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New Marketing Research Methods: How to Choose

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New Methods of Qualitative Research… How to Choose Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Presented By: Jay Zaltzman President, Bureau West Bureau West ▪ Market Research & Marketing Strategy ▪ info@bureauwest.com FocusVision Worldwide ▪ [email_address] So Many Research Options, So Little Time: How to Choose Among New and Traditional Qualitative Research Methods
Bureau West: Research & Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Decisions, Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Decisions, Decisions… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Online Bulletin Board Focus Groups Moderator post Responses
Online Bulletin Board Focus Groups ,[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Webcam (video-enabled) Focus Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Webcam (video-enabled) Focus Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Online Chat Focus Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Online Chat Focus Groups Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com ,[object Object]
Telephone Focus Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Telephone Focus Groups ,[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Desktop Sharing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Mobile Phone Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Mobile Phone (Texting) Research ,[object Object],[object Object],[object Object]
Online Journaling (“Immersive Research”) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Online Journaling (“Immersive Research”) ,[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Video Diaries ,[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Video Diaries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Market Research Online Communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
So How to Choose? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Decision Process: Start Here Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Yes No No Yes Can’t use remote or online methods (Except telephone focus groups and IDI’s) Can consider online methods – continue to next page Can’t use remote or online methods Are people with broadband internet representative of the target? Is confidentiality absolutely essential?
Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com In Person Interaction Spontaneity In Home or Office Psychological security In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Depth Superficiality In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Group Group Dynamic Individual In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Immediate Retrospective In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
Decision Process – Things to Consider: ,[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Summing Up ,[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
Questions… Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com

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New Marketing Research Methods: How to Choose

  • 1. New Methods of Qualitative Research… How to Choose Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  • 2. Presented By: Jay Zaltzman President, Bureau West Bureau West ▪ Market Research & Marketing Strategy ▪ info@bureauwest.com FocusVision Worldwide ▪ [email_address] So Many Research Options, So Little Time: How to Choose Among New and Traditional Qualitative Research Methods
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  • 23. So How to Choose? Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
  • 24. Decision Process: Start Here Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Yes No No Yes Can’t use remote or online methods (Except telephone focus groups and IDI’s) Can consider online methods – continue to next page Can’t use remote or online methods Are people with broadband internet representative of the target? Is confidentiality absolutely essential?
  • 25. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com In Person Interaction Spontaneity In Home or Office Psychological security In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
  • 26. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Depth Superficiality In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
  • 27. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Group Group Dynamic Individual In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
  • 28. Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com Immediate Retrospective In-person focus groups In-person IDI’s Online bulletin board focus groups Telephone focus groups Webcam focus groups Mobile phone research Video diaries Online journaling Online chat focus groups
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  • 31. Questions… Bureau West ▪ Market Research & Marketing Strategy ▪ Los Angeles, CA ▪ tel: (818) 588-6050, email: info@bureauwest.com
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Notes de l'éditeur

  1. We’ll briefly cover the various methods, then discuss some strategies to choosing among them. Finally, we’ll break into groups to discuss methodology for some sample projects, and then come back together to share the findings with the group as a whole.