Ad Hoc Recherche
La série Récits de pandémie propose au lecteur de courts textes rédigés par des employés d’Ad hoc recherche au sujet de leur expérience en télétravail dans un contexte où les citoyens sont invités à travailler de chez eux. Voici le sixième récit.
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Last Friday afternoon, my spouse sent me this screenshot of the notifications on his phone:
Just Eat, the online food-ordering service, had sent him a text message urging him to stay home and enjoy a discount on their services.
The message is vague, but to anyone with an (un)healthy addiction to Netflix, the code “FRANK15” is clearly referring to Frank Underwood, the protagonist from House of Cards so expertly played by Kevin Spacey. And as all “binge watchers” know, Netflix released the show’s fourth season that very same day.
As I mentioned in a previous blog, my spouse is a privacy-conscious man who claims to be impervious to advertising and uses ad-blockers on all his devices… But this one really had him stunned.
Was the ad a bit creepy and invasive? Maybe.
Was it so very relevant and tempting enough that we thought of cancelling our dinner plans? Definitely.
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Every time I’ve tested products, services or brands in focus groups in recent years, participants have stressed the importance of local products*. In qualitative research, local companies, brands or products are often preferred over others, and the reasons for gravitating towards these are legion… Higher quality perception: For example, fruits and vegetables are considered fresher; […]
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THE INFLUENCE OF MARKETING ON BRAND IMAGE
As a semi-recent immigrant – coming up on five years now; Go Habs Go! – I find myself having different perceptions of certain brands than those around me.
Take the beer Stella Artois, for example. Even after all of this time, it still makes me giggle when I see it advertised as “Premium” Belgian Beer.
Back home, in the land of beer, chocolate and waffles (or Belgium, as some like to call it), Stella Artois has been around for centuries. But in Belgium, there is nothing premium about it. It’s one of the five mass-produced lager brands and is, quite frankly, perceived on the lower-end side of the quality spectrum (think Colt 45).
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“[…] Simplicity is preferable to complexity; brevity in communication is more effective than verbosity.”
It’s unlikely that Robert Browning had market research in mind when he coined the phrase Less is more in the 1850s and provided the minimalist movement with a raison d’être. Nevertheless, the mantra can be applied in many a field, including qualitative research and more particularly, with recruitment screeners.
Having dealt with recruiting for thousands of focus groups, we’ve realized over and over again that simple, short recruitment screeners deliver better quality participants. When criteria are less confined, recruiters have a larger pool from which to draw potential participants, and can therefore be more rigorous regarding enthusiasm and articulateness of the recruits.
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