Crow news

Research re-emergence (a moving feast)

As the Government begins to ease us out of the lockdown, we’re getting a fair few enquires about what brands can and can’t do in terms of research.

Pandemic considerations

As well as working on a number of online research projects through the pandemic, we’ve been listening to and contributing to different debates in the research sector and there are a few clear themes:

  1. The pandemic is not having an adverse effect on recruitment quality (assuming you plan with care)
  2. Yes, people have time on their hands, but there are no real issues with a rise in non-representative or ‘hobby’ participants
  3. Quality of responses remains high (there was a fear that we would get people taking part to fill their time – turns out time is precious even during lockdown)
  4. Face to face has stopped temporarily and will likely be slow to start up.

Research approaches
A number of enquiries worry that Online Qualitative research is just a ‘Poor Man’s’ version of face-to-face. As with most things in life, balance is required: there are clear similarities online research needs to be seen as an additional yet slightly different tool in our armoury for understanding people’s behaviours and attitudes.

Face-to-face Groups (also Connections / Mini Groups and so on)
There are two factors often overlooked in ’traditional’ face-to-face qualitative research which underline its real value.

Firstly, humans are a social species and Groups give the opportunity to observe social interaction – bear in mind, copying behaviour is enormously important in people’s lives and therefore understanding where there is agreement, dissonance and influence effects that change views, is incredibly valuable.

Secondly, and related to this, as we begin to understand more about the non-conscious pre-eminence (System 1) in our behaviour, so Groups give us the opportunity to study non-verbal behaviour and interaction as well as visual ‘ evealers’ of beliefs, values and behaviours – things like metaphors, for example. They allow us to get deeper understanding in a way that is not immediately obvious and a sense of how heartfelt or deep views are held.

But when can face-to-face start up in a safe way?
Well, not yet, clearly but soon – and here are some of the things we’re planning for groups in the coming months:

  • run smaller groups so we can allow more space – think shorter, mini groups and more of them rather, than larger, longer groups
  • use well-ventilated spaces
  • allow longer for recruitment (the recruitment pool will temporarily shrink and we’ll need to reassure about participants well being during the process)
  • allow participants to bring their own food (no handling, no sharing platters!)
  • provision anti-bac hand wipes / sanitising gel
  • advise against sitting behind the mirror clients (who will want to sit in a confined space anyway?) – viewing in room, smaller numbers watching only, or potentially consider remote viewing / streaming too.

As the situation develops we’ll amend our guidance and advice – and obviously, widely available tests / vaccines will make a massive difference.

Online Focus groups, conducted in real time (synchronous)
These are run using video conferencing software. They are particularly useful for observing instinctive reactions from participants to stimulus materials, and for verbal engagement between participants. In practice they are best run in a mini-group format with 3-4 participants. Whilst not welcome, a byproduct of the pandemic is making more people familiar with technologies such as Zoom and Teams, which means barriers to using video conferencing are falling (although this shouldn’t be overstated). And we’re learning a lot about the best way to set the calls up to ensure we can see people and their body reaction, not just hearing what they say (avoiding ‘Half A Head’ syndrome!).

The watchouts are that it requires more set up and time to ensure that the participants are comfortable, not distracted and ready to focus on the discussion. Stimulus is also trickier and we’ve been developing a few interesting ways to introduce stimulus and use it to good effect over the last few weeks. So – don’t think of online groups as a poor relation – they have clear differences and advantages which make them a worthy consideration depending on the project objectives and the timelines.

Asynchronous Online Focus groups and Bulletin Boards
‘Asynchronous’ is surely a high scorer in Scrabble, but all it means is that people respond in their own time, rather than in an immediate conversation with the moderator. We prefer the name ‘Bulletin Board’ for this reason – you post a message on the fridge door and they respond when they see it

These are run over several days, with participants spending 15-30 minutes each day answering the questions and replying to questions and further probing. They’re not ideal for group interaction, but they can produce good results when this is not needed; they’re great for individual reflection and they are a little more cost effective and faster (end to end) than real-time online groups or face-to-face Groups. At The Crow Flies, we like them, but generally would recommend that they support other methods. They’re particularly useful when used with ‘top and tail’ dialogue approaches for example, a video / face to face interview to kick off; then the online group and perhaps an interview to close.

Qualitative Online Surveys
Sometimes people talk about ‘quali-quant approaches’ and they can seem either like a pragmatic badge of honour or a hybrid – somehow, there are methodological compromises. Well, Qualitative Online Surveys are a great reposte to that. If you do not need group interaction these online surveys may be something to consider: this method uses time controls and plausibility checks to elicit good quality answers, both instinctive and considered. It can also include probing, using a Virtual Moderator (which is a predictive AI tool that runs in the background). We can even build in IAT methods too (implicit attitude testing) to grab that initial ‘purchase moment’ reaction.

