Research Methods Flashcards
Interview
Goal: Get deep insight into customer’s perspective
+ Deep insight in context / motivation
+ Suited for sensitive info
- Time consuming, less efficient than group
- Interviewer has lots of influence
Focus Group
Goal in EFFE: Deep immerson, find needs and widen empathic horizon
Goal in LFFE: Testing concepts and ideas to improve them
\+ Efficient \+ Stimulating group dynamics \+ Latent opinions surface - Superficial info - Sensitive to group processes
Laddering
Goal: New product opportunities (link between A-B), Branding / advertising strategy, Market segmentation (egdifferent values per country)
\+ Identification of important product attributes \+ Understanding of value of attributes - Limited sample size - Costly, time consuming - Requires well trained interviewers
Conjoint Analysis
Goal: Preferred attribute levels, relative attribute importance
+ Insight in relative preference of attributes
- People don’t have to weigh attributes (relative importance unclear)
- Designing is complex
Kelly Repertory Grid
Goal: Understand by which similarities or dissimilarities consumers structure and interpret a product category.
Category Appraisal
Goal: Understand how consumers perceive the market and what attributes they like in products of competitors.
+ Shows intensity of competition between two products
+ Shows market opportunity
+ Shows relationships between attributes and how wellthese attributes differentiate between products
Lead User Analysis
Goal: Breakthrough innovation by focusing on leading users and their innovations. Include non-target markets
+ Includes people that might not be target market (but are still LU)
+ Iterative & combinational
+ Helps break away from me-too products, real innovation
- Difficult to remain open minded
- Difficult to recruit
- Could take long time, high costs
Empathic Design
Goal: Observation of: Triggers of use, Interaction with users environment, User customization to own needs, Intangibal attributes of product, Unarticulated user needs.
+ Understanding unarticulated consumer needs -> product opportunities
+ Consumer needs + company’s capabilities > new market opportunities + challenge industry assumptions
+ See interaction / behavior in natural context
+ Low cost / low risk
+ Specific cultures our groups
- No information about reasons or motives
- Often laborious
Consumer Idealized Design
Goal: Make consumers aware of their own needs. Make them articulate and reveal those needs by having them design their own ideal products.
+ Involving consumers can put organization back in touch with them and infuse fresh ideas
- Difficult to be well executed
ZMET
Goal: New product opportunities (link between A-B), Branding / advertising strategy, Market segmentation but participant provides stimuli
+ Deep insight into context and motivation
+ Consumers find it difficult to express themselves in words
+ Images allow a broader analysis of consumer reactions than speech alone
- Time consuming
SOAP
Goal:
(Larger sample of laddering) quantifying the importance of relevant links between attributes consequences and values
+ Insight into most appealing product attributes
+ Identify which needs customers are trying to satisfy
+ Reveals causes why these are driving consumer behavior (links)
+ Can be conducted online
- Requires prephase: laddering
- Large sample sizes needed in markets with very heterogenerous customers
ASPAT
Association Pattern Technique
Goal:
(Larger sample of laddering) identification of target markets, understanding value of attributes, identification of important attributes
1. Presents two matrices: Attribute-benefit and benefit-value \+ Survery based \+ Not much effort required \+/- Customers indicate links themselves - No motivation & deeper info
Free Elicitation
Goal: understanding of important attributes and benefits that gives insight into product category perception
+ Reveals customer structure in mind
Crowdsourcing
Goal: Find ideas to feed NPD process using open idea generation
+ Many participants
+ Low costs per idea
+ Good ideas, quantity of ideas
- Less customer understanding
- Info might be accessible by competition
- Not clear whether participants are potential users
- Results don’t say anything about latent needs
- No needs assessment
Information Accelleration
Virtual buying environment which gives information about future concepts
Goal: Take measure of respondents likelihood of purchase, perceptions and preferences and to develop forecast of sales and strategy alternatives
