Qualitative Market Research

MARKET RESEARCHthe art of talking to people about anything and everything

everyday life is full of light and color

everyday life isn’t just black and

white

Science has proven that rational and emotional thoughts are deeply intertwined

http://www.slideshare.net/nickblack/market-research-a-deeper-look-at-everyday-life-2260339?qid=65f726ed-01cc-428a-811a-698635770e0b&v=default&b=&from_search=4

We use a holistic approach that borrows from anthropology, ethnography, psychology, and sociology

In 1971 the average American was targeted by at least 560 daily advertising messages. Twenty years later that number has risen sixfold, to 3,000 messages per day. Wendy Gordon, Goodthinking

““Anthropology demands the open-mindedness with which one must look and listen, record in astonishment and wonder that which one would not have been able to guess.”

- Margaret Mead

consoling?

Waiting?

Be interested!!

“If you had a magic wand, what would you change about…”

Create a nice atmosphere, not an interviewing one

Break the ice: Have everyone introduce themselves from a different perspective

Encourage storytelling: “tell me about a time when…”

Breathe deep

Dig deeper into adjectives

Don’t give possible answers when asking a question

Don’t use close-ended questions

Don’t judge!!!

Why did you eat toast for breakfast?

“In the field one has to face a chaos of facts, some of which are so small that they seem insignificant; others loom so large that they are hard to encompass with one synthetic glance. But in this crude form they are not scientific facts at all; they are absolutely elusive, and can be fixed only by interpretation. Field work consists only and exclusively in the interpretation of the chaotic social reality, in subordinating it to general rules. 

— Bronislaw Malinowski

• Market research shedding light into actions/behaviors/cultures• Empathy• Being open-minded• Observing• Open-ended questions• Writing lots of notes• Headlines for buckets/themes• Finding insights in the clutter

Be a sponge!Books: Dan Ariely, Predictably IrrationalDaniel Pink, A Whole New MindDaniel Kahneman, Thinking Fast and SlowTom & David Kelley, Creative ConfidenceLeonard Mlodinow, Subliminal

Ted:Brene BrownAndrew SolomonElizabeth Gilbert

“Why do people come here?”

Goal: Present quantifiable and qualitative findings in an engaging way

1. Go to a location that you like/dislike

2. Collect data • Qualitative (why, how) and quantifiable (numbers)• Find insights

3. Tell a story and present your findings