The insights industry has long been aware of the power and richness of in-person ethnographic research.  However, with compressed timelines, tight budgets, and lingering COVID concerns, ethnographies can often be difficult to execute.  As an alternative to in-person ethnographies, in recent years, the qualitative team at Accelerant Research has been called on, more and more, to conduct what we call Show & Tell Ethnographies, and with great success.  Instead of sending an interviewer, observers, and videographer to a participant’s home or place of business, we rely on the ubiquity of webcam-based communications and the mobility of smartphones and tablets to enable participants to show us their interactions with a given product category or subject matter while telling us about their experiences during a live one-on-one webcam interview. 

The sky is the limit with these types of studies, but here are some recent examples that we have successfully conducted:

• Consumers receiving delivery of, unboxing, and setting up new smart home devices, providing our moderator with a play-by-play description along the way.
• Interviews for a pasta company, where we were able to observe and discuss grocery shopping, meal preparation, consumption, and cleanup of families’ dinnertime.
• Retailer shop-alongs, sending individual participants on shopping excursions armed only with their smartphone, without the intrusiveness of a camera crew and moderator tagging along.
• UX testing of a new mobile app, leveraging screen-sharing during webcam interviews.
• Jobsite interviews among general contractors to evaluate power tools, allowing the research team to avoid the logistical challenges and potential dangers of being in-person on a working construction site.

In each of these cases, we were able to save a considerable amount of budget and time requirements, and provide an additional level of robustness to the research that couldn’t be otherwise achieved with telephone interviews or bulletin board methodologies.  We also are able to live-stream these interviews to enable client observers to watch, in real-time, and provide in-the-moment feedback as if they were attending in-person.

We invite you to contact us for more information about these powerful Show & Tell Ethnographic interviews.  Simply give us a call (704-206-8500) or send us an email (info@accelerantresearch.com).  With our support and guidance in participant recruiting, technology/logistics management, and even moderating/full-service support, Accelerant Research can provide you with similarly successful and impactful insights.

Most consumers consider themselves pretty rational. It follows they also feel that they make their product and service choices accordingly.  Ask them why they chose Product A over Product B, and most will offer a fairly rational answer. But these tangible reasons are only part of the story; underlying preferences, personal values, and emotive factors often contribute to consumer decisions as well.
 
While the goal of qualitative research is always to understand the customer better, what happens when a consumer doesn’t have a full grasp of their below surface motivators or, is aware but has difficulty articulating them? In cases like these, it’s worth taking a page from the playbooks of clinical psychologists and psychoanalysts everywhere.  Projective techniques, paired with traditional discussion, can be an invaluable tool for peeling back layers and getting at deeper, and sometimes seemingly less rational, motivators for behavior. 

Accelerant Research has a full-time staff of moderators with extensive experience in moderating and analyzing qualitative data across a wide range of topics, audiences, and qualitative research methodologies.   This series will introduce some of our moderator team’s favorite projective exercises, along with situations in which we’ve used them successfully. So, read on for some ideas that might add a couple of fresh techniques into your qualitative toolboxes.  (We promise, no inkblots).

Dear John: It’s Not Me, It’s You

Lost customers are a frequent recruit target for high impact insights, including former customers who have gone on to do business with another brand or prospects who decided to go with a competitive product.  When asked directly about their reasons, initial responses tend to be fairly high level: Better service, better price, I just like Product Z better.  Any skilled moderator will dig into these responses for deeper context, but a projective exercise adds some real value and helps make the terrain here a little easier on the shovel. 

For lost consumers in particular, asking the participant to write a one-page “Dear John” break-up letter addressed to “Brand Y,” as if the brand were a person, outlining reasons things didn’t work out, can add real value.  The task is fun and therefore easy to pay attention to; role-playing can loosen up respondents and get their creative juices flowing.  Who among us hasn’t fantasized about writing such a letter when a company fails us, let alone ensuring that someone is actually going to read it? Not getting asked why you’re going somewhere else makes it feel like you’re undervalued. 

The “Dear John” assignment itself is specifically designed to help consumers tap into their emotive sides as they frame their letters.  No one wants to admit they broke up with someone simply because the price was off, even if that someone is a fictional personification.  When participants imagine the brand as a person, they are encouraged to explore underlying personal motivations, beliefs, values, and attitudes toward that person; things that they may not be consciously aware of until they try to articulate them on the page. 

Having an outline on paper not only creates an excellent exhibit for later analysis and a rich source of verbatims, but also serves as a spring-board stimulus during active discussions. Once the group’s collective big takeaways are shared, moderators can pose the question “What else is in your letter?” It’s a great way to get quieter participants to open up to the group; they don’t need to think of something new on the fly, it's all right there on the page for their reference.

If the exercise is assigned as pre-session homework, there’s upfront value as well.  Reading through these responses prior to a focus group will give you a sense of topics any given participant will bring up, how strongly they feel, and how much they have to say.  It can aid in the final decision when choosing which of your over-recruits in the waiting room you should pay and send and which you should invite in front of the mirror for the richest, most productive discussion.

We invite you to reach out to us for more information about conducting qualitative research.  Simply give us a call (704-206-8500) or send us an email (info@accelerantresearch.com).  With our support and guidance in participant recruiting, technology/logistics management, and even moderating/full-service support, Accelerant Research can provide you with successful and impactful insights.