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Qualitative 360 Europe 2014
Silver Sponsor Gold Sponsor
Supported by
Organised by
1 © GfK 2014 | Qual360 Istanbul © GfK 2014 | Qual360 Istanbul
GfK Turkey
Moving beyond focus groups as de-facto qualitative
option
2 © GfK 2014 | Qual360 Istanbul
Burçak Gökbayrak
GfK Turkey
Qualitative Group Manager
Esra Zeynep Kırımlı
GfK Turkey
Qualitative Group Manager
Who are we?
3 © GfK 2014 | Qual360 Istanbul Source: Roper Reports Worldwide 2012 (US filter)
Today, consumers:
• Don’t follow a straight line ‘path to purchase’
• Share information, interact with brands in different ways
• Experience brands in-store, by WOM, using social media, mobile apps
and more
• Have different expectations For marketers:
• More opportunities to engage
and influence
• More complexity in
understanding how market
dynamics inter-relate
• Fast, accurate activation
The Consumer Journey To 2020
4 © GfK 2014 | Qual360 Istanbul
GfK Smart Discovery Philosophy
5 © GfK 2014 | Qual360 Istanbul
GfK Smart Discovery – The INSIDE - OUT Consumer
View
360° DEEP view 360° BROAD view
A consumer view of how people make sense of the market and how
the market fits into their everyday life
A qualitative “map” of how consumers
view and participate in your “category”
Rich stories and insights on how the
consideration set fits into their lives
6 © GfK 2014 | Qual360 Istanbul
What is the “Broad Lens” View?
Integrated
Market
View
Seeks to view a broad spectrum
of consumer demographics,
attitudes, behaviors and
motivators to broaden
understanding of possible view
Understanding now needs
differ across the breadth of
occasions so as to map the
profiles of
occasions/situations
Seek to understand the
broader consideration set’s
role in addressing needs
Identifies consumer needs in a
way that moves beyond just
functional, but into emotional
territory to view the broader range
of emotional payoffs in an ideal
world
7 © GfK 2014 | Qual360 Istanbul
What is the “Deep Lens” View?
Longitudinal view of evolving experiences in life that shape consumer values and personalities
Touchpoint Influencers Relationship and Cultural Influencers
It provides a truer view of how consumers’ experiences and
influences shape their perspective of the broader consideration
set over time
8 © GfK 2014 | Qual360 Istanbul
GfK Smart Discovery Approach
CLIENT KICK-OFF WORKSHOP
to gather knowledge, gain
alignment, and set a positive tone for
the project
LAUNCH
Pilot interviews and area mapping
to identify touchpoint
influencers and understand broad
lens
FEEL THE GROUND
Digital qualitative solution: GfK
SocioLog.dx, also participant
observation and in-depth interviews to understand deep
lens
DEEP DIVE
Multi-moderator Group Analysis
ANALYSIS STAGE
9 © GfK 2014 | Qual360 Istanbul
GfK Smart Discovery – LAUNCH
Participation from different departments from the client
Project team and all the moderators
Getting together more than once, sometimes brainstorming sessions
Kick-off Workshops
10 © GfK 2014 | Qual360 Istanbul
GfK Smart Discovery – FEEL THE GROUND
Visiting each store before fieldwork
Getting / drawing the map of the store/point
Observation
Area Mapping
Pilot interviews
11 © GfK 2014 | Qual360 Istanbul
GfK Smart Discovery – DEEP DIVE
Mainly Ethnography
Observation / Participant Observation
In-depth Interviews
Various methodologies
Digital Solutions
Including different stakeholders: getting both retailers’ and shoppers/customers’ perspectives
12 © GfK 2014 | Qual360 Istanbul
GfK SocioLog.dx: The digital qual landscape
Exploratory Deep, holistic understanding
Targeted Learning
Specific, tactical feedback
Quick
Real-Time Extended
Duration
Exploratory research including online diaries or product testing
Mixing methodologies (i.e., individual questions, group discussions and diaries in the same project)
Using a Smartphone app to access projects on the go
Collecting multimedia e.g., video, photos etc.
Small scale communities over shorter time scales
SocioLog.dx is ideal for:
SocioLog.dx takes respondents on a journey through immersive and interactive activities that leverages the expressive power of the web to bring their experiences to life.
13 © GfK 2014 | Qual360 Istanbul
GfK Smart Discovery – ANALYSIS STAGE
Several moderators
Working sessions
A general report covering common points in all sales points
Group Analysis
Separate reports for EACH POINT
14 © GfK 2014 | Qual360 Istanbul
Case Stories
15 © GfK 2014 | Qual360 Istanbul
“Evil is in details.” Bernard Shaw
16 © GfK 2014 | Qual360 Istanbul
Objective: How to enhance the shoppers’ experience in the GSM shop and increase
closure rates?
