Cherry Garcia and New Qual Methods

Before there were Cherry Garcia, Cookies & Cream, Maple Bacon and even Avocado ice cream flavors, there were chocolate, vanilla and strawberry.  Before there was Hulu, YouTube, iTunes or Netflix, there were just two options: the radio and the television.  And, in our own industry, before there were mobile, immersion, usability and MROCs, there were face-to-face focus groups and in-depth interviews. 

Despite the great differences and advancements in each of these dramatically different categories, none of them has lost their iconic origins.  Seven out of ten Americans still enjoy chocolate, vanilla or strawberry over any other ice cream flavor (USA Today, June 3, 2011).  Nielsen’s Television Audience Report (2013) tells us that the typical American spends 4h 39m per day watching live TV; and have you ever been in a car that did not have a radio? 

Do you think Ben & Jerry’s would be where it is today if the company offered only three flavors?   The two founding gentlemen (Ben Cohen and Jerry Greenfield) took a correspondence course on ice cream making, and then they took that knowledge to build something new and incredible.  The foundation for making good ice cream was already there, but these men experimented with the recipes and created an entirely new category — gourmet ice cream — in a food category that was not having any trouble. 

So true is this for the qualitative market research industry.  If you take a close look at any of the more recent qualitative methodologies, you will see that their roots are still based in a solid recipe of skilled moderators asking the right questions in a way that welcomes respondents to be candid. Yet, you can additionally profit from some extra rich gooey flavorful insights that may not be found in more, shall we say, “vanilla” qualitative research approaches.  Here is just a sampling.

Bulletin Boards and Mini-Communities

The asynchronous and longitudinal nature of bulletin boards and mini-communities offers consumer reflection and detail beyond what can be accomplished using more traditional “short turnaround methods.”  Logistical management is the key in these methods to building and uncovering in-depth understanding.  Extended time with the consumer allows the researcher to work toward learning objectives in a way that does not feel forced for the participant; letting details/ideas grow more organically.  This can occur individually (time is provided for reflection) or collaboratively when participants have more time to interact, connect, build upon each other’s thoughts, and co-create. 

Mobile Technology

Taking the journey with a consumer has never been easier and less intrusive.  Traditional methods rely on consumer recall, which is arguably unreliable, or are influenced by the presence of the researcher (Hawthorne Effect). Mobile technology has overcome these aspects by making it possible to timely record the steps a consumer takes when making a purchase decision, capturing external influences and life events via digital diaries.  Real-time follow-up is possible through text messaging or asking for additional images (such as product packaging or in-home usage videos). This provides the researcher with more data points to incorporate with other learning.  The result is a more accurate and complete understanding of consumer behavior.    

Traditional qualitative research methods have an important place in a company’s research plan, and they always will.  Yet, innovative methods open opportunities for companies and researchers to be more inventive and often more thorough.  Consider combining methods (hybrid-approach) in an upcoming study to leverage the strength and heritage of vanilla, with the surprise bursts of cherry and chocolate chunks.  Playing with the recipe will likely result in off-the-hook delicious insights! 

Monica Zinchiak is a member of the Qualitative Research Consultants Association (QRCA) and is currently serving on the Board of Directors.  Monica is a qualitative specialist and owner of Z. Research Services.  She has 18 years of experience in qualitative marketing research working on the agency and client side.  Although she classifies herself as a general practitioner, Monica’s foremost talent is innovative study designs for execution in the online environment.

 

QRCA provides industry-leading resources that are essential to its members and the professionals who use qualitative research. As an association dedicated to advancing the discipline of qualitative research worldwide, QRCA’s nearly 1,000 global members apply their passion, creativity and experience to help clients tap into the power of qualitative marketing research.