Monthly Archives: November 2013

“7 Deadly Sins” Key to Brand Building

I had the opportunity to go to the ESOMAR Qualitative Conference in Valencia Spain this week.  They put on a good conference.  Kudos to ESOMAR and the Conference Committee for an excellent conference.  I also discovered a wonderful city in Valencia.  If you ever get a chance to visit, do it.

One of my favorite presentations was, “The Power of the Dark Side” by Shobha Prosad.  Congratulations to Shobha as she was awarded “Best Paper” for the conference.  

Essentially her premise was that the seven deadly sins are the key to brand building.  Since branding is essentially emotional and personal, these emotional characteristics are central to the brand.  Indeed, a central theme running throughout the conference was the need to capture emotional as well as rational content when conducting qualitative research.

The seven sins can be divided into two categories:

  1. Psychological:  Pride, Greed and Envy
  2. Physical:  Lust, Gluttony, Anger and Sloth

She believes that these are the 7 “sins” that drive brand building.  However, she also stated, “For every behavior there is an equal and opposite expiratory behavior.”  Therefore, she identifies opposite motivators or needs.   She distinguishes the two types by the descriptors “Devil” and “Angel.”

Devil
Angel
Pride
Humility
Envy
Compassion
Greed
Generosity
Lust
Chastity
Gluttony
Abstinence
Anger
Peace
Sloth
Alacrity/Diligence

 

 

 

 

 

Shobha states that successful brands stand strongly in one or more spaces.  In fact, in each of her examples, brands occupied at least two spaces a “Devil” space and an “Angel” space.  This is consistent with the notion that brands often have a core driver that is most often self-serving to consumers (Devil motivator) and a secondary driver (Angel motivator) that is often used to rationalize purchase.

Though there was nothing ground-breaking in her overview of the “7 Deadly Sins” and their corresponding “Angel” motivators, the clarity of the concepts and admonition to keep these in mind during our brand research was a strong and needed reminder.

In summary, the presentation encouraged me in several ways:

  1. Remember to consider emotional and behavioral feedback at least as strongly as rational results in qualitative research.
  2. When confronted with an altruistic or “Angel” motivator behind a brand or action, look a little deeper for one of the more self-serving “Devil” motivations that might be the actual driver while the “Angel” is the outward rationalization.
  3. How are the various brands that I am responsible for represented here?  Time for a little self-analysis.

20|20’s Newest Innovation: Virtual Intercepts

One thing I love about working at 20|20 is that we are always working on something new for the marketing research community.  Its really fun!!!

Tuesday, 20|20 introduced “Virtual Intercepts.”  Very simply, its a method for moving respondents from one online space (think about social media such as Facebook, a survey, or any other place) to a screener where those who pass the screener can be invited to participate in a live webcam interview with a moderator.  Like mall intercepts, there is even a waiting room where they can hang out if the moderator is busy.  A technician/host moves them from the virtual waiting room to the interview room for their interview so the moderator stays busy with one interview after another.

Here are some ways researchers can use Virtual Intercepts that are very fast and extremely cost effective.

Interview Facebook followers.  Now researchers can utilize the pool of fans that flow through a brand’s Facebook page.   20|20’s proprietary technology makes the process simple:  (1) Embed a link on a brand’s Facebook page, (2) Screen the participants for specific attributes, (3) Participants opt-in and are allowed to wait in a virtual lobby for an available researcher (4) Researcher conducts live webcam interviews with eager, qualified participants.

Go Deep with Survey Participants.  20|20 has patent pending technology that allows researchers to interface with virtually any survey so only respondents providing specific responses are invited to participate in a webcam interview.  For instance, if a researcher only wants to talk to dissatisfied males between 18-34, those are the only respondents who are intercepted and invited to participate in the webcam interview.  No longer do researchers have to depend on a third-party or on text-baed chat techniques; the researcher controls the interview and conducts the analysis.

Interview Employees or other High Involvement Groups. An embed a directional link to a screener or to an opt-in invitation can be provided in a simple email.  The respondents click on the link, opt in, and presto!, they are in the virtual lobby ready for the moderator’s interview.  Its so easy.

