CB - Session 2 - Consumer Research

influence

influence

any decision making is rooted in inner motivations, orientations, movements of the person who makes the decision as well as the outside forces that makes influence in that decision.

process

Study how consumers select and choose a product or a service

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X (formely Twitter) Insiders – Twitter recently launched Insiders, a 30,000 strong focus group of US & UK Twitter users.

process

Live Project

1. choose a product or service

2. decide what influence you would be studying

3. what method and methodology you would be employing

4. sample size 200

5. develop a questionnaire and get it vetted

6. deadline and other details

LP

Hermeneutics

study of meaning that one gives to products

hermeneutics

Depth Interviews

Depth Interviews

• Involves one respondent & one interviewer - one-on-ones

• Detailed probing for needs, desires, motives, and emotions of the consumer which are likely to be of highly confidential

• Interview results are intrepreted subjectively

• Key factor with depth interviewing is the interviewer's skill

Observation

participant Observation

• Used when the behaviours of interest are; public, repetitive, frequent or predictable, covering a relatively brief time span

• Successful in obtaining certain types of behavioural information as customers do not realize that they are subjects and then change their normal behaviour

• Examples;
• cameras in retail store - observe shopper's behaviour
• eye movement tracking - aspects attracting attention
• eye pupil dilation - emotionally arousing aspects

Experiments

• Involves changing one or more variables (product features, color) and observing the effect the change has on another variable (customer attitiude, repeat purchase, behaviour, learning)

• Logic is since only the manipulated variable is changed, high confidence that it is the cause for any observed changes in the dependent variable

• Lab experiments yield high levels of internal validity

• Field experiments establish external validity

Experiments

Surveys

• Systematic ways of gathering information from a large number of people

• Involves the use of structured or semistructured questionnaire

• Survey data collection - techniques are; Personal interviews, telephone surveys, mail surveys and online surveys

Surveys

Focus Groups

• A qualitative research method in which 8-15 respondents in an unstructured group interview about a product or service concept

• The group is designed to reflect the characteristics of a particular market segment

• A moderator guides the discussion allowing participants to interact with each other

• The primary objective is hypothesis formulation, forming a conjectural statement

Focus Groups

Ethnography Research

• Ethnography is a research tool borrowed from anthropologists which sees a researcher observing participants in their natural environment, going about their daily lives and rituals.

• Ethnography methods include direct observation, diary studies, video recordings, photography and artefact analysis such as devices that a person uses throughout the day.

• There are two methods for observation:
• Passive observation: also known as ‘shadowing’ is where a user or users are shadowed while they go about their everyday tasks observed by a researcher.

• Contextual interviews: where the researcher will interact with users while observing them going about their everyday tasks.

Ethnography Research

Motivation research techniques

Motivation research techniques

• Association techniques

– Word association

– Successive word association

• Completion techniques

– Sentence completion

– Story completion

• Construction techniques

– Cartoon techniques

– Third-person techniques

– Picture techniques

Attitude Measurement Scales

Attitude Measurement Scales

• Attitudes are frequently measured on specialized scales

• The scales are termed self reporting because consumers express their own evaluation of thier attitudes

• Likert Scale

Agree strongly , Agree , Neither Agree Nor Disagree , Disagree ,Disagree Strongly

• Semantic Differential Scale

Helpful……. Unhelpful

• Rank-Order scale

snickers Twix M&Ms

AI Tools

ML

There are two main categories of AI tools used for customer behavior prediction;

• predictive modeling and machine learning.
• Predictive modeling analyzes patterns in historical customer behavior data, while
• machine learning utilizes algorithms that learn from patterns in data and continuously improve their accuracy.