When tasked with exploring culture - in this instance the culture of smoking - and making recommendations on how to develop a communications program through understanding new opportunities to serve smokers, researchers and planners need to get deep inside the lives of the target audience using a range of tools and techniques. Using a hybrid of online and offline research methods using Dub’s pioneering online qual software, CultrDig delivered successful study that: -Quickly surfaced new ideas and opportunities -Combined online, mobile and face-to-face engagement techniques -Delivered actionable insights that communications agencies could easily leverage -Enthralled and excited participants

1. BREAKING NEW GROUND
WITH MIXED METHODOLOGY
QUALITATIVE
How Online
Communities
Focus
Groups
Case Study:
ClearWay Minnesota
Stephen Cribbett, CEO. Dub
October 2013
Illuminating
Insights & New
Opportunities

2. Agenda
s
tion
c
odu
Intr
etho
M
xed
Mi
y
Stud
e
Cas
y
olog
d
ghts
Thou
s
sult
e
&R
Q&A

3. Valerie Esqueda is Chief
Digologist from CultrDig, a
culture-focused qualitative
research company based in
Minneapolis, Minnesota.
CultrDig brings to light the
context of the culture or microculture surrounding a product,
service, or brand experience.
Website: www.Cultrdig.com
Email: val@cultrdig.com
Twitter: @cultrdig

4. www.dubishere.com

5. Smoking cessat
ion ser vices und
erused by the
70% of Minnesot
ans who want to
quit
Quitters experie
ncing high levels
of
difficulty reachin
g their goals.
Why were smok
ers
especially as pr not seeking QUITPLAN support,
oven effective?

6. Objectives
Understand...
• Relationship of smoking to lifestyle and
identity.
• Attitudes and perceptions of smokers ready
to quit, thinking about quitting and
successful quitters.
• Barriers to quitting and paths to decision to
quit.
• The role of social media, texting, mobile in
quitting process.
The role of tools such as mobile apps, NRTs
and alternative treatments.
Why QUITPLAN Services program
satisfaction levels have declined.
Provide insight to inform development
of QUITPLAN updated offerings to
ensure services are relevant
www.dubishere.com

7. Challenges
•
•
•
•
•
•
Short time frame
Large and diverse territory
Segments with highly diffused preferences
Emotionally sensitive
Large amount of data analysis
Wide range of related objectives
www.dubishere.com

8. Mixed Methodology Approach
Short-Term Online Community
Eight days
32 participants
2 Segments:
Smokers
Former smokers
www.dubishere.com

9. Mixed Methodology Approach
Focus Groups
6 Groups
2 Segments:
Smokers
Former smokers
www.dubishere.com

10. Research Design: Two Phases
PHASE 1
SHORT-TERM ONLINE COMMUNITY
Identity
Perceptions
Triggers
Opinions and Beliefs
Lifestyle
Motivations
www.dubishere.com

11. Research Design: Two Phases
PHASE 2
90-MINUTE FOCUS GROUPS
Explore assumptions
Evaluate website
Identify resonating assumptions
New territories
Reactions to new ideas
www.dubishere.com

12. Why IdeaStream™?
• High level of design and tech support
• Intuitive, well organized set-up and
dashboard
• Frictionless sign up process for
respondents and client
• Flexibility to react quickly and design
for new information
• Robust data analysis tools
• Excellent community environment
• Strong co-creation ability
• Highly immersive
www.dubishere.com

13. Activity Design
Orchestrated range of online activities enabled
research to:
• Capture important feelings, beliefs and
attitudes through different modes of
expression
• Understand and build crucial cultural context
• Engage participants in a very personal and
meaningful way
• Identify key decision-making influencers and
“hot spots” in decision-making process
www.dubishere.com

14. Activity Plan
y8
Da
y7
Da
S
En
er
ok
m
y6
Da
y4
Da
ers
igg
Tr
y5
Da
y3
Da
y2
Da
y1
Da
t
y
tit
en
n
de
nm
I
iro
v
t
ns
ns
co
or
ion
o
ac
tio
pp
pt
ati
b
c
Su
To
rce
tiv
ea
o
of
Pe
dr
M
er
an
ole
k
R
o
ss
e
-Sm
en
on
ar
N
aw
ite
s
eb
W
www.dubishere.com

15. THE SMOKING STORY
UNFOLDS IN REAL TIME...

16. Smokers Perceptions of Smokers
www.dubishere.com

17. Perceptions of Non-Smokers
www.dubishere.com

18. Perceptions of Non-Smokers
www.dubishere.com

19. My Smoking Life
www.dubishere.com

20. What Would Help Me Quit
www.dubishere.com

21. What Helped Me Quit
www.dubishere.com

22. ...And Then Comes to a “Y”
THOSE WHO
WANTED HE
AND SUPPO LP
RT
THOSE WHO
WANTED TO
THEIR OWN DO IT
WAY
www.dubishere.com

23. “Y” Exploration: Understanding the Juncture
• Question separated
respondents into two
quitting styles
• Short survey by quitting style
on motivations for success
www.dubishere.com

24. “Y” Exploration
www.dubishere.com

25. “Y” Exploration
www.dubishere.com

26. From Online to Offline
www.dubishere.com

27. From Online to Offline
Traditional focus group
methodology:
• Further examined and validated
findings from online group data
about personal quitting styles
• Explored opportunities for new
innovative services
• Built off input from P1 for ideation
of an appealing and motivating
smoking cessation services
program.
www.dubishere.com

28. Result: Insights became a launching pad
• Different thinking about how to
more interact authentically and
create meaningful support
• Crucial design direction for
content and services
• Increased ability to be relevant to
all smokers across the state
• Stronger likelihood for successful
quitting
• Opportunities for innovation
www.dubishere.com

29. Q&A

30. Thank you!
Dub Contact Info
www.dubishere.com
us@dubishere.com
@dub_research
UK +44 20 7247 3327
US +1 310 997 5779
CultrDig Contact Info
www.cultrdig.com
val@cultrdig.com
@CultrDig
646-321-5612