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DUBISHERE.COM Gathering Emotional Context & Greater Depth of Feedback Using Online Projective Techniques Part 2: Client Case Study Hazel Haskayne May 2016
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Using Projective Techniques in Online Research Communities - part 2

Apr 15, 2017

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Page 1: Using Projective Techniques in Online Research Communities  - part 2

DUBISHERE.COM

Gathering Emotional Context & Greater Depth of Feedback Using Online Projective Techniques

Part 2: Client Case Study

Hazel HaskayneMay 2016

Page 2: Using Projective Techniques in Online Research Communities  - part 2

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

Page 3: Using Projective Techniques in Online Research Communities  - part 2

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

Page 4: Using Projective Techniques in Online Research Communities  - part 2

DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)

@hhaskayne@dub_research

TODAYS WEBINAR

Page 5: Using Projective Techniques in Online Research Communities  - part 2

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

Page 6: Using Projective Techniques in Online Research Communities  - part 2

DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)

@hhaskayne@dub_research

DESIGN FROM THE MEMBERS PERSPECTIVE

Page 7: Using Projective Techniques in Online Research Communities  - part 2

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

Page 8: Using Projective Techniques in Online Research Communities  - part 2

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

Page 9: Using Projective Techniques in Online Research Communities  - part 2

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

Page 10: Using Projective Techniques in Online Research Communities  - part 2

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

Page 11: Using Projective Techniques in Online Research Communities  - part 2

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?!

Page 12: Using Projective Techniques in Online Research Communities  - part 2

DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2)

@hhaskayne@dub_research

Some other rich enabling tools

Page 13: Using Projective Techniques in Online Research Communities  - part 2

DUBISHERE.COM

Questions?

Page 14: Using Projective Techniques in Online Research Communities  - part 2

THANK YOU

DUBISHERE.COM

LOS ANGELES, US9107 Wilshire Blvd., Suite 450, Beverly Hills, California 90210

+1 310 853 6986

LONDON, UK4 Wellesley Terrace,

London N1 7NA+44 (0) 20 3515 3301

[email protected]