Planetary and Vedic Yagyas Bring Positive Impacts in Life
Group v mris u bend- o2 july12
1. CARRY ON ROUND
THE “U BEND”
AN EXPERIMENTAL COMPARISON OF THREE QUALITATIVE
METHODOLOGIES
Group V
2. The Context
Imagineers Inc ,United Kingdom
Physics of the
“U Bend”
Household cleaning products
To develop a new & unique product
concept.
Research Objectives –
To understand consumer behaviour &
attitudes to cleaning the toilet
The role of the family
The products used
The purchase cycle & context
The imagery of the main brand players
The indications of possible brand
partners and idea generation
3. Premises
Premises
•Single qualitative
Group Participant
research
Discussion observation methodology can
1.5 hrs using video result in misleading
and 'field
notes’ recommendations.
(in-home 2 X
3)
•Focus groups,
which import
Accompani
respondents to the
ed researcher's world.
shopping
preceded •Participant
by
interviews observation &
(Segment ethnography, where
on loyalty) the researcher
4. Group Discussion
Group Discussions-
Advantage
Insight on understanding how
toilet cleaning fits into the way
in which women view their role
today, the meaning of the toilet Window
as a room in its own right
Disadvantages
Very less insights on retail of
context and consumer shopping
behaviour
Dependency on moderator’s values
interpretation of discussion
Consumer may tend to provide
socially desirable responses
5. Ethnographic Approach
Ethnographic approach
Advantages:
Bring the consumer alive for the
listening clients,
Real attitudes/behaviour rather
than project constructions
Window
Embarrassment People are never
Implications
(Change in taught how to
for client
emotions) clean a toilet
of
Disadvantages
Very less insights on retail context
and consumer shopping behaviour Behaviou
At times inhibits the interviewee if r
information is sensitive
6. Accompanied Shopping
Advantages:
Insights related to retail cues
Insights regarding store layout,
retailer assumptions on
promotions
Disadvantages
Window
Few insights related to consumer
emotions regarding brand,
product, product usage of
Lack of insights on brand
imagery
Lack of space and crowd limit the Retail
amount of information that can
be elicited from consumer cues
Restricted to agenda of
“Shopping”
7. Caveat: The Client Researcher
Relationship
Increasing pressures of
time and tight budgets
have tempted clients to
collapse the brand
planning cycle into one
study and consequently
overload the research
with an unrealistic scale
and spread of
objectives.
Thus we are dealing
with the researchers
imaginings rather than
their insights.