Types of PRIMARY RESEARCH QUESTIONAIRE / SURVEYS INTERVIEW OBSERVATION EXPERIMENT / CONSUMER PANEL FOCUS GROUPS Each method has it own dis/ advantages – not outlined in this presentation

QUESTIONNAIRE / SURVEY : PRIMARY RESEARCH Why use this method, on this sample? Why use this method, to obtain the data you are looking for? Things to consider Will you carry it out .. Face-to-face Online Leave-and-collect The answer will determine decisions regarding the structure of the questionnaire Things to consider Will your questions be .. Open Closed (options) Closed (Scale) You can do more than one type of question  QUESTIONNAIRE / SURVEY : PRIMARY RESEARCH

INTERVIEW: PRIMARY RESEARCH Why use this method, on this sample? Why use this method, to obtain the data you are looking for? Things to consider BE PREPARED. PERHAPS HAVE A INTERVIEW SHEET What are the key ‘areas’ you want data on. Eg kitchen, budget and new products Allow the interviewee to respond freely but by the end ensure you have data on your key areas Interview Sheet Topics I would like Ms Rivera feedback on.. Staff productive? kitchen Machinery up-to-date? INTERVIEW: PRIMARY RESEARCH

OBSERVATION: PRIMARY RESEARCH Why use this method, on this sample? Why use this method, to obtain the data you are looking for? Observing people Remember our ethical issues And that People behave differently when being watched Observing things Prepare in advance what you looking for . Examples what is the staff /customer ratio in the morning v afternoon How many colors have they used in the wall paint Supportive photos are useful Be prepared to find new & interesting things that you didn’t know you would. Eg how they deal with that angry customer that suddenly appeared at the desk OBSERVATION: PRIMARY RESEARCH

OBSERVATION: PRIMARY RESEARCH Why use this method, on this sample? Why use this method, to obtain the data you are looking for? OBSERVATION SHEET 1. How many different female customers come in and at what time .. 2. How much of the shop floor is taken up by Product Display Area v Seating Area Etc etc 5-6pm 6-7pm 7-8pm OBSERVATION: PRIMARY RESEARCH

EXPERIMENT / CONSUMER PANEL: PRIMARY RESEARCH Why use this method, on this sample? Why use this method, to obtain the data you are looking for? Things to consider Who are the sample on whom the Experiment is being carried out? Do they know the product? Are they the target market? What is it exactly you hope to learn from the experiment? How to you hope to gather the data? Observation / conversation? What are the conditions under which the data is gathered? EXPERIMENT / CONSUMER PANEL: PRIMARY RESEARCH

FOCUS GROUPS: PRIMARY RESEARCH Why use this method, on this sample? Why use this method, to obtain the data you are looking for? Things to consider VERY SIMILAIR TO CONSUMER PANEL – REALLY THE KEY DIFFERENC E IS FOCUS GROUPS WILL… [1] DEFINITELY INVOVLE A DISCUSSION [2] POSSIBLY INVOVLE CONSUMPTION OF THE PRODUCT FOCUS GROUPS: PRIMARY RESEARCH

IMPERFECT DATA IS FINE – AS LONG AS YOU ACKNOWLEDGE THE IMPERFECTIONS – AND EXPLAIN HOW YOU TRIED TO MINIMISE THEM THE EXAMINERS ARE LOOKING FOR A BIT OF CREATIVITY IN THE RESEARCH PROCESS

LEADING CONFUSING STRATEGY POOR SAMPLE LIMITING If my research indicates “60% of the market will buy this product” & then, after launch, only 40% of the market actually does, my research was unreliable. FIVE main causes of unreliable data… LEADING Possible in both questionnaires and interviews CONFUSING Interviewees – due to embarrassment or time concerns – might respond randomly rather than seek clarification STRATEGY Their answer reflect a hoped-for outcome, rather than their honest opinion POOR SAMPLE Those that respond to the research do not accurately represent those that will consume the product LIMITING Non of the option available accurately reflect their opinion

Bad research is EASY to do. Be thoughtful. Plan and prepare. Bad research is EASY to do.