Tag Archives: QUAL360

Increasing employee equity through qualitative research by Endee Tate #Qual360 #MRX

Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.qual360

Increasing Employee Equity through Qualitative Research
Endee Tate, SVP, Market Research VOA, Bank of America
  • Listen, educate, ask and influence
  • Want a safe and conducive environment for employees to share insight, expertise and recommendations
  • Looking for untraditional focus group settings, take employees outside the office, hotel rooms work but why not just go outside
  • Telepresence – skype – allows them to work with employees across the franchise, secured sites, how often do employees get to hear what employees across the country have to say, moderators can stay local but hear everywhere
  • Mystery shops let them understand differences between markets
  • Ideation sessions – employee empowerment outside the lines to facilitate innovative thinking
  • Want to encourage brash, new, uninterrupted thoughts without focusing on how we will do it, and use a mix of all types of employees not just a group of tellers, a group of senior leaders
  • Require pre-work or not allowed to come to ideation session, tells them you are ready to come in and think
  • People asked take off their shoes and have some colorful socks or flipflips, no barriers, get comfortable, let’s talk about what we can do differently. They get to keep the socks or flipflops.
  • No recommendation or improvement is discounted
  • They have rooms built just for ideation sessions – bean bags, massage chairs, velcro walls, crayons, magnetic board, NO pen or paper – allows high energy, high engagement.  Process creates believership.
  • People don’t want to sell products they don’t believe in. They might mention it but they won’t sell it.
  • Everyone gets a balloon at the end of the session that they release to say the sky is the limit  [I WANT MY BALLOON]
  • It is a full day and it doesn’t stop at the session. No phones or tablets.
  • After the session, people get to vote on the pieces they came up with.
  • Put meaning back into employee relationships – Employee round tables help senior leaders understand what is on the mind of employees. They are speaking to our customers so we need to understand. Employees also need to know that it will take time to move from suggestion to implementation.
  • Simulations – Normally only do this with the sales team. Observe without interruption.  They may tell you they use something all the time but they actually only use a tiny piece of it all the time. Employee gets a debriefing after 5 simulations and they get to hear the clients’ feedback.
  • They integrate the recordings into the training program so people can learn from their peers.
  • “when you change the way you look at things, the things you look at change” – Wayne Dyer

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Innovation for insights into the Millennial Moms’ Online Shopping by Annie Iverson and John Williamson #Qual360 #MRX

Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.qual360

Leveraging innovation for richer insights into the Millennial Moms’ Online Shopping experience 
Annie Iverson, Associate Director, US Customer Insights, Mead Johnson Nutrition
John Williamson, President & Founder, 24tru
  • Project is called “Molly Johnson” and in this project her persona is shopping online, gives a voice to the mom
  • Wanted to use research to bridge partnership with major retailers like target or babies ‘r’ us
  • A big quant survey wasn’t going to work – they wanted to understand how molly uses her phone to shop, what problems does she face trying to access websites
  • qual side was 24 moms of baby category, used videos to capture journey and captured screen at the same time, quant side was 300 moms
  • Client is the smartest person in the room when it comes to their brand, knows all the background research, all the players, all the historic info [hear hear!]
  • Moms had 7 days to do 7 tasks – tell me about yourself, tell me how you shop, go shop for formula (probably her own brand), go shop for a specific humidifier (probably doesn’t know this brand)
  • New they needed to have moms look for something that hadn’t looked for before to see how they really shop, as opposed to just getting something they always get
  • Qual would fill in all the gaps left by quant
  • How does she start shopping? Majority start online, small minority start offline, many of them search online and then decide which retailer they will visit to actually buy it
  • Many shoppers go directly to their favourite online retailer but others start with a google search
  • Discounts to encourage mothers to purchase more, even if it’s only 10% off
  • If an item is expensive or unfamiliar, she wants to see it in store – touch it, feel the fabric, see the label in person the first time
  • Powerful for retailers to watch moms shopping on their website and pointing out likes and dislikes
  • Dollar savings – where is the low price, but shipping is huge, having to spend a certain amount before you get free shipping is annoying, manufacturers coupons may not be usable on a retailer website
  • Opportunity savings – don’t waste time traveling to store, can learn about all the products right away online, learn about products without running to ten different stores, point and click purchasing and you get it in 2 days
  • Barriers – too many departments to search, no reviews, no pictures
  • Retailers can make results searchable by brand, video reviews are much liked, have a good list of products at the front – shirts, pants, shoes, diapers – not “boy or girl”

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Designing with packaging usability in mind by Claudia Del Lucchese #Qual360 #MRX

Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.qual360

Argh! My pack won’t open! Designing with packaging usability in mind 
Claudia Del Lucchese, Packaging Insights Manager, Mondelez International
  • Let’s understand how consumers are struggling with packaging and how we can make things more intuitive
  • Packaging connects with the consumer just as strongly as the product it holds
  • Think about opening those hard plastic cases where you must use scissors, or jars are too hard to open and then they spill all over

  • OXO packaging – very minimal and allows you to touch the product, top information is right at the top. And, you can just unhold the plastic covering, no need for scissors.Embedded image permalink
  • Do you really need to create a website to tell your consumers how to open your package? Windows Vista did.
  • You can’t just ask people how they open a package “I rip open the sugar package” – but they don’t, they shake it down first and then they rip off the top
  • Try giving them a product, tell them to pretend to use it, and then pack the rest away. Watch them but don’t help them. Now ask them to do it again but provide the instructions.
  • [Just handed out a pack of Trident layers to everyone]
  • Finely tuned design. Gum will never fall out when you open it. Pack can be torn in half and retained as a half full package.
  • What about a bag in a box? How to open the bag inside? Do they pull the bag up or out? That impacts whether they see any reclose features. Do they use the tab to open it? Scissors? Yank and tear? [It all seeeeeems so obvious but how many packages do you open that are EASY to open?]
  • Reclose features should be effortless and visible or don’t do it.
  • [By the way, the Trident gum is tasty 🙂 ]
  • The more intuitive is it, the less communication you need, and the cheaper it is
  • Method works all over the world, culture differs, but the process works

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