Bartlett overview incl ethnography

To inform practical decision-making and, in so doing, aid business/strategy development

Contents

About Bartlett Research & Analysis

Type of projects undertaken

Ethnography in New Product Development

What we do

Address real business issues through intelligent design of market research solutions

We provide commercially-actionable recommendations

We understand that delivering well-designed market research is only half the challenge

We develop insights that help our clients respond to the ever-changing product, retail and consumer landscape

We aim to understand our client’s business strategies

How we do it

The optimum bespoke approach for each particular business issue to be addressed

No ‘off the shelf’ solutions, we address each problem as unique

Vast experience of all forms of qualitative and quantitative disciplines and wider business strategy experience.

Hands-on director-level involvement at all stages

Close relationships with our clients, taking time to understand their objectives and underlying business issues.

Energetic, enthusiastic and flexible approach.

Ron Bartlett

• 25 years’ client-side experience.

• 10 years as Consumer Insight Director.

• 4 years as Retail Research Consultant.

• Market report writing

• Workshop moderation

• Naturally inquisitive

A wealth of experience across a variety of sectors and backgrounds

Our approach

On time, on budget.

Enthusiastic and innovative approach.

Commercially aware

Relationships/understanding client needs.

Support services used as required.

Keeping things simple.

Our techniques

Qualitative

Group discussions

Depth interviews (ie, one-on-one,

paired)

Accompanied shopping trips

Quantitative

Face-to-face (ie, on-street, exit,

intercept)

Online/self-completion

Mystery shopping

Consultancy

Workshops/ new product

development

Segmentation/ statistics/ modelling

Analysis

Sales/EPoS data

Retail testing

Desk research

Secondary data

Market intelligence/ entry/sizing

Specialising in retail research and market assessments

In summary

Philosophy (ie, senior consultant on all projects).

Delivery of condensed and powerful analysis.

Long-term client relationships (ie, post-project inputs, empathy, understanding).

All the services/resources of a large consultancy.

Hands-on ‘accessibility’ of a small/friendly agency.

UK/international coverage

Support services sub-contracted to long-term partners.

Concentration on the ‘added-value’ elements.

Exceptional value for money.

Insight Efficiency Value

Working Together To Provide Insight

Contact details

Ron BartlettBartlett Research & Analysis

12 Harwood CloseSandal

WakefieldWest Yorkshire

WF2 6QY

Telephone: 07756 271441

[email protected]

mailto:[email protected]

Project examples

Product Design – incorporating Semiotics/ Ethnography

Raw product development, based on unexplored potential market segments

Aim

Research Method

Insight Gained

Outcome

Implementation Evaluate success in market and continuous refinement/ development

Prototyping

Eval

uatio

n

Refinement

Internal Ideation workshops, focus groups concepts, designers contribute within group

Designers able to gain first-hand insight, bounce ideas off respondents

Generation of several potential market segments, based on identified needs

Consumer Lifestyle Segmentation

To understand how consumers’ lifestyle influences their communication

Aim

Research Method

Insight Gained

Outcome

Implementation Workshops with client management to drive change through the company

Prototyping

Eval

uatio

n

Refinement

Blend of qual. and quant. methods including video diaries, focus groups, and online

5 segments of consumers identified, with different needs in style and emotion

Products re-balanced to address each segment. Each segment adopted by an internal working group in client company

Product Development

To develop new product category for the UK market

Aim

Research Method

Insight Gained

Outcome

Implementation Iterative process of continuous product development and design leverage

Prototyping

Eval

uatio

n

Refinement

Focus groups at concept stage; design screen hall tests; competitive retail test

Key characteristics of product with high consumer appeal

Introduction of several new brands into the UK market and ultimately into the US market

Price & Value Relationship

Consumers perception of price v. size, complexity and emotional resonance

Aim

Research Method

Insight Gained

Outcome

Implementation Price expectation of consumers – and post analysis to isolate individual factors

Prototyping

Eval

uatio

n

Refinement

Hall test/ mock shop to replicate shopping experience and price expectations

Identify each component’s effect on the perceived price, and pricing sensitivity

Complex price strategies by product type, and a price mix based on emotional need

