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MAXIMIZING INSIGHT AND PROFIT:
USING IMMERSIVE FRAMEWORKS TO BETTER SCOPE YOUR RESEARCH
April 26, 2012
Steve August, Founder and CEO
Our Mission: Understand People….
Market
Customer Needs, Wants, and Desires
Messaging ProductsBrand
….To Answer Business Questions
Layers of Consumer Experience
We’d Love To Do This
The Challenge of Traditional Qual
Interesting things happen here
The Opportunity of Digital Qual
Interesting things happen here
Imperatives of an MR Business
+
ProfitInsight
The Challenge of Digital Qual
It’s “always on”
Interesting things happen here
Maximizing Insight & Profit with Immersive Research
FrameworksActivities
First Imperative
Insight
Immersive Research
Immersive ResearchActivity-Based Research
Question-Based:What’s in your
fridge?
Activity-Based:Take me on a photo tour of your fridge.
Butter Cheese Lettuce Mustar Milk Leftover Spaghetti Carrots Orange Juice Jam
Using Activities To ExploreConsumer Experiences
Tours, Show Me’s, Deprivations
Diaries, Journals
Projective exercises, Image Metaphors, Personification, Storytelling
Immersive Research
An online research framework that captures consumer behaviors, experiences and emotions in context.
2nd Imperative
– How efficiently we deliver value– A question of scoping and project management
Profit
Digital Qual Scoping Challenge
No Time boxes!
Activities, a basis for scoping
Activities x People = Scope
15 participants x 4 activities 60 responses
Moderation:5 minutes per response mod. 300 min/5 hours
Analysis:60 responses 48 pages of data
Potential time to analyze 20 hours
44Activities
3 daysSuggested duration
15Participants: 30 60
Est. moderation:
Potential analysis & report:
60
10 hrs 20 hrs
Segments: 1 2 4
20 hrs 40 hrs 60 hrs
Responses: 120 240
5 hrs
Data generated: 48 pgs 96 pgs 192 pgs
Your Mileage May Vary!
Frameworks
Creating predictable scope
Suggested Project Frameworks
44Activities
3 days
88Activities
7 days
1616Activities
14 daysSuggested duration Suggested durationSuggested duration
44Activities
3 daysSuggested duration
Brand Experience Study
44Activities
3 daysSuggested duration
15Participants: 30 60
Est. moderation:
Est. analysis:
60
10 hrs 20 hrs
Segments: 1 2 4
20 hrs 40 hrs 60 hrs
Responses: 120 240
5 hrs
Data generated: 48 pgs 96 pgs 192 pgs
Brand Experience Study
Productization: A Modular Approach
Activities
Key for Success
44
Example: Concept Testing
Activity 11
Turn Questions into Activity:Explain to a Novice
Activity 22
The Feedback Sequence
Activity 33
Sell It!
Activity 44
Finding Persuaders
Your Report: Table of ContentsConcept in Context: Current Choice Set– Current perceptions of category/choices– Current choices and drivers– Cost parameters with current choices
Concept Reaction– Openness to concept– Where it fits– Key questions– Potential objections
Potential Marketing Language– Concept value in participants’ own words– Persuasive benefits and language
Activities & Frameworks Together
Get in Touch!
Revelation will work with you to develop your own frameworks!
[email protected]+1 503.808.1492
COMING MAY 24TH!
REVELATION MASTER CLASS:4 AWESOME ACTIVITIES FOR PRODUCT RESEARCH
12 Eastern/9am Pacific