We employ a unique qualitative methods. Our typical starting point is a small sample round of depth interviews. In the beginning stages of a positioning study, this is an optimum method of qualitative market research. Here, we use a non-directive design and style, combined with projective interviewing techniques to uncover buyer perceptions of the brand choices, and their differentiation qualities. We do not bombard respondents with a laundry list of questions, but rather, let them talk freely in a wide ranging manner about their buying and use experience, and market perceptions. The focus here is to uncover the language about the choice dimensions on which buying decisions are made. Positioning relies upon a solid segmentation and market definition analysis.
See our Strategy Newsletter article discussion about finding and owning a market space as the basis of successful brand positioning. The issue is "How do we find and own a market space and build or rebuild a brand?"Positioning Base Research, and initial depth interviews, we may expand the qualitative exploration to a broader set of Time-Extended Online Depth Interviews. This method engages each participating respondent over a period of one week or more thinking about and reporting their perceptions in a running dialog. We have successfully used this innovative tool and process with many high profile clients. While primarily qualitative, our online implementation has some important quantitative features for segmentation and attitude measurement.
The main point here is the value of getting in-depth insight into the buyer belief and attitude structure, and use this insight for business strategy development. For example, when scanning for strategic opportunities they can uncover important consumer and business buyer attitudes, beliefs, and behaviors that may precede an emerging trend. Non-directive techniques and projective research techniques are especially useful in defining buyer motivations .
Customer discussion groups -- another term for "marketing research focus groups" -- can be useful in the early stages of positioning strategy decision-making. For brand positioning research, we tend to prefer in-person or online time-extended depth interviews, our preferred methods of getting inside the buyer's mind which may offer equally rich, or better, marketing information at an overall lower cost.
We will recommend focus groups when the following conditions are important... (see more...)
While group discussions are very popular among qualitative techniques, there are many important "do's and don'ts". It is critical that the researcher knows how, when and where they can be used, and where they should be avoided. The January 2001 issue of the StrategyNewsletter updates the basics and some new issues brought on by the advent of online focus groups, and other tech offshoots.
Aside from market research focus group discussions and depth interviews, we might use other methods to understand customer brand perceptions and screen your branding options. Content analysis is a process of examining customer diary entries, articles by observers of behavior, advertising, and other language used by advertisers, customers and suppliers in the product category. Content analysis can be applied to marketing research data collected from a range of sources, open-ended responses to online surveys, phone surveys, self-administered questionnaires, time-extended qualitative depth interviews, standard depth interviews, competitive promotional literature, brand advertising. In content analysis we examine word use, style, meaning, etymology, and core attitudes reflected.
Our positioning exploration research may involve special observational qualitative methods such as ethnographic studies. Photo ethnography, uses various methods, such as self-directed-video to watch what people do in and around the product category. We make inferences from this data as to relevant positioning dimensions at play. We watch as customers and prospects engage in store shopping, using products in their home, and their interactions with other people when the product category or brand is involved. A pet food company may employ a video ethnography study and ask pet owners to video tape their pet.