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November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
Platinum Sponsor

Media Sponsors

Association Partners
DIGITAL QUALITATIVE
FROM ADD-ON TO CORE

Nehal Medh, Managing Director, GfK CE, Singapore
Ashok Sethi, Regional Development Director, GFK CE, APAC

1
Digital qual – a large bag of tricks
Video diaries/tours
Online Diaries/Blogs
Depth interviews

Online ethnography

Online communities

Upload photos/images

Group discussions

2
Toolbox

Getting to know you!
I live in the great hot and humid city of Taiwan. I am originally from Hong Kong
and moved here 2 years ago. I came here site unseen, so I guess one way to describe myself adventurous or
trusting. I knew I can adapt in most places, but so far so good. I came here as a baker selling biscotti online. Now, I
work as a fitness instructor ( two colliding worlds). I teach outdoor bootcamps, yoga and Zumba. I started as a
Indoor cycling instructor in Hong Kong and came to Taipei to continue those classes. I still teach Spinning, but now
I own my own fitness business too.
My best friends would describe me as loyal, hard working, committed, and lovable. I would say the same of them! I
am passionate about being healthy and feeling the best I can. Being free spirited and not take what I do for a living
so serious. It's supposed to be fun and I want all my clients to think so too. Life is about filling your small circle with
people who make you feel yourself and being the best person you can be.

Well the basics...32 years old, father of 2 boys, and married.
The way my best friend would describe me is a happy, honest very simple person works hard and plays
hard as well. They would also tell you that I am a automotive junkie and enjoy a good bike ride in the
woods.
I moved from London to Hong Kong 5 years ago and I love it. The thing that I am most passionate about
right now is helping my 7 year old son and share his artwork. He has an amazing talent that hopefully the
right person will take note of one day!

3
Toolbox

Context Activities
Show Me’s
Pictures say a thousand words
Sunscreens for Active Families

Where Beer 'Lives' in the Home

4
Toolbox

Behavior Activities
Diaries
TEXT & PHOTO DIARIES

VIDEO DIARIES

5
Toolbox

Example of specific activities
Mark up tool

The mark up tool let you integrate concept testing in the flow of your project, which makes
individual connection between the platform and the concept testing more easy

6
Toolbox

Analysis
Word clouds and Word trees

The Word Cloud is great for showing you the frequency of words in your data, at just a glance.
The Word Tree make it easy to see what context words are being used in. The word tree allows for
detailed qualitative analysis, as it illustrates the way in which language is being used within your study.

7
Case Study: ‘Digital Natives’
Qualitative examination using SocioLog
33 Digital
Natives

Research
objectives

•
•
•
•

14 – 18 year olds
4 days
24 hours a day
~ 3100 hours for project

Media use and Consumer
behaviour, now and in the future

This digital qualitative project was conducted to
develop hypotheses for the year 2020

9
Themes that we identified

1. Online and offline world create a unified
experience
2. Convenience and instant gratification
3. Stores become showrooms
4. Mobile devices are an extension of the body and of the self
5. Honesty, transparency and trust are valued in brand communication
6. Media consumption through various channels
7. Demand for specialized shops/ end shopping portals
8. Online offers a convenient and comprehensive alternative to offline shopping
10
DIGITAL GOES MOBILE
Your personal ethnographer

11
APPLICATIONS OF MOBILE RESEARCH

Exploratory

Consumption /
Use Diaries

Brand Switch
Decisions

Service provider and
consumer discussions

Sales Force Effectiveness

Call Backs

A Day in the Life of ..

Reveal hidden
opportunities for
your brand

12
The Brief
This is the story of ‘Eating & Drinking
on-the-go’
Using GfK’s online qualitative mobile app
and inviting respondents from 10
countries/areas, including Australia,
China, Hong Kong, India, Japan, Korea,
Malaysia, Singapore, Thailand, Taiwan.
The aim was to understand the eating,
drinking or snacking on-the-go in
different countries within APAC…

13
The smartphone app
Experiences are captured as they happen and instantly shared:

The app is intuitive and easy to
use. The app is free to download
for the iPhone®, iPad® and
Android™ devices, enabling the
research team to be in the pocket
of the consumer.

