4. Cercetare Integrata Si Neconventionala 20.11.2012

8/13/2019 4. Cercetare Integrata Si Neconventionala 20.11.2012

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Cercetarea integratsi Neconventionala


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Cercetarea integrat

cele mai performante metodologii de cercetare pentrumarketing i publicitate

folosete n acelai timp att tehnici calitative ct icantitative, n diverse combinaii, funcie de obiectiveledemersului de cercetare


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Cercetarea neconvenional


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Cercetarea neconvenional. Creative Research

instrumentele clasice nu prea mai funcioneaz marketing survey

focus group (an old and rusty approach)

vox pop

etc.

este nevoie de instrumente noi de investigare aconsumatorului


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Noi tendine: sunt construite astfel nct s depeasc limitrile ntrebrilor i

faptul c oamenii nu fac ntotdeauna ce spun

marcheaz trecerea de la grupuri mari (market research) i medii(focus grup) la grupuri mici (1-4 indivizi)

consumatorul nu mai este extras artificial din mediul lui natural

dezvoltarea de design-uri intruzive



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Noi tendine: creterea probabilitii de a lua contact spontan cu momente

importante din viaa real a consumatorilor

creterea probabilitii de a gsi incidente i experiene revelatorii

goana dup INSIGHT: Noul GRAAL



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Noi tendine: tehnicile nu mai provin att din sociologie i psihologie i mai mult din

etnografie i antropologie

deep hanging out

accent deosebit pe nelesurilemicro-culturale i valorile careinflueneaz consumul

se folosesc eantioane oportuniste: oricine este purttor valid deinformaie relevant



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focus grip: in-depth research deprivation research

analiza artefactelor (diary designs, photos, audio and video tapes etc.):

interviuri (formale i informale)

interviuri nestructurate (psihanalitice)

observatie (participant, non participant) interactiuni informale

shopping research (shopping visits, shopping trips etc.)

in-home visits

analiza mediumurilor digitale (blogosfera, digital content)

narrative approaches ...



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Tehnici proiective


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indivizii nu sunt receptori pasivi, ei interpreteaz lumea utiliznd ca filtru

interpretativ propria lor imagine despre aceasta.

sunt materiale de stimulare sau provocare a proieciei, care ajut indiviziis i exteriorizeze strile interne.

cu ct subiectul (realitatea) este mai vag, cu att cel ce descrie relevmai mult despre propria personalitate.

principiul care st la baza acestor tehnici este acela c individul cruia ise cere s descrie o realitate definit ambiguu va utiliza n acest demersde operaionalizare valori, atitudini i experiene personale.

brandul/reclama genereaz gnduri sau cogniii.

Tehnici proiective


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Planeta brandului Petrecerea brandurilor Testul bulei verbale (Bubble drawing, Sentence completion) Testul de povestire a scenelor reprezentate

n imagini

Personificarea brandului Brandul ca animal Teste de analogii

Teste de asocieri (deep emotional associations)

Liste de incidente critice

Liste de impresii

Tehnici proiective


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Brand Mapping

Colaje (magazine tearing)

Self scripts (bloguri, jurnale, filme de familie etc.)

Bring along a picture

Friendship groups

Brand Safary (reseracher, client, consumatori)

Brandicide

Story telling

Laddering

Role play

Psihodrama

Viitoruri ipotetice (cum a face ceva, what if..)

Tehnici proiective


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Tehnic proiectiv: Planeta brandului

Haidei s ne imaginm c suntem n spaiu i aterizmpe planeta brandului Coca Cola cum arat? cum este clima?

cum este peisajul?

culori, imagini, mirosuri

cum arat locuitorii? ce ai ctigat de pe urma acestei opriri ? (de ce v-ai oprit pe

aceast planet) dac ai avea prilejul, ai reveni aici?


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Tehnic proiectiv: Petrecerea brandului


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Segmentare calitativPrototipizare

1. Imaginai-v un consumator ideal pentru produsul n cauz

2. Descriei aceast persoan n toate detaliile posibile: De ce folosete produsul? Cum se vede aceast persoan pe ea nsi? Cum ar descrie-o vecinii, cunoscuii? Ce este important pentru aceast persoan? Pe cine dorete aceast persoan s impresioneze? Ce modaliti folosete n acest scop?

3. Imaginai-v un alt tip ideal de posibil consumator. Descriei-l la fel ca i pe primul.4. Dai fiecrui segment un nume i o pondere (ct % din target grupul potenial).

