Training material_定性调研课件.pptVIP

Copyright 2001 ACNielsen * Copyright 2001 ACNielsen Qualitative Research What is qualitative research? Less formal and structured in content - but analysis is structured and based on psychology principals and models To give you a depth of understanding - rather than numeric data To explain WHY rather than tell you WHAT To give you an understanding of the markets dynamics To cover a wide range of topics and be able to explore them freely WHAT IS QUALITATIVE RESEARCH ? A specialised, IN-DEPTH means of exploring CONSUMER THOUGHTS, FEELINGS, ATTITUDES BEHAVIOUR MOTIVATION to help you in UNDERSTANDING their needs desires. Beyond the RATIONAL Unveil EMOTIONAL factors/reasons AN ILLUSTRATION OF DEPTH OF QUALITATIVE FINDINGS ... WHAT IS QUALITATIVE RESEARCH? ? ? ? What is Qualitative Research? Designed to answer questions like .... WHY...do people use one brand of shampoo instead of another HOW do people interpret advertising WHAT Motivates people to use this category HOW Should I position my new product? WHY DO WOMEN USE MOISTURISERS? A quantitative study will show: Moisturise my skin: x% Make my skin softer: y% WHAT IS QUALITATIVE RESEARCH UNVEILING WOMEN’S SECRETS!!! Moisturise skin Makes skin soft smooth What ads say UNVEILING WOMEN’S SECRETS!!! Moisturise skin Replenish lost moisture What ads say Makes skin soft smooth The obvious/ rational factors UNVEILING WOMEN’S SECRETS!!! Moisturise skin Replenish lost moisture What ads say Makes skin soft smooth Makes me younger The obvious/ rational factors Now we are getting somewhere! UNVEILING WOMEN’S SECRETS!!! Moisturise skin Replenish lost moisture What ads say Makes skin soft smooth Makes me younger Attracts men! The obvious/ rational factors Now we are getting somewhere! UNVEILING WOMEN’S SECRETS!!! Moisturise skin Replenish lost moisture What ads say Makes skin soft smooth Ma