Mobile diaries

Capturing
experience

Shopping
activity

14
Research – Key Facts
The aim was to keep respondents engaged
and refreshed across the 4 day core period
The sheer volume of material generated
across 4 days of activities – 225 pages no
less! – testament to the depth of feedback
we were able to achieve
The level of access to each respondent
over this period exceeded what we can
achieve by using a face to face
interviewing approach

27

active users

4

days with
activities

9

activities

225

pages of
output

15
Putting ‘play’ into practice
Photo / texting on-the-go all the time
Respondents were encouraged to take photos of any food and drink they were buying and any shops or food outlets which they visited
throughout the whole research period. Uploading was via their smart phones.

Getting to know you

Respondents were asked
about their lives, lifestyles,
family life, AND how eating
and drinking on-the-go fits
with their daily routine.

Bus Tour

We asked respondents to
take us on a ‘Bus Tour’ of
their favourite ‘stops’ to
purchase food on-the-go,
helping us to capture what
they buy, where they buy
and who they are with

Competition time!

Respondents needed to
write a letter to their
favourite brand outlining
their top 3 reasons why
they love it.

Quick Poll

To break up the activities,
we launched quick polls for
all participants

16
Example outputs from Australian, Chinese and Indian participants
Letters to brands reveal genuine vocabulary and real
consumer thinking…

17
Example outputs from a Singaporean participant
D
C
A

B

18
Capturing on-the-go: Photo Gallery

19
Also ensures engaged and creative
respondents
Respondents consistently give us positive feedback on the SocioLog.dx experience…

On the whole, it was a fun experience!

It gave me many inspiration and
very fun. Thank you so much!

This is indeed a great app and loved the session. ..

Very nice experience! Thank you for such creative
design!
Really enjoyed doing this
research, thank you.
20
GAMES PEOPLE PLAY

21
Understand Gamification – the digital projective techniques
As one of the key words in current digital world, Gamification is the practice of applying powerful
behavior motivating techniques from traditional games to non-game experiences, to solve problems
and engage audiences.
24 Game Mechanics of Gamification
Blissful
Productivity

Bonuses

Cascading
Information
Theory

Achievements

Appointment

Behavioral
Momentum

Combos

Community
Collaboration

Countdown

Discovery

Epic Meaning

Free Lunch

Infinite
Gameplay

Levels

Loss Aversion

Lottery

Ownership

Points

Progression

Quests

Reward
Schedules

Status

Urgent
Optimism

Virality

http://gamification.org/
22
Gamification in Digital qualitative
Avatar

When registering for the research, respondents build their own avatar based on
their own personal information (gender, age, occupation, etc.)
They can use the points they get from survey to dress themselves. And some
activities will give respondents limited edition items to motivate them. (e.g. a
virtual smartphone after finishing a mobile-related survey).

Are you…?
Male

Your occupation is…?
Female

General staff

Student

Management

House wife

Professional

Step 1
23
Gamification in Digital qual
Comics maker

Happy

Laugh

Comics maker in SocialLog provides users various rage, funny faces to
encourage respondents use them to create their own comics to express and
share their feelings and experiences.
Think

Comic maker

Shock

Angry

Sad

24
But why ask questions at all when consumers are
baring themselves on social media?
News Sites

Client Sites

Forums

Review Sites

Blogs

Public Communities &
Networks

Video Sites

25
But extracting insights from social media requires
‘intelligence’ rather than just ‘mining’ or ‘analysis’
Moving the emphasis away from raw data…

…and towards insight and recommendations

26
Example of SMA challenges
Relevant or not?

or

or

27
Example of SMA challenges
Positive!!! Ahm, wait… negative?

“It’s so great, that the UK Olympics are sponsored only by
American brands…”

Irony, sarcasm, slang are common in the web and bias many analyses!
28
Example of SMA challenges
What’s your point of view?
Germany‘s soccer team is much better than that of the US.

Positive!

