Dynamic In-Person Research: Flexible Group Structures
Focus groups are so yesterday.
Yet it is clear that embracing the human element behind the numbers and striving for “why” has never been more important.
And, it has never been more elusive.
I was recently asked to explore Dynamic In-Person learning in the special Outlook section of Quirk’s Jan-Feb 2020 issue.
This the first of four posts exploring specific in-person research methods that InsightFarm uses to help clients cut through the fog and discover the insights that clear our path to big inspiration.
Flexible Group Structures
- Interactions between people are fascinating and provide a fertile environment for learning. Why do you think talk shows are so popular? You’d think it would be as easy as getting a group of people together, galvanizing them with a topic and watching them go.
- But there are certain structures that work better than others. In fact, organizing with fewer people for shorter periods of time actually yields much stronger outcomes than traditional discussion group structures.
- And shifting the group dynamic during the experience can take things to a whole new level.
Success Story
During a recent in-person research project, four consumers were interviewed together, then broken into pairs to build a storyboard. After sharing their work in a show-and-tell format, they were asked to write individual reflections on what was learned. This provided a degree of depth and breadth not achievable in a simple group discussion.
Consumers desperately want to show us their ideas. Brands desperately need to find the right direction more quickly. Let’s talk about how to put dynamic in-person research to work for you, so you can clear away the fog and find the path to deep, rich, meaningful insights.
Note: This is the first in a series of four posts. They originally appeared as one article in the January/February 2020 issue of Quirk’s Marketing Research Review. You can find it on page 44 in the special Outlook section under the title: “Dynamic In-Person Research Clears the Path to Insight.”
See Kelley at The Quirk’s Event – Chicago
Planning to attend The Quirk’s Event in Chicago? Be sure to attend my presentation: The Feast of Options – Qualitative Tech Integration for Maximum Impact. Find out how we leverage team dynamics, behavioral science, and multi-modal approaches while applying the latest technology.
3 Ways to Power Up Ideation
Want to find a great idea? Power up your next ideation with InsightFarm. Credit: iStock.com/ipopba
The most certain path to developing a great idea is to start by creating an abundance of good ideas. Here are 3 ways that InsightFarm can help you power up your next ideation session:
Three Ways to Get More Insight through Collaboration
Nothing grows in a silo. Amplify the insight from your research with three collaborative methods from InsightFarm.
Nothing Grows in a Silo
Collaboration is a key tool to amplify the insight from each project or research program. Here are three ways you can put collaboration to work in your research:
Beyond Measure: Dynamic Insight for Uncertain Times
What’s next? That’s the question on everyone’s lips, isn’t it? With the pace of change growing ever more rapid, uncertainty is everywhere. Read more
3 Ways to Energize Your Next Meeting
Have you seen this meme? Adam Padilla, Brand Strategist, hits the nail on the head with this send-up of most meetings. That’s because they’re too long, unfocused, and not as inspiring as they could be — as they SHOULD be. Here are THREE NEW IDEAS to add energy to your next meeting.
Only 7 Weeks Left in 2017! Let’s Make that Final Push Count!
Halloween’s over, and all of a sudden, your mind begins to race: It’s NOVEMBER? How much do I have left in my budget? Have I achieved my goals? What were my goals? WHAT WILL I DO?
Leverage: Three Ways to Get the Most from Your Research
Lever 1: Harvest what you have
Most companies are sitting on a mountain of information; it’s just not INSIGHT…yet! Revisiting what’s been done and creating new consumer imperatives is a great kick start to building a new learning plan that fills in gaps in your knowledge. Quite of bit of my practice is synthesis of existing data and building action plans that drive growth.
Lever 2: Broaden your ecosystem
Reading business headlines every day is important. Not from a fear-of-missing-out perspective but from the standpoint of new ideas. Understanding what others have done and learned in their industry begs the question: What can I do in my industry based on this experience? Experience is a great teacher and it doesn’t always have to be your own.
Lever 3: Plant New Seeds
Once you know what you have and have looked outside the company for inspiration, focus on gaps in your learning. Do you know what drives growth and how to apply those learnings? Have you seen consumers interact with your product or brand in a genuine context? What ideas do you have and what do consumers think of them? What’s the excitement level? Contact me to build a learning plan for your organization. I do this collaboratively, with no obligation, so we can learn how to work together.
Want to talk about how InsightFarm can help you leverage your research? Send me a text at 503-554-5567 or email me at kelley.styring@insightfarm.com to schedule a conversation.
Dude, That’s a Purse
Learn more about Kelley Styring’s Keynote at OmniShopper17 in two articles featured in The Insighter.
Recently, I was asked to provide a sneak peek at my Keynote for OmniShopper17 by The Insighter blog. Here’s the full article – spoiler alert – that reveals the one thing I wasn’t expecting when I took another look inside the America’s purses.
OmniShopper 17 Interviews Keynote Speaker Kelley Styring
Don’t miss Kelley Styring’s Keynote Address at 11:15 a.m. on June 20 at OmniShopper 17 in Minneapolis.
I was recently interviewed for The Market Research Blog about my keynote at OmniShopper 17. Join me on June 20th in Minneapolis as I release my new book, the Second Edition of In Your Purse: Archaeology of the American Handbag. Here’s the article, featuring a preview of my presentation and results of the study.
Predicted Market Research Trends for 2017
Where is market research headed in 2017? Credit: iStock.com/BrianAJackson
What market research trends should you expect to see in 2017?
I’m thrilled to be among the market research professionals, suppliers, and executives in the field quoted in this blog post by Sarah Schmidt of MarketResearch.com.
Here’s a scary thought: Only 10 weeks left in 2016!
Ah, October. The air gets crisp, the leaves begin to turn crimson and gold, jack o’lanterns are smiling everywhere, but then a chill runs up your spine as you realize – there’s not much time before the end of the year!
Your mind begins to race: How much do I have left in my budget? Have I achieved my goals? What were my goals? WHAT WILL I DO?
Want to Find Out What’s in a Woman’s Purse?
A woman’s handbag is the Swiss Army knife of womanhood and a fertile ground for product innovation, according to Kelley Styring.
We tracked the purse to its natural habitat – the shopping mall – and asked women if we could look inside their beloved bags and share what was inside them with the world. For Science. And they said YES.
We found old gum wrappers, crumbs, lipsticks without caps, used tissues, cellphones, keys, loyalty cards – and billions (yes, that’s billions with a “b”) of dollars in untapped marketing opportunities across 25 consumer product categories.
Cleaning Up with User Experience
User experience played a critical role in refining Carroll Gantz’s revolutionary DustBuster handheld vacuum. Credit: idsa.org
Before the iPhone, there was the DustBuster.
Stop laughing. It’s true. And it’s a great lesson about the value of user experience.
How to Win with Mobile Research
I know, it shouldn’t be news, but it bears repeating: all research is mobile.
Basically, half of the people you contact (be it by a call or an email or through a social network) are receiving your message and responding to via mobile phone. And that number is due to only go up.
