Video Research: Key Workshop Highlights

Co-chairing the conference “Market Research in the Mobile World: Europe 2016” in London I had a chance to participate in a workshop called: “Lights, Camera, Action- Take 2 for video research situations” led by Lightspeed.

Here I would like to share my key highlights from this workshop as well as discussions around video research which we had during the Conference.

Video research is taking a central position in consumer research. Nowadays video research can have different forms:

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The beauty of video research is that it can incorporate both qualitative and quantitative components. Thus, video script with text analytics can be leveraged for quantitative purposes.

That means that video research can be combined with or used instead of open ended questions. Research conducted by Lightspeed shows that  answers on open ended questions include on average 8 words while video responses have on average 40 – 100 words and provide much deeper insights.

Videos can also help to create shorter surveys as per Lightspeed research one video can replace 3 open ended questions. However, longer timing for the results analysis should be taken into consideration here.

Another point of consideration in video research is linked with willingness of respondents to share their videos.

During the workshop Lightspeed shared the following respondents’ concerns related with video sharing:

concerns-about-video-sharing

We as research professionals should also always keep in mind the quality of content that we’ll receive in video research. Thus, for instance, even if consumers share a video quite often they show only house but not themselves.

So, the key hits & tips before doing a video research:

  • Ask the right questions in the video interviews: describe, show…
  • Determine the length of the video in advance.
  • Specify what should be in the video/ what you want to know.
  • Make questions individualized.

It’s also important to talk to the right people during the video research. Hence, one more watch out is a skew in people who are open to the video research. For example, Lightspeed highlights that introverts and “early mainstream” aren’t very open to participate in video studies.

“Market Research in the Mobile World” Conference Highlights: Conducting Mobile Surveys

In this last issue of my highlights from the conference “Market Research in the Mobile World: Europe 2016” I would like to share key ideas and insights about surveys on a smartphone.

First fast that we should take into our consideration is that a response rate to on-line surveys is just 15-20% (Breaking Blue research).

Second fact is that up to 30% of on line surveys nowadays are answered from a smartphone device (based on FocusVision research).

So, today it’s crucial for our survey to be:

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Hence, before launching any on-line survey we should always answer the following question: “How much engaging is my survey?”.

One of the possible solutions to increase respondents engagement can be a gamified survey. But please keep in mind a set of important points before rushing into a gamified survey:

watch-outs-of-gamified-surveys

In terms of the entertainment narrative gamified survey can vary from guessable games&quizzes and  movie techniques to a slide survey.

The key strengths of gamified surveys are:

  • Possibility to build a longer survey.
  • A chance to achieve better completion rate especially with very narrow targets.
  • Opportunity to benefit from functionality of mobile phones.
  • Feasibility to be relevant and keep engagement.

However, gamified surveys should be avoided in case of research of B2B and developing markets.

“Market Research in the Mobile World” Conference Highlights: Key Trends in Market Research

Today I would like to share the key highlights on the trends in market research that were discussed in the frames of “Market Research in the Mobile World: Europe 2016” conference in London.

1.Mobile crowdsourcing research is booming: there are more and more business cases where mobile crowdsourcing platforms are used.

The beauty of mobile crowdsourcing research is linked with its high agility – the solution can be used at home (pre-shopping, ethnographies, product reviews), in store (price checks, retail audits, in-store photos, OOS, competitor analysis, mystery shopping) and out of store (typical applications used, ads awareness).

2. Mobile research allows to be closer to the moments of truth: mobile operators can help to build a consumer journey and daily diaries, including commuting patterns, digitality, affluence and lifestage.

Importantly also to keep in mind that consumers use mobile a lot while on traffic.

3. Consumer first approach should be also implemented in surveys: we should ask ourselves “what do our consumers want us to ask them?”.

4. Social Media possessing a lot of information about consumers is still quite close to a holistic analysis. Thus, Antedote study underlines that only 1-20% of posts are geotargeted and 70% of the content refers to dark media (closed content).

5. Internet of Things shows a strong potential for the market research. But there should be considered a fact that device and respondents in general use different types of logic.

6. Modern technologies can allow us to get more in-depth behavioral data that can help to address a high gap between real and claimed data.

