|
Consumer Creative
Dialogue
Consumer Creative Dialogues (CCD) are a qualitative research product
executed through in-depth interviews. The purpose of this specialized
product is to infuse business and/or consumer input into the initial
developmental stage of new products/services and creative advertising.
CCDs deliver big picture orientation by focusing on the fundamental
concept behind the products/services/creative ads.
- This approach attempts to keep
discussions on a big picture level. The product/service development
application aims to gauge target audience response to product
and service prototypes. It is a quick read that allows concepts
to be honed while under development.
- The creative advertising application
is geared toward achieving breakthrough creative. It attempts
to uncover the consumers underlying needs, which provides the
Creative Development Team with solid direction regarding the messages
and executions to which consumers respond most favorably.
Traditional Consumer Creative
Dialogues
- Moderator and respondents are physically located in the same
room at a research facility to conduct the dialogue.
- Typically includes twenty participants who participate in pairs.
This format seeks to achieve the most honest responses possible
by avoiding the pressure to conform to the opinions of an 8-10
participant audience as can occur with focus groups.
- Due to the limited number of
participants, the moderator has the opportunity to explore the
perceptions of each in-depth.
- Unique to CCDs is the direct interaction
between the Creative Team members and respondents, under the supervision
of the moderator. A Creative Team member, usually an Art Director
or Creative Director, is invited to step out from behind the mirror
and join the moderator in the discussion room. This facilitates
spontaneously brainstorming with the respondents and often allows
new ideas to surface through the process.
Online Consumer Creative Dialogues
- Discussion is in a live chat format at the Qualitative Interviewing
Center (QuIC)
- Especially effective for evaluation
of high tech products/services and on-line media/creative ads.
- Explore topics that do not require
in-person interaction between the researcher and respondents.
- Ideal for recruiting respondents
from diverse global, national, and regional markets, thus allowing
a broad perspective that might not otherwise be possible to obtain.
Travel is also avoided thus reducing the time and costs needed
to implement the study.
<<
Back to Communications Development & Evaluation
<< Back to Focus on Agency Research
|
