Qualitative
Case study: Avon
The issue Avon had come to us about was around the 18 campaigns they run a year, each supported by a different brochure which is effectively their ‘shop in the hand’. Because the production timescales were so tight and relentless, there appeared to be no way to fit in research to help improve the brochure and therefore the effectiveness of the campaigns.
So we proposed an ongoing pulse of qualitative throughout the year with two groups (one of customers, one of Avon reps) run every three weeks to integrate with the production process. We supplemented this with quick turnaround quantitative research on the key DPS promotional selling pages.
In the short term, this allowed tactical improvements to be made to layouts and presentations of offers. However the bank of knowledge quickly grew so we were able to draw out thematic learnings. These in turn enabled us to make broader strategic recommendations on the role of brochures and how to leverage that as well as quick fix optimisation.
Focus groups
How successful focus groups are in bringing the authentic voice of the customer to the business is largely down to the experience of your researcher. With us your project will be moderated by one researcher with at least 10 years experience. You will brief her/him personally and she/he will prepare and deliver the debrief personally.
Whilst conducting groups is the most visible part of the process, just as important is the skill to design the right guiderails for the discussion and the ability to decode what is really meant by what is said. Our qualitative researchers have all worked within client organisations and so have experience of using research as well as producing it Authenticity is also most powerfully delivered through the words of the customer which is why our full debriefs are quote rich and, if required, supported by film through our Vox Pop service.