Participants are for life not just your survey! Thank you R-Net for the opportunity to talk to some of the bright young minds in the market research about being more human in every day research. We all know that better engagement leads to better insight so our goal with this presentation was to get the ball rolling and to challenge some of the traditional market research beliefs and practices. We would love to know what you think or if you have any ideas of your own to share?
Rise and fall of Kulula.com, an airline won consumers by different marketing ...
Participants are for life, not just your survey!
1. PARTICIPANTS ARE FOR LIFE,
NOT JUST YOUR SURVEY!
Prepared for R-Net by:
Louise Hitchen – louise.hitchen@incling.co.uk
Juliet Pascall – juliet.pascall@incling.co.uk
22.09.2014
2. 2
Hello, we are incling…
…a consumer insight consultancy with an entrepreneurial spirit and a
can do attitude. We see collaboration as the foundation of empowering
insight and specialise in creating bespoke online communities,
complemented by engaging face to face sessions, for brands to have
inclusive conversations with their consumers and stakeholders.
3. We are going to question 5
widely held beliefs in
market research, sharing
examples and a few tips
and exercises that we hope
will help you change your
day to day work.
Importantly, this is based
on our experience, it is not
a definitive guide. We want
to present you with a
starting point for further
conversation.
4. 4
Market research is steeped in tradition
Client
Researcher
Participant
This traditional approach
is…
Hierarchical
Treats the ‘respondent’ as a
subject to be observed
Hides business objectives
Positions the researcher and
client are consultative experts
5. 5
But we are facing a brave new world…
And have the opportunity
to take new approaches
that are…
Flat and inclusive
Treat participants as active
project members
Share business objectives and
challenges
Co-created solutions, customers
are also experts
Client Researcher
Participant
6. Our mission is to transform some
of the traditional market
research beliefs and we have
started the ball rolling with 5 of
our own…
8. This implies a hierarchical relationship
where there is an assumed power and
knowledge differential between those
conducting the research and those
being researched.
Why?
9. …we saw relationships as the source of our results and assumed that
you need to build trusting relationships for good co-creation and to
get more realistic insight/candid opinions?
10. GIVE MORE,
GET MORE
take the time to share and
be vulnerable
11. HUMANS ARE SOCIAL
CREATURES… and we are programmed
to give back when something is given to us.
You can use this principle to establish a
relationship and get more depth from
participants with these ideas…
1. Provide a space for customers to own or set the agenda – give
them the reins and an opportunity to benefit from the research
2. Be vulnerable and answer your own question first, show
customers that you are willing to give as much as they are. This
also sets the tone for later responses.
3. Share genuine results and challenge your clients to tell you what
has been done with the research
12. Belief 2:
Some participants are
naturally creative,
others are not.
13. Many brands are benefiting from
crowdsourcing and the belief that good ideas
can come form anyone, anywhere.
https://www.youtube.com/watch?v=0ZXBfQqC6F0
14. GOOD IDEAS CAN COME FROM
ANYWHERE
Often it is the small idea that ends up
winning out. You just need to create
the right environment for people to
contribute and feel good about it.
15. YES BUT/YES AND - AN EXERCISE
TO GET YOU ALL INVOLVED…
‘Yes but’ is adversarial, no progress is made
while ‘yes and’ encourages engagement and
sharing without inhibition. It reframes the rules of
engagement.
Divide into pairs. Everyone on the right of the partnership you are
going to be the ‘yes but’ person, everyone on the left you are
going to be the ‘yes and’ person. Take one min for each side to
answer a question (e.g. what should I do for my next holiday) and
the other person to reply with ‘yes and’ or ‘yes but’. Discuss how
everyone felt answering with ‘yes but’ then ‘yes and’ and suggest
that for the rest of the meeting/workshop that everyone build on
ideas with ‘yes and’.
16. Belief 3:
Do not share too much
information, it will affect
the results
17. BETTER ENGAGEMENT LEADS TO
BETTER INSIGHT
When we share objectives,
and upskill participants, we
find that it’s a virtuous cycle of
engagement
18. WHY SHARING IS SO
IMPORTANT…
1. If you don’t share the ‘why’ behind the
questions you’re asking, whichever method
you’re using, participants are less likely to be
engaged and invested in giving you answers.
2. Hidden objectives create uncertainty
because consumers don’t feel like they know
the agenda or where the questions are
heading, leading to ‘safe’ responses.
19. We share as much as possible with our
community members and reap the
benefits…
Stylist Reader
“I really enjoyed being part of the community
and also reading other people’s points of view.
