connections chapter news

June 2015
Vol. 14, Number 5

Remember to check out the QRCA calendar of events
for upcoming Chapter events

QRCA Management News
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Chapter News
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Minnesota Chapter Focuses on Great Quotes and Great Images

Paul Tuchman, ptuch@outsmartmarketing.com

Carol Kauder transitioned from journalist to market researcher almost 15 years ago, but she’s never forgotten the skills she honed in her radio and newspaper work. Those talents, she told the Minnesota Chapter on April 27, can bring a presentation to life.

Carol – who presented remotely from Denver, thanks to QRCA’s partnership with FocusVision – shared a wealth of advice, much of it based on her highly-rated presentation at last year’s Conference in New Orleans.

Among the highlights:

  • “Show, don’t tell.” Through video, or by combining a photo with a great quote when you don’t or can’t video, use images to make the research more meaningful and more memorable.
  • “Let the respondents tell the story.” Allow consumers to speak as much as they can themselves. Tell the story through their words.
  • “Moderate for quotes.” There's a lot we can do to increase the odds for great verbatims: don’t interrupt, allow for pauses, have respondents show you things if you’re in-home.
  • “Start with the quotes.” When doing your analysis and outlining a report or presentation, start by pulling the best quotes from your research. Use those as the headlines to frame the story and engage your audience.
  • Video is sometimes the ultimate tool, but you don’t always need it.

While Carol’s projects often have the budget for video, even those of us without that luxury came away with practical tips that can make our research insights come alive, and that will engage and excite – and impress – our clients.

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Getting Past the Filters with Neuro-Linguistic Programming

Laurie Bredenfoerder, bvalley@fuse.net

The OHINKY chapter was honored to welcome Miguel Martinez-Baco to its May meeting. Miguel, VP of Qualitative and Hispanic Research at Directions, has 15-plus years of experience in both general-market and US Hispanic market research. Additionally, he is a RIVA-certified Master Moderator, a certified Neuro-Linguistic Programming Trainer, and a Master Hypnotist.

Miguel presented on Neuro-Linguistic Programming, which has been described as the language of the mind. The technique has its roots in psychotherapy. Miguel admitted that the technique has its detractors; nevertheless, there are useful ways the NLP concepts can be applied to help QRCs better-understand their respondents.

According to Miguel, the unconscious mind is constantly processing bits of information it collects in the environment – as many as two billion bits per second. The slow-moving conscious mind, however, is only capable of processing 132 bits per second. The rest of the information collected by the unconscious is deleted, distorted or generalized by filters.

Common filters include values, beliefs, representational systems, decision-making strategies, and cultural norms. The bits of information collected under each of the internal filters make up what is referred to as an “internal representation.” (The internal representations are what the NLP practitioner seeks to change.) So, for instance, you’re crazy for Oreo Cookies. But, maybe you’ve decided you need to adopt healthier eating-habits and this is becoming a source of stress in your life. A NLP practitioner would work with you to help you learn to change the associations you make with Oreos – that is, change your internal representation of them so your urges are tempered, if not eliminated.

When QRCs apply laddering techniques, what is actually happening (on a good day) is that we’re taking our respondent past those filters and into the subconscious where all those bits of information have been stored, in an attempt to understand the respondent’s internal representations. Most respondents probably associate Oreos with pleasure and indulgence, but the respondent who’s worked with the NLP practitioner to get help with their “Oreo problem” might be just as likely to associate Oreos with bad-tasting vegetables. To understand that, keep probing, and (again, on a good day) the rest of the story will be revealed.

According to Miguel, these internal associations explain why multiple people will be exposed to the same stimuli and emerge with a range of reactions.

Other applications of NLP to qual:

  • Build rapport with respondents beyond the obvious by mirroring their postures, word choices, etc.
  • Listen to the verbs your respondent uses. Are they visual (“I see what you mean.”) or auditory (“I hear what you’re saying.”) or tactile (“I feel like ...”) or auto-digital – that is, do they think out loud or talk to themselves to formulate an answer? Whatever it is, try to use the respondent’s style when responding to them.
  • To communicate most clearly to all your respondents regardless of whether they’re primarily visual, auditory, tactile or auto-digital, when introducing a picture sort exercise, say, “find an image that depicts your thoughtsand feelings about [topic].

