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BREAKING NEW GROUND
WITH MIXED METHODOLOGY
QUALITATIVE
How Online
Communities

Focus
Groups

Case Study:
ClearWay Minnesot...
Agenda
s
tion
c
odu
Intr

etho
M
xed
Mi

y
Stud
e
Cas
y
olog
d

ghts
Thou

s
sult
e
&R
Q&A
Valerie Esqueda is Chief
Digologist from CultrDig, a
culture-focused qualitative
research company based in
Minneapolis, Mi...
www.dubishere.com
Smoking cessat
ion ser vices und
erused by the
70% of Minnesot
ans who want to
quit
Quitters experie
ncing high levels
of
...
Objectives
Understand...
• Relationship of smoking to lifestyle and
identity.
• Attitudes and perceptions of smokers ready...
Challenges
•
•
•
•
•
•

Short time frame
Large and diverse territory
Segments with highly diffused preferences
Emotionally...
Mixed Methodology Approach
Short-Term Online Community
Eight days

32 participants

2 Segments:
Smokers

Former smokers

w...
Mixed Methodology Approach
Focus Groups
6 Groups

2 Segments:
Smokers

Former smokers

www.dubishere.com
Research Design: Two Phases

PHASE 1

SHORT-TERM ONLINE COMMUNITY

Identity

Perceptions
Triggers

Opinions and Beliefs
Li...
Research Design: Two Phases

PHASE 2

90-MINUTE FOCUS GROUPS

Explore assumptions
Evaluate website
Identify resonating ass...
Why IdeaStream™?
• High level of design and tech support
• Intuitive, well organized set-up and
dashboard
• Frictionless s...
Activity Design
Orchestrated range of online activities enabled
research to:
• Capture important feelings, beliefs and
att...
Activity Plan
y8
Da

y7
Da

S

En
er
ok
m

y6
Da

y4
Da
ers
igg

Tr

y5
Da

y3
Da

y2
Da

y1
Da

t
y
tit
en
n
de
nm
I
iro
...
THE SMOKING STORY
UNFOLDS IN REAL TIME...
Smokers Perceptions of Smokers

www.dubishere.com
Perceptions of Non-Smokers

www.dubishere.com
Perceptions of Non-Smokers

www.dubishere.com
My Smoking Life

www.dubishere.com
What Would Help Me Quit

www.dubishere.com
What Helped Me Quit

www.dubishere.com
...And Then Comes to a “Y”
THOSE WHO
WANTED HE
AND SUPPO LP
RT

THOSE WHO
WANTED TO
THEIR OWN DO IT
WAY

www.dubishere.com
“Y” Exploration: Understanding the Juncture
• Question separated
respondents into two
quitting styles
• Short survey by qu...
“Y” Exploration

www.dubishere.com
“Y” Exploration

www.dubishere.com
From Online to Offline

www.dubishere.com
From Online to Offline
Traditional focus group
methodology:
• Further examined and validated
findings from online group da...
Result: Insights became a launching pad
• Different thinking about how to
more interact authentically and
create meaningfu...
Q&A
Thank you!

Dub Contact Info
www.dubishere.com
us@dubishere.com
@dub_research
UK +44 20 7247 3327
US +1 310 997 5779

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Culture of Smoking Mixed Methodology Research Dub/Cultrdig

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Veröffentlicht am

When tasked with exploring culture - in this instance the culture of smoking - and making recommendations on how to develop a communications program through understanding new opportunities to serve smokers, researchers and planners need to get deep inside the lives of the target audience using a range of tools and techniques.

Using a hybrid of online and offline research methods using Dub’s pioneering online qual software, CultrDig delivered successful study that:


-Quickly surfaced new ideas and opportunities
-Combined online, mobile and face-to-face engagement techniques
-Delivered actionable insights that communications agencies could easily leverage
-Enthralled and excited participants

Veröffentlicht in: Marketing, Gesundheit & Medizin, Business
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Culture of Smoking Mixed Methodology Research Dub/Cultrdig

