digital qualitative with ipsos...that mirror social media features and strengths. this includes...
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© 2020 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
© 2020 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
March 26, 2020
Catriona Adam
DIGITAL QUALITATIVE WITH IPSOS
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Listening With Empathy
Authentic and unfiltered
Proactive understanding, reactive problem solving
Fit into consumers’ lives
Rich multi-media
We know engagement
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Digital Approaches
Traditional > Online 3i EyeJournal Communities
When you need quick gut
checks without the cost
of in-person research:
When you need concepts
and stimulus evaluated,
or deep topic explorations:
When you need a deep
understanding of
individuals:
When you need organic,
group interactions on a
larger scale:
HUMANIZED INSIGHT CAPTURE
Curation Workshops Trends
Qual + Quant
Longitudinal
Auto-Ethnography
Highly visual
Voice of the customer
brought to life in situ
Immersive
Iterative
In Process Results
WhyDives
Webcam Interviews
Webcam Focus Groups
Live Chat Focus Groups
HUMANIZED INSIGHT DELIVERY
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Insight Safaris
Insight Safaris enable in-the-moment recording of consumer
behavior: what, where, when, why, how.
A mobile self documenting approach, where the participant provides
insight into in-the-moment occasions, and the influence of culture
and social dimensions on how they see and behave.
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Ipsos
InstaBubble
• primary research
on Instagram
• address digital
target groups
• increase engagement
• optimize your access
to insights
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© Ipsos
Hear from everyone possible
• Increased geographic reach
• More considered responses
• Uninfluenced responses
• Talk time
VALUE FOR MONEY
Benefits of Deep Dive Digital
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Depth of Exploration
• Deep immersion for stakeholders
• Voice of customer, through video
• Mobile = moment of truth
• Iteration
DEEPER ANALYSIS
Benefits of Deep Dive Digital
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The flow is similar to how an interview or a focus group is hosted and moderated. New questions are launched daily. Participants complete the questions individually at their own pace eliminating group think. The discussion can be set so they view the responses of other participants after their answer, thereby lending to a group dynamic where discussion and dialogue can take place.
Topics, questions, and even stimulus can be revised to drill deeper, allowing for an evaluation that provides answers to ‘what if’ scenarios to go beyond the surface answer.
Learnings are presented to the client team regularly through fieldwork via teleconference, moving the ‘backroom’ online.
Concept & Copy Evaluations
Player & Retailer Experiences
Immersive
Iterative
Use
Cases
In-Process
Results3i
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Challenge Approach Result
• Divergence in tactics • 3i over 3 days
• 4 ads
• Exploration of what-ifs
+ alternate endings
3i case studyEvaluating Animatics with a niche target audience
• Convergence
• Actionable insights
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EyeJournal
Built on the premise of blogging, paired with
creative activities, this interactive method
encourages consumers to develop a heightened
awareness of why they do what they do and think
what they think – autobiographical ethnography!
An online approach designed for personal, non-
judgmental, and in-depth sharing that is
fundamental to uncovering deeply rooted needs,
lived experiences, and reveal truths that often
remain hidden.
Activities are designed to guide participants on a
personal journey, helping them to spontaneously
share their current realities - consciously and
subconsciously - and to develop a bond of trust
between them and the researcher.
Post-Segmentation Segment Illumination
Player, Product, or Channel Insights
Player Health
Creative
Engaging
Introspective
Use Cases
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Challenge Approach Result
• New attitudinal segmentation
• Big Data overload
• 5 Days
• Video, Photo & Text
Responses
• Thick Data insights
• Segment Activation
EyeJournal case studyQuantitative Segmentation Follow-up
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Reflect an environment
that mirror social
media features and
strengths. This
includes generating
own content, as well
as responding to
content from other
community members.
Foster interaction
between members.
In addition to building
social ties and
incentivizing
participation, this type
of interaction also
lends itself to
collaborative activities
such as sharing,
iterating, and co-
creating.
Aim to be a place
where members
want to come to on
their own. Intrinsic
motivation is
encouraged
through fun and
diverse activities
that foster
engagement.
Well-poised to
address
longitudinal
business questions
because they stay
with people over
a period of time.
Both reactive and
proactive. With
proactive content
generated from ‘bottom
up’, communities can
introduce entirely new
ideas, areas, and pain
points to clients. This
can help close the gap
on “you don’t know what
you don’t know”.
Online Community
LongitudinalEngagementMember
Interaction
In SituBellwether
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People want to contribute to their community
– it’s fun and engaging, and a way to build
relationships through interacting with others.
Community members complete activities, but
also log in to comment on others’ content, to
post new discussion threads, or to upload a
piece of relevant media. Consumer-led
content that is driven by the relationships
forged on the community is the ‘special
sauce’ of online communities.
Community Use Cases
• Foundational learnings
• Uncovering drivers to behavior
• Innovation, co-creation
• Product and service development
• Segment learning
• Player communications/marketing
• Branding
• Marketing programs
• Varied approaches (qual + quant)
• Trends monitoring
• Video blogs, voice of the customer
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QUESTIONS?
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