Presented by Nehal Medh, Managing Director, Consumer Experiences, GfK
at Qualitative360 Asia 2013
19-21 November 2013, Singapore
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/
3. DIGITAL QUALITATIVE
FROM ADD-ON TO CORE
Nehal Medh, Managing Director, GfK CE, Singapore
Ashok Sethi, Regional Development Director, GFK CE, APAC
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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
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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!
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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
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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.
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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
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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
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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
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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…
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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
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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
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active users
4
days with
activities
9
activities
225
pages of
output
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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
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19. Example outputs from Australian, Chinese and Indian participants
Letters to brands reveal genuine vocabulary and real
consumer thinking…
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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.
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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/
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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
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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
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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
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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
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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!
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31. Example of SMA challenges
What’s your point of view?
Germany‘s soccer team is much better than that of the US.
Positive!
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32. Example of SMA challenges
What’s your point of view?
“Germany‘s soccer team is much better than that of the US.“
Negative!
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