I felt like we were getting a little inside scoop on
the magazine too, which is nice - makes you
feel like Stylist really cares about their readers
and want to do what is best for them. It also
feels quite exclusive and special.”
20. Belief 4:
We can get
participants to focus on
one specific problem
21. WHATEVER YOU RESIST WILL
PERSIST!
If you resist allowing your co-creators
to express their fears and
frustrations, it will dominate their
thinking throughout the process.
Allow your participants to clear the
past because only then, will they be
truly productive and focus on your
challenge.
22. Dear Martin…
My
only
real
gripe
is
when
you
feature
fashion
ar1cles.
A
lot
of
the
1me,
they
are
extremely
expensive.
If
we're
hi<ng
the
average
modern
man,
yes
we
take
care
of
ourselves
and
like
to
wear
the
latest
fashion
trends,
but
not
everyone
has
£1,000
to
spend
on
one
wardrobe
piece.
We
may
all
want
to
aspire
to
dress
head
to
toe
in
Tom
Ford,
but
perhaps
you
can
lower
the
budget
to
more
of
the
high
street
brands?
Or
tailor
for
3
different
budgets?
top,
middle,
lower.
Keep up the good work,
Cheers Apepp
I'm
a
big
fan
of
ShortList...
The
copy
is
well
wriMen
and
wiMy,
and
is
certainly
on
trend
with
my
personality,
so
I
would
hope
the
average
man’s
too(?).
I
really
like
the
wide
range
of
topics
covered,
from
what
to
do
in
London/
Leeds/Manchester,
to
what
CDs
to
listen
to
and
what
industry
insiders
reckon
are
the
whiskys.
I'm
also
a
fan
of
Danny
Wallace's
column,
so
please
keep
that
too.
To achieve this we ask customers to write a postcard to the
CEO and tell them:
What they think the brand should continue doing
Where they see opportunities for the brand
23. Before we move onto the final belief help me
finish this sentence, this restaurant is……
25. Belief 5:
The questions we ask
are more important
than the environment
we ask them in
26. CREATE THE RIGHT ENVIRONMENT
All you need to do is think about
the good and bad parties or
restaurants you may have visited
to understand how the
environment plays a role in how
you feel, your experience and
your consequent behaviour.
27. A FEW IDEAS TO TAKE AWAY…
1. Get your clients to dress like respondents if they’re in
the room (and we recommend that they are!)
2. Don’t let your clients convince you to save money
by hosting the group in their store cupboard!
3. Send out invitations with what to expect, some
teasers about topics to be covered (where possible
in a pre-task) so that they come prepped and
ready to go.
4. If you are working online use Intuitive technology
that is well-designed.
5. Give a sense of ownership by providing participants
with a space to start their own discussions.
28. Be human and show
every research
participant trust and
respect
drop us a note at…
info@incling.co.uk
call us on…
+44 (0)203 070 3936
find out more at…
www.incling.co.uk
29. Follow up discussion with the R-Net audience
Market research assumptions or practices that we could be thinking
about and challenging.
• Respondent should not know each other.
• When completing online surveys participants are completely focused – only doing one
thing.
• Participants should not do market research more than once every 6 months.
• Clients do not want to share their objectives with the participants because this will
reveal their strategy which is confidential.
• Giving away too much information on what the survey is about will bias the results.
• Online participants are boring for respondents.
• Respondents don’t care…Researchers don’t care about respondents.
• Presenting results can and should be more than just PowerPoint.
• When work is commissioned the client knows the process and how the project will run.
• Participants are dumb, create surveys that children can understand.
• Participants only answer surveys for money.
30. Follow up discussion with the R-Net audience
Ideas to help us challenge some of the assumptions and
established practices.
• If it is not possible to give away information at the start give it at the end. Perhaps a
link etc.
• Videos, voxpops, interactive maps, prezi presentations and bulletin boards are a
much more engaging way of presenting results.
• No one way mirrors, bring your clients into the focus group or workshop.
• Ask fewer, better, more engaging questions.
• Use props to compliment the research theme.
• Encourage multiplatform engagement with participants.
• Organise brainstorming sessions to see how to engage participants and what is
feasible within the project budget.
• We run 2 day deliberative workshops where we invite people to attend without
knowing what will be discussed. At the workshops we have expert presentations on
the issue to inform attendees, followed by activities and discussions to address a
number of objectives and co-develop solutions. Attendees often feel empowered
and passionate about the issues as a result and we get some really useful insights.
• Focus groups should be in an environment that really inspires participants. We
conducted a focus group recently in the space centre to get participants to think
about future travel.
• Put effort into a fun invite and fun questionnaire.
