Poynter lesson 4
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Transcript of Poynter lesson 4
Marketing Research & Social Communication Lesson 4
Beyond Traditional Approaches
Ray Poynter
1 Ray Poynter, Marke/ng Research & Social Communica/on, 2015
Agenda
1. Reviewing the structure and role of MR 2. Quantitative research beyond surveys 3. Qualitative research beyond focus groups 4. Quiz and assignment for next week
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Remember If you have not completed the survey for this week, open your PC, phone, or tablet and go to
NewMR.org/Saitama-2015
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Market Research
Scope: Customers Objec6ve: Help organisa6ons make be=er decisions
Quan6ta6ve Research Approach: Numbers Main Tool: Surveys Conduct survey with a sample and generalise to a popula/on
Qualita6ve Research Approach: Meaning Main Tool: Focus Groups Gather words, images, concepts & video to iden/fy paFerns to create meaning
Lesson 2 – Big Picture
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1. Quantitative market research is about describing things with numbers.
2. Surveys are the most common tool in quantitative market research.
3. We normally need to be able to generalise from a sample to a population.
4. Surveys need to use questions that people are willing and able to answer.
Lesson 3 – Big Picture
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1. Qualitative research is about understanding not measuring.
2. The most common qualitative tool is the focus group, followed by depth interviews.
3. But, there are many more qualitative methods.
4. Qual does not seek an objective truth, it seeks a useful explanation.
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Market Research
Scope: Customers Objec6ve: Help organisa6ons make be=er decisions
Quan6ta6ve Research Main Tool: Surveys Includes: • Transac/onal data • Metered measures • Web metrics • Social media • Passive data
Qualita6ve Research Main Tool: Focus Groups Includes: • Depth Interviews • Dairies • Ethnographies • Online discussions • Semio/cs
Quantitative Research Beyond Surveys
Includes: • Transactional data • Metered measures • Web metrics • Social media • Passive data
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Transactional Data
Includes: • Bank and credit card data • Loyalty schemes • Retailer records • Telco records (e.g. telephone company) • Online shopping records • Usage records, e.g. libraries
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Metered Measures • Utilities – e.g. gas, water, and electricity • People meters * • IoT – Internet of Things
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hFp://dashboard.sidlee.com/
People Meters 1
TAM 1 https://youtu.be/58d-dk3UfHw
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People Meters 2
TAM 2 https://youtu.be/EGttftwcBcw
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People Meters 3
Radio http://www.nielsen.com/us/en/insights/news/2013/nielsen-tv-every-day-counts-
in-radio.html
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Meters – old and new
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Web Metrics
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Click Flow
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Facebook Insights
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Social Media Research More next week
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Passive Data
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Google Ads
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http://www.google.com/settings/ads/
Location History
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https://maps.google.com/locationhistory
7 days of travel
Google Search History
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https://www.google.com/history/
Google Other
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4. Google monthly security and privacy report – lis/ng all the services you use hFps://www.google.com/seVngs/dashboard
5. Apps and extensions that have access to your Google data hFps://security.google.com/seVngs/security/permissions
6. Export all your Google data hFps://www.google.com/takeout
7. History of all your YouTube searches hFps://www.youtube.com/feed/history/search_history
Beyond Surveys
Surveys are currently the main tool for quant research
Weaknesses of surveys? – Samples – Cooperation – Memory – Cost per data point
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Structure of Quant Methods
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Census
Sample
Ac/ve Passive
Surveys
The Census Airport landing forms Bank records
Media People Meters
Web analy/cs
Social Media
Smartphone Passive
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Market Research
Scope: Customers Objec6ve: Help organisa6ons make be=er decisions
Quan6ta6ve Research Main Tool: Surveys Includes: • Transac/onal data • Metered measures • Web metrics • Social media • Passive data
Qualita6ve Research Main Tool: Focus Groups Includes: • Depth Interviews • Dairies • Ethnographies • Online discussions • Semio/cs
Qualitative Research Beyond Focus Groups
Includes: • Depth Interviews • Dairies • Ethnographies • Online discussions • Semiotics
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Depth Interviews
• The second most common qual method
• Moderator and one person – Sometimes two people, paired depths (dyads)
• Typically 8 to 16 interviews
• Typically 30 to 90 minutes
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Focus Groups or Depths? Focus Groups
– Where interaction is good – Where members SHOULD influence each other – To tap into experiences – Example: Explore the problems with drying
clothes on wet and humid days
Depth Interviews – Individual stories – Where the differences are important – Or where things are sensitive – Example: How do people get into debt
Diaries
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Typical diary study one week, some/mes one day, some/mes several weeks.
Can also be quant, if the ques/ons numerical and the sample size larger.
Ethnography
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How does a queue form in Starbucks? How does it change when more people arrive? What do people do in the queue? How does the queue impact other behaviour?
Online Discussions
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Semiotics
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Big Picture 1. Surveys are the main method of
conducting quantitative research. 2. Quant alternatives include:
– Transactional data, metered measurements, web metrics, passive data & social media.
3. Focus groups are the main method of conducting qualitative research.
4. Qual alternatives include: – Depth interviews, ethnography, diaries,
online discussions & semiotics Ray Poynter, Marke/ng Research & Social Communica/on, 2015 34
Before Next Lesson
1. Find out Three things about Ray Poynter from social media and the internet.
2. Find out Three things about ESOMAR from social media and the internet.
3. Everybody will be asked to mention one item at the next lesson.
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Questions?
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Quiz Lesson 4
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Please complete the quiz sheet
Put your name on the sheet