Innovative Marketing Research
For clients who are new to marketing research, using traditional methods like focus groups, online surveys, or shop alongs are all excellent places to start. However, for those who have already applied these approaches, there may exist an opportunity to employ new options that will offer fresh perspectives and insights. The following are newly developed techniques that Callosum applies on a regular basis and that can serve as excellent complements to traditional methods:
1) Online Communities
In situations where it is difficult to decide between an online survey or focus groups, online communities can offer a beneficial compromise. Participants join what is essentially a private social media network for a period of days, and respond to prompts and exercises included by the moderator. In this manner, rich feedback is obtained and the platform provides some of the benefits of qualitative sessions. However, because there are no size limitations, like there are in a focus group, larger sample sizes can be included and surveys can be administered to them during the course of the community. In this manner, the online community also generates some of the quantitative data that is the hallmark of an online survey.
This technique, which can be applied in a qualitative or quantitative setting, is designed to provide clients with a perspective on implicit and subconscious reactions towards stimuli (typically advertisements or marketing materials). By using a series of well-researched techniques, the findings of neuroscience studies are excellent add-ons to explicit or conscious reaction tests, and help clients obtain a complete perspective.
3) Mobile focus groups
Hosting mobile focus groups can be an excellent way of understanding how a company’s in-store experience affects general brand perceptions. With this approach, focus groups take place in chartered busses, and are held in between sites. Participants visit the client’s store as well as those of its competitors, and their feedback ends up being informed not only by perceptions but also real-world experience. By conducting the groups immediately after clients leave a location, perspectives are fresh in their minds and end up being communicated more clearly than in traditional environments.
If you are interested in exploring any of these innovative marketing research techniques, please contact Tom Rigby (firstname.lastname@example.org).