Human Behavior And Qualitative Research

Several companies may question why consumers purchase their brands and products and some never do. In the same time others may question what are key factors influence the decision making of the consumers in purchasing, how much they spend each time they shop, where they shop products and what brands selected into their shopping cart, how often they shop and so on. It's very important to the business to know their consumers' mind. In order to survive in highly competitive environment, the businesses have to find out how to retain their existing customers and invite new customers to have experience to their products, services or brands. Business Research or Marketing Research seems to be one of the most powerful solution to help the businesses find out specific or even all answers needed.

As I have been working in a marketing research field for 7 years. And I have an opportunity to participate Qualitative Research especially Focus Group Discussion and In-depth Interview many times. FGD is very interesting when respondents who attend group discussion share their ideas, attitudes and opinions among each others without any clue that their behavior definitely observed by researcher and recorded on Video and audio during a group discussion is conducting.

Qualitative is best for searching new ideas towards the specific product or service. And in general Qualitative approach uses to conduct before Quantitative approach in order to make a frame for questionnaire. But many time Qualitative approach uses to cross-checked the finding of Quantitative Research.

Before case study, I would like to introduce Principle of Phycology and Social Psychology, especially Fraud's theory and other well-known psychologists.

Do you ever think why marketing research relate to Psychology? Qualitative Research Approach has a root from social psychology. Here I will introduce principle of psychology to you prior to let you have the answer why marketing research involves with psychology or social psychology.

"Social Psychology is a discipline that uses scientific methods to understand and explain how the thought, feeling, behavior or individual influence by the actual, imaged or imply presence of other human being (1985)" Gordon Allport, Psychologist.

In terms of applying psychology and social psychology to both quantitative and qualitative is the measurement of individual though, feeling, behavior include attitude and perception towards specific things.

Now I would like to introduce the founder of psychology namely Fraund and Wudt in brief. Actually I don't like Fraund's theory that the female jealous of "penis" so the hate should be introduced first.

• Sigmund Freud:

Just watch his theories on this link http://www.youtube.com/watch?v=jjLhKTfZMlg

• Wihelm Max Wundt and William James:

Wundt well known as a father of experimental psychology and Principles of Physiological Psychology.  

James was born in New York and he became a lecturer at Harvard and his works were published many times.

In conclusion: Psychology applied to qualitative and quantitative research in terms of both emotional and rational evaluation and analysis. 

Consumer Behavior at Tesco Lotus: (Give credit to my nasty Prof. P. Williamson - Business Research)

I studied Business Research in March 2011 and a Prof. lectured about Tesco Lotus case in consumers/shoppers behavior observed via CCTV at Tesco Lotus. This case conducted at bread shelves. The very interesting finding indicated that the shoppers or customers who purchased bread regularly on shelves, they tested the freshness of bread they wanted to buy by squeezing the bread in the front row. If the bread soft mean it fresh, then shoppers would choose the bread at the back row because they perceived that breads in front row were older.

After Tesco Lotus comprehended their customers behavior when they selected buying bread by observation, then they changed the most fresh bread to the front, the older to back row. When shoppers bought breads next time the oldest one was purchased first. Few months later the could reduced spoil or outdated breads on shelves successfully.

Now you understand what behavior is. If you doubt why observation related to qualitative, here the answer in next case.

Focus Group Discussion (FGD) and Mini Group Discussion

Focus Group Discussion = 6 - 10 qualified/targeted respondents attend to group discussion

Mini Group Discussion = 4 -6 qualified/targeted respondents attend to group discussion

Stimuli = depend on research techniques i.e. collages, projective, self-completion, workshop, mind mapping, snowball etc.

Timing = 1.5 - 2.5 hours approximately

Discussion Guide: Key questions are prepared

The most important piece in moderation focus group is a Moderator himself/herself. Well, the most interesting case I've involved with was B2G group discussion that the participants were doctors from many hospitals. They did not have any clue that there were many people observed them behind the mirror and hidden CCTV. Before the group started, one respondent starred at us ooooppsssssss starred at the mirror and squeezed pimples on his face then check out his attires. What observers did when they saw his behavior.............all laughing at him. I bet he might be angry and embarrassed if he knew that many people laughed at him.

During group discussion conducted observers included myself could obviously seen that one or two respondents feel unhappy with other who raised objection against his opinion or disagreed with him/her. Some just agreed with other by just response "Yes, I agree with you." Some were bias respondents to particular topic for instance one doctor suddenly angry with general question, he biased moderator and other respondents by complaining and refused to answer specific question.

1. What do you do if you face with difficult respondent like that doctor?
2. If you were a moderator how would you deal with this kind of pressure situation?
3. How to make the atmosphere better after complaining?
4. Is this group discussion will run smoothly afterwards?

The best answer for those above question is psychology/social psychology required to cope with these difficulty. In this case as a doctor has high ego and he forced by his boss to participated this FDG, so the client have to revealed themselves and tried to comfort by explaining the objectives of this research. This is very rare case happen in FGD. Hence be careful when you interview doctors, LOL!!

OK, let's wrap up this case. The group discussion was stop after his complaint and the customers revealed themselves. Then all respondents and customers discussed in general topics instead.

How to avoid difficulties when moderate focus group..

- Recruit target respondent(s) who will not bias specific product/service.

- Moderator should graduate from social psychology/psychology rather than other areas.

- Comfortable and friendly atmosphere i.e. nice room with soft sofa but should not have distracted decorations.

- Use right stimuli(s) to right group.

- Ask permission to record their conversation but Don't mention about VDO recorded and observation. etc.

Example of deliverables:-

- Transcripts (if required)

- Audios or VDO

- Topline (If required)

- Outline (full executive summary report) (if required)

Example of transcripts

Moderator: Let's talk about funding support by Government to your hospital. How much Gov. support you? Please share with me and your friends here.

Doctor1: My hospital is a private hospital so I did not receive any fund from the government and most of the patients are quite rich.

Doctor2: Well, not like mine.

All: (Laughing)

Doctor4: It's quite confidential but normally hospital I work for receive around.......regular basis. And we get extra from security fund.

Doctor5&6&7: Same as mine. Me too. Same amount.

....................

Analysis : Qualitative report is more like content analysis and can mix some qualitative as well, for instance votes for winner, number of people who agree/like or disagree/dislike etc.

Wrap Up Question: How do you do if you are observing? "I keep eyes on you". haha (Meet the Folker)