Archive for April, 2014



Geo-Location Technology + Qualitative Insights = Geo-Stories℠

Posted on: April 29th, 2014 by doyle

From the desk of Carolyn Jillson

It appears that Spring is finally here!  The Water Taxi  is back  in business on the Chicago River, and chairs have reappeared on the rooftop deck of our office building.  We at Doyle Research are particularly energized by some exciting new product offerings that provide new ways to achieve qualitative insights.

Geo-Stories Graphic

We have used evolving smartphone technology to create Geo-Stories℠, a new product that allows you to find your customers at the moment of product experience (grocery store, c-store, car dealership, QSR, movie theater, etc.)  and interview them on the spot.   Essentially, Geo-Stories℠ are natural intercepts with benefits:   they are less intrusive,  capable of collecting multi-media inputs and allow the researchers to bounce around the country in moments.  Check out a case study: http://doyleresearch.com/geo-stories/case-study-geo-stories-snapshot.

Looking for the why’s of In Home Usage Testing? As a complement to the traditional quantitative IHUT, we have also launched IHUTnographies℠. These in-depth virtual interviews allow you to watch consumers experience a product from shelf to trial to use in their own home. Using a mix of video journaling, webcam interviews and bulletin boards, we have tested new foods, kitchen products, and in-store services. The feedback is rich and insightful and, in several recent cases, has caused the client to redirect their energies to focus on a problem they did not know they had.     http://doyleresearch.com/services/ethnographic/ihutnographies-2/

Finally, We hope to see you at the Market Research in the Mobile World MRMW conference in Chicago May 27-30, 2014.  If you plan on attending, make sure to check out Kathy Doyle’s session on our newest mobile method, Geo-Storiessm  http://www.mrmw.net/agenda-chicago2014

Kathy will also be presenting “Geo-Storiessm : The Real Deal” at the Insight Innovation Exchange IIeX in Atlanta June 16-18, 2014 http://www.iiex-na.org/speakers/kathy-doyle-2/

10 key questions for a smarter research spend

Posted on: April 21st, 2014 by doyle

From the desk of  Carole Schmidt

A critical step in creative problem solving is to ask enough questions to be sure that you’re addressing the true problem. Often, I discover that what I initially thought was the problem (how do we get young people to choose IT as a career option) is actually a symptom of the real challenge (how do we better communicate what IT is and what it offers, so that young people choose IT as a career option themselves?).

We approach research design using these creative problem solving skills, which we refer to as our “dynamic dozen.” (Yes, sometimes it’s 10, other times it’s 12—heck, we’re qualitative!). Tap these beauties up front to reveal the symptoms and to understand the root of the research challenge.

1. How did you get to the point that research is needed? What has happened? What is being said internally about it?

2. What’s the marketing and/or business decision that needs to be made?

3. What are your three peskiest research questions you want answered?

4. Wouldn’t it be great if you could also walk away from this research knowing…what?

5. What do you already know about this? (from previous primary, secondary, and/or quantitative research? From work done in other divisions?)

6. Who do you want to hear from? Talk with?

7. Who’s on your team? What kind of team engagement are you looking for?

8. How will this research be used? By whom? What kinds of deliverables best meet their needs and work style?

9. What’s your budget for this effort?

10. What’s the risk or cost of not conducting this research?

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Asking these questions has yielded greater success in research projects and resulted in research partnerships with our clients.  We deliver a more tailored research design.  The design surfaces richer insights. And ultimately, the insights lead to smarter business decisions.