29
Example of SMA challenges
What’s your point of view?

“Germany‘s soccer team is much better than that of the US.“

Negative!

30
To Sum

31
32
The Tools Are There
33
HALLENGE
34
THANK YOU

35
Platinum Sponsor

Media Sponsors

Association Partners
November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

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Digital Qualitative From Add-On to Core - GfK

  • 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  • 3. DIGITAL QUALITATIVE FROM ADD-ON TO CORE Nehal Medh, Managing Director, GfK CE, Singapore Ashok Sethi, Regional Development Director, GFK CE, APAC 1
  • 4. Digital qual – a large bag of tricks Video diaries/tours Online Diaries/Blogs Depth interviews Online ethnography Online communities Upload photos/images Group discussions 2
  • 5. Toolbox Getting to know you! I live in the great hot and humid city of Taiwan. I am originally from Hong Kong and moved here 2 years ago. I came here site unseen, so I guess one way to describe myself adventurous or trusting. I knew I can adapt in most places, but so far so good. I came here as a baker selling biscotti online. Now, I work as a fitness instructor ( two colliding worlds). I teach outdoor bootcamps, yoga and Zumba. I started as a Indoor cycling instructor in Hong Kong and came to Taipei to continue those classes. I still teach Spinning, but now I own my own fitness business too. My best friends would describe me as loyal, hard working, committed, and lovable. I would say the same of them! I am passionate about being healthy and feeling the best I can. Being free spirited and not take what I do for a living so serious. It's supposed to be fun and I want all my clients to think so too. Life is about filling your small circle with people who make you feel yourself and being the best person you can be. Well the basics...32 years old, father of 2 boys, and married. The way my best friend would describe me is a happy, honest very simple person works hard and plays hard as well. They would also tell you that I am a automotive junkie and enjoy a good bike ride in the woods. I moved from London to Hong Kong 5 years ago and I love it. The thing that I am most passionate about right now is helping my 7 year old son and share his artwork. He has an amazing talent that hopefully the right person will take note of one day! 3
  • 6. Toolbox Context Activities Show Me’s Pictures say a thousand words Sunscreens for Active Families Where Beer 'Lives' in the Home 4
  • 7. Toolbox Behavior Activities Diaries TEXT & PHOTO DIARIES VIDEO DIARIES 5
  • 8. Toolbox Example of specific activities Mark up tool The mark up tool let you integrate concept testing in the flow of your project, which makes individual connection between the platform and the concept testing more easy 6
  • 9. Toolbox Analysis Word clouds and Word trees The Word Cloud is great for showing you the frequency of words in your data, at just a glance. The Word Tree make it easy to see what context words are being used in. The word tree allows for detailed qualitative analysis, as it illustrates the way in which language is being used within your study. 7
  • 11. Qualitative examination using SocioLog 33 Digital Natives Research objectives • • • • 14 – 18 year olds 4 days 24 hours a day ~ 3100 hours for project Media use and Consumer behaviour, now and in the future This digital qualitative project was conducted to develop hypotheses for the year 2020 9
  • 12. Themes that we identified 1. Online and offline world create a unified experience 2. Convenience and instant gratification 3. Stores become showrooms 4. Mobile devices are an extension of the body and of the self 5. Honesty, transparency and trust are valued in brand communication 6. Media consumption through various channels 7. Demand for specialized shops/ end shopping portals 8. Online offers a convenient and comprehensive alternative to offline shopping 10
  • 13. DIGITAL GOES MOBILE Your personal ethnographer 11
  • 14. APPLICATIONS OF MOBILE RESEARCH Exploratory Consumption / Use Diaries Brand Switch Decisions Service provider and consumer discussions Sales Force Effectiveness Call Backs A Day in the Life of .. Reveal hidden opportunities for your brand 12
  • 15. The Brief This is the story of ‘Eating & Drinking on-the-go’ Using GfK’s online qualitative mobile app and inviting respondents from 10 countries/areas, including Australia, China, Hong Kong, India, Japan, Korea, Malaysia, Singapore, Thailand, Taiwan. The aim was to understand the eating, drinking or snacking on-the-go in different countries within APAC… 13
