journey qual idi training preso_4.2.12

April 2012

JOURNEY RESEARCH: QUAL IDI GUIDEBOOK

EVERYTHING IN THE GUIDE BUILDS TOWARD THIS

DATA COLLECTION FRAMEWORK

PERSON IN LIFE

PERSON IN PATH

BRAND IN PATH

Uncover the relevant people, channels, resources in daily life.

Explore and map the consumer-‐driven path to a decision, detailing the mental context, the influencers and the triggers

throughout.

Define where the brand is present along the consumer path and how/where/

when the brand wins & loses throughout.

•  Influences in Life Card Sort •  Influences in Life Debrief • People in Life Exercise

• Feelings Image Collage • Unaided Storytelling • Aided Influencer Probing • Aided Feelings Probing • Path Mapping & Debrief

• Brand Experience Probing • Brand PercepNon Probing

INTERVIEW ACTIVITIES

PERSON IN LIFE

KIT REVIEW

Influences in Life Card Sort

Purpose:

IdenEfy important influences in daily life. Data provides narrowed-‐down influences chosen by the respondent. Context will be added to the parEcipant selecEons during Debrief.

QuesHons: These represent different acNviNes you may or may not parNcipate in & places you may or may not visit in your life. Please separate these cards into 3 Ntled envelopes.

PILE 1 – The things in my life that I’m really engaged in or passionate about PILE 2 – The things that are a part of my life but not ‘passion points’ PILE 3 – The things I don’t do/use/visit or I don’t know about.

These represent different technology you may or may not use in your daily life. Please separate these cards into the same 3 envelopes. These represent different things people use, are influenced by, or come across in their daily life. Please separate these cards into same 3 envelopes.

Person in Life

Card sort

Pile 3 The things I don’t

do/use/visit or I don’t know about.

Pile 1 The things in my life that I’m really engaged in or

passionate about

Pile 2 The things that are a part

of my life but not ‘passion points’

Influences in Life Debrief

Purpose:

Build out context for Pile 1 selecEons. Data provides a profile/persona of the respondent and will also be used in building the decision path map.

QuesHons: Let’s talk a liZle about the cards you put in Pile 1. CONTENT PROBE FOR MEDIUM CARDS: When you are using [MEDIUM] what are the most typical types of content you are most passionate about? Refer to this list. Pick up to 3 types of content. ROLE PROBE FOR ALL CARDS: In what ways is this important in your life?

Person in Life

Pile 1 The things in my life that I’m really engaged in or

passionate about

Marking Pile 1

✗ ✗

Content Types

News/information/current a!airs Community/local Political Business/"nancial

Entertainment Reality/real life Paparazzi/celebrity Music

Comedy Quiz/audience participation

Fashion Food/cooking Nutrition Health Beauty Travel/adventure

Science/technology Automotive Sports

Home improvement Educational Parenthood Art & culture Biography/history Moral/religious

Retail Deals/coupons Consumer opinions Industry experts

Company/brand social page Friend social page Advertisements

Entertainment!

News/current affairs!

Friend social page! Deals/coupons!

Community/local!

Paparazzi/celebrity!

Deals/coupons!

Retail!

WRITE CONTENT CATEGORIES IN UPPER-‐LEFT SQUARE

SAVE THESE SPACES FOR LATER

Content types in life

Roles Notes Sheet

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ROLE in life ROLE in life

MEDIA CONTENT TYPES ROLE IN LIFE MEDIA CONTENT TYPES ROLE IN LIFE

Outdoor billboards

Personal Email

Podcasts

Radio

RSS

Search Engine

Social Networks

Street posters/ fliers/stickers

Television show

TV video-on-demand

Magazine

Newspaper

Online boards & forums

Online music services

Online video streaming

Apps for mobile device

Blogs

Homepage

Kiosks

Bank/financial institution

Café/coffee shop

Dealership

Discount store

Food market

Gas station

Gym/exercise

Happy hour/socializing

Mall/department store

Movie theater/theatre

Music concerts

Outdoor recreation

Restaurant dining

Sporting events

Transportation stops

Traveling

Workplace

ACTIVITIES/PLACES TECHNOLOGYDesktop computer

DVD/Bluray player

DVR/TiVo

Instant message

iPad or tablet

iPhone or smartphone

iPod/MP3

Laptop computer

Television

Text message

Video game console

Video chat

Website

Personal assistant!

