qual street techniques for great groups
Post on 08-Jul-2015
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If you do or watch Qual research, you’ll
know some groups flow, whilst others are
painful to sit through...
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Here are some ideas about how to run
creative and revealing groups that will
deliver insight you can believe in...
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Start off your groups right, and success will
follow...
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#1 Warm-up: The Name Game – play a game with respondents that will
help them remember each others names. You’ll all bond, and the group
will go better.
#2 Warm-up: What kind of day have you had? Ask respondents to let
everyone know how they’re feeling. It builds empathy.
#3 Warm-up: Take it slow. Giving each respondent sufficient time to
‘tell their story’ at the start of a group helps them to find their voice and
gives you a chance to probe properly throughout the group.
Three Warm-ups that work...
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Have fun (but not too much) it
primes our brains for greater
creativity - according to Claudia
Hammond’s book Emotional
Rollercoaster. Small treats also
deliver better creativity – bring
chocolate and you’ll be
rewarded...
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Ask ambiguous questions – according to
Keith Sawyer in his book on Group Genius
purposefully vague questions foster creative
thinking
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Use ‘cognitive interview’
techniques to help with
accuracy of recall: ask
people to tell their story
from the middle; get
respondents to recall the
sensory context of their
experience; change
perspective – ask them to
tell the story as if it were
from someone else’s
point of view
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The Big Picture: bring life size pictures of the
shop fixture into group discussions. If you’re
discussing a brand, make sure you discuss it in
the context of where it’s usually bought
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Replicate decision making
processes by designing
games to explore consumer
choices – you’ll gain
grounded insight if you
explore behaviour – so much
better than exploring opinion
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Social Proof Reading:
When people are
uncertain what they think
or feel about an idea, they
usually defer to what the
‘alpha’ of the group is
saying (this is called social
proof). So it’s good to
check with respondents
how certain or sure they
feel about something –
many in the group might
be feeling... nothing...
about the idea
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Private Response – you want to understand the
group effect and the influence of others, but it’s
important to know what is going through an
individual’s mind as well. I’ve started using
ipads, getting respondents to record their own
personal responses to concepts on their own
tablet
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Withholding: we hold
back our thoughts all
the time, so it’s
important for the
moderator to remind
respondents it’s
something they do,
and encourage them
to think about what
they’re holding back.
Asking respondents
to fill in a thought
bubble picture helps
them reveal what
they’re thinking
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People stand up to hear
good news and sit down
to hear bad. We think
better when we are
feeling physically
alert...So researchers
need to take into account
respondents’ bodies as
well as minds when we
are moderating. We
should bring movement
into groups.
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Without words; some people
communicate better visually,
and so giving people a
chance to draw their ideas in
groups can really work.
Asking respondents to draw
a brand pack also reveals
the key iconography
associated with the brand
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Little groups...There’s gathering evidence that
smaller groups work better together. And with
mini groups you don’t get ‘social loafing’ either
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Diversity: apparently workshops and co creation
sessions work better with diverse groups working
together. Different people bring alternative
perspectives to a problem – their ideas collide
and boom! innovation results.
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There are lots more ideas about social
psychology, behavioural economics and research
techniques on the Qual Street website:
www.qual-street.co.uk.
I qual – so if you have ideas about how to
deliver research, I’d love to hear from you.
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Free Thinking
kath@qual-street.co.uk Mob: 07738 180529
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