Numbers aren’t the whole story, but neither is quali!
Sue Stanley Unilever Research & Development
October 2005
First of all, who am I?
Statistician
Consumer researcher (Qual + Quant)
Leader of consumer science group Psychology, sociology, consumer research Cognitive Neuroscience, sensory science
Applied orientation : “Is it useful?”
Unilever context
Foods and Home & Personal Care business
Brand innovation
New product development
Consumer insight : to guide future direction and aid decision-making
Internal research + External partners
What do we do?
Qualitative and quantitative research each gives a partial picture : complementarity
Sometimes, one alone is sufficient as a basis for action
Often, a combination is required
Quali data (text/visual) provide very powerful means of communication
Our view on research methods
This will not be an academic presentation There will be few references There will not be a lot of data (commercial
sensitivity)
But the aim is to ‘open a window’
Warning!
Quali and quant each requires specific skills Researchers with both sets of skills are rare There is a mindset/perspective issue
A personal comment on mindsets/skills
It can’t be representative withsuch small numbers
…. It’s not reproducible….the analysis is
subjective
Complexities of human experience
…..importance ofmeaning……many truths
…..correlation isn’tcausation
- Is a new breed of person required?
Some common ‘mixed methods’ approaches in Unilever
1. Open questions in a Quant study
2. Quali to generate language/hypotheses, Quant to test
3. Quant to map out the terrain, Quali to fill in
the detail and interpret
4. Simultaneous Quant + Quali
An example of each
Evaluating a prototype product
Randomised, controlled trial vs existing product
Questionnaire Quant : Overall Liking + Purchase Intention
Open : Likes & Dislikes
Quant : Product Attributes
Analysis of open questions Post-code or electronic processing (NLP)
Counts by category
Simultaneous data collection Quant people
Quali becomes ‘quasi-quant’ like it!!
1. Open questions in a Quant study
Almosttrivial?
2 examples of benefits of Open questions
‘Safety net’ for the unexpected Laundry tablets : in some washing machines
they ‘lodged’ in the door
Pick up subtleties not reflected in quant response New packaging for a well-loved product
‘It’s just not the same’‘It’s not what it used to be’
Is it useful?
2. Quali to generate language/hypotheses, Quant to test
Global Consumer Values
Global products & brands give economies of scale As well as demographic segments, are there attitudinal segments with similar requirements across countries? Cultural values offer a possibility, but existing specifications may be too remote from consumer products (eg G.Hofstede, S.H.Schwartz) Are there product-relevant values, ie “You buy what you are”?
(A) International quali study
• Quali interviews by local researchers, to common format, in each of 17 countries• Researchers brought together in global workshop• Consolidated Values list, in English + local languages• Some global values, some local values Values language generated by respondents
Thailand
UKItaly
Mexico
Argentina
Brazil
ChinaJapan
Indonesia
Germany
India
USA
Poland
South Africa
SpainTurkey
(B) International quant study
• Levels of agreement with Values statements• Behavioural data on purchasing• Behavioural clusters identified • Linked to Values
Level of Agreement - Indices
95
100
110
106
0 20 40 60 80 100 120 140 160 180 200
Ind
ex o
n T
ota
l P
an
el
A
B
Value Approval From Friends
If I have done something I am proud of, I like others to know about it.
VALUES- Group A driven mainly by the need for recognition by others
Firm base for new product developmentEg 2 consumer segments for meal preparation
Rich background material for developing multi-country advertising
Is it useful ?
‘Love to cook, but don’thave the time…’ ‘Heat & eat’
3. Quant to map out, quali to fill in + interpret
Afro hair products
• What are Afro-hair consumer needs from products?
• Basis to launch Sunsilk targeted at specific problems
Quant followed by quali in South Africa
Quant • Questionnaire survey of 1200 women
• Questions on :• Attitudes• Hair style• Current product use• Hair problems & concerns• Demographics
• Consumer segments identified by cluster analysis
Quali• Longitudinal observation and open interviews at home over 5 weeks, N=18 per segment
Quant : 6 segments identified
3-D Representation of ClusterRelationships
1
2
3
4
56
1 Problem A2 Problem B3 Relatively Happy4 Problem C5 Problem D6 Problem E
Quali : Product behaviours, issues, language
The Hair
what is it likehow is it changing
self assessmentstylist assessment
diarieshair samples
Beliefs / Attitudes
what does she think about her hair,the products & processes
3 interviews at key stagesdiary
Behaviour
what is she doing to itwhat are others doing to it
video observation of key events
diaries
Chemical relaxing is an integral part of the hair care routine for a large proportion of black women
Once women start relaxing they become locked into the relaxing cycle and touch up the regrowth regularly -every 3-6 weeks
‘Relaxing’ treatments
From…. .…To
Hair and scalp damage
• But relaxers are aggressive chemical treatments that can cause damage to the hair and scalp, and pain during application
• Need for less aggressive products
Hair relaxing
“My hair falls off at the forehead and at the back. So when you relax hair you feel like it is a waste of money - because in no time you will have to
cut it off”
Gave basis for the launch of Sunsilk range of improved care products for Afro hair
Guided both product development (what the products were required to do) and advertising (speaking to the consumer audience)
Was it useful?
4. Simultaneous Quant and Quali
Attitudes to Nanotechnology
Study commissioned by Royal Society and Royal Academy of Engineering Nanotechnology Working GroupCarried out by BMRB market research agency in UK in 2003/4 Report available on www.nanotec.org.uk/Market%20Research.pdf
Quali : 2 x 3-hr workshops, N=50 Quant : 3 questions on Omnibus survey, N=1005
Rationale for the approach
• Quali• Low knowledge expected, therefore presented information/concepts and explored reactions• “Expert scientists” answered respondents’ questions• In-depth exploration of issues : positives, concerns and reassurances that might be required
• Quant• To measure self-reported awareness and beliefs, including whether people thought it would be a positive/negative development
Is it useful (1)?
• Quali• Knowledge/attitudes towards new technologies in general, and factors that appeared to influence the formation of positive/negative opinions
• Reactions to ways in which nanotechnology might be useful in the future + perceived implications : ethical, financial, social/political, environmental, health and safety
• Verbatim comments used to illustrate findings
“Are we trying to control nature, are we trying to manipulate nature?….I don’t think we should, we don’t have the right to play God…I don’t know, I can’t articulate it, I just think it makes me feel things are getting out of control, there might be a nasty end product”(Male, 55+, ABC1, London)
Is it useful (2)?
• Quant
Unweightedbase
Heard ofnanotechnology
Able to givesome definition(accurate or not)
All 1005 % 29 19
Gender
Male 431 % 40 30
Female 574 % 19 10
• Showed low awareness, particularly amongst women
Qualitative and quantitative research each gives a partial picture : complementarity
Sometimes, one alone is sufficient as a basis for action
Often, a combination is required
Quali data (verbal/visual) provide very powerful means of communication
Summary
Thank you
Unilever : Jane RylandGill BeesleyStephen Donaldson
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