Digital or In-Person? How to Choose the Best Research Approach for the Best Results

Digital or In-Person?

How to Choose the Best Research Approach for the Best Results

About Our Our Presenter Today

2

Monika Wingate has over 20 years of industry experience including positions at General Mills and Pillsbury, where she led best practices in new product development and qualitative research.

She was formerly the Director of the A.C. Nielsen Center for Marketing Research at the University of Wisconsin-Madison, and founded and managed Fountainhead Brand Consulting for 7 years.

Monika is CEO of Digsite, where she has developed innovative new methods for conducting focus groups, ethnographic research, and idea generation through private social media-style communities

How is the market research landscape changing?

When does Digital make sense?

Examples of Digital vs. In-person approaches

Q&A

Agenda

• What is your organizational role?– Marketer– Brand/Product Manager– Client-side Researcher– Research Agency/Consultant– Other

Poll Question #1

How is market research landscape changing?

Greenbook GRIT report, Q1-Q2 2015

RESEARCH TECHNIQUES USED

“Ideally, researchers would like to extract trends, consumer behaviors, and predictive metrics from consumers in real-time because this would give the truest emotions at the point in time where consumer decisions are being made.”

- Greenbook GRIT Report, Q1-Q2 2015

What is driving adoption?

Qualitative

One-on-one

Observation

Collaboration

Custom Analysis

Digital technology is blurring the lines between methods

Quantitative

Group Interviews

Diaries

Feedback

Big Data

How are you currently spending your research budget?–All in-person–More in-person than digital–More digital than in-person–All digital

Poll Question

THE CHALLENGE:Understand consumer trends and behaviors to provide validation & guidance for new product concepts and development.

THE RESULTS:

28Natural Food

Buyers

Days

WHO HOW LONGWHAT

THE SOLUTION:

Target SegmentsProduct Testing

“Digsite has become a valuable tool for tera’s when they are developing and evaluating products. It’s their go-to method for getting this kind of feedback.”

Karla BaranskiFountainhead Brand Consulting

Opportunity Identification

35

Example – All Digital

THE CHALLENGE:Facilitate brainstorming with a group of tradespeople to update and improve product design.

THE RESULTS:

28Tradespeople

(Online)

Days

WHO HOW LONGWHAT

THE SOLUTION:

Stayed In BudgetDeep Group Discussion

“Without Digsite, we would not have gotten the same kind of richness of responses, and it would have cost a lot more.”

Alan Bergstrom Actionable Ideas for Product Improvement

60

Example – Mixed Method

Research Consultant

16Tradespeople

(In-Person)

16Tradespeople(Back Online)

Type of Participant Subject Matter Depth/Complexity

Context Timeline Collaboration

When Does Digital Make Sense?

Identifying Needs vs. Building Ideas

Identifying Needs

In-person Interview

Online Survey

Mobile Diary

Webcam Live

Online Comm-unity

Complex process

Empathy building

Sensitive Topic

Controlled Environment

Group Dynamics

Anonymity

Hard to Find Target

Larger Samples

Impulse behaviors

Longitudinal Behavior

When identifying pain points?

When understanding routines?

When building empathy?

Building Ideas

One-on-One

Interview

Focus Group

Survey Online Comm-unity

Brainstorm solutions

Feedback on Ideas

Physical interaction

In-natural environment

Iterative optimization

Longitudinal/Advisory

Larger Samples

Digital Stimulus

When generating new ideas?

Getting In-depth feedback?

When comparing ideas?

What is the biggest driver to considering digital methods?

Reduce time/effort to design, field, analyze researchGetting more frequent feedback during developmentAble to complete the research fasterReduce the cost of research projectsGet more high quality feedback vs. in-person

Poll Question

Monika Wingatemonika@digsite.com

608-212-2855

Questions?