‘Alternative’ Qualitative Methodologies
Charles Leech
‘Alternative’ Methodologies: Triangulation
Although focus groups are still the bread and butter of qualitative research, a
number of progressive and experienced companies are increasingly interested in
exploring alternative qualitative methodologies, in order to expand their way of
thinking about the consumer mindset. The following three methodologies have
strengths and weaknesses like any other in our qualitative toolbox, but taken
together they offer a formidable analytical tool for the qualitative researcher.
Social scientists have recently come to the idea – long understood by physical
scientists like land surveyors – that ‘truth’ cannot be identified from one viewpoint
only. At least two perspectives, and ideally three (hence ‘triangulation’) are
required to truly understand the reality of a given situation. In market research,
this means employing at least two – and again, ideally three – methodologies to
answer the same research question, in order to properly understand the
similarities between the answers, and more importantly the gaps or differences
between answers. Using leading-edge methodologies as a triangulation tool is an
insightful, creative, and cost-effective way to generate quality results.
Ethnography
Ethnographic research is the most popular up-and-coming methodology for many
clients. It is drawn from the discipline of Cultural Anthropology, and is the reverse
of the focus group environment. In the focus group, we bring consumers into our
world and ask them to talk about brands, products, and services. This can be
intimidating for them, and forces them subconsciously to be as rational and
pragmatic as possible, as respondents have all learnt that this is what society
expects from them in a formal examination setting (like a focus group room).
Ethnography, by comparison, sends the researcher into the world of the
consumer, and observes them using brands, products, and services. Much
ethnographic research is simply trained, careful observation; other forms involve
interviewing the consumer in their home or in the shopping environment.
Invariably, this reveals information not accessible through traditional market
research processes such as focus groups. Often, the focus group respondent will
say they do one thing, and then can be observed doing something completely
different. This is exactly the kind of discrepancy that provides an interesting
perspective on consumer behaviour, and the attitudes and beliefs that lie
underneath that behaviour.
What Is It Good For: ethnography is a recommended methodology for any
research involving a consumer product: packaged goods, food, beverage,
technology, wireless, automotive, restaurant, retail environments, etc.
Semiotic Analysis
Semiotics is defined as the systematic study of signs, symbols, and
communication, based on the notion that all human communication is made of a
system of texts, requiring decoding. Semiotic analysis is widely accepted in
Europe as a workhorse, stable qualitative methodology – no self-respecting
large-scale qualitative research project would be without a semiotics component.
North America is about 5 – 7 years behind the Europeans in qualitative
methodologies, but interest in semiotic analysis is growing quickly amongst
Canadian companies with a vested interest in brands, packaging, and advertising
creative.
As a qualitative methodology, semiotics can precisely outline the emotional
connotations and cultural meanings of any form of communication. Semiotics
allows the marketing professional to understand the artistic process whereby
consumers understand, often on a subconscious level, what packaging, logos
and creative are telling them emotionally about the brand or product in question
(branding is, after all, a purely semiotic exercise in evoking emotion). Semiotic
analysis gives clients a profound understanding of their product/brand, how it is
positioned, and how it operates within the larger context of its category or
industry.
Semiotics is a structuralist science, which means the mechanics of it involve
deconstructing whatever brand/logo/packaging/creative text is under analysis;
assessing each deconstructed component for emotional and cultural
connotations (why is the Coke can red? Why not green, or blue? What does that
colour red actually mean for Coke?). The result is the identification of the
connotative platforms that we, as members of early 21st century Canadian
society, recognize as the underlying communication of that text (the Coke can is
red because red is excitement, passion, danger, energy, and engaging).
What Is It Good For? Semiotic analysis is a perfect tool for understanding what
your brand name, logo, packaging, or advertising creative is saying to consumers
on a visceral, subconscious level, beyond the articulation of focus group
respondents. It is also useful to understand the relationship of a brand to its
category, and to consumer culture in general, and is often used to bring new
brand managers or ABMs up to speed on what a brand is, where it is, and where
it should, ideally, be going.
Hypnotherapy – Altered Consciousness Interviews
Using hypnotherapy as a qualitative methodology is probably the most advanced,
progressive instrument in the qualitative toolbox. For the right client, it is the
perfect methodology to get under the skin so often explored by focus groups.
There are a number of misconceptions about hypnosis, which are worth
evaporating:

Hypnosis does not necessarily mean a loss of consciousness

Hypnosis does not mean that the hypnotherapist can make you do weird
or embarrassing things – it is impossible for a therapist to make you do
something you don’t want to do

Hypnosis is not difficult to achieve, nor is it an unusual state to be in

Hypnosis does not render you paralyzed and helpless in the chair

Hypnosis does not leave you chirping like a monkey in the subway
Hypnosis is another word for trance, and this means trance in the lightest, most
common sense of the word. Have you ever been thinking about something so
hard while driving that you missed your exit on the 401? You were in trance.
Have you ever been in the shower planning your day or your weekend and lost
track of time? You were in trance. Have you ever phased out during a meeting or
a presentation and realized, some time later, that you have no idea what the
presenter has been talking about for the last 15 minutes? You were in trance. We
put ourselves into trance all time, throughout the day, and barely even know it.
As a qualitative methodology, it works the same way. One respondent and one
hypnotherapist sit comfortably in a quiet room, and the therapist assists the
respondent in achieving a light state of trance by guiding the respondent’s
concentration away from the outside world, and into our internal world. The
respondent very rarely loses consciousness, and is, most of the time, alert and
responsive. Trance merely allows for a concentration of thought and memory
denied to all of us when we are surrounded by the maelstrom of modern life –
street sounds, advertising, focus group one-way-mirrors, etc. Once in a light
trance, the respondent is able to answer questions about memories, feelings
towards products, services, and brands with an accuracy and honesty that is
quite impossible in any other research setting. The rich wealth of detail about
brands and products that is generated this way is astonishing, and a great source
of raw creative material for agencies.
What Is It Good For: any brand, product or service that has some personal,
private, or emotional component: smoking cessation, dieting, adult incontinence,
contraception, pharmaceuticals, confectionary, automotive.
Any of these three methodologies can add creativity and insight to your research
designs, and all three work best when combined with another methodology, such
as conventional focus groups and interviewing. With a triangulated research
approach, you can be confident that your research results are solid, threedimensional, and actionable.
Dr. Charles Leech is Vice President of Qualitative at ABM Research Ltd. He can
be reached at charles@abm-research.com