  1. 1. BREAKING NEW GROUND WITH MIXED METHODOLOGY QUALITATIVE How Online Communities Focus Groups Case Study: ClearWay Minnesota Stephen Cribbett, CEO. Dub October 2013 Illuminating Insights & New Opportunities
  2. 2. Agenda s tion c odu Intr etho M xed Mi y Stud e Cas y olog d ghts Thou s sult e &R Q&A
  3. 3. Valerie Esqueda is Chief Digologist from CultrDig, a culture-focused qualitative research company based in Minneapolis, Minnesota. CultrDig brings to light the context of the culture or microculture surrounding a product, service, or brand experience. Website: www.Cultrdig.com Email: val@cultrdig.com Twitter: @cultrdig
  4. 4. www.dubishere.com
  5. 5. Smoking cessat ion ser vices und erused by the 70% of Minnesot ans who want to quit Quitters experie ncing high levels of difficulty reachin g their goals. Why were smok ers especially as pr not seeking QUITPLAN support, oven effective?
  6. 6. Objectives Understand... • Relationship of smoking to lifestyle and identity. • Attitudes and perceptions of smokers ready to quit, thinking about quitting and successful quitters. • Barriers to quitting and paths to decision to quit. • The role of social media, texting, mobile in quitting process. The role of tools such as mobile apps, NRTs and alternative treatments. Why QUITPLAN Services program satisfaction levels have declined. Provide insight to inform development of QUITPLAN updated offerings to ensure services are relevant www.dubishere.com
  7. 7. Challenges • • • • • • Short time frame Large and diverse territory Segments with highly diffused preferences Emotionally sensitive Large amount of data analysis Wide range of related objectives www.dubishere.com
  8. 8. Mixed Methodology Approach Short-Term Online Community Eight days 32 participants 2 Segments: Smokers Former smokers www.dubishere.com
  9. 9. Mixed Methodology Approach Focus Groups 6 Groups 2 Segments: Smokers Former smokers www.dubishere.com
  10. 10. Research Design: Two Phases PHASE 1 SHORT-TERM ONLINE COMMUNITY Identity Perceptions Triggers Opinions and Beliefs Lifestyle Motivations www.dubishere.com
  11. 11. Research Design: Two Phases PHASE 2 90-MINUTE FOCUS GROUPS Explore assumptions Evaluate website Identify resonating assumptions New territories Reactions to new ideas www.dubishere.com
  12. 12. Why IdeaStream™? • High level of design and tech support • Intuitive, well organized set-up and dashboard • Frictionless sign up process for respondents and client • Flexibility to react quickly and design for new information • Robust data analysis tools • Excellent community environment • Strong co-creation ability • Highly immersive www.dubishere.com
  13. 13. Activity Design Orchestrated range of online activities enabled research to: • Capture important feelings, beliefs and attitudes through different modes of expression • Understand and build crucial cultural context • Engage participants in a very personal and meaningful way • Identify key decision-making influencers and “hot spots” in decision-making process www.dubishere.com
  14. 14. Activity Plan y8 Da y7 Da S En er ok m y6 Da y4 Da ers igg Tr y5 Da y3 Da y2 Da y1 Da t y tit en n de nm I iro v t ns ns co or ion o ac tio pp pt ati b c Su To rce tiv ea o of Pe dr M er an ole k R o ss e -Sm en on ar N aw ite s eb W www.dubishere.com
  15. 15. THE SMOKING STORY UNFOLDS IN REAL TIME...
  16. 16. Smokers Perceptions of Smokers www.dubishere.com
  17. 17. Perceptions of Non-Smokers www.dubishere.com
  18. 18. Perceptions of Non-Smokers www.dubishere.com
  19. 19. My Smoking Life www.dubishere.com
  20. 20. What Would Help Me Quit www.dubishere.com
  21. 21. What Helped Me Quit www.dubishere.com
  22. 22. ...And Then Comes to a “Y” THOSE WHO WANTED HE AND SUPPO LP RT THOSE WHO WANTED TO THEIR OWN DO IT WAY www.dubishere.com
  23. 23. “Y” Exploration: Understanding the Juncture • Question separated respondents into two quitting styles • Short survey by quitting style on motivations for success www.dubishere.com
  24. 24. “Y” Exploration www.dubishere.com
  25. 25. “Y” Exploration www.dubishere.com
  26. 26. From Online to Offline www.dubishere.com
  27. 27. From Online to Offline Traditional focus group methodology: • Further examined and validated findings from online group data about personal quitting styles • Explored opportunities for new innovative services • Built off input from P1 for ideation of an appealing and motivating smoking cessation services program. www.dubishere.com
  28. 28. Result: Insights became a launching pad • Different thinking about how to more interact authentically and create meaningful support • Crucial design direction for content and services • Increased ability to be relevant to all smokers across the state • Stronger likelihood for successful quitting • Opportunities for innovation www.dubishere.com
  29. 29. Q&A
  30. 30. Thank you! Dub Contact Info www.dubishere.com us@dubishere.com @dub_research UK +44 20 7247 3327 US +1 310 997 5779 CultrDig Contact Info www.cultrdig.com val@cultrdig.com @CultrDig 646-321-5612

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