Rational and Emotional: Methods for understanding consumers

Using Qualititative and Quantitative Methods to Understand Consumers

A Panel discussion featuring JP Gownder of Forrester; Meredith Lind of Momentum Market Intelligence; and Robin Beers of Wells Fargo.

Research Methods:

• Important to match the type of research to the organization's culture [numbers versus stories].
• Qualitative [focus groups; interviews] Quantitative [surveys]; and Ethnographic [observation in context].
• [Market researchers need help in information design...especially in ppt :) ]
• Ethnography: all about the context of the participant's life [akin to usability testing in situ]
• Methodologies work best when mixed [focus groups alone are a dangerous way to proceed unless you are looking for confirmation of your biases]

Recommended sequence of study:

• Ethnography-->Focus Groups--> Survey 
• [it does beg the question of online ethnography: studying the conversation online may be it's own outcome. Likewise, participating in the conversation as a marketer may not require formal research to generate ideas, especially if the participants are generating the ideas]
• Broadening the scope of research to include contexts that span household and work.

"Ethnography privledges the native's point of view" [...applied to marketing this would be privledging the customer's point of view...from software it's user-centered design.]