Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore

Platinum Sponsor

Association Partners

Media Sponsors

1

DIGITAL QUALITATIVE FROM ADD-ON TO CORE

Nehal Medh, Managing Director, GfK CE, Singapore

Ashok Sethi, Regional Development Director, GFK CE, APAC

2

Digital qual – a large bag of tricks

Online Diaries/Blogs Online communities

Depth interviews Group discussions

Online ethnography

Upload photos/images

Video diaries/tours

3

Well the basics...32 years old, father of 2 boys, and married.

The way my best friend would describe me is a happy, honest very simple person works hard and plays hard as well. They would also tell you that I am a automotive junkie and enjoy a good bike ride in the woods.

I moved from London to Hong Kong 5 years ago and I love it. The thing that I am most passionate about right now is helping my 7 year old son and share his artwork. He has an amazing talent that hopefully the right person will take note of one day!

Getting to know you!

I live in the great hot and humid city of Taiwan. I am originally from Hong Kong and moved here 2 years ago. I came here site unseen, so I guess one way to describe myself adventurous or trusting. I knew I can adapt in most places, but so far so good. I came here as a baker selling biscotti online. Now, I work as a fitness instructor ( two colliding worlds). I teach outdoor bootcamps, yoga and Zumba. I started as a Indoor cycling instructor in Hong Kong and came to Taipei to continue those classes. I still teach Spinning, but now I own my own fitness business too.

My best friends would describe me as loyal, hard working, committed, and lovable. I would say the same of them! I am passionate about being healthy and feeling the best I can. Being free spirited and not take what I do for a living so serious. It's supposed to be fun and I want all my clients to think so too. Life is about filling your small circle with people who make you feel yourself and being the best person you can be.

Toolbox

4

Pictures say a thousand words

Context Activities

Show Me’s

Sunscreens for Active Families Where Beer 'Lives' in the Home

Toolbox

5

VIDEO DIARIES TEXT & PHOTO DIARIES

Behavior Activities

Diaries Toolbox

6

The mark up tool let you integrate concept testing in the flow of your project, which makes

individual connection between the platform and the concept testing more easy

Toolbox Example of specific activities

Mark up tool

7

Analysis

Word clouds and Word trees

The Word Cloud is great for showing you the frequency of words in your data, at just a glance.

The Word Tree make it easy to see what context words are being used in. The word tree allows for

detailed qualitative analysis, as it illustrates the way in which language is being used within your study.

Toolbox

Case Study: ‘Digital Natives’

9

• 14 – 18 year olds

• 4 days

• 24 hours a day

• ~ 3100 hours for project

Research

objectives

Media use and Consumer

behaviour, now and in the future

Qualitative examination using SocioLog

33 Digital

Natives

This digital qualitative project was conducted to

develop hypotheses for the year 2020

10

Themes that we identified

1. Online and offline world create a unified

experience

2. Convenience and instant gratification

3. Stores become showrooms

4. Mobile devices are an extension of the body and of the self

5. Honesty, transparency and trust are valued in brand communication

6. Media consumption through various channels

7. Demand for specialized shops/ end shopping portals

8. Online offers a convenient and comprehensive alternative to offline shopping

11

DIGITAL GOES MOBILE Your personal ethnographer

12

Service provider and consumer discussions

Consumption / Use Diaries

Call Backs

Sales Force Effectiveness Brand Switch Decisions

A Day in the Life of .. Exploratory

Reveal hidden opportunities for

your brand

APPLICATIONS OF MOBILE RESEARCH

13

The Brief

This is the story of ‘Eating & Drinking

on-the-go’

Using GfK’s online qualitative mobile app

and inviting respondents from 10

countries/areas, including Australia,

China, Hong Kong, India, Japan, Korea,

Malaysia, Singapore, Thailand, Taiwan.

The aim was to understand the eating,

drinking or snacking on-the-go in

different countries within APAC…

14

The app is intuitive and easy to

use. The app is free to download

for the iPhone®, iPad® and

Android™ devices, enabling the

research team to be in the pocket

of the consumer.

