Moving beyond focus groups as de-facto qualitative option - GfK

Qualitative 360 Europe
2014
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GfK Turkey
Moving beyond focus groups as de-facto qualitative
option
© GfK 2014 | Qual360 Istanbul

1

Who are we?

Burçak Gökbayrak

Esra Zeynep Kırımlı

GfK Turkey
Qualitative Group Manager

GfK Turkey
Qualitative Group Manager


2

The Consumer Journey To 2020
Today, consumers:
• Don’t follow a straight line ‘path to purchase’
• Share information, interact with brands in different ways
• Experience brands in-store, by WOM, using social media, mobile apps
and more
For marketers:
• Have different expectations
• More opportunities to engage
and influence
• More complexity in
understanding how market
dynamics inter-relate
• Fast, accurate activation


Source: Roper Reports Worldwide 2012 (US filter)

3

GfK Smart Discovery Philosophy


4

GfK Smart Discovery – The INSIDE - OUT Consumer
View
A consumer view of how people make sense of the market and how
the market fits into their everyday life
360° BROAD view

A qualitative “map” of how consumers
view and participate in your “category”

360° DEEP view

Rich stories and insights on how the
consideration set fits into their lives
5

What is the “Broad Lens” View?
Seeks to view a broad spectrum
of consumer demographics,
attitudes, behaviors and
motivators to broaden
understanding of possible view

Understanding now needs
differ across the breadth of
occasions so as to map the
profiles of
occasions/situations


Seek to understand the
broader consideration set’s
role in addressing needs

Integrated
Market
View

Identifies consumer needs in a
way that moves beyond just
functional, but into emotional
territory to view the broader range
of emotional payoffs in an ideal
world

6

What is the “Deep Lens” View?
It provides a truer view of how consumers’ experiences and
influences shape their perspective of the broader consideration
set over time
Relationship and Cultural Influencers

Touchpoint Influencers

Longitudinal view of evolving experiences in life that shape consumer values and personalities

7

GfK Smart Discovery Approach
CLIENT KICKOFF WORKSHOP
to gather
knowledge, gain
alignment, and set
a positive tone for
the project
LAUNCH


Pilot interviews
and area mapping
to identify
touchpoint
influencers and
understand broad
lens
FEEL THE
GROUND

Digital qualitative
solution: GfK
SocioLog.dx, also
participant
observation and indepth interviews to
understand deep
lens
DEEP DIVE

Multi-moderator
Group Analysis
ANALYSIS
STAGE

8

GfK Smart Discovery – LAUNCH
Kick-off Workshops
Participation from different departments
from the client

Project team and all the moderators
Getting together more than once, sometimes
brainstorming sessions


9

GfK Smart Discovery – FEEL THE GROUND
Area Mapping
Visiting each store before fieldwork
Getting / drawing the map of the store/point
Observation

Pilot interviews


10

GfK Smart Discovery – DEEP DIVE
Various methodologies
Mainly Ethnography
Observation / Participant Observation
In-depth Interviews

Digital Solutions
Including different stakeholders: getting both
retailers’ and shoppers/customers’
perspectives

11

GfK SocioLog.dx: The digital qual landscape
SocioLog.dx takes respondents on a journey through immersive and interactive activities that
leverages the expressive power of the web to bring their experiences to life.
SocioLog.dx is ideal for:
Exploratory
Deep, holistic
understanding

Quick
Real-Time



Extended
Duration

Exploratory research including
online diaries or product testing
Mixing methodologies
(i.e., individual questions, group
discussions and diaries in the
same project)
Using a Smartphone app to
access projects on the go

Targeted
Learning
Specific, tactical
feedback

Collecting multimedia e.g.,
video, photos etc.
Small scale communities over
shorter time scales
12

GfK Smart Discovery – ANALYSIS STAGE
Group Analysis
Several moderators
Working sessions
A general report covering common points in
all sales points
Separate reports for EACH POINT


13

Case Stories


14

“Evil is in details.”
Bernard Shaw


15

Case 1 - Discovering the moment of truth in a GSM shop
Objective: How to enhance the shoppers’ experience in the GSM shop and increase
closure rates?

To discover the whole
experience of the shoppers in
a GSM shop,
To learn the shopper paths,
trip missions and decision
making hierarchy

To derive improvement areas
for the in-store environment

16

Marketing challenges


17

Understanding the GSM shops: First step of a comprehensive research project
Research is specifically
designed

GSM Shops are important
• Are one of the main
reference points for the
brand image
• Are the information
sources and have
influence on the decision
making of shoppers.

Face of the brand
• With some small changes
in the stores and system, it
is possible to:

• Increase the sales
• Provide customer loyalty
• Increase customer
satisfaction


• Gave actionable
findings with specific,
concrete real life
examples
• Used to formulate the
quantitative design of
the research
• Awarded for the Silver
Owl by Turkish
Researchers Association
18

FEEL THE GROUND & DEEP DIVE
Ethnography
Participant
Observation

24 hrs of shopper observations and
around 100 exit interviews

In-depth
interviews

7 in-depth interviews with sales
representatives and store managers

Digital
Qualitative:
SocioLog.dx

8 store managers from 6 different
cities for 5 days


19


Exit interviews with the
shoppers
Observing shopper behavior,
(interaction with objects &
people and path in the store)
Evaluation of the point
according to the semiotic
checklist and photographing
Moderators inform the store
personnel and interview the
store manager

20

Striking Findings


21

Case 2 – Customer Journey in a Car Dealer
Objective: Understand the customer journey in a car dealer, while bringing the
vehicle to the service or buy a new one.

The experience of the
customers in a car sales
/ repair point
-The identification of the
elements that would
affect this experience
- Evaluation of the
physical elements in the
points

22



23

Marketing Challenges: Improve the satisfaction of the service usage, which is
already quite high.
Experience in the
service and sales dealers
• Are quite important in the
brand perceptions main
reference points for the
brand image
• Are effective on the next
car purchase and brand
loyalty.


Research is specifically
designed

Need of a feminine touch in
the men’s world
• Since automotive sector
has a male dominance in
the country:

• For the needs of the
sector and business
objectives – no other
present research as a
benchmark

• The evaluation of the
service and sales points
needed a feminine point
of view.

• Gave actionable
findings with specific,
concrete real life
examples with photos.

24


SAMPLE:
14 DEALERS IN 9 CITIES /
110 RESPONDENTS
OBSERVATION & ETHNODEPTH INTERVIEWS
IN THE CAR SALES
POINT/DEALER

25


Observation at the vehicle
delivery time, questioning
and photographing
Interviewing of the customer
for one hour
Evaluation of the point
according to the semiotic
checklist and photographing
Moderator informs sales and
service representatives

26

Semiotic Checklist – From the visible to the invisible one...
 Entrance
 Information Desk
 Sales and service reps language, clothing, attitude
 Signs and signboards in the area
 Atmosphere
 Colours and shapes
 WCs
 Sound and music
 Internet corner
 TV, newspapers availability

27

Striking Findings

-Different moods of the sales and
service customers
- Typologies
- Impact of the physical elements on
the customers
- Different reactions of the different
typologies to the physical elements

28

Finally,

If;
You need more than the classical approaches,
You would like to live the story of the customer/shopper,
You look for the actionable insights,
You believe that the details would make the difference!
We invite you to use GfK Smart Discovery approach!
GfK - 0212 368 07 00
burcak.gokbayrak@gfk.com
zeynep.kirimli@gfk.com

29

THANK YOU

2014 QUAL360 ISTANBUL

30

Moving beyond focus groups as de-facto qualitative option - GfK

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