Immersive Ethnography and Other Unconventional Research on a Budget by Clinton Jenkin, Barna Group #CRC2014 #MRX
Live blogging from the Corporate Researchers Conference in Chicago. Any errors or bad jokes are my own.
Immersive Ethnography and Other Unconventional Research on a Budget
Clinton Jenkin, Barna Group
- Rethink your assets and rethink your costs. Different people are highly competent in different areas and you might not realize it.
- Don’t just think skills, think about what people are interested
- James Cameron really wanted to do an underwater dive of the titanic so he funded a dive for the movie – interest led to different result
- His soft costs were moderately low – people’s time is a set cost. How do you maximize this if you can’t add any new money
- most of us in market research fell into it from another place. He came from social psychology and realized he hated grading papers
- In MRX, when you get enough of the answer, you’re done. Where is the point of diminishing returns. How many completes can you get away with – can you spot where the difference will be incremental.
- Best practices are great but they are always necessary, good decisions aren’t improved by 5 more people – “Good enough is good enough” – Don’t use 600 if 400 will do, and don’t use 400 if 200 will do [ouch, my ears are burning]
- Find one place where you can splurge and make it better
- Decided to do an ethnography – what is the critical mass to have good insight. Started by sending a workbook to 12 families. Fill out a profile of each family member. Schedules for everyone. Thirty day journal Asked them to draw a map of their house. Went with pen and paper instead of online. Not cheaper, not faster, but far less complicated. Everything was in one place. Also sent a flip camera so they could see everyday life.
- They did use an outside recruiter so that the research would be blind.
- They posed a different question every day for 30 days. They learned it was good enough at 20 days.
- It will always be mom filling it out.
- Facebook access was not valuable, they didn’t have time to review the data
- Their outlook schedule was very valuable
- Had lots of follow up questions via 90 minute telephone interview as a result of all this data
- People agreed to a home visit for 7 days during the day – went on errands with them, watched tv with them, impromptu interviews during dinner, played ball with the kids. They asked a second time later on just to be sure. [wow!]
- Learned that moms feel stressed when they have to make a lot of decisions not just because they’re busy
- Learned about the importance of television – lots of physical contact between all the family members, it’s cuddle time for moms and dad
- Really felt they could talk on behalf of people as opposed to about people
- Incentives for workbook were $1000. $500 could have been enough.
- Home visits were $800.
- Project management was $250 per recruit.
- Splurged on the flip cameras but today you wouldn’t even have to do that. It was a tangible item that made responders feel good.