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Commercial Qualitative Research C Savage

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Information about Commercial Qualitative Research C Savage
Career
doe

Published on January 21, 2009

Author: CCSavage

Source: slideshare.net

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“ What doe s qualitative resear c h mean in a commercial context?”

Headline s … “ British research is reported to be marketing orientated rather than academically orientated, and focused on the pragmatic solving of clients’ business and marketing problems rather than on research techniques for their own sake.” Boddy, C., R and Croft, R (2006) Int. J. of Market Research, Vol 49 (3) “ Qualitative research provides often an unparalleled understanding of the motivations behind human behaviour, desires and needs.” Association for Qualitative Research www.aqr.org.uk Accessed 22/09/08 “ Qual research can be used on its own, where numbers are not required. Equally, it can be used in advance of a quantitative study, to help the researchers decide what questions to ask and how to ask them. Thirdly, it can be used alongside or after quantitative research, to help explain the data, or perhaps to ‘put flesh and blood’ on the bones of the figures and numbers from the quant survey.” Market Research Society newcomers pack, accessed 22/09/08

“ British research is reported to be marketing orientated rather than academically orientated, and focused on the pragmatic solving of clients’ business and marketing problems rather than on research techniques for their own sake.” Boddy, C., R and Croft, R (2006) Int. J. of Market Research, Vol 49 (3)

“ Qualitative research provides often an unparalleled understanding of the motivations behind human behaviour, desires and needs.” Association for Qualitative Research www.aqr.org.uk Accessed 22/09/08

“ Qual research can be used on its own, where numbers are not required. Equally, it can be used in advance of a quantitative study, to help the researchers decide what questions to ask and how to ask them. Thirdly, it can be used alongside or after quantitative research, to help explain the data, or perhaps to ‘put flesh and blood’ on the bones of the figures and numbers from the quant survey.” Market Research Society newcomers pack, accessed 22/09/08

Attitude s … Guiding ROI behaviours Partnerships – colleagues, clients, suppliers, recruiters, respondents Creativity Flexible, multidisciplinary thinking Motivation and work ethic Inquisitive, innovative, ideas Synergy of thought and action

Guiding ROI behaviours

Partnerships – colleagues, clients, suppliers, recruiters, respondents

Creativity

Flexible, multidisciplinary thinking

Motivation and work ethic

Inquisitive, innovative, ideas

Synergy of thought and action

In Pra c ti s e… Non – academic attributes Time constraints Multiple projects Quick turnaround Value through experience Value through teamwork Representational sampling Cheaper running costs Results need to be of direct use A story is built around the end user and their relationship to the brand/product/advertisement… Consumer-centricity is key

Non – academic attributes

Time constraints

Multiple projects

Quick turnaround

Value through experience

Value through teamwork

Representational sampling

Cheaper running costs

Results need to be of direct use

A story is built around the end user and their relationship to the brand/product/advertisement…

Consumer-centricity is key

Budgeting and A c c ountability… Working within client financial constraints – getting ‘bang for the marketing buck’ Consideration of economic circumstances for the agency and the client Acknowledgement that a researcher’s time is money; non-transactional Bearing in mind the agency profit margin and the value you are adding to the client’s bottom-line Responsibility for your own contributions financially, intellectually and operationally (time, expenses, etc.) Confidence in your own knowledge/experience Credibility in yourself, your agency, your deliverance

Working within client financial constraints – getting ‘bang for the marketing buck’

Consideration of economic circumstances for the agency and the client

Acknowledgement that a researcher’s time is money; non-transactional

Bearing in mind the agency profit margin and the value you are adding to the client’s bottom-line

Responsibility for your own contributions financially, intellectually and operationally (time, expenses, etc.)

Confidence in your own knowledge/experience

Credibility in yourself, your agency, your deliverance

Innovation and Originality… Agency Thinking/interpretation Approach Teamwork Research design Fieldwork Methodologies Presentation Technologies Trends Anticipating client needs Tempered by a ‘commercial head’ Engage with other knowledge producing institutions and industry bodies, e.g. AQR, MRS, ESOMAR, Universities, Think Tanks Client In the market Against the competition Within the organisation New X Development: Offer a sense of removal and expertise e.g. the creative group

Agency

Thinking/interpretation

Approach

Teamwork

Research design

Fieldwork

Methodologies

Presentation

Technologies

Trends

Anticipating client needs

Tempered by a ‘commercial head’

Engage with other knowledge producing institutions and industry bodies, e.g. AQR, MRS, ESOMAR, Universities, Think Tanks

Client

In the market

Against the competition

Within the organisation

New X Development: Offer a sense of removal and expertise e.g. the creative group

Delivering Value… Agency Results ‘in the round’ which take into account social, cultural, psychological, political, economical, philosophical… context(s) Develop specialist skills and expert credentials Bolster the knowledge-pool Attract bigger clients, increasingly challenging projects Become a major partner to a client’s decision making process Client B2B, B2C Brand, pack, consumer, product, marcomms Sales promotion, public relations, direct marketing, advertising, integrated media Audit, objectives, strategies, tactics, implementation, control, monitoring Physical evidence, place, price, promotions, processes, people, product B2C: AIDA, BDP, DMP, involvement… “ CIM Speak” Speaking the language of the client and providing value of real commercial use Challenging clients’ own knowledge and understanding

Agency

Results ‘in the round’ which take into account social, cultural, psychological, political, economical, philosophical… context(s)

Develop specialist skills and expert credentials

Bolster the knowledge-pool

Attract bigger clients, increasingly challenging projects

Become a major partner to a client’s decision making process

Client

B2B, B2C

Brand, pack, consumer, product, marcomms

Sales promotion, public relations, direct marketing, advertising, integrated media

Audit, objectives, strategies, tactics, implementation, control, monitoring

Physical evidence, place, price, promotions, processes, people, product

B2C: AIDA, BDP, DMP, involvement…

“ CIM Speak”

Speaking the language of the client and providing value of real commercial use

Challenging clients’ own knowledge and understanding

Going forward… Methodologies Messages Manners Manpower Money Markets Multidisciplinary More-than-research         

Methodologies

Messages

Manners

Manpower

Money

Markets

Multidisciplinary

More-than-research

C ontacted… www.twitter.com/CCSavage Questioning. Quality. Qualitative.

www.twitter.com/CCSavage

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