Views from the Hills by R. E. Stevens, GENESIS II (The
Second Beginning) E-Mail views@aol.com
The "Researching Research" Presentation
The "Researching Research" presentation is a summary of over 20 years
of research into the methods and protocols we usually use in consumer research.
In the late 1960's, a small group of us were involved in researching current
laboratory practices and their relationship to results obtained in the
consumers' households. At that time, it was suggested that we explore the
relationship of our consumer research methods with what happens routinely
in the real world (non-test environments). The result of this research
was the identification of weak areas within consumer research activities
and their root causes. My experiences since retiring is that these issues
are still present in our consumer research. Following is a brief outline
of the components of the presentation. Also included in the presentation
are some solutions.
The five most serious weak areas were identified as:
-
evaluation of the market readiness of an initiative
-
package research
-
concept development and evaluation
-
value research
-
identification of new opportunities
(Note: Packaging research was seen as the most neglected component of a
brand. We frequently research and develop the protection features of the
package, but neglect the functionality and of most importance, the communication
of the package.)
The four identified root causes of poor research, other than time and
money, were:
-
Sampling (not the identification of the sample, but contacting and ultimately
gaining their cooperation)
-
Illiteracy (There are a considerable number of research protocols where
the participants must read and respond. Little consideration is given to
the fact that according to government standards 27% of the adult population
are considered functionally illiterate.)
-
Physical Environmental Effects (The conditions surrounding the test can
and do have a profound effect on the results.)
-
Psychological Environmental Effects [In the presentation, one of the studies
discussed pointed out the results of a study where the results of "Users"
of a product were compared with "Testers" of the same product. In another
study, we show where the method of data collection (questionnaire vs. face-to-face)
can double the "Definitely Would Buy" response to an idea.]
The objective of the presentation was to stimulate thinking about how we
might improve our profession of consumer research. Currently 90% of the
23,000+ new consumer products entering the market each year will fail within
the first 12 months on the market. This is not a record we as consumer
and market researchers should be proud of.