Editor’s note: Larry A. Zaback is founder and chief research strategist of Consumer Dynamics and Behavioral Analysis, LLC, a new product consulting firm based in Newton, N.J.
So much has been written concerning the “actionable limitations” of focus groups that it’s not surprising to hear some researchers groaning for forthright guidance when exploring new products and concepts. This article addresses how a “fresh” look at new product exploration (NPE) opens the door to a host of alternative research methodologies. Also included is an example of how continuous improvement in the workplace can be addressed using similar non-traditional qualitative research tools.
Generally speaking, marketing researchers focus on the following paradigm to study new business propositions:
NPE = Target Group* (who) x New Concept (what) -> Projected Success
*Prospective end-users, business partners, retailers or suppliers
In order to quickly (and inexpensively) generate NPE data, it is not uncommon for many researchers to use focus groups...notwithstanding the dangers associated with projecting such findings. But the parameters described above only allow individuals to respond in a conceptual context; there are no real-world parameters in the research design.
To more effectively predict NPE success, let us consider an alternative research paradigm:
NPE = [Target User Group (who) x New Concept (what)] + [Observable Behavior (how) x Natural Environment (where)] -> Projected Success
The parameters noted in this context include a behavioral component, which significantly enhances the projectable quality of research results. Researchers can capably study the interactive process of human behavior using a variety of qualitative techniques; the foundation of which is observational. Research findings are based on what individuals do, rather than relying solely on what they say. Furthermore, this approach eliminates a potential bias in focus groups: pre-supposing the outcome to please the moderator.
Additionally, the behavioral component noted encompasses an environmental factor. This allows the researcher to integrate the study of lifestyle patterns, and its relation to observed usage behavior.
These dynamics provide added value. The data collection experience assumes the same “posture” as when consumers will confront the product after its release to the market. As a result, the internal validity of the research is markedly heightened, which concomitantly strengthens the decision-making process. This affords a demonstrable advantage over research applications that exclude behavioral analysis in their design.
Consumer immersion (see chart) is one such alternative technique that uproots the “rules” of the focus group experience.
 |
At first glance, some researchers would hesitate to enter a household environment, for fear that what they learn would be “isolated data.” On the contrary, when facilitated appropriately, the candid expressions uncover key insights that account for family member roles and responsibilities. Participants challenge one another in a time/space context, limiting remarks that otherwise would be inaccurately recollected. Furthermore, inspection of cupboards, closets, the refrigerator and the garage can help confirm specific product usage issues. Observing meal preparation (or other relevant family activity) allows the inter-activity to be compared group-to-group. The inclusion of follow-up family shopping visits can further enhance the quality of data collection.
Consumption analysis is a simply executed tool used to confirm which of two (or more) propositions is more promising. Consider removing all the toothpaste products in several households and replacing them with two (pre-weighed) proposed toothpaste versions. Each participating family is briefed on the merits (read: benefits) of the products, but only information that would be indicated on the tube or package. After (about) two weeks of usage the tubes are weighed for comparative consumption rates. Two new tubes containing the same formulations could be re-tested for reliability. Alternatively, the more consumed version of the first pair can be re-issued with a new (third) version. Given permission by the participating families, video ethnography can provide additional key learnings (duration of brushing sessions; amount of toothpaste applied during each use; brushing behavior, including facial expressions).
The photo journal is a fun tactic to get children involved in behavioral research activities, particularly when attempting to establish a “day in the life” scenario. For example, a researcher can learn how tweens spend a typical school day from the moment they wake up until bedtime. A disposable flash camera is issued to each child along with a detailed list of what (and when) photos are to be taken. Family, friends and pets are usually involved, as well as specific details of the child’s bedroom, snacks/meals consumed, money spent/items purchased and hobbies/sporting activities engaged in. Each photo tells a story about how/with whom the child spent the day. Follow-up one-on-ones with some of the children help to fill in any blanks, so that the day is complete. This is a terrific method for initiating NPE with children. Although a similar approach can work with adults, they are often required to complete a diary of daily activities in addition to the photos, or video when requested.
Ethnography, unlike the photo journal, requires the researcher to observe a day in an individual’s life personally, in a real-world environment. Weekends are usually best, especially for adults who are not self-employed (security issues often prevent observing activity in the workplace). Some of the benefits of this approach:
- isolates specific behavior that may be excluded in photos/daily diary;
- allows for the identification of unarticulated needs/unmet needs;
- confirms usage behavior in the context of one’s lifestyle pattern;
- substantiates decision-making behavior among choice variables;
- corroborates/contradicts behavioral recall.
In this context, the door to exploring new products is wide open. The assimilation of lifestyle pattern and usage behavior enables the observational researcher to expose winning opportunities that meaningfully address consumers’ unmet needs.
In some cases, an employer requests a researcher to conduct an ethnographic study specifically in the workplace. This version of ethnography has been coined “voice of the customer.” The focus is the integration of behaviors observed and dialogue heard in the office, either between workers or between worker and customer. In this circumstance, the identification of a new product opportunity is not relevant. The intention is to uncover key insights that will provoke changing specific ongoing behaviors that as a consequence, will improve the interactivity being observed. “Continuous improvement in the workplace” is thus driven by confirmable, behaviorally-analyzed data.
Quality of the data
Whether bringing new products to market or improving how we do business with our customers, the basis for achieving success at both is strongly related to the quality of the data used in the decision-making process. Marketing research is often guided in this regard by what works fast. At risk is missing “winning” opportunities, or worse, pursuing at great expense (both time and money) propositions that are neither consumer-driven nor known to meaningfully meet users’ needs relative to their current lifestyle pattern and usage behavior.
This article showed that the inclusion of a behavioral component in the NPE paradigm successfully delivers new ideas with greater overall efficiency than traditional research methods. It may mean investing more time up front, but marketing researchers will be consistently taking two steps forward without taking one step back.