. Take time to understand what you need to know, and how mobile research fits in. Then, build a plan around your goals.

If you’d like to learn about StreetTalk, Doyle’s proprietary mobile research program, feel free to contact us any time. We’d love to help you explore how this method can help enhance your overall research efforts and provide insight for your business.

Research with Kids and Teens: 6 Things to Think About

March 23, 2011

Kids make up an important part of today’s consumer marketplace. Involved in purchase decisions at all levels, they influence everything from which microwaveable snack we buy to the features we select on that new minivan or SUV. With that kind of reach, kids and teens can play an integral role in your comprehensive research strategy.

Whether you’re looking to gauge brand recognition, understand product impact, or just getting out in front of the next trend, paying attention to what kids and teens think, and how they interact with the world around them, can mean the difference between acceptable results and overwhelming success. Of course, there are things you need to know before developing your research plan to ensure you get the most out of the engagement.

Just because you have an 8 year-old, doesn’t make you an expert
There’s no easy way to say this, but having kids doesn’t make you an expert in what children want any more than owning a car makes you a mechanic. It is important to recognize the unique nature of kids and teens as a consumer group and understand that they are not one-dimensional, they do not all think alike, and sometimes what they say isn’t what they mean. You need to consider multiple data points, in a variety of contexts, using tools that fit the particular circumstance.

Kids are plugged in; leveraging what they already use increases your impact
It’s no secret that kids are becoming masters of the digital realm. Facebook, Twitter, YouTube, texting, file sharing; they seem to do it all and do it with an ease reserved for PhDs and savants. Research tools like StreetTalk, that take advantage of the devices and networks they already use, can provide you with valuable insights from a space your audience is already familiar with.

Facebook is great, but you need to have a strategy
While social networks and web-based technologies provide real advantages to many research programs, they require careful planning to ensure you’re collecting meaningful data. When preparing to engage kids for qualitative research, take the time to consider the best ways to engage them in an honest, open, productive conversation. It’s important to understand your needs, your audience, and the limitations of any tools considered for the process, whether traditional OR online.

In person research offers insight that just can’t be gleaned any other way
Most of us are familiar with the potential for loss of nuance in digital communications. A quip in an email, a sly comment in a text; many times it’s hard to know the intent when all body language and vocal inflection is removed from the exchange. This can be doubly true with kids. Their body language is subtle, their interaction is layered, and their language is unique. While the digital realm can play an integral role in research, sometimes the most powerful insights are gleaned through traditional methods where a personal connection can be made and subtext recognized and understood.

Kid speak in a different language; you need to be able to translate
We all know the dangers of language barriers when it comes to producing quality insights from hard data. A major obstacle with kids is that, over time, their language evolves. Slang changes, words come in and out of vogue, meanings to common phrases are in a constant state of flux, and intent can be vastly different from the words used. Research with kids and teens requires a new lexicon, a new way of understanding and relating to the words used to express thought and emotion to ensure our conclusions represent their reality.

There’s no substitute for expertise
In the end there is rarely a tool more valuable than expertise. Researchers skilled with kids and teens know things you just can’t get from reading a book or listening in on a webinar. Things like how long you can expect to hold a child’s attention, or why video conferencing won’t work, or why you should never feed teens before a focus group, or when during the school year you can expect to get the best participation. Experts are keyed into the audience in a way that casual observers just don’t have the time or bandwidth for. And that can be leveraged for the benefit of your business and your bottom-line.

We invite you to contact us to chat about our unmatched expertise in conducting research with kids and teens and how tapping into this valuable information resource can positively impact your business.

Kathy Doyle is the CEO of Doyle Research. 

5 Tips for a Successful Mixed-Method Approach

February 24, 2011

We don’t live in a one-size-fits-all world. Our businesses reflect that. With a dozen different ways to network, countless ways to shop, and information careening at us from every direction, it’s easy to see why a single method approach to research might not always provide us with the full picture. 

Enter mixed-method qualitative.