5. Repetai procesul pn cnd prototipurile descrise ncep s se acopere unele pealtele, s se intersecteze.

6. Generalizai caracteristicile extrase, astfel nct ele s descrie pieele cu cel maimare potenial pentru consumarea respectivului produs. n cursul acesteigeneralizri ncercai s scoatei n eviden detaliile foarte importante(caracteristici comune, sau aspecte frapante i neobinuite).


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development of the focus group

3-4h group session

4-5 participants

very loose atmosphere and setting

goes beyond the usual top of mind of a FG discussion the interest topics are hidden among general / day to day ones

you can use beer if needed

Focus grip


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used by us in Romania for commodities: milk, sugar

usually, consumer research in these areas is hilariously unefficient,

mostly due to the fact that participants do not envision their

automatised contact with the respective products

deprivation research situationally forces the consumer to bring

forward, to conscious attention, his/her relationship with the

product

Deprivation research


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usually designed as a one-week longitudinal study on a small qualitativepanel of subjects

the diary has 2 daily components:

my day: what have you done

whom have you meet

where did you go

how did you spend your free time

describe your emotions, and the persons / objects / encountersresponsible for these emotional states

sometimes also coupled with souvenirs

question of the day: short essays on specific thematic, selected such as to give insights into the

psychology of your customers

Diary designs


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Examples (RO):

Pe cine admirai i de ce? Putei scrie despre o persoan celebr sau despre o persoanpe care o cunoatei. Ce puncte comune i ce puncte diferite avei? Cum v-arcaracteriza cea mai bun prieten a dumneavoastr?

V rog s scriei o scrisoare ctre marca de detergent pe care o folosii cel mai des (puteis-i comunicai sau s-i cerei ceva). Dac ar fi o persoana real cum ar fi, ce vrst aravea, ce ocupaie, ce ai spune despre el sau ea?

Dac ai putea s dai timpul napoi i s schimbai ceva n viaa dumneavoastr, ce aischimba? Ce ai pstra? Ce ai vrea s facei diferit n viitor, att pentru dumneavoastr

ct i pentru copiii dumneavoastr? Care este cea mai plcut amintire pe care o avei: din copilrie, de cnd erai

necstorit, despre copii dumneavoastr, etc.? Cum ai defini raportul calitate-pre? Ce nseamn pentru dumneavoastr? Cum v

asigurai c obinei un pre bun pentru lucrurile pe care le cumprai? Ce marc dedetergent ai cumpra dac toate ar avea acelai pre?

Ce prere avei despre modul n care decurg lucrurile n Romnia n prezent? Nendreptm unde trebuie sau nu? Dac da, de ce? dac nu, de ce? Cum sunteiinfluenat dvs. i familia dvs. de toate aceste ntmplri i evoluii? V rugm s

exemplificai. Pe cine uri sau ce uri i de ce? Putei scrie despre o persoan faimoas sau despre o

persoan cunoscut.

Diary designs


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co-participative / observational research design

Example (for detergents):

general data about the family and their immediate reality

primary lifestyle data education; household income; percentage of budget spent for clothes, food,

education, recreational purposes; type of family lifestyletraditional, modern etc

washing habits and washing: what other products are used, frequency of washing, way of washing, personal

habits, procedures used (bleacher, pre-washing, special treatments, drying theclothes), washing problems (eg stains and when and how they are treated)

review of things connected to washing: wardrobe inventory: organisation, favorite clothing, children's wardrobe, adjuvants

attitudes and behavioral preferences regarding household chores: general attitudeabout in-home tidiness

Mobile consumer study - In-home visits


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not set exclusively on the observation of the shopping behavior,but also on a general observation of the shop of choice

outlet audit:

location, products, brands, ratio of poducts and brands,exposure etc.

type of customers, habits (if any)

shopping audit:

basket inventory, what is bought together with your product,

are there any barriers, list buying, orientation in the shop, readsinfo about the product, asks the opinions of mavens orsalesmen, compares prices, citeria for choosing product/brand

Mobile consumer study - Shopping visits


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The approach in which the researcher are directly involved in

community life, observing and talking with people as you learn

from them their view of reality

Participant observation


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the objective is to get as experience-near as possible allowingthe researcher to control the discussion

Informal interviews and casual conversations


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can be extremely useful in developing interpretations of consumer

behavior including: the temporal flow of events, culturally

significant moments, human-object interactions

Photographic and video-taped information


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Everything and Everybody have a story

Narratives approaches


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Thank you!

4. Cercetare Integrata Si Neconventionala 20.11.2012

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