Do-It-Yourself Research Karen Brokaw Sr. VP Media & Promotions Ayres Kahler

Do-It-Yourself Research What are we talking about? It’s about getting answers to your questions without spending a lot of money. It’s about testing an idea or a concept. It’s about adding layers to complex research projects. It’s about learning about satisfaction or awareness.

Agenda for today Hire a research firm vs. Do-It-Yourself How to do-it-yourself Short surveys One on One interviews Focus Groups/Round table Add layers to paid research projects Simple “Do’s and Don’ts”

Do-It-Yourself Research Research Firm vs. Do-It-Yourself Large numbers Small numbers Complex questions Simple questions Outsider view Internal Reliable statistics Overview

Do-It-Yourself Research How do you know What do we need to learn? How many people do we need to survey? Are the questions simple and short? Can the answers be found in a survey, interview or a discussion?

How to Do-It-Yourself Short surveys Can questions be added to an entry form or other business forms? Demographic questions Awareness questions Media questions What services do you use Satisfaction

How to Do-It-Yourself Survey results are collected Entered into a simple database program Example: Microsoft Works or Excel Compile your results into simple reports per question Report your results as “of those surveyed...”

How to Do-It-Yourself Short Surveys Can be conducted as intercepts instead of written surveys Is there a location where you can find your target audience? (shopping mall, coffee shop, community event) Survey is administered one to one, the interviewer fills out the survey

How to Do-It-Yourself One on One Interviews Telephone interviews to gain more insight If you want to better define a target audience Ask the why questions Qualitative info, not Quantative Leave the Quantative telephone surveys to the research pro’s

How to Do-It-Yourself One on One Interviews Reported in story form Report on each interview in a summary paragraph Summarize the information into an executive summary This is a good way to put a face on the target audience

How to Do-It-Yourself Focus groups vs. Round Table discussions True focus group should be conducted by a research professional Modified focus group can be conducted by you if….

Modified Focus Groups If… You have a moderator who can lead a discussion without contributing You want to gather impressions about a service or a product Very important to remember to present this information as results from those who participated

Round table discussions Board members Employees Management Selected clients, customers, members Conduct meeting with an agenda Give participants the topic in advance

Round table discussion You can use a sticky note exercise Simple questions Ranking of ideas or names Give each participant sticky note pads Moderator puts sticky notes on a board Reviews the answers, generates conversation Good way to determine important attributes Or choose favorite ideas or names

Round table discussion Management or board members can be called upon to conduct an “Ideal exercise.” Throw out all the constraints and budget issues … What would we do if we could… Helps define your vision

Round table discussion Someone needs to take good notes Or video tape the discussion Prepare a written report that summarizes the discussion

Adding layers to Research Say you have hired a research firm to conduct a quantitative research on your target market You may want add other layers to the project Employees or Staff Referring Individuals Secret shopping exercise Or a visual branding exercise

Adding layers to Research For example: Quantitative Research – Consumers Written Employee/Staff Survey They are the face of your brand, it is important to understand what they think Management/Board Member Round table

Adding layers to Research The additional research adds dimension to the results Need to ask similar questions Need to use the same words, if you are testing attributes Results can be compared to the more robust quantitative research Each layer should have its own report Complete project - executive summary

Do’s and Don’ts Keep your questions simple Do not write leading questions Make them measurable Limit free response questions Ranking attributes Keep words consistent between studies Keep surveys or interviews short

Do’s and Don’ts Report results with phrases like “.. of those surveyed.” If you are surveying employees or members, be sure to identify the percent of respondents. Look for opportunities to survey your target audience

Do-It-Yourself Research Marketers must continually seek out new research techniques to find fresh answers to old questions. Much can be gained by simply going out and talking to people. Think about how you can get answers to your questions.