Understanding consumers at retail

Understand consumers’ view overall retail experience and specific brand image

Aim

Research Method

Insight Gained

Outcome

Implementation Consumer centric development, focusing on those areas of most interest to consumers

Prototyping

Eval

uatio

n

Refinement

One to One depth interviews

Detailed insight of specific areas that most influence usage and attitudes

Brand image, Point of Sale, and the retail experience fine-tuned to create a compelling offer to consumers

EPoS sales analysis

Measure sales performance by product; category; and retailer

Aim

Research Method

Insight Gained

Outcome

Implementation Product lines rebalanced to yield greater sales

Prototyping

Eval

uatio

n

Refinement

Build data warehouse and analyse actual sales in major retailers

Actual real sales performance v competitors

Product analysis based on actual consumer sales, product lines rebalanced

Market assessment

Research, write and publish a report to fully understand the market

Aim

Research Method

Insight Gained

Outcome

Implementation Information based product launches

Prototyping

Eval

uatio

n

Refinement

Comprehensive review of published material, and observations

Provides brand owners with concise information in order to help them formulate their own strategies

Report published to brand owner or to commissioning publisher

Confidentiality

We do not as a matter of policy reveal the names of our clients.

Our recent clients have included:

Greeting Card Publishers UK & US

Designer of a ‘new’ format of children’s books

A product design company

Global market report publisher

Working on behalf of clients, we have conducted research in the majority of the major UK retail chains.

We operate within the data protection laws, to ensure client and respondent confidentiality.

MRS Code of Conduct

Professional Code:

MRS Code of Conduct

“Members must not disclose the identity of Clients or any confidential information about Clients without the Client’s permission unless there is a legal obligation to do so”

http://www.mrs.org.uk/standards/codeconduct.htm

http://www.mrs.org.uk/standards/codeconduct.htm

- Working Together To Provide Insight -


Ethnography in Product Design

Research is dead… long live research

• I attend lots of seminars where the speaker will tell you that either Marketing or Marketing Research is dead!

– They then proceed to tell you about their ‘new’ brand of Marketing or Marketing Research.

• These ‘new’ tools in market research are an evolution of ‘best practice’ research techniques

Why Market Research?

• Provides actionable insights for the purpose of…– Developing useful and usable products that consumers

want and that can be produced and sold at a price that makes a fair profit.

• Another way of putting it…– Useful + Usable + Desirable = Valuable

• In general, people only pay money for things of value.

Issues With Market Research

• Recall in Context

– Most of the purchasing that people do relies on subconscious influences

– What people say they do and what they actually do are often different.

– In essence, each of us is the sum of everything that we have ever experienced.

Knowing Your Customer

• We need to understand early in the design process:

– Why people use our products?

– Who will use products?

– How they will use them?

– Where will they use them?

– What are the alternatives?

“Voice of the Consumer”

• You know something is big when it is simply referred to by its initials—‘VOC’

• VOC has been under attack of late…– You might not understand what “the Consumer” is

saying!

– Consumers may not be telling us anything useful.

• Do we have the right tools to listen to our consumers?

• Do we have the right mind-set to listen to our consumers?

Is Market Research Doing Enough?

• Are we asking the right questions?

• How do we ask those questions?

• Where do we ask those questions?

• Are we able to make sense of the answers to our questions?

The final piece - Observation

Observation before “Traditional” Studies

• Quantitative Marketing Research– Helps us construct hypotheses– Helps to identify the right questions on surveys– Who to survey?

• Focus Groups– Choosing the right issues to discuss– Who to include?

• Usability Testing– Selecting the right types of participants– Having them perform the most relevant tasks

Observation Allows us to Learn Things that You Cannot Learn any other Way

• Really BIG difference between asking what people want and observing what they need.

What is Ethnography?

• Ethnography:• ‘‘a descriptive, qualitative market research methodology for studying

the customer in relation to his or her environment. Researchers spend time in the field observing customers and their environment to acquire a deep understanding of customers’ lifestyles or cultures as a basis for better understanding their needs and problems’’ (Belliveau, Griffin, and Somermeyer, The PDMA Toolbook, 2002, p. 442).

