Quick and relevant research can improve decision making by providing flexible options when budgets are limited. Such research focuses on solving specific problems rather than large projects. It involves decision makers and uses simple tools that directly address the problem. Qualitative and quantitative methods can be combined to find answers quickly. Results should be compatible with larger studies. Client and agency must cooperate as a team with clear processes. Examples show how ideas and models can be tested through brief studies to inform decisions. While less prestigious than large projects, quick research ensures the consumer voice is heard when needed.

1. QUICK & RELEVANT
FLEXIBLE RESEARCH TO
IMPROVE DECISION MAKING
Dirk Engel
Universal McCann Germany
ESOMAR Conference
„Qualitative 2007“
November 14th 2007, Paris

2. 2

3. 3

4. Specific problem, lots of meetings, no decision
4

5. Need for an higher instance –
like the wise King Salomon
5

6. Who is the wise King Salomon in Marketing?
•NOT the brand manager
•NOT the CEO
•NOT the researcher
•...it is the consumer!
•The research is only the media to allow the voice of the
consumer to be heard in the management board
6

7. Lack of data for a marketing decision
•So there is a strong need for extensive further research,
but...
• ...no money available!
• ...research budget is dedicated to other projects!
• ...time is getting short!
•What to do?
•There are three options...
7

8. 1st option: Get the money, do the study!
•Best option:
•The necessary money is provided and the study is done
•Chance is rather low, because...
• ...money is allocated mostly for continuing long term research
• ...existing tools are inflexible for new problem
• ...no man power in the research department to design & conduct ad
hoc research
• ...researchers suggest sophisticated study designs with complexe
methodologies (no time and money!)
8

9. 2nd option: Trust your gut feelings!
•Worst option: You don’t do any
research at all and decide out of
blue!
•Right or wrong, the proof of the
pudding will be in the eating.
•Intuition is often a good guide, but
not always!
9

10. 3rd option: Start ad-hoc research!
•The most pragmatic option:
•Start a study, but knowingly accept cut-backs in the
complexity of the study.
• It does not need to be perfect, but must deliver relevant information
for the specific problem...
• ...and at a speed which delivers results on time.
• Provides the right input for decision making!
•„Well, but this research seems to be...“
10

11. „Quick & Dirty“
11

12. 12

13. 13

14. Example: Asking the agency staff
– Global pet food survey
Higher Involvement
he doesn't stop barking I think that Eukanuba is a
very good quality pet food,
and jumping all over the
Do you know mostly for what I heard in
place when he can TV and I read in internet...
smell that i am cooking that cats love also some other dog's
spaghetti aspargus? owner advised me about
this food
My one dog likes apples,
Taste Loves pigs ears - gets she will beg and beg until Health
them as a treat she gets a piece
The dogs are normally fed
meat with vegetables
Chicken soup and fish are
the winners. Actually they to give him cat biscuits only so most of
cannot persuade me to the time that is all he gets except when I
make it regularly buy mince or fish for my tea, then he gets
some as well
Lower Involvment
14
Source: InTuition Global Pet Owner Panel n = 438 / Universal McCann

15. „Quick & Relevant“ instead of „Quick & Dirty“
!
15

16. Some rules to make research quick and relevant
• Think problem driven, not project driven
• Involve the real marketing decision makers and not only the
information gatherers, the research experts
• Use simple studies and tools that help to find a decision
• Combine the advantages of qualitative and quantitative research
instead of insisting on high methodology standards
• Make sure that the results of ad-hoc studies can be combined with
big representative surveys
• Keep cost efficiency and time to market in mind
• Ensure a flexible but trusting cooperation between client and
research agency
16

17. Think problem driven, not project driven
•Conducting Projects Solving Problems
•Long term •Short term
•Complex •Should be simple
•Expensive •Efficient
•Time consuming •Quick
•Input for long term strategy •Input for specific decision
& planning
•Covering only one topic
•Covering a variety of topics
•Asked by Decision Makers
•Lead by research
department
17

18. Involve the real marketing decision makers and not
only the information gatherers, the research experts
•Remember what Johannes Hartmann (Unilever) stated at the
ESOMAR conference “Consumer Insights” this spring in Milan:
•”Insighting means including.”
•“You can never be over-inclusive.”
18

19. Use simple studies and tools that help to find a decision
•“Everything should be made as simple as possible, but
no simpler.”
Advantages of simple research
designs:
• You get the commitment of all
decision makers, because they
understand it even from the start.
• You save time.
• You save money.
• You can keep the deadline and
make sure that the results will feed
into the decision making process at
the right time.
19

20. Stop the battle “Qual” vs. “Qual” !
•Combine the advantages of qualitative and quantitative
research instead of insisting on sky-scraping methodology
standards
•So for ad-hoc research, which is quick and relevant, the line
between qualitative and quantitative research is not set in stone.
• A set of open questions in an online survey cannot replace
several focus groups or in-depth interviewing, but it delivers food
for thought.
20

