A  Presenta*on  from  The  NewMR  “Pu6ng  the  ‘Qual’  in  Qualita*ve”  Event  

28  March  2012  

Why  the  deepest  insights  play  hard  to  get    Chris2ne  Tchoumba,  iModerate  Research  Technologies    

Event  sponsored  by  EthOS  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Ethos  visit  www.ethosapp.com  For  more  informa>on  about  NewMR  events  visit  newmr.org  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Why the deepest insights play hard to get

Christine Tchoumba VP of Strategic Accounts

March 28, 2012

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Factors influencing consumers

Decisions  

ADtudes  

Mo>va>ons  Percep>ons  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Barriers for respondents

Analy>cal  Skills  

• Difficult  to  analyze  their  mo>va>ons  and  behaviors  

Ar>cula>on  

• Hard  to  ar>culate  what  drives  them  

Awareness  

• Some>mes  unaware  of  their  underlying  mo>ves,  aspira>ons,  values  and  aDtudes  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

What creates these barriers? •  Memories are not readily played

back •  Emotions are right-brained

happenings, while language is left-brained

•  Most of our decision making is unconscious which involves non-rational input

•  Social conventions can constrain the expression of feelings and reporting of behaviors

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Direct Questioning Asking why is simply not enough

–  Encourages logical thinking –  Uncovers only surface answers –  Does not circumvent the fear people may have of the

researcher (a stranger) or judgment of others

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Utilizing other techniques

Deeper  more  meaningful  insights  

Feelings  that  drive  aDtudes,  thoughts  and  behaviors  

Deeper  level  of  feeling  &  percep>on  of  the  world  

Surface  Answers  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Alternative Techniques

Projec>ve  Techniques  

Enabling  Techniques  

Custom  Approach  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Projective/Enabling Techniques

 Mind  Mapping   Bubble  Drawing  &  Cartoon  Tests  

Image/Mood  Boards  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Projective/Enabling Techniques  •  Time  Machine  •  Planetarium  •  Withdrawal  Techniques  

    Chrysler

Mitsubishi

Opel

Citroen GM

Peugeot

Renault Alfa Romeo

Fiat

Skoda

Rover

Ideal brand

Daewoo

Hyundai

Kia

Mazda

Toyota

Ford

Lexus

Cherokee Audi

Nissan

VW Subaru

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Implementation

Match  the  technique  to  your  

objec>ve  Know  your  audience  

Consider  the  sector  in  which  

you  are  opera>ng  

Create  a  comfortable  research  

environment  

U>lize  more  techniques  with  

s>muli  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Custom Approach

Develop your own…

What    is    your    methodology?  

What  are  the  research  

ques>ons  you  answer?  

What  does  that  align  with?  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

iModerate’s Custom Approach  Our  framework  draws  on  three  select  cogni>ve  theories  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Considerations

Advantages  

• Richness  of  the  insights  • Alleviate  respondent  barriers  

• Make  a  significant  contribu>on  if  the  research  is  concerned  with  beliefs,  value,  mo>va>on  or  other  aspects  related  to  individuals  

Disadvantages  

• Complexity  of  insights  and  the  corresponding  skills  required  to  interpret  the  informa>on  (Burns  &  Lennon,  1983)  

• Expensive  • Some>mes  it  is  difficult  to  get  respondents  to  par>cipate  effortlessly  

• Difficult  to  set  up  

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Thank you

Christine Tchoumba iModerate

Speaker: Christine Tchoumba, iModerate, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Q & A

Christine Tchoumba iModerate

Sue York NewMR

A  Presenta*on  from  The  NewMR  “Pu6ng  the  ‘Qual’  in  Qualita*ve”  Event  

28  March  2012  

Why  the  deepest  insights  play  hard  to  get    Chris2ne  Tchoumba,  iModerate  Research  Technologies    

Event  sponsored  by  EthOS  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Ethos  visit  www.ethosapp.com  For  more  informa>on  about  NewMR  events  visit  newmr.org