Using Projective Techniques in Online Research Communities - part 2
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The document discusses a case study presented by Hazel Haskayne on using online projective techniques to gather emotional feedback for a major manufacturer targeting new mothers in the baby feeding category. The research utilized various enabling tools to foster engagement and dialogue among participants, leading to deeper insights into retailer dynamics and consumer preferences. The findings provided valuable understanding for improving business relationships and marketing strategies in the category.
Using Projective Techniques in Online Research Communities - part 2
- 1. DUBISHERE.COM Gathering Emotional Context & Greater Depth of Feedback Using Online Projective Techniques Part 2: Client Case Study Hazel Haskayne May 2016
- 2. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research Hazel Haskayne Director, Engage Research Stephen Cribbett Founder, Dub
- 3. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research TODAYS WEBINAR • Enabling or projective: regardless of title it’s essential to use the right tools and techniques! • Case study: baby feeding • Other online enabling techniques
- 4. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research TODAYS WEBINAR
- 5. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research RESEARCH WAS REQUIRED TO SUPPORT A MAJOR MANUFACTURER Understand new-Mum engagement with baby feeding category, retailers & registries to grow business relationships and category influence 10 day online community Home2Store Immersions Consumer Shopper
- 6. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research DESIGN FROM THE MEMBERS PERSPECTIVE
- 7. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research Using simple enabling tools to quickly engage and embed Mum – ensuring she not only feels listened to, but able to open up to others
- 8. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research Before immersing Mum (& us!) in the category as a whole
- 9. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research The Blob Tree proved to be a really strong ice breaker for individuals as well as getting them talking as a group
- 10. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research Transitioning from detective to advisor, we dug deep into retailer dynamics and engagement opportunities ripe for picking! Store Detective: alpha-mode / considered exploration Sales Pitch: broader evaluation of retailer roles & behaviour Customer derived actions for change: with a strong passion for implementation
- 11. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research Rich experience for clients, respondents and researchers Marketing Director This has been truly eye opening for me, my team and my clients. It was hard to keep up, but the insights have amazed me – who knew we could get such rich new learnings?!
- 12. DUBISHERE.COMGathering emotional context and greater depth of feedback using online projective techniques (part 2) @hhaskayne @dub_research Some other rich enabling tools
- 14. THANK YOU DUBISHERE.COM LOS ANGELES, US 9107 Wilshire Blvd., Suite 450, Beverly Hills, California 90210 +1 310 853 6986 LONDON, UK 4 Wellesley Terrace, London N1 7NA +44 (0) 20 3515 3301 www.dubishere.com info@dubishere.com