Observation!

Ethnography’s Signature Attributes

• Observation of people doing whatever it is they do on their own turf

• Going out into the “real world” and observing

• Qualitative

• Does not necessarily start with hypotheses

• Interaction with respondents

• ‘Participant-Observation’

• Depth Interviewing (Long-Open-ended Interviews)

Roots of Traditional Ethnography

• Anthropology

• Sociology

• Social Psychology

• Folklore Studies

• Linguistics

The New ‘Ethnographic’ Methods

• In the 1990s, various methods began to pop-up that resembled traditional Ethnography, with a special emphasis on—

• Actionable Insights into things like…

• Consumer behavior

• Consumer preferences for product features, form, material and colour

• Patterns of use and purchase

Names you will have heard

• ‘Shadowing’

• ‘Day-in-the-Life Studies’

• ‘Ethnography Lite’

• ‘Consumer Ethnography’

• ‘Field Observation’

• ‘Contextual Inquiry’

• ‘Contextual Research’

• ‘New Product Ethnography’

• ‘Observational Research’

Ethnography is Not Just One Technique

• Passive Observation

• One to One Depths

• Active Field Observation (includes Depth Interviews)

• Journals

• Video / Vox-pops

• Participant Observation

• Lifestyles

• Semiotics

Ethnography in NPD

• Identification of unarticulated needs that are otherwise difficult to elicit, through—

• Access to actual behavior

• Memory cues related to context

• Memory cues from actual product usage

• Unconscious ‘work-arounds’

• Access to attitudes and values

A Model for NPDIntegrating Ethnography / Design / Research

Real-worldObservation +Trend Analysis

Discovery

Goal: 1. Understand the gaps between

what people really need and/or want and current products

2. See the way people actually use products

Method: 1. Observation of people

actually doing what they really do!

2. Trend Analysis3. Popular Literature Review

Deliverables1. Clear

description of a Product Opportunity

2. Initial hypotheses



Discovery

Goal:

Understanding of what it will take to make the product experience valuable and appealing to the people who will

be using it

Methods:1. Observation/Ethnography)2. Hypothesis Refinement3. Initial Market Research4. Human Factors Analysis5. Questionnaire Pilot Testing6. Usability Evaluation Planning

Deliverables1. Refined Hypothesis2. Initial assessment of market size

and competitors3. Results from questionnaire pilot

testing4. Initial Usability Testing Plan

Consumer Research Preliminary Market Research

Research



Discovery

Goal:

Making sense of Discovery & Research findings

Insights Deliverables:1. Value Opportunities

2. Product Characteristics

3. Market Insights


Research

ActionableInsights



Discovery

Goal: Transform Opportunities into actual Product Concepts and then reduce the list to one or

more that is/are viable


Research

ActionableInsights

Prototyping

Eval

uatio

n

Refinement

Traditional Market Research

Deliverables1. Useful2. Usable3. Desirable

Multiple cycles



Discovery


Research

ActionableInsights

Prototyping

Eval

uatio

n

Refinement


Methods:1. Design2. Usability Testing3. Appeal Assessment4. Depth Interviews5. Engineering

Multiple cycles

ConceptRefinement

Goal:

Refined Product Concept that is—

1. Useful, usable and desirable

2. Patentable (if relevant)

3. Ready for Implementation

Concept Refinement Deliverables• Refined Product Concept fully specced and

ready to implement



Discovery


Research

ActionableInsights

Prototyping

Eval

uatio

n

Refinement


Multiple cycles

ConceptRefinement

Implementation Evaluate success in market / potential for brand extensions, etc

Ethnography in NPD

• Ethnography provides the insight at the very first level of NPD

• Traditional research techniques develop and prove the concept

• Inquisitive ‘client-side’ researchers have been practicing many ethnography techniques for years

– In my client-side time, I always wanted to know WHO? WHAT? WHY? WHERE? And WHEN?

– As a retail researcher, I spend many, many hours watching consumers interact with retail and product displays, and trying to understand the demographics / lifestyles / life-stages of consumers

- Working Together To Provide Insight -


Questions

Bartlett overview incl ethnography

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