dub & cultrdig mixed methodology research webinar_oct 2013
DESCRIPTION
When tasked with exploring culture - in this instance the culture of smoking - and making recommendations on how to develop a communications program through understanding new opportunities to serve smokers, researchers and planners need to get deep inside the lives of the target audience using a range of tools and techniques. Using a hybrid of online and offline research methods using Dub’s pioneering online qual software, CultrDig delivered successful study that: -Quickly surfaced new ideas and opportunities -Combined online, mobile and face-to-face engagement techniques -Delivered actionable insights that communications agencies could easily leverage -Enthralled and excited participantsTRANSCRIPT
BREAKING NEW GROUNDWITH MIXED METHODOLOGY QUALITATIVE
Case Study:ClearWay Minnesota
Stephen Cribbett, CEO. Dub October 2013
How Online Communities
FocusGroups
Illuminating Insights & New Opportunities
Introductions
Mixed Methodology Case Study
Thoughts & Results
Q&A
Agenda
Valerie Esqueda is Chief Digologist from CultrDig, a culture-focused qualitative research company based in Minneapolis, Minnesota.
CultrDig brings to light the context of the culture or micro-culture surrounding a product, service, or brand experience.
Website: www.Cultrdig.comEmail: [email protected]: @cultrdig
www.dubishere.com
Quitters experiencing high levels of difficulty reaching their goals.Why were smokers not seeking QUITPLAN support, especially as proven effective?
Smoking cessation services underused by the 70% of Minnesotans who want to quit
www.dubishere.com
Objectives
Understand...
• Relationship of smoking to lifestyle and identity.
• Attitudes and perceptions of smokers ready to quit, thinking about quitting and successful quitters.
• Barriers to quitting and paths to decision to quit.
• The role of social media, texting, mobile in quitting process.
The role of tools such as mobile apps, NRTs and alternative treatments.Why QUITPLAN Services program satisfaction levels have declined.
www.dubishere.com
Provide insight to inform development of QUITPLAN updated offerings to ensure services are relevant
www.dubishere.com
Challenges
• Short time frame
• Large and diverse territory
• Segments with highly diffused preferences
• Emotionally sensitive• Large amount of data analysis
• Wide range of related objectives
www.dubishere.com
Mixed Methodology Approach
Short-Term Online Community
Eight days 32 participants 2 Segments:
Smokers
Former smokers
www.dubishere.com
Mixed Methodology Approach
Focus Groups
6 Groups 2 Segments:
Smokers
Former smokers
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Research Design: Two Phases
PHASE 1SHORT-TERM ONLINE COMMUNITY
PerceptionsIdentity
Opinions and Beliefs
Motivations
Triggers
Lifestyle
www.dubishere.com
Research Design: Two Phases
PHASE 290-MINUTE FOCUS GROUPS
Evaluate websiteExplore assumptions
Identify resonating assumptions
New territoriesReactions to new ideas
www.dubishere.com
Why IdeaStream™?
• High level of design and tech support
• Intuitive, well organized set-up and dashboard
• Frictionless sign up process for respondents and client
• Flexibility to react quickly and design for new information
• Robust data analysis tools
• Excellent community environment
• Strong co-creation ability
• Highly immersive
www.dubishere.com
Activity Design
Orchestrated range of online activities enabled research to:
• Capture important feelings, beliefs and attitudes through different modes of expression
• Understand and build crucial cultural context• Engage participants in a very personal and
meaningful way
• Identify key decision-making influencers and “hot spots” in decision-making process
www.dubishere.com
Activity Plan
Day 1
Identity
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Day 8
Smoker Enviro
nment
Triggers
Motivatio
ns
Support
Non-Smoker Perceptio
n
Role of Tobacco
Website awareness and re
actions
THE SMOKING STORYUNFOLDS IN REAL TIME...
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Smokers Perceptions of Smokers
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Perceptions of Non-Smokers
www.dubishere.com
Perceptions of Non-Smokers
www.dubishere.com
My Smoking Life
www.dubishere.com
What Would Help Me Quit
www.dubishere.com
What Helped Me Quit
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THOSE WHO WANTED HELP AND SUPPORTTHOSE WHO WANTED TO DO IT THEIR OWN WAY
...And Then Comes to a “Y”
www.dubishere.com
“Y” Exploration: Understanding the Juncture
• Question separated respondents into two quitting styles
• Short survey by quitting style on motivations for success
www.dubishere.com
“Y” Exploration
www.dubishere.com
“Y” Exploration
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From Online to Offline
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From Online to Offline
Traditional focus group methodology:
• Further examined and validated findings from online group data about personal quitting styles
• Explored opportunities for new innovative services
• Built off input from P1 for ideation of an appealing and motivating smoking cessation services program.
www.dubishere.com
Result: Insights became a launching pad
• Different thinking about how to more interact authentically and create meaningful support
• Crucial design direction for content and services
• Increased ability to be relevant to all smokers across the state
• Stronger likelihood for successful quitting
• Opportunities for innovation
Q&A
Thank you!
Dub Contact [email protected]@dub_researchUK +44 20 7247 3327US +1 310 997 5779
CultrDig Contact [email protected]@CultrDig646-321-5612