The depth of the qual findings isn’t as pronounced as in a Group of course, but they are really useful for identifying the fundamentals of what people are looking for – their immediate needs; the instinctive appeal of concepts or ideas (or lack of appeal!) as well as a good level of richness about what territories hold potential and why. There’s another inbuilt advantage – they give a bigger sample size than qual – 150 – 200 would be perfectly feasible here.

Digital Diaries / ethnographic
If you’re interested in how a pandemic affects daily life, or affects your brand / offer in real time, this is the way to go – a longer-term digitally-led approach. Here of course, people’s everyday behaviour has changed markedly through lockdown – this may make these approaches more or less valid.

Intercepts
With the right permissions in place, intercepts are perfectly possible. Social distancing is fairly easy to implement and the presence of wearing a ruddy great mask may also help! Bear in mind, that strike rate is likely to be lower as people remain nervous (if you could see our hair at the moment, you’d be nervous too…)

Quantitative research
Broadly speaking quantitative research continues as normal – the only thing we’re finding is that for longer surveys, drop-out rates are better – probably fewer distractions. Our development focus on quant is to push into understanding System 1 responses as much as System 2 – Implicit Attitude Testing, Find Time testing are good examples of this.

To chat through in greater detail, feel free to drop us a line.

David & Rob

 

David Preston is founder of The Crow Flies, a research, strategy and innovation company that finds the direct route to success for categories and brands.  david@thecrowflies.co.uk | +44 (0) 1283 246260 |  http://www.linkedin.com/company/the-crow-flies-ltd | https://www.facebook.com/thecrowfliesltd © The Crow Flies, 2020

 

 

 

Chirp and Chat

Hello Crow Friends.

We’re now many weeks into the Covid-19 pandemic lockdown. We know that many of our brand building buddies are under pressure to deliver the necessities of short term operations, are furloughed or are facing redundancy. We’re pretty certain that there’s a recession to follow too, for that little extra kick.

It’s a situation that can take an enormous toll on our wellbeing and our wallets. It’s impacting families across generations.

What we can be certain about it that together, we’re better. So, to our clients and other Crow friends, if you want to chat, either just to chew the ‘brand-fat’ or chirp things through with a friendly voice and a listening ear, we’re here.

Stay safe and well.

 

A Crow message to our Crow Friends

During this stressful time there’s one over-riding priority: stay safe, fit and healthy. When us Crows face a danger, we hunker down, stay in our nests, keep a stock of worms and keep an eye on the Crowlets. They can fledge later after all.

If you are a brand builder and you’re working from home, we have published a blog underlining why this is a (counter-intuitively) unique time to build a rigourous, focused brand and brand plan. We have been gifted the one thing that is a rare and precious resource in this day and age: time.

And we’ve just published what you can do with that time here – most brand building tasks can still continue, moving either online (research) or remotely (strategy, innovation, planning, visualisation).

If you are one of lovely clients or just a Crow Friend – new or future – and if you are struggling during this time either because of the impacts on your business, your family & friends or if you’re just feeling a bit low – please pick up the blower. Talking things through is an incredible tonic. You’re not alone. The might of the Crow flock is here and with you.

Stay well,

David
Founder, The Crow Flies

19 Corvids – no wait, Covid-19

As the situation develops with Covid-19, we’re keeping an eye on the implications of the virus on face-to-face qualitative research. Clearly, both participants, researchers and clients may feel uncomfortable about sharing the same space at this time. However, both the MRS and AQR guidance is that we continue to recommend the appropriate methodology for the research, which may be Groups or similar, until further notice.
A number of the precautions and extra steps we are taking are:
  • building checks into the recruitment process on recent travel to affected regions or potential domestic exposure to the virus
  • ensuring that all participants are aware of the exact nature of the environment the research is taking place in and are recruited on this basis
  • bringing antibacterial hand wash and tissues to sessions for the use of attendees and providing (a little) more space in the room, where that is practicable
Beyond this of course, there are many alternatives to face-to-face research. From telephone or digital depths, digital diaries, online bulletin boards, tele or video conferencing – please let us know if you’d like to consider these options more fully.
The Market Research Society has comprehensive guidance, should you wish to take a look: https://www.mrs.org.uk/resources/coronavirus

The rise of the conscious consumer

The Crow Flies undertook an in-depth look into the drivers of choice and influence for people when food shopping on behalf of our lovely friends at Soil Association Certification. The research was conducted amongst 58 people who are not organic ‘converts,’ but rather ‘potentials’ – those who infrequently buy a small number of organic products, but are open to considering more. We spoke to men and women from a wide range of ages and different life stages, and gained an interesting perspective on their shopping choices. It’s clear that we’re living through a time of real and long-lasting change.

