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QUALITATIVE RESEARCH

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QUALITATIVE RESEARCH 324 Maitland Avenue Teaneck, New Jersey 07666 201.837.2207 tanya_at_tkinsights.com – PowerPoint PPT presentation

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Title: QUALITATIVE RESEARCH


1
QUALITATIVE RESEARCH
324 Maitland Avenue Teaneck, New Jersey
07666 201.837.2207 tanya_at_tkinsights.com
2
  • Raised in London

3
24 Years of Qualitative Research Experience in
these Product Categories
  • Arts and Crafts
  • Toys
  • Beauty/Cosmetics
  • Fragrance
  • Skin Care
  • Oral Care
  • Pharmaceuticals
  • Retail
  • Travel/hospitality
  • Household products
  • Baby care
  • Feminine hygiene
  • Food Beverages
  • Luxury goods
  • Healthcare/Insurance
  • Social issues (smoking prevention among teens,
    issues experienced by Caregivers of Alzheimer's
    patients)
  • Finance
  • Technology

4
TKInsights LLC is a Full Service, Qualitative
Market Research and Consulting Firm Based In New
Jersey
  • Conducts full-service qualitative consumer
    research projects from screener and discussion
    guide design to recruitment of respondents,
    moderation and analysis of results with turn-key
    implications for your business
  • Specializes in developing a rich understanding
    of diverse consumer segments men, women, young
    children and teens -- and translating that
    knowledge into strategic recommendations for all
    aspects of marketing and advertising in order to
    assist marketers and advertising agencies in
    developing optimal strategies in their respective
    markets
  • Committed to knowing both its clients and their
    consumers
  • The focus is on immersion in the business
    background of the client, and then in the world
    of the consumer, getting to know each of them in
    as profound and personal a way as possible so
    that their needs can be brought together
  • The aim is to unearth consumer insights,
    interpret findings and inform the development of
    strategies which reflect an in-depth
    understanding of people as well as the
    marketplace

5
Demands of the New Economy and World are Changing
Qualitative Market Research. TKInsights keeps up
with New Methodologies
Established Methodologies
  • Focus groups and mini-groups
  • One-on-one in-depth interviews
  • Dyads/Friendship Pair Pods
  • Triads
  • In the Wild in-home ethnographies
  • In the Wild in-store ethnographies
  • Brainstorming (including Visual Metaphor and
    Sensory Trip methodology)
  • Phone interviews
  • Mystery shopping

6
What We Do Core Competencies
  • In the Wild in-home and out-of-home ethnographic
    research
  • In-store ethnographies
  • Friendship Pair Pods
  • Creative advertising development research
  • Advertising Strategy development research
  • Advertising and communications testing
  • New product development research
  • New concept development research
  • Strategic brand development
  • Packaging research
  • Mystery shopping
  • Ideation and brainstorming sessions (Synectics
    training)
  • Name generation and development
  • Online moderating bulletin boards/blogs,
    real-time online focus groups, webcam focus
    groups/one-on-one interviews, telephonic focus
    groups, online journaling/blogging
  • Video Diaries/Blogs
  • Community space management
  • Management and coordination of large
    multi-national research studies

7
Target Group Specialties
  • Children
  • Teens
  • Young women
  • Moms/CEOs of Household
  • Retailers
  • Business people
  • Boomers
  • Seniors
  • Physicians
  • Healthcare/pharmaceutical professionals

8
TKInsights Believes in
  • Bridging research vendor and consulting practices
    by acting as a member of the Clients team
  • Conducting each research study with intellect,
    intuition and integrity so as to inform the
    strategy development process to the best of our
    ability
  • Drawing on empathic attunement skills to engage
    both clients as well as the subjects of the
    research studies in a naturally warm and inviting
    way
  • Matching empathy and natural ability to divine
    nuances in remarks made by study participants
    with impressive verbal and writing skills
  • Providing truly personalized, quality service and
    the utmost flexibility

