using projective techniques in online research communities - part 2
TRANSCRIPT
DUBISHERE.COM
Gathering Emotional Context & Greater Depth of Feedback Using Online Projective Techniques
Part 2: Client Case Study
Hazel HaskayneMay 2016
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
Hazel HaskayneDirector, Engage Research
Stephen CribbettFounder, Dub
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
TODAYS WEBINAR
• Enabling or projective: regardless of title it’s essential to use the right tools and techniques!
• Case study: baby feeding
• Other online enabling techniques
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
TODAYS WEBINAR
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
RESEARCH WAS REQUIRED TO SUPPORT A MAJOR MANUFACTURER
Understand new-Mum engagement with baby feeding category, retailers & registries to grow business relationships and category influence
10 day online community
Home2Store Immersions
Cons
umer Shopper
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
DESIGN FROM THE MEMBERS PERSPECTIVE
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
Using simple enabling tools to quickly engage and embed Mum –ensuring she not only feels listened to, but able to open up to others
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
Before immersing Mum (& us!) in the category as a whole
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
The Blob Tree proved to be a really strong ice breaker for individuals as well as getting them talking as a group
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
Transitioning from detective to advisor, we dug deep into retailer dynamics and engagement opportunities ripe for picking!
Store Detective: alpha-mode / considered exploration
Sales Pitch: broader evaluation of retailer roles & behaviour
Customer derived actions for change: with a strong passion for implementation
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
Rich experience for clients, respondents and researchers
Marketing Director
This has been truly eye opening for me, my team and my clients. It was
hard to keep up, but the insights have amazed me – who knew we
could get such rich new learnings?!
DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)
@hhaskayne@dub_research
Some other rich enabling tools
DUBISHERE.COM
Questions?
THANK YOU
DUBISHERE.COM
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