At Doyle, we specialize in giving you a 360-degree view into your customers’ wants and needs to help you make more informed business decisions. Many times that means selecting multiple paths of inquiry to gather the most comprehensive data. Of course, the right mix isn’t always obvious, so we’ve developed 5 tips to help you make the most of a mixed-method approach, and provide the greatest return on your investment.

1) Clearly define your business objectives and map research methods to them
This seems obvious, but it really can’t be overstated. When you start with your goals in mind, it becomes much easier to determine which methods of inquiry will provide the most useful results, and better meet the stated objectives. By knowing what you need, you can quickly determine how best to proceed.  

Ethnographic Research: 4 Strategies For Gaining Insight Through Observation   

January 26, 2011

Informed observation: many times it can mean the difference between an adequate result and an outstanding return on investment. Ethnographic studies –qualitative research that combines observation with questioning--can provide a window into the lives of your target audience. It can help you understand what they think, how they behave, and what motivates them at the all-important decision point. It’s a powerful tool, to be sure.

But understanding when and how these studies bring value to a project isn’t always easy. To help make sense of it all, we’ve come up with a list of 4 strategies for using ethnographic market research to enrich your projects, adding valuable information to the mix. 

1) In-home: Engage your customers on THEIR turf; you never know what you’ll find
We’ve all seen it before: no matter how many questions you ask, no matter how deftly you’ve crafted your discussion guide, your focus groups and in-person interviews just don’t seem to provide the insight your project requires. So what do you do? Try engaging in an in-home study to better understand how your customer acts in their own environment. Done correctly, these studies give you the chance to gather detailed information that just doesn’t surface in a controlled environment.

2) On-site: View your products in the real world, being used by real people
Consumers don’t interact with your product or brand in a single location, at a single point-in-time; it’s important that your research account for this. On-site interviews--in the workplace, at a department store, or in an amusement park--provide context for both your product and your consumer. They give you the chance to ask compelling questions that are driven by the individual situation, and provide information that would otherwise be largely inaccessible.

3) Shopalongs: Sometimes what consumers do is more important than what they say.
Your customers make decisions all the time: which socks to buy, what channel to watch, how many cups of coffee to drink; decisions that aren’t always based on formal, conscious thought. Shopalongs provide an opportunity to observe consumers in the retail environment, watching--and listening--to them as they make decisions that range from which aisle they start down to which major appliance to buy.

4) Video-Diaries: Take advantage of new technologies and achieve more with less
Over the past decade, new technologies have played an increasingly important role in the way we gather information. They allow us to observe from a distance. They promote honesty in our participants by being unobtrusive, easily accessible, and simple to use. Video diaries are a great example of how high tech resources can be used to gather quality responses without needing a team of researchers for implementation.

In the end, it’s all about the project
While there will always be a place for traditional, facility-based research, it’s important to consider the potential benefits of ethnographic research and how the various methods can help achieve your stated goals. If you’d like information on any of the methods outlined above, please let us know.

If you’re still not sure how these options fit in with your specific needs, take a moment visit our website and request our guide to method selection; we think you’ll find the information both relevant and useful.

Kathy Doyle is the CEO of Doyle Research.

In an Uncertain Market, Information is King

December 16, 2010

Over the past few years of economic turmoil, two things have remained constant:

1. Uncertainty is a market reality, and it will be for some time
2. Those with access to the best information will, eventually, win

It’s an interesting proposition; one that provides an unusual opportunity for businesses around the globe: Listen to the “new” consumer, innovate to address their needs, and beat the competition to market.

In other words: Win.

Of course, the need to minimize costs while maximizing insights is also a reality of this new economy. That’s why we’ve developed a short list of strategies that can help keep you on the cutting edge, poised for success and far ahead of the competition while still considering time and resource constraints. Because if you’re not prepared, you won’t win.

Know when to talk to your customers
Few things are more effective (and less costly) than simple conversation. As the core of your business, knowing what your consumers think, how they feel (about your product, about the market, about the future), and what they need is critical to continued success. Dramatic shifts in the social landscape--9/11, the current recession, recent elections--require businesses to pay careful attention to consumer mood and sentiment, providing opportunities for new and engaging conversations; conversations that can validate a current direction, or expose the need for more comprehensive investigation.

