Case Studies

Development of a Methodology

The client A regional newspaper publisher, was introducing a new way of distributing its main title.

Whereas previously the paper was always paid for by its readers, the new distribution would be a mix of paid-for copies, and copies handed out for free, or otherwise made available for free (i.e. in dispensers at hotels, airports etc).

The Issues
The client wanted to undertake readership research within the area in which its readers live.

This research would have to meet the requirements of JICREG in order for the findings to be submitted to the Newspaper Society database, and for the development of accurate media packs. JICREG requires newspapers to conduct interviews in the areas where readers of their papers are resident.

No methodology existed at JICREG for determining where to carry out interviews for a paper where copies were partly paid-for, and partly free.

The Solution
We developed a cost effective and practical methodology, to discover where readers live. We did this by designing a street intercept contact questionnaire, and a sampling approach linked to the number of copies distributed at different points and location types.

As well as enabling our client to set an accurate geographical footprint for the JICREG research, we were also able to include questions to gain a first steer on what types of consumer were being reached by the different sales and distribution modes.

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Recommending an Alternative Methodology

Background
Interviewing Services was invited, by a regional advertising agency, to submit a proposal for a second stage of a survey for a specialist service provider. The first stage had been conducted by telephone.

One of the main aims of the survey was to measure brand awareness amongst all adults aged 18+ in the Eastern region.

The Issues
Stage 1 had been carried out by telephone, and the brief was to repeat this methodology.

However, the telephone interviews had not uncovered as many people aged 18-24 as it had aimed for.

In addition, we were concerned about whether telephone research would be the most appropriate methodology for collecting brand awareness for the service provider.

The Solution
We recommended using face-to-face interviewing for the second stage of the survey. We selected sampling points in proportion to the population across the region by using CACI and ACORN types. This also enabled us to apply ACORN as a demographic analysis variable.

By doing face-to-face interviews we were able to prompt respondents by showing logos, along with other written explanatory stimulus material.

By spreading the interviewing across days of week and times of day, we were also able to reach the harder to find younger respondents.

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Questionnaire Length

Background
Our client, a major retail chain, wanted to evaluate consumer responses to its new concept store. Feedback was required across all areas of the concept store, in order to inform the rollout in other stores being refurbished to the new concept template. If there were issues in any area of the store, then changes could be made to the next stores in line for updating.

The brief was for each respondent to evaluate each individual area of the store.

The Issues
Asking each respondent to evaluate each area would have resulted in a long, repetitive interview.

Nonetheless, input was required on each individual area of the store, and the budget for the research was such that we could interview each person about just one area.

The Solution
By asking each respondent about 2 areas of the store, the questionnaire was kept to a length of 10 minutes, and it was possible to generate usable information for each area by conducting a total of less than 500 interviews.

Respondents were given some freedom to select the second area that they rated (having first rated the area in which they were intercepted) so that they were mostly raring an area which they had visited or had an interest in. This also enabled us to give the client feedback on the most popular customer combinations for areas rated.

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Project Design

Background
Our client was a major manufacturer with a diverse portfolio containing core and non-core products, developed over many years.

The client wanted to investigate further opportunities for new products and services.

The brief was for a qualitative research project.

The Issues
Whilst there was an excellent gasp of the supply chain and operational aspects of the delivery of the client’s product portfolio, the understanding of which consumers already bought from which parts of their business was less clear.

Without this knowledge, it was difficult to set clear parameters for the qualitative sample.

The Solution
We suggested an initial phase of customer database analysis in order better to understand the existing customer base. As well as identifying customer segments, it also illustrated trends.

From this analysis, we were able to choose customer segments for the follow-up research.

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Cost Effective Technology

Background
A major retailer required a cost effective solution for conducting retail exit interviews across its store base.

The Issues
Electronic interviewing was preferable to paper-based interviewing in order to provide data promptly, and to allow for complex routings within the questionnaire.

The Solution
We suggested equipping interviewers with PDA's.

This carried the advantages of programming (routing, rotations, versions), and data turnaround times, whilst also being easier to use than laptop computers at busy exits to stores.

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