Miguel cautioned about the use of “No.” The subconscious mind ignores the negative, so the exact opposite of the desired behavior is likely to occur. Better to frame the directions entirely in terms of the desired behavior, as in “avoid literal images” when introducing an image sort, instead of, “don’t choose images that look exactly like [the topic]” which could easily be misunderstood.

Thanks to SIRS for providing the meeting location.

OHINKY’s next meeting, September 11, will feature Josh Mahaney speaking on his ideation methodology of gaining actionable insights during focus groups, “WINsights.” Josh is a creative specialist working for the Disney Company in Orlando, FL.

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Schlesinger Associates Hosts Philadelphia Chapter for Tech Day

Deanna Manfredi

Members of the Philadelphia Chapter of QRCA gathered at Schlesinger Associates in Bala Cynwyd on May 8, 2015 for an encore of Schlesinger's popular Tech Day series held at a number of their facilities last Fall. The day included demonstrations of several new technology offerings coupled with lively discussions of how best to apply these techniques to qualitative research and what kinds of support are still needed to get buy-in from clients.

To start the day, Anne Hedde and Natalie Dunn, both of Schlesinger Interactive, presented on Facial Coding for Qualitative. This technology allows micro facial expressions to be read by a web cam as respondents view commercials, film trailers, and other video stimuli. The facial coding data is integrated into a very user-friendly dashboard where the moderator can see in near real time how respondents have reacted to the stimuli and use that information to guide follow-up questions and further probing.

Next, Rob Ramirez, SVP Strategic Development, presented a very interesting overview of The Wall. The Wall is a 15 ft. x 5 ft. interactive video display that allows moderators to present stimuli to respondents that both the moderator and respondents can manipulate in full view of backroom participants. Sorting exercises, collaging, and other visual exercises can be completed in a more collaborative and engaging way. New applications for The Wall technology are currently under development with one permanent installation in the NYC office and a mobile unit available for use on-demand in other facilities.

After lunch, Bob Granito, President of Interactive Video Productions, LLC, presented on biometrics. He provided a review of the biometric measurements currently in use in market research including eye tracking, heart rate, galvanic skin response, and muscular facial coding, as well as EEG. He shared a video with the group showing exactly what a participant experiences while being attached to various monitoring devices, and the group discussed the logistics involved in preparing a respondent to participate in biometric research.

The final presentation of the day was Michael McCleary, Director of Online Qualitative Solutions, presenting on dial testing. Michael allowed the group to interact with the dials and discussed what kinds of data can be captured using the dial technology. Applications for discreet choice, continuous monitoring and interval scales were discussed along with some ideas for how dials could be applied to physician research to measure prescribing choice behaviors.

Overall it was a very stimulating and thought-provoking day filled with great presentations and lots of potential ideas to discuss with clients who are interested in keeping their research methods current and cutting-edge.

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SF Chapter Delves Into Online Communities

Anne Bakstad, anne@clearworks.net

On May 8 the San Francisco chapter met to “dive deep into online communities”. It was a packed house and members were treated to two informative presentations. 

  • First Ted Kendall shared his presentation from the 2014 conference, “Sometimes it takes a Village: Practical lessons for conducting communities.” Ted had so much great info, and the group had so many stories to share, that everyone skipped a lunch break in order to keep talking! Hot topics included recruiting tips and tricks, ways to promote engagement in the study, how to effectively manage the community, and creating thorough - yet fast – reports.
  • In the afternoon Katrina Noelle and Janet Standen shared a review of five online platforms. They went beyond demos and conducted comprehensive tests, evaluating performance from both a researcher and a participant perspective. We learned that there is no perfect tool for every situation; each has its own strengths and may fit better for some situations than others.

The group had a great day together, enjoying both the view and the lunch generously provided by VuPoint.

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