No, I am not suggesting you unleash the kind of mayhem shown in the picture which I hope grabbed your attention. Before you dismiss me as a loony jumbo, read on.

In qualitative research, when you have a set of alternatives to evaluate its likely there are two main question you’ll want to answer: which is strongest and why?

There are any number of ways in which one thing may be stronger than others, but we know that liking is a key attribute of preferences that lead to purchase. In many years of market testing Unilever have established this attribute’s importance. They have also shown that ‘likelihood to purchase’ is strongly correlated with buying in the real world – so at some point  ask your respondents: ‘which do you like best?’ and ‘which would most prompt you to buy?’ Of course you’ll do this in the words that work best for you but my advice is to keep it simple!

Next we come to the question of ‘why?’ If yours is a qualitative project, some degree of diagnostics will be expected of you. Here the science and the state of our knowledge suggests that our respondents are much less likely to know why they chose one thing over another than they think!

http://www.spring.org.uk/2007/11/10-piercing-insights-into-human-nature.php

Of the ten seminal papers on this site no less than five (1, 2, 6, 7 & 10) are relevant to the issue of awareness of our own ‘reasons’. You’ll see that relying on self-reports of our reasons is highly unreliable!

So, what can you do?

The answer to this kind of methodological problem is often to be found by questioning your own daily practices. How are decisions about preferences  reached in your daily life? It is almost always by discussion and, most importantly argument, in which one side (even if only one side of your own mind!) presents its arguments against the other and they battle it out.

In my experience modern focus groups might do a bit of discussing – if there’s time, – but almost never any argument. This is for two main reasons:

1.    There is a fear of argument and dissent in groups – that this activity would make the respondents uncomfortable – and more importantly, might make the moderator and the clients uncomfortable too.

2.    Rhetoric, or the skill of argument is unfashionable in this empirical age. We are not taught how to argue in a civilised manner – and thus argument often appears uncivilised!

This is where Breakthrough Psychology comes in handy. One of the key techniques of abnorming (the core principle of Breakthrough psychology), is called the Flip. To do it you just flip what is normally done on its head and do the opposite. So, if most groups don’t argue, we must find a way to use argument – and everyday life is actually packed full of it – in our groups or interviews.

How do you do that? My experience suggests that making it into a game is the best way. To do this you divide your group up into 3 teams, two trios and a pair (for a standard 8 member group – vary numbers if you have different size groups). Each trio chooses a different route from the two most liked and has five minutes to come up with a ‘pitch’ to the other group members on why this route works best for the brand or service. The pitch must be no longer than a couple of minutes. Then, once the first trio has done its pitch, the second trio goes on, pitching the other preferred route using their arguments.

The point of this is that in order to ‘pitch’ something, people have to grapple with the original, turn it into their own words, extract what is of value from it and also what it means to them. It is these two elements meaning and value that will give you the best diagnostics.

The remaining pair + the moderator form an audience and create a score out of ten for each pitch. That score can be linked to some attribute if you wish, like true to the brand, creating appeal, whatever your client is trying to understand about the value of the routes. Or they can just comment on their experience of the pitches without scoring if you prefer. I recommend getting the scores!

Whether you end up focusing on one preferred route or more in your report/analysis is up to you and shaped by your brief.

Try this out in your next focus groups. If you hold it lightly and emphasise the ‘play’ aspect, you’ll be amazed by how much groups enjoy this. I sometimes give them a short practice by asking them to create a 2 minute ‘liking’ pitch for Sainsburys, versus Tesco, versus Asda etc.

 

Previous articleDoron Meyassed
Next articlePsychology at Work 1
As a psychologist, psychotherapist and research practitioner of 40 years, I've had the benefit of the experiences of more than 100,000 people around the world. They've talked about their daily lives, hopes, fears, ambitions and needs. These experiences have helped me to contribute to innovations from Beds in Business and the Fast Track for airlines to television drama and online communities. Specialties:Large groups, facilitation, application of psychological theories to commercial issues

180 COMMENTS

  1. Dank Carts

    […]please pay a visit to the web sites we comply with, which includes this a single, because it represents our picks in the web[…]

  2. Dalmatian Puppies For Sale Near Me

    […]Wonderful story, reckoned we could combine a couple of unrelated information, nonetheless genuinely really worth taking a search, whoa did 1 understand about Mid East has got far more problerms too […]

  3. health insurance broker

    […]we like to honor several other net sites around the net, even when they aren’t linked to us, by linking to them. Beneath are some webpages really worth checking out[…]

  4. health insurance broker

    […]Wonderful story, reckoned we could combine a few unrelated data, nonetheless genuinely really worth taking a search, whoa did one understand about Mid East has got far more problerms at the same time […]

  5. cannabis4homes.com

    […]although internet sites we backlink to below are considerably not associated to ours, we feel they may be really really worth a go through, so have a look[…]

