Brand and Marketing Mix Research
Pre-tasks for consumers, shopping safaris, personal excursions prior to group discussions or interviews
Depending on the nature of the problem, consumers are asked to complete a number of individual tasks prior to the actual research in order to immerse themselves in the topic. These help researchers to understand the lifestyle and motivation of participants before they meet them.
There are a number of tasks that can be used as homework to prepare for a group discussion or an interview:
1. Visit a store or online shop
2. Looking at your brand's social media communications or your competitor's website
3. Trying a few products before sharing knowledge
4. Participate in online blogs to share information on the research topic
Depending on the target group and research topic, pre-tasks can be carried out in different ways
- Digital: Most commonly used. Respondents usually work in real time, so researchers do not have to wait until they meet them to get the results. A combination of text, photos and/or video can easily be included in the final report to illustrate the results.
- Paper based: Sometimes, a paper-based task can be easier to complete, especially if the target group has little affinity with technology. Respondents do not have to download any suspicious app or learn how to use new software. They just fill in a piece of paper, or they can sort photos according to how closely they match a particular brand, product or product feature. Such creative tasks can have a big impact on customers. Handmade collage boards can really help bring abstract descriptions or typologies to life, and clients often keep them as a vivid reminder of the research.
In our experience, consumers appreciate being involved in the research process beyond the actual interview or group discussion, for example, by exploring a supermarket shelf like a detective, or testing different fragrances over the course of a week and recording their thoughts for the subsequent group discussion. For the following discussion, this has the advantage that questions are asked with a concrete reference, rather than just being asked about theoretical behaviour.
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