Virtual Intercepts allow the researcher to gather depth from quantitative or otherwise difficult to access sources.  The researcher is in complete control of the live interview and each interview is recorded for analysis.  20|20 can even provide a video clipping service if desired.

In the past 3 months, 20|20 has introduced QualMeeting 2.0, Mobile In-Home Ethnography and Virtual Intercepts.  The ideas in the hopper are even more exciting.  We hope you are able to use our innovations to create better research leading to better products that enhance people’s lives.

 

Current and Emerging Trends in Qualitative Market Research

One of my passions is to ponder the future to understand industry trends and where the industry will be in the years to come.  The following guest contribution by Willie Pena of Insights in Marketing provides his take on trends in qualitative.  Willie Pena writes about qualitative market research and other popular forms of market research for IIM. Connect with him on Google+LinkedIn.

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Current and Emerging Trends in Qualitative Market Research

Just as marketing is changing in recent years, technologies are also changing the way that market research is conducted. Traditional qualitative research methods, like study groups, polls and observational studies, are going digital and expanding the ability for researchers and businesses to target participants and collect information. Successful businesses expect innovative research solutions that offer more than just data.

Adapting Qualitative Research Methods to Social Media and Mobile

Focus groups, observational studies and other traditional tools still have functional uses and are relevant in the digital world, however their costs are substantially higher than many of the emerging and maturing research methods available today. Deliberative and participative research methods are gaining popularity due to their increased ability to discover information on a larger scale.

However, the largest growth is found in social media and mobile market research. Across the globe, the Internet and mobile technologies are providing unprecedented access to markets and individuals. This provides a wealth of information that can be obtained without the need to secure a facility or spend months qualifying participants.

From high-definition video conferencing and instant communication around the world to the ability to reach participants on their mobile devices and access to demographics that are traditionally hard to reach, the Internet is providing technology based  research methods like the kinds seen here by IIM the likes of which has never been seen before.

Five Trends Gaining Traction in Digital Qualitative Research

  1. Market Research Online CommunitiesMROCs combine a mixture of social media, online discussion and qualitative research to provide long-term benefits, in-depth insight and an unparalleled level of access to program participants. The format is flexible enough to suit nearly any audience, through gamification, live chat, bulletin boards or other methods, to provide a powerful tool for researchers at a fraction of the cost that hosting in-person events and similar studies would cost.
  2. Social Media and Qualitative Research Social media is one of the driving forces in new methods of technology based qualitative research. From qualifying study participants to conducting research on the plethora of platforms available, there are near-endless options for optimizing your research methods, reaching new audiences and gathering mass quantities of data quickly and efficiently. However, these platforms are also ideal for long-term research due to their low-cost, easy management and instant communication features.
  3. Mobile Ethnography Ethnography was once a research method reserved for large projects and businesses with big budgets. With the penetration and instant-access characteristics of mobile research, mobile ethnography allows for ethnographic studies with lower costs and compressed timelines. Through video chat, mobile polls and other tools, it is possible to conduct contextual and immersion studies without the need for constant on-site supervision and many of the other characteristics that make traditional ethnography daunting and expensive.
  4. Increased Automation and Accelerated Speed to Market As the amount of data available to researchers increases, artificial intelligence, data mining tools, trends analysis algorithms and other research software are improving the ability to uncover trends, collate data and achieve results. This, in turn, is reducing the overall time need to conduct thorough research and produce results for clients. Both are fueling a surge in research-related spending within businesses and creating an ideal market for researchers in the years ahead.
  5. Increased Emphasis on the Customer ExperienceStudy reports including interactive elements, such as word clouds, video clips and storytelling, help to provide information with increased insight. Geo-location targeting, mobile surveys and other tools help to conduct studies in the moment as experiences are occurring to capture a truer sense of the study participant. The result is that traditional question-and-answer and static report formats of qualitative research are losing ground to new technologies at a rapid pace.

Qualitative research is evolving from rigid, complex structures to dynamic, real-time studies. With the help of mobile technologies, social media and other advances, qualitative researchers are enjoying a period of research advancement where greater market penetration, increased consumer willingness and skyrocketing business demand are pushing research to previously unseen heights. These current and emerging trends are likely to influence qualitative research and market research as a whole for years to come.

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