Page 99 - The EDIT | Q1 2017

Here are ve research methodologies that have a lot of potential or are already producing better results for us:
1. Mobile Research
Being able to have people take photos
when they’re at the store or send us spontaneous audio/video clips whenever the mood takes them is a massive opportunity
to get “in the moment” research that is more accurate and truthful to real world behaviours. And don’t forget: Over 1 in 5 surveys are now taken on a smartphone, so every survey should be mobile optimised (if not mobile first) and tested to take under 10 mins (and even that’s pushing it). A good rule of thumb is that if you don’t enjoy taking your survey on your phone... your consumers won’t either. Check out Google Surveys as an option for conducting short surveys written in a humanistic tone.
2. Passivedatacollection
Rather than asking people how they
feel, we can now use technology to more accurately tell us how they feel. Facial coding tools use a computer’s webcam to scan facial muscles while a person watches an ad or piece of content online. The technology recognises the key emotions that our muscles involuntarily express. Passive data collection also comes in the form of audio scanning to identify who has been exposed to a TV or radio ad so we can measure behaviour and attitude differences between exposed vs. non- exposed people. Social media listening is another form of passive data collection — requiring no extra work on behalf of the consumer.
3. Longitudinalresearch
Rather than just speaking to people for
one moment in time (ie: a 2 hour focus group or 5 minute survey), we can now bring
them on board to communicate with us over a period of time — more of a collaborative research approach. As we know, context greatly impacts decisions and behaviours — so the more natural contexts we can engage with people in, the more likely we are to get to the truth. This is particularly useful for high involvement purchases that occur over a span of time where we need to understand the purchase journey (think mortgages and air conditioners). You end up developing a better rapport with the participant and they will often open up even more as they develop trust in you.
4. DigitalDeviceDeepDiving
Because we spend so much of our lives on our devices, it can be incredibly useful to have a person walk you through their
phone: their favourite apps, photos and music. You can learn A LOT about a person by reading their Facebook feed: Their politics, their passions, their sense of humour, and their capacity to create content and influence others.
5. EthnographicResearch
This isn’t new but it’s still shocking how few
clients take advantage of this approach: rather than inviting 8 strangers to a focus group, instead you go out to their homes and favourite haunts to speak with them in their natural environments. We’re all guilty of doing a bit of posing in life — a person can say they only buy MAC makeup but then you go to their house and discover they only own one MAC lipstick and
the rest is drugstore brand. By getting out of the office and into people’s living rooms, kitchens and local bars, we start to paint a clearer picture of their real world behaviours that we can leverage for our brands.
Thoughtleader
that reveal real world behaviours, and applying them with conviction to your business, then the insights journey you’re on is right for you.
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As mentioned, there’s no right or wrong path
to insights for your brand — as long as you’re challenging assumptions, artfully asking questions
Sources: http://rightquestion.org/percentage-children-asking-questions/ https://www.greenbook.org/grit/ https://www.google.com/analytics/surveys/#?modal_active=none
THE EDIT ISSUE 05 | Q1 2017