Maximizing insight and profit 4 24 12
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Maximizing insight and profit 4 24 12
- 1. MAXIMIZING INSIGHT AND PROFIT: USING IMMERSIVE FRAMEWORKS TO BETTER SCOPE YOUR RESEARCH April 26, 2012 Steve August, Founder and CEO
- 2. Our Mission: Understand People….
- 3. ….To Answer Business Questions Brand Messaging Products Customer Needs, Wants, and Market Desires
- 4. Layers of Consumer Experience
- 5. We’d Love To Do This
- 6. The Challenge of Traditional Qual Interesting things happen here
- 7. The Opportunity of Digital Qual Interesting things happen here
- 8. Imperatives of an MR Business + Insight Profit
- 9. The Challenge of Digital Qual It’s “always on” Interesting things happen here
- 10. Maximizing Insight & Profit with Immersive Research Activities Frameworks
- 13. Immersive Research Activity-Based Research Question-Based: Activity-Based: What’s in your Take me on a photo fridge? tour of your fridge. Butter Cheese Lettuce Mustar Milk Leftover Spaghetti Carrots Orange Juice Jam
- 14. Using Activities To Explore Consumer Experiences Tours, Show Me’s, Deprivations Diaries, Journals Projective exercises, Image Metaphors, Personification, Storytelling
- 15. Immersive Research An online research framework that captures consumer behaviors, experiences and emotions in context.
- 16. 2nd Imperative Profit – How efficiently we deliver value – A question of scoping and project management
- 17. Digital Qual Scoping Challenge No Time boxes!
- 18. Activities, a basis for scoping Activities x People = Scope 15 participants x 4 activities 60 responses Moderation: 5 minutes per response mod. 300 min/5 hours Analysis: 60 responses 48 pages of data Potential time to analyze 20 hours
- 19. Segments: 1 2 4 4 Participants: 15 30 60 Responses: 60 120 240 Activities Est. moderation: 5 hrs 10 hrs 20 hrs Data generated: 48 pgs 96 pgs 192 pgs Potential analysis 20 hrs 40 hrs 60 hrs Suggested duration & report: 3 days
- 20. Your Mileage May Vary!
- 22. Suggested Project Frameworks 4 8 16 Activities Activities Activities Suggested duration Suggested duration Suggested duration 3 days 7 days 14 days
- 23. Brand Experience Study 4 4 Activities Suggested duration 3 days
- 24. Segments: 1 2 4 Participants: 15 30 60 Brand Experience Study Responses: 60 120 240 Est. moderation: 5 hrs 10 hrs 20 hrs 4 Data generated: Est. analysis: 48 pgs 20 hrs 96 pgs 40 hrs 192 pgs 60 hrs Activities Suggested duration 3 days
- 25. Productization: A Modular Approach
- 26. Example: Concept Testing 4 Activities 4 Key for Success
- 27. Activity 1 1
- 28. Turn Questions into Activity: Explain to a Novice
- 29. Activity 2 2
- 31. Activity 3 3
- 32. Sell It!
- 33. Activity 4 4
- 35. Your Report: Table of Contents Concept in Context: Current Choice Set – Current perceptions of category/choices – Current choices and drivers – Cost parameters with current choices Concept Reaction – Openness to concept – Where it fits – Key questions – Potential objections Potential Marketing Language – Concept value in participants’ own words – Persuasive benefits and language
- 36. Activities & Frameworks Together
- 37. Get in Touch! Revelation will work with you to develop your own frameworks! info@revelationglobal.com +1 503.808.1492
- 38. COMING MAY 24TH! REVELATION MASTER CLASS: 4 AWESOME ACTIVITIES FOR PRODUCT RESEARCH 12 Eastern/9am Pacific
Notes de l'éditeur
- Think about it. Wouldn’t we all love to be a fly on the wall, or a researcher in a highchair in this case, to be there when things actually happen. But obviousl, we don’t have the luxury of time and resources to make this happen.
- Think about it. Wouldn’t we all love to be a fly on the wall, or a researcher in a highchair in this case, to be there when things actually happen. But obviousl, we don’t have the luxury of time and resources to make this happen.
- That is, we aren’t there when the things we are most interested in happen. Moments of decision, of consumption, use, purchase - by and large they don’t happen at the time of the survey, during the focus group, sometimes not even during the in home visit. They happen during the part of people’s lives where we can ‘t be present.
- Revelation is a technology and research company creating focus groups for the social age. Our Revelation project online reseasrch system launched in late 2008 and addresses the shortcomings of focus groups – no travel, in the moment beahviors, web and mobile, no group think and a huge leap in the amount of time participants contribute to projects.
- Revelation is a technology and research company creating focus groups for the social age. Our Revelation project online reseasrch system launched in late 2008 and addresses the shortcomings of focus groups – no travel, in the moment beahviors, web and mobile, no group think and a huge leap in the amount of time participants contribute to projects.
- We are going to transform qualitative research and profit handsomely from it.
- Q