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Marketing Research Articles Related to Observation Research

Marketing Research Articles Related to Observation Research

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An enriching process

Published
November 2005
Author
Martha C. Rivera
Abstract
An in-depth look at ethnographic research in Latin America, including thoughts on modes of observation, participation, incentives and questioning.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

Published
February 2010
Authors
Hy Mariampolski, Leticia Moreira Casotti and Maribel Carvalho Suarez
Abstract
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

Build to suit

Published
October 2000
Author
Tammy Humm Donelson
Abstract
Most companies concentrate their customer satisfaction research after the buying experience. This article discusses the importance of conducting customer satisfaction research before product development - even before product conception.

Customer observation: procedures, results, and implications

Published
December 1989
Author
Harry F. Krueckeberg
Abstract
Researchers have multiple qualitative research tools at their disposal, including observation. This article aims to develop an awareness of observation as a research tool, to improve the level of skill in implementing observation, and to demonstrate its value for management information development.

Design inspiration

Published
January 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Cookware maker Mirro Company wanted to develop a product for the department and specialty store market. For help with the design work and marketing research, it turned to Metaphase Design Group, which sent three-person teams to observe and videotape people at home using their cookware during meal making. Observational interviews, Buddy Groups, questionnaires and research of consumer product safety information resulted in a new cookware design.

* Ethnography-based hybrid research stretches four continents to study workplace interaction

Published
November 2012
Author
Brian Green
Abstract
Herman Miller conducted a global hybrid research project to observe how people behave and collaborate in the office to inform new product development.

Expert opinions

Published
July 2000
Author
Jeffrey S. Robbins
Abstract
Soliloquy Inc. combined Web observational and opinion research to fine-tune Expert, its front-end interface for online vendors that allows shoppers to find what they want through a two-way interactive online conversation.

Forget the sharks - swim with your own fish!

Published
May 2003
Author
Gerry Cain
Abstract
In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

* Fusing ethnography and interrogational research into a new modality for health care research

Published
October 2011
Authors
Lynn Ford-Somma and Peter Simpson
Abstract
Fusing ethnographic and traditional research methods can help health care researchers better understand patients’ viewpoints, uncover how treatment decisions are made and develop more effective positioning and messaging strategies.

Getting up close and personal with ethnographic research

Published
December 1994
Author
Caroline Gibbons Barry
Abstract
The author discusses the benefits and drawbacks of ethnographic or observational research as it becomes more popular.

House calls help Y&R understand consumers

Published
April 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.

How culture helps marketers understand sensory experiences

Published
November 2009
Authors
Michael P. Cook and Hy Mariampolski
Abstract
To learn more about the role of scent, flavor and ritual in the preparation and consumption of chicken for its TasteEssentials program, Swiss sensory firm Givaudan conducted ethnographic research in China.

How online observational techniques help qualitative researchers keep pace with the speed of consumers

Published
February 2010
Author
Matt Schroder
Abstract
Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

How qualitative can help define the new value proposition

Published
December 2009
Author
John Holcombe
Abstract
As the information age evolves into the innovation age, qualitative researchers must adapt their methods to emphasize consumer anthropology; creativity and co-creation; and action and/or strategic planning to look beyond product attributes by asking - and answering - the questions of ‘So what?’ and ‘Now what?’

* How to conduct values research in a qualitative setting

Published
February 2013
Authors
Rebecca H. Day and Reyn Kinzey
Abstract
The authors explore the use of ethnography to understand consumer values, using a research project on TV news as an example of how values can affect product and service choices.

How to evoke respondents’ brand-related stories

Published
December 2009
Author
Tom Neveril
Abstract
The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

* How to obtain a 360-degree view of pharmaceutical usage

Published
February 2011
Author
Laura Winn Johnson
Abstract
By combining ethnographic and other research methods, pharmaceutical firms can get a fuller picture of how patients use - or don’t use - the medications prescribed to them.

Immersive research

Published
July 2006
Author
Steve August
Abstract
Online-based immersive research draws from a number of offline approaches - ethnography, longitudinal qualitative studies and contextual inquiry - and blends them, taking advantage of the capabilities offered by Web 2.0. The goal is to capture participant experiences as they happen and make them meaningful in the context of a business question.

Let me show you what I need

Published
February 2007
Author
Kari McGlynn
Abstract
Mobile devices were used as the primary data gathering tool in a study that asked mothers to detail the hassles they encounter when transporting their kids. Audio verbatims and digital photographs were among the various forms of documentary evidence submitted by respondents.

Movie theater chain refines its research methods

Published
January 1989
Author
Quirk's Staff
Abstract
AMC uses bend-back cards in 35 theaters annually to better understand the demographics and interests of its theater-goers.

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