My recharge!

fashion! My secret weapon!

Food/cooking!

Me time!

Dinnertime lifesaver!

People Network Exercise

•  People Network Exercise

QuesHon: As we are ge_ng started, I’d like to know a liZle bit about the people you rely on in your network. When you think about the important quesNons, issues, and decisions you make in life… tell me who is in your network? To do this, I have this sheet here with you in the middle and a bunch of circles around you. Tell me who is in your inner circle? Who is in your outer circle?

Purpose:

IdenEfy the people of influence. Data will be used to populate ecosystem and aid building of the decision path map

Person in Life

MOM !

ANNA !Sister!

DAVID !Brother!

MAYA !Best Friend!

GABRIEL!Uncle!

SARA!Friend!

MARIA !Colleague!

Julia S. ! San Diego !

NAME + RELATIONSHIP

MARK!Husband!

People in life

PERSON IN PATH

13

KIT REVIEW

Feelings Image Collage Purpose:

Uncover specific and disEnct feelings experienced in the path to their decision. Unaided feelings expressed will be used in building the path map.

QuesHon: Up unNl now, we’ve been talking about you in your life in general. Now we’re going to start talking about [CATEGORY & RELEVANT DECISION]. When you look at these images, which best explain how you have felt at various points along the journey? Think about everything you’ve felt up unNl now. Please look at the images you selected, and tell me the feeling that describes what that image means to you.

Person in Path

frustrated!confused!

excited!

proud!

PUSH FOR FEELINGS

How did you feel because of that?

There were so many opNons, I didn’t know what to do

Confused scared!

ALLOW OTHERS thankful!

Feelings

story elements

Unaided Storytelling

QuesHon: Now I am going to ask you to tell me the story about [CATEGORY & RELEVANT DECISION]. I need you to tell me the story in great detail from the point you are at now back to how it started. Be as specific as you can in the details of your story.

Probes: How did it start? What did you do first? What happened next? What else did you do?

Needs Probes: When did you realize you needed to make this decision? How did you decide to make this decision?

Triggers Probes: What prompted you to do that? What started this part? What did it take for you to go from one stage to the next?

Final Probes: Where are the important points along the way, the real milestones where things changed? Are there any other important steps we haven’t talked about?

Purpose:

Uncover the consumer-‐driven path to a decision. The story should uncover everything from the first moment the respondent realized they needed to make the decision to the specific moment where they are at the point of the interview through specific and detailed probing.

Person in Path

story elements

BE SURE TO CAPTURE RELEVANT DETAIL & CONTEXT

Story elements

Children have made comments they like

Mini!

SAD to be ending

relationship with old car!

Mini dealer sent me

promotional information!

Looking for something economical!

Was coming to the end of my contract

plan !

Met up with Dave – he

raved about his Audi!

Test drove Mini and fell in love

with it !

Test drove!

Met up with Dave!

✗

✗Lack of

interest from showroom

staff!

FOCUS ON: •  BEHAVIORS • ACTIONS •  TRIGGERS •  CONSIDERATIONS • MILESTONES

WHAT HAPPENED? WHAT IMPACT?

WHICH CAR? WHAT IMPACT?

Aided Influencer Probing Purpose:

Uncover passive and acEve presence of people, places/acEviEes, technology, medium, content in the story that influenced them in the path to their decision.

Questions: PEOPLE IN STORY SHEET •  You’ve already menNoned [NAMES] – who else from your inner/outer circles has played a role in this story?

•  Who else that’s not in your inner/outer circles, played a role in this story?