  • 16. The smartphone app Experiences are captured as they happen and instantly shared: The app is intuitive and easy to use. The app is free to download for the iPhone®, iPad® and Android™ devices, enabling the research team to be in the pocket of the consumer. Mobile diaries Capturing experience Shopping activity 14
  • 17. Research – Key Facts The aim was to keep respondents engaged and refreshed across the 4 day core period The sheer volume of material generated across 4 days of activities – 225 pages no less! – testament to the depth of feedback we were able to achieve The level of access to each respondent over this period exceeded what we can achieve by using a face to face interviewing approach 27 active users 4 days with activities 9 activities 225 pages of output 15
  • 18. Putting ‘play’ into practice Photo / texting on-the-go all the time Respondents were encouraged to take photos of any food and drink they were buying and any shops or food outlets which they visited throughout the whole research period. Uploading was via their smart phones. Getting to know you Respondents were asked about their lives, lifestyles, family life, AND how eating and drinking on-the-go fits with their daily routine. Bus Tour We asked respondents to take us on a ‘Bus Tour’ of their favourite ‘stops’ to purchase food on-the-go, helping us to capture what they buy, where they buy and who they are with Competition time! Respondents needed to write a letter to their favourite brand outlining their top 3 reasons why they love it. Quick Poll To break up the activities, we launched quick polls for all participants 16
  • 19. Example outputs from Australian, Chinese and Indian participants Letters to brands reveal genuine vocabulary and real consumer thinking… 17
  • 20. Example outputs from a Singaporean participant D C A B 18
  • 22. Also ensures engaged and creative respondents Respondents consistently give us positive feedback on the SocioLog.dx experience… On the whole, it was a fun experience! It gave me many inspiration and very fun. Thank you so much! This is indeed a great app and loved the session. .. Very nice experience! Thank you for such creative design! Really enjoyed doing this research, thank you. 20
  • 24. Understand Gamification – the digital projective techniques As one of the key words in current digital world, Gamification is the practice of applying powerful behavior motivating techniques from traditional games to non-game experiences, to solve problems and engage audiences. 24 Game Mechanics of Gamification Blissful Productivity Bonuses Cascading Information Theory Achievements Appointment Behavioral Momentum Combos Community Collaboration Countdown Discovery Epic Meaning Free Lunch Infinite Gameplay Levels Loss Aversion Lottery Ownership Points Progression Quests Reward Schedules Status Urgent Optimism Virality http://gamification.org/ 22
  • 25. Gamification in Digital qualitative Avatar When registering for the research, respondents build their own avatar based on their own personal information (gender, age, occupation, etc.) They can use the points they get from survey to dress themselves. And some activities will give respondents limited edition items to motivate them. (e.g. a virtual smartphone after finishing a mobile-related survey). Are you…? Male Your occupation is…? Female General staff Student Management House wife Professional Step 1 23
  • 26. Gamification in Digital qual Comics maker Happy Laugh Comics maker in SocialLog provides users various rage, funny faces to encourage respondents use them to create their own comics to express and share their feelings and experiences. Think Comic maker Shock Angry Sad 24
  • 27. But why ask questions at all when consumers are baring themselves on social media? News Sites Client Sites Forums Review Sites Blogs Public Communities & Networks Video Sites 25
  • 28. But extracting insights from social media requires ‘intelligence’ rather than just ‘mining’ or ‘analysis’ Moving the emphasis away from raw data… …and towards insight and recommendations 26
  • 29. Example of SMA challenges Relevant or not? or or 27
  • 30. Example of SMA challenges Positive!!! Ahm, wait… negative? “It’s so great, that the UK Olympics are sponsored only by American brands…” Irony, sarcasm, slang are common in the web and bias many analyses! 28
  • 31. Example of SMA challenges What’s your point of view? Germany‘s soccer team is much better than that of the US. Positive! 29
  • 32. Example of SMA challenges What’s your point of view? “Germany‘s soccer team is much better than that of the US.“ Negative! 30
  • 34. 32
  • 35. The Tools Are There 33
  • 39. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360