1.
Campaign for Real Qual in R&D
Hannah Rogers
Blue Yonder Research
The Festival of NewMR, March 2020

2.
Sponsors
Gold
Silver
The Festival of NewMR, March 2020

3.
Automation is
every where…
…and more and more it’s used to express ‘quality’;
it’s become an RTB: this MUST be better, because a
programme has reviewed it and analysed it…
It’s become a by-word for:
§ Efficiency
§ Speed
§ Low cost

4.
It has its place; it’s
increasingly useful to
accelerate research
journeys…
…but it’s just not always
as precise as we
sometimes need it to be.

5.
You can’t automate passion
– a researcher’s passion to
dig deeper, to find more, to
keep pushing and combine
multiple data sources to tell
a powerful, precise, insight
story.

6.
This is where we
need REAL QUAL.

7.
What do
we mean
by ‘real
qual?’
Real ‘qual’ can be:
§ Face to face
§ Digital
It’s about truly connecting consumer,
product, client and researcher to get
insight with impact – precise insight -
not just information.

8.
It’s not about the methodology, it’s about
depth.

9.
Automation can get us close to some of
these things, but a researcher's brain and
experience is the best decoding tool of all.
Real qual is holistic.
It seamlessly blends
listening, observing,
cultural decoding…

10.
R&D teams
need real
qual.

11.
This is not an anti-automation
message; it’s about fighting against
anything that is generic – the
imprecise – the vague.

12.
Automation tells us
to optimise the hair
removal
experience by
‘improving the
blade’ of a razor…

13.
Real qual will tell you
precisely how to optimise
that blade
§ Size
§ Shape
§ Material
§ Angle
§ Finish
§ Flexibility
§ Colour
…And anything else that really matters to real people

14.
Real qual is essential to
understand product
functionality, ergonomics
and sensory experiences
It gives 360o product understanding – intricate knowledge
of every single touchpoint in the product lifespan.
It’s holistic. Expansive…yet
contradictorily focussed.

15.
Pressure on
button to
actuate
Cone angle
Pack shape
Pack size
Finger position
Material
Texture
Weight
Balance
Sound of
spray
Opening
Closing
Audio sensory
cues
It’s absolute
decoding of
the functional,
emotional and
cultural cues of
a pack or
product…

16.
If you’re wondering whether
you’ve achieved ‘real qual’,
you’ll find out when it’s time to
write your report…
(…and, more specifically, your
recommendations).

17.
Your report must
engage, inspire, tell a
story, ignite action…
and, practically,
become a tool kit.

18.
The handle must
deliver good grip.
The handle must deliver a good grip:
§ Centre of gravity must be below
handle (bulk of weight)
§ Gap between handle and body:
allows hand through without knuckles
touching body
§ When around handle, fingers must be
approx. 1cm from palm of hand
For R&D teams, ‘real qual’ creates a measure
from which to judge success…

19.
The biggest challenge
to real qual is agility
Traditionally, it’s slower and more expensive.
But why?
We’re qual experts?
Why can’t we achieve cheaper, faster and better through
focus?

20.
BRAND AND
MARKETING
TEAMS
CATEGORY
TEAMS
TRADE
MARKETING AND
SALES TEAMS
DISCOVERY
TEAMS
R&D
TEAMS
Real qual, that lens of exploration and
precision, stretches across all research
territories…

21.
So what do I
want you to
take out of
this
webinar?
That everything has its place…
…And the place for real qual, is
most definitely, the place in which
you need precision.

22.
Q & A
Hannah Rogers
Blue Yonder Research
Ray Poynter
NewMR
The Festival of NewMR, March 2020

23.
Sponsors
Gold
Silver
The Festival of NewMR, March 2020