ACTIVITIES/PLACES/TECHNOLOGY/MEDIUM CARDS •  Which of these from your pile 1 & pile 2 did you acNvely seek out in this story?

•  Which of these from your pile 1 & pile 2 did you come across that you didn’t seek out?

•  Are there any other things we haven’t talked about already that have played a role in this story?

Person in Path

Scared!

Confused!

People in story

The mom at park !

MAYA !Best Friend!

BEN !Neighbor !

MOM !

MOM !

ANNA !Sister! DAVID !

Brother!

MAYA !Best Friend!

GABRIEL!Uncle!

SARA!Friend!

MARIA !Colleague!

Julia S. ! San Diego !

MARK!Husband!

RECORD NAMES OF PEOPLE WHO APPEAR IN STORY

ADD NEW PEOPLE WHO COME UP IN

PROBING

MARK!Husband!

People in path

Entertainment!



Community/local!


Deals/coupons!

Retail! Honda!

Edmunds.com!

Content types in path

Facebook!

MSN Autos! Pinterest !

Capture specific media properHes already menHoned in story + new

ones from aided probing.

Blanks

Gardening!

Community

newsletter!

Ad on a bus

for new Fiat!!

Kindle!

Add items that come up in unaided or aided storytelling that aren’t covered by exisHng sHckers

Aided Feelings Probing Purpose:

Uncover passive and acEve presence of people, places/acEviEes, technology, medium, content in the story that influenced them in the path to their decision.

QuesHon: AIDED FEELINGS EXERCISE Take a look at the images you selected earlier. In what parts of your story did you experience these feelings? What made you feel that way? What did you think, do, or do differently because you felt that way?

Are there any other images we should add to represent other feelings you felt along this story?

Person in Path


excited!

proud!

scared!

thankful!

Feelings prompt


excited!

proud!

scared!

thankful!

story elements

ADD NEW STORY ELEMENTS THAT COME UP

Path Mapping Exercise Purpose:

ParEcipant builds their decision path by using elements of the story they have shared to show their personal journey to a decision.

QuesHon: As you’ve been telling me different parts of your story, I have been wriNng down key parts on these sNckers. Some represent steps you may have taken, some have how you may have felt at different Nmes in the process, others reference things that may have happened or trigger events. And sNll others represenNng the cards you pulled out as playing a role in your process. What I’d like you to do is capture your story on this paper. Show what happened, what you’ve done, how you’ve felt, and how they are all connected. When you are done I will ask you to tell me about it as if I was someone who didn’t know anything about this story. I will give you 10-‐15 minutes to work on this.

Person in Path

frustrated!

confused!

excited!

proud!

scared!

thankful!

Entertainment!


Community/local!

Retail!

Friend social page!


Deals/coupons!Deals/coupons!

GIVE PARTICIPANT ALL MATERIALS FROM

THEIR STORYTELLING

story elements

Children

have made

comments

they like

Mini!

SAD to be

ending

relationship

with old car!

Mini dealer

sent me

promotional

information!Looking for

something

economical!Was coming

to the end of

my contract

plan !

Lack of

interest

from

showroom

staff!

THREE RULES 1.   START ON LEFT 2.   USE ALL STICKERS 3.   “CONNECT” THE STICKERS

BEFORE RESPONDENT BEGINS…

PLACE CONTENT IN LIFE STICKERS ON BOTTOM FLAP OF MAP SHEET

Entertainment!



Community/local!


Deals/coupons!

Retail! Honda!

Edmunds.com!

Facebook!

MSN Autos! Pinterest !

Path Debriefing

Purpose:

Define specific points of tension, solicit soluEons, and associate specific needs, feelings, mental states, and triggers to each stage of the path.

QuesHons: •  If you look at your story, where are the 4-‐5 key milestones or

turning points in your journey?

•  If you think about this process as a story, what would be the chapters of your story? For each, what would you name this chapter of the story? What is the essence of this chapter – what it’s all about?

•  For each chapter, what would you say is the most important need for you here? What were you solving for?

