Why do we do research?

The one-on-one interview

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The Focus Group

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Advertising Age 10/11/10

A Snapshot  iPads: 3%  Twitter users: 33%, make that 13%, or is it 7%?  Organic food: 3.7%  People $100,000+: 70% shop Walmart

Quantitative

US Income  Under $100,000: 82.2%  $100k-125k: 7.5%  $125k-$150k:4.3%  $150k-$200k:4.1%  $200k+:3.9% 7-11

How well do you know?  % of US births/Hispanic?  25%  % of lesbian couples raising children?  33%  % of births to unmarried women?  40%  For women in their 20’s?  60% 7-12

Marital Status  2000: 55% married; 34% never married  2010: 45% married; 47% never married 7-13

Who am I? 6-14

Ways of Contact-Quant  Survey Research  Quantitative method; ask many people the same questions  Select a random sample to represent the entire group (population)  Methods include telephone, door to door, internet, mail 6-15

Dove’s Real Beauty Campaign Based on Quantitative Findings

Ways of Contact  In-depth Interviews  A qualitative method using one-on-one interviews asking open- ended questions  Flexible and unstructured  Focus Groups  A qualitative method in which a small group of users or potential gather around a table (or online) to discuss a topic (product, brand, or ad)  Directed by a moderator 6-17

Qualitative

Ways of Contact  Observation Research  A qualitative method using video, audio, and cameras to record consumers’ behavior where they live, work, shop and play.  Closer and more personal than quantitative research 6-19 Principle: Direct observation and ethnographic research reveal what people actually do, rather than what they say they do.

Dodge Focus Group 6-20

Pampers 7-21

Insight?

Natural Habitats Watching games play games