ppt
maole525
Week6.pptxAccount Planning & Research
Nikki McClaran
Week 6: Other Methods & The Future
Notes:
2
McClaran, ADV342, SM19
Our REAL last face-to-face
Schedule:
Report 3 (Creative Brief) due before ”class” on Monday, the 12th
Final presentation due via discussion post on Tuesday, the 13th
Ask one question on a fellow student’s post by Thursday, the 15th
2
Today
3
McClaran, ADV342, SM19
We’re talking about the future of the field
3
But before we do that…
4
McClaran, ADV342, SM19
Let’s go over some methods we did not discuss in class yet.
Ethnography
Content analysis
Experiment
4
Ethnography
5
McClaran, ADV342, SM19
Form of human observational research – where you observe the behavior of your client in the real world.
Roots in anthropology and sociology
Note: there is also automated or machine observational research
EX: tracking cookies, loyalty cards, etc.
5
Why use ethnographies?
6
McClaran, ADV342, SM19
1. Can be more insightful than description
watching a person shopping vs. having them tell you how they shop
they may not be able to remember/realize they are doing certain things
2. People may not be able to verbalize their attitudes
EX: studying children toys
6
Why use ethnographies?
7
McClaran, ADV342, SM19
3. Self-report may not accurately reflect their true behaviors
Overestimate technology use
Overestimate exercise
Overestimate your ability (sorry)
7
Why use ethnographies?
8
McClaran, ADV342, SM19
““deep insight into the contradictory nature of much of human behavior: the focus is on what people really do versus what they say they do”
- Ipsos MOR
8
Types of ethnographies
9
McClaran, ADV342, SM19
Ethnographies can be
Natural vs. Artificial
Open vs. Disguised
Active vs. Passive
Structured vs. Unstructured
9
Characteristics of ethnographies
10
McClaran, ADV342, SM19
Four main characteristics:
Researcher goes to the data
Studies the topic from the populations perspective
Considerable amount of time in the field
Variety of data collection techniques
10
Example in ADPR
11
McClaran, ADV342, SM19
Procter & Gamble wanted to better understand consumer perceptions of Secret deodorant
Research objective:
In what way can Secret
deodorant be better
positioned to women
11
Example in ADPR
12
McClaran, ADV342, SM19
Method: Had women go shadow other women and observe their daily habits - “walk in her shoes”
Insights: noticed deodorant was not just in bathroom, but in car, gym bag, desk, etc. but stick is too bulky
12
Example in ADPR
13
McClaran, ADV342, SM19
Results:
7 million users engage on social media
217 million media impressions
7 beauty award wins
13
Content Analysis
14
McClaran, ADV342, SM19
Technique to analyzing communication artifacts, such as
Text
Pictures
Audio
Video
This can be done either qualitatively or quantitatively
14
Content Analysis
15
McClaran, ADV342, SM19
Why conduct a content analysis?
To understand what messages are currently out there
To see what people are talking about
To understand the culture/time/context
15
Content Analysis
16
McClaran, ADV342, SM19
What might be worth studying in ADPR?
Previous advertisements
User comments
Social media posts
Etc.
16
Content Analysis
17
McClaran, ADV342, SM19
Important terms:
Coders
Inter-coder reliability
Unit of analysis
17
Example Content Analysis
18
McClaran, ADV342, SM19
18
Example Content Analysis
19
McClaran, ADV342, SM19
Findings:
Used much less than people assume
Contrary to beliefs, credibility is not most important
Product category
Authenticity
Similarity
19
Experiments
20
McClaran, ADV342, SM19
Determine cause-and-effect relationships
Important terms:
Independent variable (cause)
Dependent variable (cause)
Control
20
Types of experiments
21
McClaran, ADV342, SM19
Controlled (lab)
Field (quasi)
Natural
21
Why conduct experiments?
22
McClaran, ADV342, SM19
Demonstrate cause-and-effect
Help compare products
22
Example Experiment
23
McClaran, ADV342, SM19
23
The Future/Emerging Methods
24
McClaran, ADV342, SM19
24
Digital Analytics
25
McClaran, ADV342, SM19
The collection, measurements, analysis, visualization, and interpretation of digital data illustrating user behavior on websites, mobile sites, and mobile applications
25
Psychophysiological
26
McClaran, ADV342, SM19
This includes studies that measure things such as:
Eye-tracking
Cardiac activity
Skin conductance
Facial electromyography
26
Neuromarketing
27
McClaran, ADV342, SM19
27
28
McClaran, ADV342, SM19
28