9
What Differentiates TKInsights
  • Consistent ability to hear the voice of the
    consumer and reflect his/her attitudes and
    behaviors
  • Adept at thinking like a Brand Manager in terms
    of brand knowledge and issues
  • Ability to understand the brand in a
    multi-dimensional way
  • Passion for the on-going success of the client in
    terms of being a source of relevant information
    pertaining to your brand/s and/or the competitive
    set during and after the initial engagement
  • Genuine curiosity and tenacity at getting to the
    root of each and every business issue which is
    researched
  • Customer-service oriented M.O
  • The smallness of the consultancy allows
    TKInsights to be nimble, flexible and responsive
    to our clients needs and project timelines

10
TKInsights is able to coordinate and conduct
international studies due to its multi-lingual
staff and partnerships with other top facilities,
research companies, translation services and
simultaneous translators around the globe. All
are ready to help you understand the complexities
of their world.
We excel at international research and can
execute a study in Frankfurt or Shanghai as
seamlessly as one in Dallas or LA.
While domestic qualitative work is certainly our
forte, Tanya Krim of TKInsights began her career
doing international research and is still
passionate about doing it
11
From research design and recruiting to
implementation, execution and reporting,
TKInsights LLC will manage every step in the
global research process. Our capabilities
include
  • Project Financials
  • We are committed to extreme attention to budget
    details
  • Vendor Selection
  • We are perfectionists and look for global
    partners who are too. All of our global partners
    have been extensively trained and are experienced
    in our specific approaches to ensure global
    consistency regardless of cultural differences
    and language barriers
  • Moderation
  • Whenever possible, we moderate. However, in
    markets where we do not moderate, we train and
    support local moderators on our methodologies,
    engaging in multiple conference calls in order to
    ensure that they are fully briefed and
    comfortable with the research objectives
  • Screener and Schedule Development
  • Screeners schedules are developed in
    conjunction with our clients and agencies as well
    as local facility partners to ensure optimal
    recruitment of the correct respondents

12
  • Document Translations
  • We take many steps to ensure that all translation
    is accurate and timely to help provide clients
    with a budget-conscious, timely and seamless
    experience
  • Recruitment
  • Our aim is to recruit excellent respondents as we
    believe that our moderators are as good as their
    respondents
  • Great respondents can lead to great insights
  • In-person Research Facilitation
  • All project management is handled out of our New
    Jersey office, although a TKInsights research
    partner will be available in each respective
    market to manage and facilitate the fieldwork
  • Travel Guidance
  • International travel can be challenging. We can
    provide hotel recommendations, maps and
    directions to the facility and ensure that all
    your other travel questions are answered
  • Facility Set-Up and A/V Recording
  • Should Teams be unable to attend in person, we
    can set-up online video streaming through Focus
    Vision or the local facility

From research design and recruiting to
implementation, execution and reporting,
TKInsights LLC will manage every step in the
global research process. Our capabilities
include
13
We Recognize that Each Client
Has his/her own unique personality, modus
operandi and business needs, and we structure our
work and our reports to meet your individual
needs
Is always on the lookout for interesting, novel
ways to unearth new insights from their diverse
target audiences
Looks for novel perspectives and ways to unearth
new insights from their diverse target audiences
14
Is always on the lookout for interesting, novel
ways to unearth new insights from their diverse
target audiences
Has his/her own unique personality, modus
operandi and business needs, and we structure our
work and our reports to meet your individual
needs
We Recognize that Each Client
Might enjoy working with familiar faces, but also
might perceive the need to engage the services of
new ones who can offer them fresh perspectives on
business issues in their own business category
and others
15
Our Goals
  • To support each project undertaken with
    intellect, passion and enthusiasm and, as such,
    be Clients interactive and energetic business
    partner
  • To form an inclusive relationship which enables
    feedback at key junctures in the research process
    from initial research planning and design to
    the final report presentation stage
  • To provide Clients with the benefits of years of
    well-honed empathic attunement skills,
    experience, personalized service and the utmost
    flexibility
  • To address each Clients objectives and provide
    an insight-rich analysis which can lead to
    actionable and impactful marketing efforts
  • To create a unique, valuable, inclusive and
    long-lasting Client relationship

16
Our Mission is to exceed your expectations by
Providing insight into the underlying needs,
wants, preferences and beliefs that influence
customer behavior and the market landscape of our
clients and their competitors to help you succeed
in todays ever-changing, competitive world
Integrating recommendations from qualitative
research to provide marketers with actionable
information to launch the most impactful
products, packaging and communications
  • Offering total commitment to unsurpassed service,
    promising to champion your goals through
    effective partnership, open communication and a
    continual commitment to never-ending improvement
    to go above and beyond the highest expectations

