market research: do you know why your customers do what they do?

Natural ImpulsesTapping into the emotions that drive buyer behavior

DO YOU KNOW WHY YOUR CUSTOMERS DO WHAT

THEY DO?

Make qualitative research your best friend


WHO ARE WE?

Principals of Natural Impulses

Mary Samuelson

Joy Ward


WHERE ARE WE GOING?

What are the differences between quantitative and qualitative research?

What should you expect from each type of research?What should you not expect from both?


QUANTITATIVE RESEARCH, BIG DATA AND ANALYTICS

Quantitative Research will tell you what people do. What it won’t tell you is why they do it.


UNDERSTANDING QUALITATIVE RESEARCH

What IS qualitative research?• Used to identify emotional and behavioral

patterns• Looks for WHY and how a behavior is formed


UNDERSTANDING QUALITATIVE RESEARCH• What IS qualitative research?

• Famously used by Piaget to design study of child development

Requires small respondent sets

Effective market research can be more or less expensive than quantitative depending on what is needed

Look for results, not cost



Why do I need qualitative research?The answers lie in the target markets’ heads

You are NOT the target marketYou need to get into their heads



What are the various kinds of qualitative research?

Focus groups and triads




EthnographicMystery shopping




EvocativeBrain scans




Interviews


WHAT DO I DO WITH QUALITATIVE RESEARCH?

Use qualitative BEFORE the quantitative research to refine your information, understand emotional ties to specific product types, branding and future product and services development


WHERE ARE WE GOING?

How do you combine qualitative and quantitative research to get the strongest, most actionable results from your research?



Quantitative research will tell you what people do. What it won’t tell you is why they do it.



Many ways to collect quantitative dataCATI (Computer Assisted Telephone Interview)

CAPI (Computer Assisted Personal Interview)

PAPI (Pencil and Paper Interview)

Mail SurveysWeb Surveys

Big Data Modeling


13%

10%

General Population = 26.5%

General Population = 23.3%


TRASH IN, TRASH OUT

TITO


An example of what can happen when you don’t ask the right questions. Qualitative research can be your best friend in helping ensure that you get the information you need.

OOPS!

Tapping into the emotions that drive buyer behavior

Dad’s Dilemma

Wid Get

Who would be the best choice to take over

my company?



Get’s Quantitative Team

Price ColorSize


Los Angeles

New York

Tampa

Wid’s Qualitative Team


Speed

Partnership

Attribute X Color

Qualitative Research Results For Widget Attributes

Attribute Y

Attribute Z


Quantitative Research Results For Widget Attributes

Quantitative Importance PercentagesPrice 98%Attribute V 34%Attribute W 8%Attribute X 28%Color 12%Company Size 42%Geographic Location 51%Customer Base 39%


Comparison of Results

QualitativeSpeedAttribute XAttribute YAttribute ZBluePartnership

QuantitativePriceAttribute VAttribute XCompany SizeGeographic LocationCustomer Base

Based On Qualitative Findings

As your partner in the widget industry, we know what you want! We have the fastest widget on the market; it does X, Y, and Z, and comes in a beautiful blue color.

Attributes:SpeedAttribute XAttribute YAttribute ZColorPartnership


Based on Quantitative Findings

We have the cheapest widgets in the industry. They do V and X and do it really well, so no matter what your company size or location, buy your widgets from us!

Attributes:Price 98%Attribute V 34%Attribute X 28%

Explained Variance =.18

For these you know WHY For these you know HOW MANY

Based On Combined FindingsYou would understand that:Speed Is important because in this particular industry, speed is linked to higher revenue which is emotionally linked to success.Attribute XAttribute YAttribute ZColorIs important because in this particular industry if no specific color is required for this widget ,it is linked to pride and job satisfaction.


PartnershipIs important because this widget plays an important role in the manufacturing process and if it fails the buyer needs to feel that his “partner” will do what is needed to get their operation back up and running as quickly as possible. The emotional motivator is security.PriceIs seen as important because it is linked, in this instance, to several emotions such as achievement and success.Attribute V 34%Attribute X 28%

Natural ImpulsesTapping into the emotion that drives buyer behavior

Attributes’ Overall Importance Ratings:

Speed 28%Price 38%Attribute V 54%Attribute W 43%Attribute X 22%Attribute Y 5%Attribute Z 8%Partnership 59%Color 18%

Company Size 62%Geographic Location 51%Customer Base 40%

Quantitative Informed By Qualitative shows:

Much more important

Much less important

Much less important overall but more important to a specific segment.


Focus is on attributes V, W,

price and partnership.

Attributes Overall Importance Ratings:

Speed 28%Price 38%Attribute V 54%Attribute W 43%Attribute X 22%Attribute Y 5%Attribute Z 8%Partnership 59%Color 18%

Company Size 62%Geographic Location 51%Customer Base 40%

Based on Correctly Implemented Quantitative…


As your partner in the Widget industry, we provide the best possible pricing for high quality widgets. (Assuming that attribute V is quality.) Our widgets are the fastest available today, fully equipped for X and Z, and we are so sure of their dependability that we offer a lifetime warranty that is second to none.

QualitativeAs your partner in the widget industry, we know what you want! We have the fastest widget on the market; it does X, Y, and Z, and comes in a beautiful blue color.

QuantitativeWe have the cheapest widgets in the industry. They do X and V and do it really well, so do yourself a favor and buy your widgets from us!

The Right Marketing Message


QUALITATIVE TELLS YOU WHY,

QUANTITATIVE TELLS YOU HOW

MANY.


WHY IS IT IMPORTANT TO KNOW BOTH? BECAUSE FOR A PRODUCT

TO BE MARKETED EFFECTIVELY, YOU MUST UNDERSTAND THE

MOTIVATION THAT LEADS YOUR MARKET TO USE IT.


QUESTIONS?


NATURAL IMPULSES

Mary Samuelson and Joy Ward are the Principals of Natural Impulses, a research firm devoted to helping their clients reach the deepest understanding of their markets and clients.

market research: do you know why your customers do what they do?

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