Market researchers should continue to look for the ways on how to address the difference between real and claimed data. As, for instance, research shared by Beatgrid Media has shown that real TV exposure is 19% while claimed is 34%.

Another research conducted by Wakoopa has revealed that on average 64% of the respondent’s answers about their mobile behavior is wrong and 65% of the respondents who answered wrong overestimate their usage.

7. Share of experience is more predictive than share of voice. Share of experience can include: “me using/eating/drinking”, “peer observation” and “retailer advertising”.

It’s important to remember that according to research of Mesh Agency “positive experiences have three times the impact of a neutral experience on brand consideration”.

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Top 6 Insights from Panel Discussion about Technology Impact on Market Research

Last September I had a privilege to moderate a fascinating panel discussion on the topic: “A faster, cheaper and easier future for Market Research- or not?” in the frames of the Conference: “Market Research in the Mobile World: Europe 2016”.

In the panel were presented outstanding Market Research professionals: Ank Van Ophoven from Philips Lighting, Frank de Boer from KLM and Jocob Wieland from BBC.

I should admit that it was a great pleasure for me to discuss this topic on the stage of Millenium Mayfair London. Despite the fact that we touched different aspects of the impact of technologies on the Market Research, I still managed to make some key take away notes.

  1. We as market research professionals definitely shouldn’t be threatened by the modern technologies, in fact we can benefit from them a lot!
  2. Market researchers need to develop a set of skills to be able to leverage these technologies – like using data from connected devices and social media. However, it doesn’t mean that we as professionals are required to have an absolutely different profile in terms of the technical skills.
  3. Bringing insights into action is still a core of our job and technologies just bring us an access to a broader spectrum of information that can be leveraged for insights generation.
  4. Modern data is used differently in different industries that is also linked with an access to different type of data. However, there is one thing common- we as professionals should look and benefit from sources of cheap and fast data.
  5. Traditional market research techniques aren’t obsolete but having at our disposal a wider diversity of the data we could get deeper insights. Traditional techniques stay in the industry but while even 5 years ago they were a core for insights generation now they are just one of many.
  6. A core challenge for market research professionals continues to be a combination of various data types to create holistic insights.

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Transform your Consumer Empathy with the Use of Mobile

Today I would like to share with you highlights of my presentation which I did in the frames of the last conference “Market Research in the Mobile World: Europe 2016” in London.

I came to the idea to share my experience on the topic of building consumer empathy within the organization as I believe that currently mobile research technologies provide a lot of opportunities for companies. Even for those who don’t have a direct access to mobile data!

During my presentation I’ve shared a case where in close collaboration with one of the European mobile crowdsourcing companies I managed to create a solution with which employees of a company collected different types of pictures about their products & categories and answered a set of fast&easy questions on their mobile phones.

As a result it brought not only several successful business projects but also substantially increased an overall company’s engagement in listening to its consumers.

Even despite a high resistance that I’ve heard initially in the company towards getting more engaged in understanding consumers as we see below:

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I received an overall felling that consumer empathy is already here:

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Building on what was already available in the company, I defined what I would like to achieve at the end:

  • Consumer Empathy is a set of mind
  • For the whole Multifunctional and Leadership Team
  • That is institutionalized within the organization
  • And represents the best research ROI.

So, my solution to this case was:

nadia_morozova_consumer_empathy_sl6

However, there are several challenges which I had to overcome to achieve my initial objectives:

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While overcoming these challenges I built my list of hits & tips that allowed me to achieve development of the projects with strong business results and significantly improve overall company’s involvement in listening and understanding its consumers.

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Qual 360 Conference Highlights: Part III – research to drive a business impact

In the last part of my Qual 360 Conference Highlights I would like to focus on the core discussed ideas on how to make consumer insights able to drive a business impact.

Blending of various research methods can allow to get holistic consumer insights that can be further utilized for a story telling. Blending of consumer research methods represents a strong combination of different research methods rather than execution of two parallel studies.

Research methods blending includes a combination of online and offline research. It can be used for instance to understand consumer journeys. One case that was presented during the Conference included face to face interviews where different stages of the journey were elaborated and online quantitative regressive story telling on what’s happened during the journey.