17
  • Tanya Krim, owner and CEO, manages and conducts
    most of the qualitative research studies herself
  • She works with additional support staff comprised
    of experienced recruiters and moderators with
    whom she collaborates and partners in a freelance
    capacity whenever necessary as they offer a broad
    range of skills and resources
  • Assignments worked on include those from Fortune
    500 companies, advertising agencies, US-based
    quantitative research companies who are in need
    of qualitative support and partnership as well as
    international qualitative companies wishing to
    conduct research in the US

How We Work
18
  • Aetna Medicare
  • Allergan Medical
  • Astrazeneca
  • Glaxo Smith-Kline
  • Merck
  • Wyeth Pharmaceuticals
  • JP Morgan Chase
  • CVS/pharmacy
  • Destination Maternity
  • Bloomingdales
  • Movado
  • Crayola
  • Fisher-Price/Mattel
  • Topps
  • Nestle Gerber Baby Foods
  • Mead Johnson Nutritionals

Diverse Clients
  • Unilever household/foods and beauty products
  • Church Dwight laundry (OxiClean/Arm Hammer)
  • Church Dwight sexual health brands (including
    Trojan)
  • Colgate-Palmolive toothpaste household
    products
  • Newell-Rubbermaid household products
  • Reckitt-Benckiser
  • L Oréal
  • Mane USA
  • Marriott
  • American Airlines
  • Sabra Mediterranean
  • Wissotsky Teas
  • Young Rubicam
  • G2
  • OgilvyOne Worldwide
  • Arnold Worldwide

19
Examples of the Range of Client Study Objectives
20
Examples of the Range of Client Study Objectives
Gauging business travelers responses to a new
airport-based advertising campaign for an
international hotel chain
21
Examples of the Range of Client Study Objectives
22
Report Writing and Analysis
23
  • Tanya Krim of TKInsights LLC began her
    qualitative research career in London in 1989
    when she was hired as a multilingual qualitative
    researcher. She has been doing qualitative
    research ever since, and, fortunately, is very
    passionate about it. She can moderate in English,
    French and German, and also has an increasing
    knowledge of Spanish. Setting up and
    co-ordinating international studies is also one
    of her areas of expertise.
  • Tanya has extensive experience in conducting
    exploratory research, creative advertising
    development, brand/product concept
    generation/hypothesis, brainstorming (using the
    Synectics methodology as well as others),
    strategic brand development, new product
    development, ethnographic research (in-home and
    in-store) as well as packaging research. She also
    has experience moderating focus groups, IDIs,
    dyads triads as well as online bulletin boards,
    webcam as well as immersive journaling studies.
  • Over the past twenty three years, she worked for
    research suppliers and at Young Rubicam, NY.
    She has conducted qualitative research with
    different types of women, men, young children and
    teenagers across numerous product categories
    including baby products, toys, arts crafts,
    food, beverages, retail, travel, household
    products, pharmaceuticals, luxury goods,
    skincare, cosmetics/beauty products, oral care,
    personal and sexual healthcare products,
    beverages, finance, insurance, and technology.
  • She has also conducted social research with
    adults and children about the importance of
    healthy eating and refraining from smoking,
    drugs, and drinking.
  • Blending years of experience with intellect and
    intuition, Tanya supports each project undertaken
    with passion and enthusiasm, and as such can be a
    very interactive and energetic business partner.
    Her well-honed empathic attunement skills are
    used to engage both her clients and the subjects
    of her research studies in a naturally warm,
    inviting way. Her empathy and natural ability to
    divine the nuances in remarks, made by her study
    participants, are matched by her impressive
    verbal and writing skills, all of which enable
    her to product insight-rich, analytical reports
    which can lead clients to actionable and
    impactful marketing efforts.
  • When she is not involved in the world of research
    and business, she is living out her other
    passions-- being the best mom she can be to her
    three children, running, reading, going to the
    theater, learning foreign languages and writing.

Tanya Krim
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