Case 1 - Discovering the moment of truth in a GSM shop
To discover the whole
experience of the shoppers in
a GSM shop,
To learn the shopper paths,
trip missions and decision
making hierarchy
To derive improvement areas
for the in-store environment
17 © GfK 2014 | Qual360 Istanbul
Marketing challenges
Case 1 - Discovering the moment of truth in a GSM shop
18 © GfK 2014 | Qual360 Istanbul
Understanding the GSM shops: First step of a comprehensive research project
GSM Shops are important
Face of the brand
Research is specifically
designed
• With some small changes
in the stores and system, it
is possible to:
• Increase the sales
• Provide customer loyalty
• Increase customer
satisfaction
• Are one of the main
reference points for the
brand image
• Are the information
sources and have
influence on the decision
making of shoppers.
• Gave actionable
findings with specific,
concrete real life
examples
• Used to formulate the
quantitative design of
the research
• Awarded for the Silver
Owl by Turkish
Researchers Association
Case 1 - Discovering the moment of truth in a GSM shop
19 © GfK 2014 | Qual360 Istanbul
Case 1 - Discovering the moment of truth in a GSM shop FEEL THE GROUND & DEEP DIVE
24 hrs of shopper observations and around 100 exit interviews 7 in-depth interviews with sales representatives and store managers 8 store managers from 6 different cities for 5 days
Ethnography
Participant
Observation
In-depth
interviews
Digital
Qualitative:
SocioLog.dx
20 © GfK 2014 | Qual360 Istanbul
Case 1 - Discovering the moment of truth in a GSM shop FEEL THE GROUND & DEEP DIVE
Moderators inform the store
personnel and interview the
store manager
Evaluation of the point
according to the semiotic
checklist and photographing
Observing shopper behavior,
(interaction with objects &
people and path in the store)
Exit interviews with the
shoppers
21 © GfK 2014 | Qual360 Istanbul
Striking Findings
22 © GfK 2014 | Qual360 Istanbul
Case 2 – Customer Journey in a Car Dealer
Objective: Understand the customer journey in a car dealer, while bringing the
vehicle to the service or buy a new one.
The experience of the
customers in a car sales
/ repair point
-The identification of the
elements that would
affect this experience
- Evaluation of the
physical elements in the
points
23 © GfK 2014 | Qual360 Istanbul
Case 2 – Customer Journey in a Car Dealer
24 © GfK 2014 | Qual360 Istanbul
Experience in the
service and sales dealers
Need of a feminine touch in
the men’s world
Research is specifically
designed
• Since automotive sector
has a male dominance in
the country:
• The evaluation of the
service and sales points
needed a feminine point
of view.
• Are quite important in the
brand perceptions main
reference points for the
brand image
• Are effective on the next
car purchase and brand
loyalty.
• For the needs of the
sector and business
objectives – no other
present research as a
benchmark
• Gave actionable
findings with specific,
concrete real life
examples with photos.
Marketing Challenges: Improve the satisfaction of the service usage, which is
already quite high.
Case 2 – Customer Journey in a Car Dealer
25 © GfK 2014 | Qual360 Istanbul
SAMPLE: 14 DEALERS IN 9 CITIES /
110 RESPONDENTS
OBSERVATION & ETHNO-DEPTH INTERVIEWS IN THE CAR SALES
POINT/DEALER
Case 2 – Customer Journey in a Car Dealer FEEL THE GROUND & DEEP DIVE
26 © GfK 2014 | Qual360 Istanbul
Moderator informs sales and
service representatives
Evaluation of the point
according to the semiotic
checklist and photographing
Interviewing of the customer
for one hour
Observation at the vehicle
delivery time, questioning
and photographing
Case 2 – Customer Journey in a Car Dealer FEEL THE GROUND & DEEP DIVE
27 © GfK 2014 | Qual360 Istanbul
Semiotic Checklist – From the visible to the invisible one...
Entrance
Information Desk
Sales and service reps language, clothing, attitude
Signs and signboards in the area
Atmosphere
Colours and shapes
WCs
Sound and music
Internet corner
TV, newspapers availability
Case 2 – Customer Journey in a Car Dealer
28 © GfK 2014 | Qual360 Istanbul
Striking Findings
-Different moods of the sales and service customers
- Typologies - Impact of the physical elements on
the customers - Different reactions of the different typologies to the physical elements
29 © GfK 2014 | Qual360 Istanbul
Finally,
If; You need more than the classical approaches,
You would like to live the story of the customer/shopper, You look for the actionable insights,
You believe that the details would make the difference! We invite you to use GfK Smart Discovery approach!
GfK - 0212 368 07 00 [email protected]
30 © GfK 2014 | Qual360 Istanbul
THANK YOU
2014 QUAL360 ISTANBUL
Qualitative 360 Europe 2014
Silver Sponsor Gold Sponsor
Supported by
Organised by