The summary of the research is here and if you are a Soil Association Licensee, you can get the full report by e-mailing them with your licensee number.

 

 

The Big Crow Adventure 2019 / update

A massive, massive thank you for everyone who has supported The Big Crow Adventure this year in aid of Footprints Orphanage – so far we’ve beaten our target and donations are still coming in. Please donate if you haven’t already – it makes a huge difference to the children.

As suspected, we weren’t blessed with the best of weather – 400km was a tough ask of 100k or 60 miles a day – and we left in rain and finished in rain. In between, lots of muddy towpaths, puddles and one or two steep, steep hills. At the end tired legs and aching bums, but the challenge is a big part of why we do it.

Here’s a little pictorial reflection of the ride – thanks again if you’ve donated already and if you want to know more about Footprints and the work they do, click here.

Big Thanks!
The Crows

Big Crow Adventure 2019 Montage

The Big Crow Adventure 2019

Our annual team challenge, The Big Crow Adventure – the Crows are riding this year 400km in 4 days, all off road, knobbly tired bikes, no flying or stealing performance-enhancing worms… in the traditional UK ‘dry season’ of October…

This year we’re doing the ride in aid of Footprints Orphanage – please take a look at their website to see the incredible work they do to help the children. In the UK, we have free health care, education and we don’t go hungry, but in Kenya that doesn’t happen. With your help we can continue to give these children a loving home environment and hope for the future. Every penny raised goes direct to the Orphanage.

Our route is roughly 100km or 60 miles per day:

Day 1: Crow Towers – Wirksworth in the Peak District, via the Trent & Mersey, Erewash & Cromford Canals

Day 2: Wirksworth – Sandbach in Cheshire via the High Peak Trail, Buxton and the Derbyshire reservoirs, the High Peak Canal to Marple near Stockport then down the Middlewood Path and Macclesfield Canal into the Cheshire Plain.

Day 3: Sandbach  – Sandbach along the Shropshire Union canal, through the Beeston Gap to Chester, then up to the Bridgewater Canal and back down the top section of the Trent & Mersey via the Anderton Lift

Day 4: Sandbach to Crow Towers, along the Trent & Mersey through the Potteries and a much needed meal of grubs, dried insects and possibly twig sprinkles.

Please donate as much or as little as you can – it’s massively appreciated:
https://www.justgiving.com/fundraising/crowride2019

The Big Crow Adventure, 2018

THE BIG CROW ADVENTURE ANGLED PRINTWe’re really pleased to kick off our first company fundraiser, The Big Crow Adventure.

It all started in memory of a life-loving friend who passed away unexpectedly, shocking us to the core. After tentative first steps, this year, we’re stepping up The Big Crow Adventure as a chance to take stock of what’s important, whilst pushing ourselves, connecting with the great outdoors and doing some good for some charities who do such incredible work in our country and our communities.

This year, we’re aiming to ride 500 miles off-road in the month of September. If you’re a cyclist, you may think that 500 miles in a month isn’t that stretching. Our aim though is to do as much of this off road as possible, whilst holding down our lovely Crow jobs. And if it helps to scale this, 1 mile off road is normally accepted as being the equivalent of 2 – 3 on road, (or more depending on the terrain). Or putting it another way, from Crow HQ to Moscow as The Crow Flies.

The main ‘adventure’ is a grand ’round’ – a 200 mile circular off road route starting in Devizes, that takes in the sites of ancient Britain – the Ridgeway, all the various White Horses in Oxfordshire and Wiltshire as well as Stonehenge and Salisbury Plain. As well as that, we have a ‘Century’ – from the Crow office to Buxton up in the Peak District and back, planned for the end of the month. Where we’ll fit in the other 200, well, who knows!?

We’re supporting two charities this year. Locally, we’re raising money for St Giles Hospice Care, who help care for local people and their families in the Lichfield / Burton area. Nationally, getting behind British Heart Foundation and the vital work they do in battling heart disease.

It would be great if you can support us in any way knowing that whatever donation you do make, it is hugely appreciated and making a difference. Thanks for your support and thanks for supporting the Adventure!

To donate please go to:

http://uk.virginmoneygiving.com/DavidPreston6

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