•  Where are the pain points / tension points in this story, things you’d fix?

•  If you had a magic wand and could change or fix anything in this story, what would it be? What would you do to fix it? Why?

Person in Path

Triggers/Turning Points & Stages/Chapters

PLACE MILESTONE/TURNING POINT STICKERS. DRAW CLEAR LINES SEPARATING CHAPTERS.

TITLE: The Showroom Saga NEED: To rule out certain cars

TITLE: The Wander of the Web NEED: To find the best allround car financially & environmentally

RECORD TITLE & NEED FOR EACH CHAPTER ON MAP

Chapter Titles & Needs

PLACE STICKERS SO THAT IT’S CLEAR WHAT THEY REFER TO. ADD NOTES/ARROWS/ETC. WHEN HELPFUL.

Tension Points & Magic Wand

Path Debriefing (ConHnued)

EmoHon QuesHon to repeat about each stage: Please think about how you felt at this point of the story. Which of these best describe your feelings at this point? For each word selected: would you say you felt that a liZle or a lot? State of Mind QuesHon to repeat about each stage: Please indicate which point on each of these scales best describes you at this point of the story? You can say you felt either word a liZle or a lot or that you felt neither.

Person in Path

Purpose:

Define parEcipant emoEons and state of mind at each stage along their path to a decision.

SHADE INNER SEGMENT FOR “A LITTLE” OR INNER & OUTER FOR “A LOT”

ENCOURAGE RESPONDENT CONSIDER EACH PAIR, NOT ALL 10 TOGETHER

EMOTION STATE OF MIND

PLACE STICKERS IN ORDER ACROSS TOP FLAP OF THE CONSUMER PATHWAY MAP. IF YOU RUN OUT OF SPACE

USE WHITE SPACE ON MAP

1 3 2 4

BRAND IN PATH

KIT REVIEW

Brand Experience Probing

QuesHons: •  When have you interacted with or thought about [INSERT BRAND

NAME] in the course of this story? •  OPTIONAL: Which of the following, if any, have you

encountered…? [NAME/SHOW SPECIFIC BRAND COMMS/TOUCHPOINTS, IF NEEDED]

•  In what ways did [INSERT BRAND NAME] help or hinder you in this

story? •  Where would you say [INSERT BRAND NAME] has been the best/

worst in this story? Why?

Purpose:

Determine where the brand is present and how/where/when specific strengths and weaknesses show up along the consumer path to a decision.

Brand in Path

key points

Brand PercepHon Probing

OPTIONAL SECTION FOR POSITION STRATEGY Example QuesHons: •  When you hear the name [INSERT BRAND NAME], what first

comes to mind? •  Which of the following best describe [INSERT BRAND NAME]? •  Would you say [INSERT BRAND NAME] is the same as, beZer, or

worse than most other brands when it come to…? •  Overall, what has been your experience with [INSERT BRAND

NAME]?

Brand in Path

Purpose:

Determine where the brand is present and how/where/when specific strengths and weaknesses show up along the consumer path to a decision.

POST-‐INTERVIEW STEPS

KIT REVIEW

Immediately following the interview you should do the following:

•  Place any remaining PILE 1 STICKERS not used in the story on the boZom flap of the Path Map Exercise sheet.

•  Place PILE 2 STICKERS on back side of boZom flap.

•  Write RESPONDENT NAME on Path Map, Roles Notes and People in Life materials.

Post-‐Interview Checklist

Two Worksheets: Complete a Heart of the Mager exercise sheet and an InterpreHve Map for each respondent as soon as possible aker the interview, while it’s fresh.

Pre-‐Synthesis Steps Purpose:

Create a disElled summary of each interview and iniEal insights, taking advantage of the moderator’s full context, for the broader synthesis team.

Heart Of The Mager Exercise Sheet

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Personal Profile

Media Profile Info

Consumer Context

Brand Performance

Heart of the Mager

InterpreHve Map Template

journey qual idi training preso_4.2.12

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