  6. gamdom

    […]that is the end of this write-up. Here you will locate some sites that we think you will value, just click the hyperlinks over[…]

  7. bitsler

    […]Wonderful story, reckoned we could combine several unrelated data, nevertheless actually really worth taking a appear, whoa did a single understand about Mid East has got additional problerms as well […]

  8. Шины в Кишиневе

    […]we like to honor quite a few other web web pages around the web, even though they aren’t linked to us, by linking to them. Beneath are some webpages really worth checking out[…]

  9. wolfbet

    […]although web-sites we backlink to beneath are considerably not connected to ours, we really feel they are in fact worth a go via, so have a look[…]

  10. Loans

    […]always a huge fan of linking to bloggers that I appreciate but really don’t get a lot of link like from[…]

  11. Visa

    […]please check out the sites we adhere to, which includes this one particular, as it represents our picks in the web[…]

  12. Denver SEO services

    […]Wonderful story, reckoned we could combine a number of unrelated data, nevertheless really really worth taking a look, whoa did 1 understand about Mid East has got much more problerms also […]

  13. اغانى شعبى

    […]although internet sites we backlink to below are considerably not associated to ours, we really feel they are really really worth a go as a result of, so possess a look[…]

  14. christian business

    […]that is the finish of this write-up. Here you’ll obtain some internet sites that we think you will appreciate, just click the hyperlinks over[…]

  15. tronexchange

    […]we like to honor quite a few other online internet sites on the net, even if they aren’t linked to us, by linking to them. Under are some webpages worth checking out[…]

  16. Savannah Kittens For Sale Near Me

    […]Wonderful story, reckoned we could combine a number of unrelated information, nonetheless definitely worth taking a appear, whoa did 1 master about Mid East has got a lot more problerms as well […]

  17. kittens for sale near me

    […]we prefer to honor many other internet websites on the internet, even when they aren’t linked to us, by linking to them. Under are some webpages really worth checking out[…]

  18. dinh cu canada

    […]that would be the end of this post. Right here you will obtain some web pages that we believe you’ll value, just click the hyperlinks over[…]

  19. mua hat macca o tphcm

    […]although web-sites we backlink to beneath are considerably not connected to ours, we feel they are basically really worth a go through, so have a look[…]

  20. computers

    […]Wonderful story, reckoned we could combine a number of unrelated data, nevertheless actually really worth taking a look, whoa did 1 learn about Mid East has got additional problerms at the same time […]

  21. Damiana

    […]Every once in a though we choose blogs that we study. Listed below would be the most current internet sites that we pick out […]

  22. tablet klor

    […]although internet sites we backlink to beneath are considerably not connected to ours, we feel they may be actually really worth a go by, so have a look[…]

  23. Gun Shops Near Me

    […]Wonderful story, reckoned we could combine several unrelated information, nevertheless definitely really worth taking a appear, whoa did 1 master about Mid East has got much more problerms too […]

  24. hardcore sex

    […]very handful of web sites that happen to be comprehensive beneath, from our point of view are undoubtedly nicely worth checking out[…]

  25. buy likes

    […]very couple of internet websites that take place to be comprehensive beneath, from our point of view are undoubtedly well really worth checking out[…]

  26. usa pharmacy

    […]Wonderful story, reckoned we could combine a handful of unrelated data, nonetheless seriously really worth taking a appear, whoa did one understand about Mid East has got extra problerms also […]

  27. online prescriptions

    […]although sites we backlink to beneath are considerably not related to ours, we really feel they are essentially worth a go via, so possess a look[…]

  28. K2 spray for sale

    […]we prefer to honor numerous other net web-sites around the net, even when they aren’t linked to us, by linking to them. Below are some webpages really worth checking out[…]

  29. Dank Vapes

    […]Every after inside a although we pick blogs that we study. Listed below are the most up-to-date internet sites that we select […]

  30. bitcoin wallet

    […]we prefer to honor a lot of other world wide web internet sites around the net, even though they aren’t linked to us, by linking to them. Below are some webpages really worth checking out[…]

  31. Buy Methadone online

    […]we like to honor quite a few other online web pages around the internet, even when they aren’t linked to us, by linking to them. Underneath are some webpages really worth checking out[…]

  32. baby fennec fox

    […]check beneath, are some absolutely unrelated internet websites to ours, having said that, they are most trustworthy sources that we use[…]

  33. baby toucan

    […]although websites we backlink to below are considerably not related to ours, we feel they may be truly really worth a go by means of, so have a look[…]

  34. dildo

    […]please go to the web-sites we follow, which includes this one particular, as it represents our picks in the web[…]

  35. 퍼스트카지노

    […]although sites we backlink to beneath are considerably not related to ours, we really feel they may be basically worth a go by means of, so possess a look[…]

Comments are closed.