Mobile diaries

Shopping activity

Capturing experience

The smartphone app

Experiences are captured as they happen and instantly shared:

15

Research – Key Facts

27 active users

4 days with activities

9 activities

225 pages of output

The aim was to keep respondents engaged

and refreshed across the 4 day core period

The sheer volume of material generated

across 4 days of activities – 225 pages no

less! – testament to the depth of feedback

we were able to achieve

The level of access to each respondent

over this period exceeded what we can

achieve by using a face to face

interviewing approach

16

Photo / texting on-the-go all the time

Respondents were encouraged to take photos of any food and drink they were buying and any shops or food outlets which they visited

throughout the whole research period. Uploading was via their smart phones.

Getting to know you

Respondents were asked

about their lives, lifestyles,

family life, AND how eating

and drinking on-the-go fits

with their daily routine.

Bus Tour

We asked respondents to

take us on a ‘Bus Tour’ of

their favourite ‘stops’ to

purchase food on-the-go,

helping us to capture what

they buy, where they buy

and who they are with

Competition time!

Respondents needed to

write a letter to their

favourite brand outlining

their top 3 reasons why

they love it.

Quick Poll

To break up the activities,

we launched quick polls for

all participants

Putting ‘play’ into practice

17

Example outputs from Australian, Chinese and Indian participants

Letters to brands reveal genuine vocabulary and real

consumer thinking…

18

Example outputs from a Singaporean participant

A

B

C

D

19

Capturing on-the-go: Photo Gallery

20

Also ensures engaged and creative

respondents

Respondents consistently give us positive feedback on the SocioLog.dx experience…

Very nice experience! Thank you for such creative

design!

Really enjoyed doing this

research, thank you.

It gave me many inspiration and

very fun. Thank you so much! On the whole, it was a fun experience!

This is indeed a great app and loved the session. ..

21

GAMES PEOPLE PLAY

22

Understand Gamification – the digital projective techniques

As one of the key words in current digital world, Gamification is the practice of applying powerful

behavior motivating techniques from traditional games to non-game experiences, to solve problems

and engage audiences.

http://gamification.org/

24 Game Mechanics of Gamification

Behavioral

Momentum Appointment Achievements

Cascading

Information

Theory

Bonuses Blissful

Productivity

Discovery Countdown Community

Collaboration Combos Free Lunch Epic Meaning

Loss Aversion Levels Infinite

Gameplay Points Ownership Lottery

Status Reward

Schedules Quests Progression Virality

Urgent

Optimism

23

Gamification in Digital qualitative

Avatar When registering for the research, respondents build their own avatar based on

their own personal information (gender, age, occupation, etc.)

They can use the points they get from survey to dress themselves. And some

activities will give respondents limited edition items to motivate them. (e.g. a

virtual smartphone after finishing a mobile-related survey).

Are you…?

Male Female

Step 1

Your occupation is…?

General staff Student Management House wife Professional

24

Gamification in Digital qual

Comics maker Comics maker in SocialLog provides users various rage, funny faces to

encourage respondents use them to create their own comics to express and

share their feelings and experiences.

Happy Laugh Think Shock Angry Sad Comic maker

25

But why ask questions at all when consumers are

baring themselves on social media?

Blogs News Sites

Client Sites Review Sites Public Communities &

Networks

Video Sites

Forums

26

But extracting insights from social media requires

‘intelligence’ rather than just ‘mining’ or ‘analysis’

Moving the emphasis away from raw data… …and towards insight and recommendations

27

Example of SMA challenges

Relevant or not?

or or

28

Example of SMA challenges

Positive!!! Ahm, wait… negative?

“It’s so great, that the UK Olympics are sponsored only by

American brands…”

Irony, sarcasm, slang are common in the web and bias many analyses!

29

Example of SMA challenges

What’s your point of view?

Positive!

Germany‘s soccer team is much better than that of the US.

30

Example of SMA challenges

What’s your point of view?

Negative!

“Germany‘s soccer team is much better than that of the US.“

31

To Sum

32

33

The Tools Are There

34

HALLENGE

35

THANK YOU

Platinum Sponsor

Association Partners

Media Sponsors

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore