Grant Storry, Research Director & NZ Head of Qualitative Research
There is a common school of thought that says qualitative market researchers must talk to people in order to gain the information they need to form strategic recommendations. This is called ‘inside out’ research; understanding what goes on inside people and working outward to form strategies that tap this understanding.
While the thoughts, opinions, aspirations and motivations of people are the bread and butter of qualitative research, we often forget that people exist and behave in a context that can radically shape what they do. A context can include a physical environment, but also a social or emotional environment. Understanding the drivers and impact of environments can be as revealing as understanding the individuals within them.
This is called ‘outside in’ research; understanding the dynamics of environments that influence what people think, how they behave, and how they buy.
I have done a fair amount of ‘outside in’ work over the years, but often as part of a larger ‘inside out’ project.
I recently had the opportunity to conduct two pieces of standalone ‘outside in’ qualitative research. They reminded me of the power of stepping back and evaluating from a distance, as opposed to wading in and asking questions of people.
The first was a research trip to observe and compare retail channels for an FMCG client. Pure observational research means you do not engage with people on site. You blend in and observe as a consumer would. Through this approach you get to witness real life; overhear conversations between staff and customers, witness brand and product selection at shelf, see shelf layouts and point of sale material, and most importantly soak up the ‘vibe’ of a place.
I spent two days with a senior member of the client’s sales team. Together we visited a selection of retailers within malls and retail zones across Sydney’s northern and western suburbs. The brief was simple. We wanted to answer the following questions:
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Fundamentally – what is the character of each retail zone?
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What differentiates this retail zone?
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What is this retail zone offering customers as an outcome or an experience for your brands?
From this exercise, I was able to make recommendations about what brands, formats and pricing models best suited different retail outlets. I was also able to highlight fundamental differences within specific retail classifications that meant a one size fits all approach was not ideal.
The second piece was a semiotic review of print advertising. Semiotics is the analysis of surface or visible features of a ‘text’ (in this case print advertising), in an attempt to uncover successively deeper layers of meaning and symbolism such as interpretive or connotative meaning. Because communications work on consumers below the level of consciousness, and because communications and culture shape our perceptions, behaviour and identity, by unpacking the imagery and messages in media we can start to understand what is shaping perceptions, behaviour, identity, and choices.
I used semiotic principles to better understand print advertising directed at General Practitioners. Without talking to a single GP, I was able to decipher different ‘codes’ at play within different advertising approaches, and recommend a way forward for the client’s next campaign.
And the beauty of ‘outside in’ research approaches is that they are amazingly cost-effective! For very little money, you can learn an awful lot about what is influencing your market. At the very least, it can enable you or your staff to look at the market with a fresh pair of eyes, revealing things that you may not have noticed before. So the next time you have a question, think about whether an ‘outside in’ approach might be useful.