21. Example: Association „Broadband“
x-DSL, LAN or other high
speed systems help to
Procedure of data realize broadband Internet
transmission, which send access. The most popular
data on a broad variety of broadband connection is
frequencies, and which DSL. This means “Digital
concrete / generates higher data
volumes by parallel
Subscriber Line” = faster
Internet; AS WELL as quick
page reproduction, quick
transmission
Source: InTuition / March 2004 / n = 1.555 interviews
technical downloads, even video
conferences are possible
with flatrate.
A broadband Internet access
enables faster downloads
Transmission medium which and video conferences in Describes connections with a
supports a big variety of high quality. This works via broad spectrum (means a high
Fast building of number of transmissioned bits per
frequencies cable networks or DSL.
pictures on screen Internet access via modem time, at the moment ca. 100 KB per
or ISDN does NOT mean second are possible but rarely
broadband. used)
A connection, which delivers
Stupid question! Just a a big amount of data at the
The variety for downloads (t-
broadband regarding to same time
dsl 768 down 128 up etc.)
different fields of knowledge Broadband is e.g. DSL, a big
Cable to the data pipe to send and
(e.g. technologoy, medical Browsing the Internet with
Television set. receive data
768 KB per second
sciences)
Internet connection with a
False For me broadband
high volume of data
transmission per second
Internet connection via DSL,
Right
modem or satellit; speed =
more than 514 KBit
Associations = DSL; and DSL =
flatrate.
Fast connection, can
transmit much data parallel Associations
A technology, which realizes
faster Internet access via
bundles of channels Broadband = DSL
Big screen - broad,
but not high A technical statement A higher rate of transmission
Watching a movie
with black barrs on about the usage of a than by an analogue modem
TV frequency band.
Screen size in 16:4 format
Internet via glas fiber
Playing video films
Have something to do
with mobile phones, Transmit big amount
isn’t it? of information Much data exchange
Communication, TV,
in a short period
media Broadband cables
Something to do with
delivers more data
films Broadband supports the usage
through than other
Versatility! Broad cables of the Internet around the world.
variety! Faster, always You can build a computer net
drunken musicians available, multimedia with broadband.
A way of fast and
gift wraps Internet access
wireless surfing I want it!
a ribbon of at least
2.73 meters wide, The opposite of
laying across the „small band“ I guess this has It’s cool
street Waste of money! something to do with The time of Internet
technology. Sorry, but access via modem is
I don’t have a clue over – thank you,
about technology. Lord!
Vague / diffuse

22. Make sure that the results of ad-hoc studies can be
combined with big representative surveys
•Especially research agencies which specialize in
qualitative research are not aware of the great potential
of surveys about consumption and media usage.
•But with good thinking and smart crosstabs, you can
transform e.g. a consumer typology from a qualitative
study into a countable target in the TGI.
•In Germany it is a little bit easier, because of the
wealth of industry research provided by the media.
•But even a vague transformation of a qualitative model
into a database is better than waiting for that big
bespoke project for quantification, which may never
come…
22

23. Example: Cosmetic users segmentation
recreate in joint industry study
Mittellose
Wohlhabende Preisbewusste Markenbewusste Kosmetik
Wenig
Kosmetik Junkie Styling Fan Mainstream Verweigerer
Verwenderin
Alter 14-24 14-24 25-29 25-29 14-29
Tätigkeit In Ausbildung In Ausbildung Berufstätig Nicht berufstätig, In Ausbildung
(Tendenz (Tendenz junge Mütter oder berufstätig
Studium) Ausbildung)
HH Netto- hoch Niedrig - mittel mittleres niedrig durchschnittlich
einkommen
Potential: 1,20 Mio. 1,35 Mio. 1,24 Mio. 1,17Mio. 1,28 Mio.
6,24 Mio.
19,2 % 21,6 % 19,9 % 18,8 % 20,5%
(=100%)
Source: Kommunikations Analyse, Gruner + Jahr
23

24. Ensure a flexible but trusting cooperation between
client and research agency
•When agency and a research provider have to
work together, it is necessary to establish some Client
routines to speed up the process of calculating
costs and timing and develop the overall research
design.
•So both parties are not competitors in that Media / Ad
game, they should play together as a
team. Agency
Research
Agency
24

25. Example: Brand Fit Check
Fit Pocher & Brand Z
High Pocher Celebrity 100% High Pocher
Low Brand Z High Brand Z
provocative young modern
athletic dynamic successful
interesting
funny
Brand 0%
100%
Z
smart authentic urbane / international
attractive
sovereign competent
call the tune
conservative (“tonangebend”) trustworthy
Low Pocher Low Pocher
Low Brand Z 0% High Brand Z
© 2005 InTuition™ / Universal McCann
25

26. Example: New ideas for communication planning
Increasing consumption frequency through new ways of preparing
your Nescafé
•Through focus groups we identified a new way of preparing Nescafé
Classic that perfectly fits with the Zeitgeist
26

27. Example: New ideas for communication planning
The visual difference
Crema way Classical way
27

28. Consultancy vs. glamour
•This kind of “quick & relevant” research is not very
glamorous.
•But an ad-hoc study, which achieves its specific purpose
on time, is also a successful project, even without.:::
• big presentation to the management board,
• a congratulatory/complimentary press release
• or a sophisticated paper at an ESOMAR conference.
•With this approach, we can make sure that the wisdom of
the consumer is always being heard when it is necessary.
28

29. “Quick & Relevent”
•His or her majesty the consumer
should have the last word in
controversial marketing decisions and
it is our job, to make his or her voice to
!
be heard.
•dirk.engel@universalmccann.de
•www.universalmccann.de
29

30. •For more details:
•see conference paper…
30

31. dirk.engel@umww.com
Dirk Engel Tel.: + 49 - (0)69 – 79 404 - 110
Head of Research
Universal McCann Knowledge
Universal McCann GmbH, Speicherstraße 57-59, D 60327 Frankfurt
http://www.universalmccann.de
www.dirkengel.org 31
31

32. www.dirkengel.org