Understanding consumers market research methodologies

Introduction This booklet provides brief summaries of Unilevers key market research methodologies. These common methods have been developed to ensure excellent standards throughout the business and to allow information to be shared and compared. Further details can be obtained from your Market Research Manager or the Uniworld website.
Base Understanding Habits and Attitudes Studies Observation Studies Idea Development Consumer Clinics Qualitative Research Sequential Recycling Mix Evaluation BAR test Innocheck PreView Product Testing Simulated Test Markets

Market Monitoring Brand Health Check Post Launch Evaluation Retail Data and Consumer Panels

Description When to do a Habits and Attitudes Study Methodology

habits and attitudes studies

Habits and Attitudes studies are quantitative surveys which provide a comprehensive picture of the way consumers think about and use products and brands. Habits and Attitudes Studies tend to be large, complex surveys and are therefore conducted infrequently, usually about every four years. They are carried out: To provide basic information about a new or existing market To fuel the innovation funnel As habits and usage information will inevitably differ between product fields, it is not necessary for a common methodology to be used. However, as the principles of H&A studies are common, there are some general guidelines which should be followed: Habits and attitudes information will often be collected as part of a regional or global project. Links should therefore be established with any existing regional/global team to ensure comparability of information. A local project team should also be set up to make sure that all local issues are addressed. It is essential to restrict the information to be collected as it is easy to generate a questionnaire that is well over 2 hours long. An interview of this length may contain information that will prove interesting but it would be well beyond the limit of what can reasonably be expected of a respondent. The interview must be restricted to a maximum of 2 hours and preferably to 1 hour. If additional information is required this should be obtained from a separate survey. Both habits and attitudes are important, but it may not be practical, because of questionnaire length, to collect both sets of information within the same interview. In this case, separate surveys should be used for these two types of information, perhaps involving a recall on the same respondents so that the data sets can be linked.
Habits Interview

- Habits information can be obtained either from a diary or from an interview. Diary data is usually more accurate as it eliminates memory bias, but it is more complicated to collect and can only be used with literate respondents. If an interview method is used to collect information on habits, this should usually be based on what

occurred yesterday as this will be less subject to memory bias. If yesterday questioning is used and habits differ by days of the week, it is important to spread the interviewing evenly across the week so that the data is representative of actual behaviour.
Attitudes Interview

- This will normally cover consumer attitudes at a general level and to the product field more specifically. It will also include problems, brand ratings on functional and non functional attributes, brand preference data and limited habits data - primarily for cross tabulation purposes. Sample A nationally representative sample of product field users will normally be required. The sample should be restricted (eg to urban respondents or users of certain brands) only after very careful consideration. The purpose of an H&A study is to provide a solid database of information about a product field for subsequent interrogation. It is far better, therefore, to look at specific sub groups at the analysis stage than to restrict the sample in the first place. To allow for analysis of sub groups, a sample size of at least 500 respondents will normally be required. The more sub groups that need to be looked at, the larger the sample size will need to be. At least 100 respondents will normally be required in any sub group that needs to be examined separately. Questionnaire Analyses will usually need to be compared across countries. Therefore, as far as possible, global questions and responses should be used. It is particularly important that any questions about a category are comparable across countries. Standard questions by category have been developed for most situations. Analysis of results The comprehensive nature of Habits and Attitudes Studies means that numerous extra analyses are likely to be required after the main analysis has taken place. As a result it is important that the information be stored in readily accessible databases upon which further analyses can be conducted as required. Management tips To ensure comparability, questionnaires should be cleared with the Consumer Science Unit and/or the Category Market Research Manager

Description When to do an Observation Study Methodology

observation studies
Observation Studies involve the observation and recording of the behaviour of consumers in their natural surroundings. They are usually used to explore product usage or shopping behaviour. As these activities tend to be habitual (i.e. automatic), consumers find it difficult to recall and verbalise them, so normal interviewing methods are not appropriate. Observation studies are particularly useful for: Generating basic consumer understanding The early phases of product or concept development Exploring how consumers actually use products or packaging compared with recommended usage instructions Gaining an understanding of shopper behaviour Observation Studies often, although not always, involve the use of video cameras to record behaviour as it takes place. This may be accompanied by a commentary on, or questioning about, what is being done and why. There are, therefore, two main types of observation study:
1. Watch and do not disturb

- useful when wanting to record the natural process as it takes place. However, there is no opportunity to gain an explanation of activities as they happen or obtain measurements of time taken.
2. Watch and ask questions and/or take measurements

- provides feedback on the process as it takes place and allows technical measurements to be taken. However, asking questions or taking measurements may influence the behaviour itself. It is necessary to brief respondents well and put them at their ease so that their behaviour is as normal as possible. Typically time is required before the formal observation begins so that respondents can become accustomed to the observer. It is important to remember that the interviewer is intruding upon and influencing the respondent to some extent and this should be minimised as far as possible. The interviewer should use naive listening and not impose any of their own prejudices on the respondent. There should always be a written brief with clear objectives for all Observation Studies.
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Description When to use a Consumer Clinic Methodology Sample Stimulus Material Analysis of results Management Tips

consumer clinics
Consumer Clinics are regular consumer groups in which new ideas are shown to consumers to obtain their responses and suggestions for improvement. Clinics tend to be used at the earliest point in the development process, when ideas are first thought of and could benefit from some development. Consumer Clinics are cheaper and quicker than standard qualitative research. Each group comprises about six respondents. The discussion lasts for around one hour and as many as three separate groups can be run back-to-back in one session. Clinics require top quality moderation and normally cover about 15 ideas per group. Managers are encouraged to observe the discussions. The same considerations are involved in sample selection as for any other type of qualitative research. Stimulus material can be quite rough and often consists of no more than verbal statements describing the idea on concept boards. Other materials can be used to communicate ideas, ranging from image boards to product prototypes and pack. mock-ups. The moderator will usually analyse the results of a clinic within one week. Feedback is given via an informal debrief in which the key positive and negative responses are summarised, along with suggested improvements for each idea. Everyone in the company should be encouraged both to submit ideas for inclusion in Consumer Clinics and to attend the groups to hear them discussed. Avoid turning Clinics into an evaluative research tool their role is to develop ideas, not test them.
XX UNILEVER MARKET RESEARCH METHODOLOGIES