Some low-cost tactics for initiating conversations include:

• Talking with customers where they shop or use a product (in person or through the use of new technologies)
• Holding brief, informal phone interviews
• Engaging consumers through social media sites and online communities

Get creative by using resources that are currently available
For many companies, useful research already exists. Where that’s the case, what’s often needed is fresh insight, not new data. Existing reports can be mined for new or missed opportunities, providing all the benefits of qualitative research at a fraction of the cost. That information can be used to generate new ideas that address current objectives quickly, to ensure execution doesn’t miss the window of opportunity.

Remember that nothing last forever; even really good research
Sometimes market shifts are so radical, and changes in consumer behavior so dramatic, that existing research is no longer relevant to the objectives at hand. It is important to remember that even great qualitative research has a shelf-life; typically 2-3 years for active segments. And while the actual “expiration date” will vary by category, recognizing the need for fresh data BEFORE using it to make high-stakes business decisions is a critical first step on the path to a successful outcome.

Take advantage of new tactics and techniques to gather information
A major factor in the cost of great research is the time-intensive nature of the data collection. Enter the Web, and increasingly intelligent mobile devices.

Recent trends in consumer behavior have made social media and mobile device use key components of effective, meaningful qualitative research methods and strategies. These methods can provide quality insights in a time-sensitive environment that won’t drain financial or human resources. They’re there; don’t be afraid to use them!

Help is always right around the corner
Sometimes the best way to decide what to do is to engage thoughtful outsiders who bring fresh ideas and insights to complex problems. Don’t be afraid to get opinions; from Doyle, from others, from your butcher, your barber, your mother; and don’t be afraid to be creative about where you get them. It goes without saying, of course, that all opinions are not created equal; but all provide value ... you just need to look for it.

Our free guide to method selection provides an excellent primer to the available tools and the various questions they can be used to answer. As always, if you have questions, if you need advice, if you just want to chat about the direction you’re moving, don’t hesitate to contact us. We’re always here for you.

Kathy Doyle is the CEO of Doyle Research.

Social Media: A Wealth of Information

November 30, 2010

Because of this, we are finding increased opportunity to leverage the power of the social Web for high-impact qualitative research. Whether spontaneous conversations, ad hoc community formation, Web-cam videography, or citizen reporting, a wealth of information is only ever at an arms length, waiting for us to reach out and grab it.

Of course, this raises the obvious question: what do I do with it once I have it?

Discover issues for further exploration
Unlike traditional data collection, social media gives you access to massive amounts of information without requiring prolonged research timelines. This provides an opportunity to identify and assess issues in real time, as they develop and evolve. And that gives you the chance to act quickly, in a way that is relevant and meaningful to your audience.

Identify and define target audiences
Part of the power of social media is that it revolves around people; real, living, breathing, decision making people. Taking the time to listen to what’s being said about things important to your business gives you the opportunity to pinpoint audiences that may otherwise be obscured by historical biases. Audiences begin to show themselves not because you’re looking for them, but because you’re listening to what they have to say well before you know who they are.

Understand the life and language of your consumers
Social media is built around community, and community is built on common language. Listening in on conversations that happen within these social spaces provides insight not only into what’s important to your audience, but how they talk about it. Understanding the words and symbols they employ can affect how you reach out and communicate; and how your audience ultimately responds.

Supplement traditional research BEFORE taking on a major initiative
Perhaps one of the most important benefits social media analysis provides is the opportunity to corroborate and enhance traditional qualitative research before making high stakes decisions. Social media analysis gives you qualitative information on a quantitative scale; and that means plenty of opportunity to support or refute current assumptions about a range of critical business questions.

More than just a trend
While we won’t go so far as to say social media analysis is a replacement for time-tested qualitative methods, it is without doubt a very powerful tool in a rapidly changing landscape--one that belongs in every business toolkit.

Kathy Doyle is the CEO of Doyle Research.