Ruby Cha Cha uses data sets to quantitatively understand the ‘multiple consumer truths’ that are out there. Data quality is essential for us to be able to tell the story of the consumer and answer the key business questions. But, in the age of shorter attention spans and more time pressures it’s important that we be creative in our use of survey design to get to this quality data.
Brand Health and Tracking
Measuring if your message and media are reaching your audience. Tracking studies focus on growth, unlocking opportunities from both loyalty customers and new markets.
Usage and Attitude Studies
Baselining fundamental measures for yourself and your competitors.
A good marketer should segment, identify their target audience and position the brand accordingly. Effective segmentation is one of the most valuable tools a marketer can have, as it will guide the marketing strategy in the right direction. This is tricky to do successfully as there are several ways you can segment a marketplace, such as segment clusters and rich segmentations.
Concept Development & Testing
Make decisions on your portfolio and launch conditions.
Sizing the prize by estimating the potential in your market and chosen audience.
Data Analytics & Insights
We use different data sets so we can quantitatively understand the ‘multiple consumer truths’ in order to paint the full picture of the consumer, market or phenomena we are studying.
Establishing demand and revenue curves.
A new decision tool with a twist.
Pathway to Purchase
We know that not all paths to purchase are linear, particularly due to technological advances that enable customers to enquire and evaluate products anytime, anywhere. As researchers we seek to explore paths to purchase (from the simple to the complex) through a series of methodologies, tools, and models that we have at our disposal.
A way of classifying product features into Performance, Excitement and Basic features, allowing you to prioritise the features that drive satisfaction.
This form of agile testing can screen up to 4 concepts at once. CrowdPower™ helps you understand the early market potential of concepts and where to invest further efforts.
How to Conduct Quality Quantitative Research
What is quantitative market research? It is typically the use of numerical analysis that involves surveying customers to assess consumer needs and formulate more effective marketing strategies. But the world has changed enormously. From behavioural data to ongoing customer satisfaction pop up surveys, the consumer has never been more researched, and clients have never had so much data.
The most important thing to consider is what are you trying to achieve? Do you want to segment your customer base? Understand the size of your market or the threat of your competitor? Are you trying to understand the health of your brand or tracking your marketing efforts? There are many use cases for quantitative research and putting together a brief of your key needs, and questions to be answered is critical before briefing an agency.
Types of Quantitative Research Methods
Put simply, quantitative research typically includes market research surveys and questionnaires for customers, stakeholders and members. These can be conducted as exit interviews face-to-face at key sites such as shopping centres or functions, over the telephone (used less and less), via email, online or via your website. Survey questions must be carefully considered so that the results provide meaningful data.
The quantitative research methods have changed enormously in recent times due to AI, blockchain and ongoing analytics and customer data collection, so quantitative research methods you choose will depends variously on your needs, your own database of customers, and what you specially want to capture and analyse.
Analysis methods are a whole other ballgame. Everything from significance testing to complex modelling such as conjoint, and max diff analysis. A good quantitative consultant can steer you through the right tool for your brief.
Quantitative research these days can also be a complex and obstacle-ridden path to navigate. When dealing with large scale numbers, minute decisions in the preparation stages can have a significant impact on the end results. If you put in low quality inputs and efforts, you will get subpar results back.
With that in mind, several of the following tips for conducting quality quantitative research focus on the small things you can do at the front end of the research to ensure quality and consistent results at the back end.
Quantitative Research Best Practice
We have put together a list of great tips for conducting meaningful and useful survey data and numbers to assist in your decision making.
- There is a time and place to keep things simple
- Simple questions are often a pragmatic way to get the answer you are looking for.
- Complex modelling and analysis have their place and can be extremely useful but try to take a step back and think: Can this question be answered more efficiently?
- Avoid ‘marketing-speak’ and keep things conversational, use terms and phrases that the person on the other end is going to understand.
- Aim to get both emotional and rational responses from the respondents
- Consumers make both emotional and rational decisions, so it is important to measure both.
- This could be as simple as showing some stimulus and asking an open-ended question: ‘how this idea made you feel?’ or by providing a list of emotions for the respondent to choose from.
- You may not be able to cover the entire spectrum of emotions, but often sentiment is just as valuable.
- Don’t lead the conversation toward the answers you want to hear
- It is natural to want your research to confirm theories you already have; however, it is important to keep your personal opinions distant from the research methodology – we want to capture the genuine opinions which exist out there!
- Keeping personal opinions distant leads to more reliable results and can greatly affect the success of any decisions made based on the research.
- Try to test in black and white, avoid the grey areas
- When testing multiple items next to each other, it is advisable to not get too bogged down in the details.
- It is often the case that marketers will want to test concepts or statements with only very slight changes in wording that will have no real significant impact on audience response. For example, if you’d like to test a handful of positioning statements, keep the format consistent but ideas, concepts, or themes vastly different.
- Decide on the signposts for success
- It is important that you and your team all agree on what results are going to define success.
- Before you give the go ahead to launch fieldwork, take a moment to sit down in front of your questionnaire and think about what the results will look like. What result for each question would be considered a success? Should it meet or exceed benchmark or control scores? If so, what are the benchmarks or control scores?
- Try to get both the why and the what
- While any researcher will recommend keeping text based open-ended questions (verbatim) to a minimum, for key questions you should be asking respondents why they answered the way they did.
- If you do so, try to be creative in the way you ask the question (like we see in qual), simply asking “why?” doesn’t always spur inspiring or articulate responses. For example, you could ask “can you give me an example of when that was a problem for you?”
- Be aware of the opportunity for replication
- Be sure to construct your research methodology so that you can easily replicate in future for easy comparison across each point in time.
- Do your best to future proof the questions and create clear and concise documents that detail the research, so someone else in your company can come in at any point and pick up where you left off.
- Try to consider ways you can easily replicate the results so that time isn’t wasted re-charting the figures as each new wave of research comes in.
- Understand the importance of timing
- Think ahead to the next 12 months and try and identify the best time to conduct some quantitative research.
- Try to consider external factors like, seasonal or holiday periods, and key dates internally like EOFY, campaign launches, or reporting deadlines. Doing this will ensure you aren’t scrambling last minute, which often results in poorly executed research.
Quantitative research is all about giving you and your business confidence to make decisions. Whether you are trying to size the opportunity or forecast the need, good quantitative research takes time and is an excellent investment, however there are traps and it is often not as simply as transferring the questions you have top of mind on to paper and into the world of the customer. It is critical to get expert advice and invest in the right product for your needs.