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Archive: November 28, 2019

The Importance of a Blended Methodology

Everyone thinks you need a certain personality to be a market researcher, but you don’t have to be Sherlock Holmes for a successful career in this field. Of course, some skill in observation and investigation—and a keen interest in people—can certainly go a long way.

Many people can get a bit lost when it comes to choosing which research methodology to use between qualitative and quantitative strategies. In some cases, blending the two can be a good approach. However, it’s important to know when and how this works in the real world.

While blended research is neither new nor extraordinary, it is often overlooked when designing a research study because clients are requiring cost-effective research conducted 24/7. However, one of the appeals of a blended methodology is that it can help triangulate our measurement strategy, using different measures of the same concept to provide a more robust overall sense of understanding.

But what if the results are not consistent?

One of the major challenges for using a blended methodology is the different types of expertise required. Most social researchers can manage adding some qualitative questions to a primarily quantitative survey, or can collect some quantitative indicators in a qualitative project and then analyze the results. That said, given the time and training required to develop advanced expertise in ethnography, in-depth interviewing, survey research, statistical analysis, or any advanced method, most researchers are going to specialize.

different researchers

This means developing a strong blended methodology often demands collaboration of different researchers with different types of expertise. It requires more time and more attention to project design and management than may be necessary in a single-method project. Researchers with different methodological commitments may also have different research philosophies—potentially making collaboration more challenging.

Overall, it doesn’t actually matter if you choose quantitative or qualitative research or a blend of the two. The most important questions to answer are why are you conducting market research and what would you like to understand? Then, you can create a research study that answers your questions while putting the audience at the heart of it all.

It’s important to mention that whichever methodology you pick, blended or not, good research needs excellent recruitment. Being successful means never forgetting that the respondents you recruit are people first and participants second.

Depending on your methodology and techniques, you should go and visit the respondent in person. You will see where and how they live and observe their environment and habits, while getting to know them better. Even more importantly, the respondent meets you, too. This builds trust and respect for each other and your research—two items even more important than being Sherlock Holmes.


About Jake

Jake-Pryszlak_avatar_1546770824-400x400  Jake Pryszlak, commonly known as the Research Geek, is a 3-time award-winning market researcher, blogger and speaker. He’s a current Forbes columnist who is active across a plethora of social media channels. His aim is to share his market research knowledge with others in the industry. You can find his blog and social media channels here.

Multicultural Research: Top 3 Things You Should Know

Multicultural Research: Top 3 Things You Should Know

According to a 2017 American Community Survey, one in seven US residents are foreign born. In Canada, that number is even higher. At the time of the 2011 National Household Survey, 1 in 5 Canadians were born outside Canada. This large influx of new US and Canadian citizens represents a prime marketing and sales opportunity for North American brands looking to grow their market share in an established and at times crowded market.

The increased importance of brand visibility and awareness amongst newcomers has turned multicultural marketing into somewhat of an arms race. Brands now seek out new advertising and marketing channels that provide high levels of exposure to newly landed or soon to arrive immigrants. Airports, Visa offices, and even partnerships with brands abroad are all opportunities that have been pursued in recent years to varying levels of success.

Brands are now understanding the importance of being first to market, and that making an impression with newly landed immigrants can have a noticeable impact on market share. However, what’s being lost in the mix is messaging and value.  Does the message of your advertising correlate with newcomers’ values and belief systems? Is the messaging relatable and does it speak culturally to those viewing the ad?

In order to create a great marketing campaign, you need the insights to support it.  That’s why multicultural research has become more important than ever.  Here are 3 things to consider when designing and executing your research campaign.
Aerial view of supported hands out together

Consider your sample makeup.

We tend to think of newcomers holistically, but every immigrant has a story, a different path to North America and background with his or her own set of beliefs and cultural shopping behaviours.  That’s why it’s important that your sample set is as representative of the newcomer population as possible.  Things to consider include tenure and acculturation levels, country of origin and regional segmentations within country.  The closer you mirror your sample to representation, the more accurate your results.

multicultural
Think about regional and cultural biases

Each country is unique and even within country there are regional and cultural biases.  The opinions and cultural beliefs of someone from the North of India is different than someone from the south, and someone who speaks Mandarin from mainland China will have vastly differently shopping behaviours than a Cantonese speaker from Hong Kong or Macau.  It’s important to take this into account when designing your questionnaire, ensuring that you provide different language options for those taking part in the study and that you’re tailoring parts of your questionnaire to speak to respondents on a regional basis.

Traditional Roles are Localized

In North America, we tend to view traditional gender roles as a thing of the past.  It’s now common place for both heads of the household to have full time jobs and to help around the house.  Although we view this to be true in North America, the same can’t be said for some other countries around the world.  It’s important to give consideration to who your intended purchaser is and how the roles of ultimate purchaser and decision maker vary from region to region.  For example, in most cases traditionally the man of the house has been the breadwinner for South Asian households, but the female is the ultimate decision maker for food prep and purchase.

A well thought out questionnaire and sample plan will go a long way in ensuring your study is as representative as possible, and that you’re gaining meaningful insights into your target audience.  As newcomers to North American continue to grow in size and they become a larger part of our population, we as market researchers need to do a better job of tailoring our studies to their individuality and to think about them more as specific sub segments as opposed to one large conglomerated audience.  Doing this will create opportunities for additional products and services to benefit those who are currently underserved, and in turn will aid brands in growing their market share in a crowded marketplace.