Emerging Qualitative

Research Methods
Brief Insight into New Age Qualitative
 The world is changing faster than we know…

Our CONSUMERS are also EVOLVING fast…

They are more exposed… and making split second choices, before we know

Its time to KEEP PACE and ACE the game!

And leverage new and emerging ways and means to connect with the consumers

….adapt to NEW methods, techniques and means of

doing Qualitative Research

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 Need to deploy an eclectic mix of integrated
methodologies to get actionable insights using
gamified and non - explicit methods using
creative methodologies

✓ Net / Mobile Ethnography

✓ Creative Sessions / Workshops
✓ Neuro – Marketing Methodologies

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 NET – NOGRAPHY
Exploring DIGITAL Methods

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 What is NET – NOGRAPHY?
Net-nography is the branch of ethnography (the scientific description of the
customs of individual peoples and cultures) that analyses the free behavior
of individuals, using online marketing research techniques
Using digital means, makes this tool
- Immersive
- Non – intrusive
- Real and thus, more actionable

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 Why should we adapt this method?

REMOVING THE BIAS…

Connecting the dots…

WHAT CONSUMERS SAY vs. WHAT THEY ACTUALLY DO

and plug it with active reasoning and WHY THEY DO SO?

ACTUAL Vs. CLAIMED

What? When? How?

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 What are the perfect use cases for Net - nography

• Behavioural tracking
• Usage and habits
• Innovation and product development
• Trends exploration
• Relationship dynamics
• Cultural understanding

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 How is it done?
✓ Digital Communities
Pre - screened, pre - recruited
consumers are identified using
✓ Bulletin Boards
purposive sampling techniques,
and engaged digitally using
✓ Digital Shadowing
internet, app based survey tools, ✓ Mobile Ethnography
as well as online ethnographic
methods using both active, passive
means
REAL TIME. IMMERSIVE. ACTIONABLE

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 Digital Communities
• Longitudinal tracking of
consumers in their natural
environment
• Participative engagement via a
digital platform – can be done on
freely available social network
platforms too.. However, for
research prefer closed and secure
platforms only
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• Can be as short as 03 days to 30
days or beyond
• Includes a mix of activities/
tasks as well as questions (both
descriptive, and analytical)
• Additionally, enables capturing
live feeds, audio and video
references too
 The Benefits
• Rich ‘observation’ based data
• Intriguing insights into ‘actual’ consumption behavior
• Ability for ‘in the moment’ probing and depth

✓ Greater actionability and reasoning for the behavior

✓ Limited STATED/ BIASED behavior
✓ FUN and ENGAGING
✓ GREATER participation and response from consumers

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 Some other tools..
• PASSIVE listening : social media handles
• Social buzz monitoring & sentiment analysis
• PASSIVE app tracking
• Mobile based tools to map moments of consumption
• Videography and AV analysis of Behavioural data

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 CONSUMER WORKSHOPS
Creative Brainstorming to Insights

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 Creative Sessions
• CO – CREATION and CO – PARTICIPATION of multiple
stakeholders
✓ Client / Business
✓ Consumers
✓ Creative Agency
✓ Design Agency
✓ UX Agency

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 How do these sessions help…
• IDEATION : new product ideas,
lateral thinking, innovation
• PRODUCT development and
improvement
• New DESIGN language
• POSITIONING strategies
• BRAND extensions

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 Works wonders with kids..
Gamifying the methods to insights…

Workshopping with kids using playful methods, games and role playing activities to immerse with them and understand
how they make decisions and choices …

✓ Multiple Stimuli
✓ Creative Exercise
✓ Art Express
✓ Dramatics
✓ Games - Life Choices… based using Monopoly
✓ Lego Based Activities

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 Product Visualising thru ART..
✓ Visualization through Artwork…
✓ Perceived contexts and moments of
consumption..
✓ Packaging
✓ Flavors…
✓ MOMENTS - Celebratory,
Immersive, Playful, Fun….
✓ Communication - BRAND integration
and role, woven playfully through the stories
knitted by kids

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 Simulation WORKSHOPs
• Simulation is a very effective way to
understand the PURCHASE DYNAMICS
as it unfolds and
• ELICIT strong BRAND drivers and POS
that can influence consideration and
purchase
‘Rich’ and ‘unparalleled’ understanding of
1. Role of visibility
2. SKU and pack size impressions
3. Drivers for brand & category

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 NEURO – MARKETING
METHODS
Blending SYSTEM I and SYSTEM II

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 Delving into the ‘UNSTATED’
• Most brand research understanding is done in a traditional – direct manner, which may suffer from cognitive bias, and
over rationalisation of ones’ thought and beliefs, often leading to great deal of subjectivity overlooking the
intrinsic beliefs, and strongly etched associations

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 Implicit TESTs
Every stimuli, we see forms a sub-conscious
association in our brain, based on our past
experiences, perceptions and beliefs

Formed as set of neural connections, which

are beyond our control

The implicit-association test (IAT) helps

measure the strength of these associations -
between mental representations of objects
(concepts) in memory

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 Applied Neuroscience

EYE TRACKING FACIAL CODING

✓ Eye Tracking shows how the gaze ✓ Facial Coding is an emotional measurement tool
is distributed over the stimulus that utilizes AI based webcam tracking to map the
✓ Gaze tracking can be done using a consumer facial expressions and emotions while they
physical gaze tracker or online using a are watching the stimulus
web-cam, helps measure how well the
Areas of Interest capture respondent
attention

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 Integrating Objectivity into Qualitative..

SHELF SIMULATION
PLANOGRAMING INSIGHTS

360 DEGREE PRODUCT ANALYSIS

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 Applications
• Brand imagery
• Packaging tests
• EVENT optimisation
• Product & sensorial evaluation
• Communication impact

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 Some References

IMPLICIT ASSOCIATIONS
https://implicit.harvard.edu/implicit/india/selectatest.jsp
https://www.psychologicalscience.org/observer/the-bias-beneath-two-decades-of-measuring-implicit-associations

WORKSHOPS
https://www.researchgate.net/publication/330526938_The_Workshop_as_a_Qualitative_Research_Approach_Lessons_Le
arnt_from_a_critical_Thinking_Through_Writing'_Workshop

DIGITAL QUAL
https://www.insightsassociation.org/article/how-leverage-digital-qualitative-research
https://www.researchworld.com/online-qualitative-research-getting-close-from-a-distance-part-1-of-2/
https://gsi.berkeley.edu/gsi-guide-contents/technology-intro/gsi-examples/online-discussion-forums/

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Thank you