Doyle Research Associates Assign homework: Photo-journals, audio/video diaries, visual collages, and storytelling help consumers bring their thoughts and feelings to the surface. Pantry, handbag and garage checks highlight the realities of daily living. Homework assignments can also serve as a great leave-behind for client teams to reference.
Turn analysis on its ear: Ask the team to employ “brainwriting” during the research. Take Post-It notes and “brainwrite” ideas, thoughts, questions, concerns, inconsistencies, anything! Capture all these notes on easel sheets. DRA’s post-research Team Navigation process is designed to sort the notes and analyze the learning.
Breathe life into deliverables: Consider creating a short presentation of audio/video clips, pictures and homework assignment collections. Sometimes hearing opinions directly from consumers can have more impact on upper management than a traditional written report.
Creativity takes work, but it also makes the research process more enlightening (and fun!) for the entire team.
Get out of the group room: Go to schools, community centers, bowling alleys, bars, beaches, etc., to make the discovery process more natural for respondents. And give the client team a chance to become part of the process rather than sedentary consumers of M&Ms!