Another type of research methods blending includes a combination of qualitative and quantitative research. It can also utilize different communication tools like on-line panels and qualitative phone interviews, where on top can be discussed pictures or videos.

Standard qualitative and qualitative research methods can be also combined with ‘fast and easy’ research approaches like mobile research or webcam interviews.  Additionally can be leveraged big or real time data.

On top of using blended research methods, there are other opportunities to drive business impact from consumer research:

– use videos for the results presentation;

– utilize innovation research methods;

– do a workshop with business partners before a research, build hypothesis together and then check what was right and wrong;

– empower the ways of research results presentation, e.g. using actors who can play out the key insights;

– add ‘fast and easy’ research approaches to the standard set of research methods.

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Qual 360 Conference Highlights: Part II – arts therapy techniques

Here I will continue sharing of the highlights from Qual 360 Conference in Berlin. This part is especially exciting for me because I was extremely happy to see arts therapy techniques application in qualitative research.

A bit of background from my side, in 2013 I got enrolled in a unique program in the Expressive Arts Therapy in Moscow. In the selection interview, I shared with my future professors that the program was highly interesting for me also in terms of the opportunity to learn some techniques that could be applicable for qualitative consumer research.

And now I see how strong consumer research utilizes arts therapy techniques!

Theater performance is one of the arts therapy techniques that has very strong potential in consumer research and that allows to uncover very in-depth consumer insights.

One of the presenters showed a very interesting case how it can be executed. I would like to describe very briefly the presented process:

1.Actors from improvisation theater started their interaction with the audience asking us about associations with a particular product. Then we did some ‘body sculptures’ with actors using previously mentioned associations.

2. Short theater plays where associations and needs were further developed (it takes around 30 min in real set up).

3. Two volunteers from the audience were invited to end up improvised dialogues built on the discussed associations and needs.

4. The process ended up with improvised music and a song that elaborated some of the previous ideas.

As a result, this performance allows to stimulate respondents creativity, drive them to be more focused on the topic and more open on ideas sharing.

In general, performance is very suitable for such objectives as:

  • consumer segments understanding;
  • product innovation;
  • development of slogans and branding items.

In order to ensure a good performance flow, it’s necessary to have more creative respondents. In terms of the environment, by now such studies have been done in the USA and EU, so other cultures might require some additional considerations.

One more arts therapy related approach discussed during the Conference is a role play. Interestingly, presented role play was just a part of a very holistic consumer research that included several stages:

1.Secondary analysis of the topic/research problem.

2. Ideas generation on the research problem together with respondents.

3. Ideas selection/fine-turning of relevant ideas.

On this stage was used a role play. As an additional recruitment criteria, the most positive/engaged respondents from the second stage were asked to participate here.

From the stage 2 were preselected 3 ideas to fine tune, 1 idea was given for a pair of experts.

During the role play participants were engaged in several activities: 1) reading and discussion of the idea; 2) paired idea presentation to the audience and jury (in the particular case they were ‘doctors’, ‘sales representatives’, ‘digital experts’ who were also changing their roles).

For the presentation the participants dressed-up in order to adopt a persona that helped to uncover subconscious perceptions, drive sharing of ideas that won’t be pronounced in a usual environment and break down existing hierarchical mentalities.

The role play approach allowed to:

  • increase participants engagement;
  • drive spontaneous and provocative responses;
  • ensure the overall positive experience in the room.

The presenters highlighted that the role play is a useful approach for usage and attitudes studies, co-creation, ideation and ideas generation, evaluation and refinement.

4. The last stage in the overall holistic consumer research was on-line evaluation to identify the most preferred ideas.

The other area where arts therapy approach brings a lot of value to qualitative research is children studies, where playing can be highly leveraged.

Consumer researchers quite often face a big problem to uncover insights from children as respondents. When children are asked as adults, for instance, in a way of usual in-depth interview, children answer in a “right way”- how they were taught in a school or by parents.

Playing allows to leave space for children to express themselves. It can be done in a form of giving children a set of figures that represent their typical world and asking them to create and play some situations related with research question. If there is a talk about a brand that a child knows, it’s possible to create a brand country and discuss what is happening there. For the studies of TV ads after watching a video children can be asked to replay it and create its new version.