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Analysis and report writing by ri
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Transcript of Analysis and report writing by ri
Analysis and Report Writing, Slide No 1
2001
Analysis and Report Writing, Slide No 2
Course Content
Where analysis begins
How it proceeds through fieldwork
Structuring the report pre-analysis
Formal analysis
team sessions
content analysis
Analysis and Report Writing, Slide No 3
Content
What are we looking for?
how should we search?
where shall we find it?
Some conceptual frameworks
Research analysis tools
Purpose of a report
Various types of report
Guidelines on report writing
Analysis and Report Writing, Slide No 4
Where Analysis Begins
Interrogating the brief
Understanding as much background as possible
category (product and advertising)
previous research projects
reason for the brief
client issues
Organising the data
Generating some hypotheses (non-prescriptive)
matching methodology to allow them to be explored
building them into the discussion guide
And constantly ask yourself “so what?”
Analysis and Report Writing, Slide No 5
Background and Organising the Data
What happened in the groups?
Experience of other projects Information exchange with
other colleagues
What does it all mean?
How can we use it?
Within the context of:
key variables (age, sex , lifestage, involvement etc)
background information
client brief
Experience of other projects
what you know
already desk research
encyclopaedias
Analysis and Report Writing, Slide No 6
Background and Organising the Data TRANSCRIPTS VS NOTES
For quick turnaround:
use notetaker’s notes
listen to tapes make notes, observations, useful verbatims
researcher sends out first groups for transcription and makes
notes from others
For longer turnaround:
as above, but option to send all tapes out for transcription
too costly in exec time to transcribe in-house
Always cost in notetaking/transcription as part of overall costs
WHY DO WE NEED NOTES AND QUOTES?
Moderator can be more process orientated than context aware
Moderator has selective perceptions only
Client needs substantiation
Analysis and Report Writing, Slide No 7
Background and Organising the Data CODING BY MATRIX
DISCIPLINE!
Summarise findings within main headings by group/by country either by
grid or by heading
easy reference, order and synopsis
highlights commonalties and differences
Concept A First reactions Key benefits Communication Involvement
GROUP 1 GROUP 2 SUMMARY
Analysis and Report Writing, Slide No 8
Background and Organising the Data
OTHER METHODS
- big sheets
- “chop job” (sorting notes/transcripts)
- card index system
- flip charts
- computer chopping
- some people use computer word recognition software
- we tried them and found them wanting
Analysis and Report Writing, Slide No 9
How Analysis Proceeds Through Fieldwork
Download
ideas
Take active
analytical
notes
Use some
consistent
tasks
Make time/space for
creative leaps
Pilot Constant interrogation
of the brief through
fieldwork
Start analysis while
‘hot’
Fine tune
Analysis and Report Writing, Slide No 10
Structuring a Report Pre-Analysis
Client
Objectives
4
Discussion
Guide
8
:
New Angles
Logical
Corporate Style
Tailored to client needs
Report
Structure
Analysis and Report Writing, Slide No 11
Formal Analysis
Team sessions Individual Content Analysis
Our purpose in analysis is sifting, sorting and
making sense of consumer insight as it relates to
the client’s objective
Analysis and Report Writing, Slide No 12
What are We Looking for?
c
Consumer Insight
Inspiration
Client Objectives
Direction
Analysis and Report Writing, Slide No 13
How Should We Search?
beyond the
obvious
Make something
of the intensity
The obvious
Analysis and Report Writing, Slide No 14
How Should We Search?
Thorough
Involved
Representative
Good sense
GOOD OUTPUT
All this +
Creativity
Marketing problem solving
Breadth
Compelling delivery
GREAT OUTPUT
Analysis and Report Writing, Slide No 15
Where Shall We Find It?
Trial and experience
Watch
Study
Analysis and Report Writing, Slide No 16
Remembering What Consumer Responses
Do and Don’t Do 8Responses don’t usually give you the conceptual
frameworks
4 They do give you clues about the dimensions of
frameworks, e.g.:
indulgence vs worthiness
consonance / dissonance with brand image
user-centred / product centred proposition
4 They do give you indications of where the problems
lie
Analysis and Report Writing, Slide No 17
Some Conceptual Frameworks and
Distinctions
Credibility, Relevance, Distinctiveness
Form, Content
Attribute, Benefit
Position in the Cultural Register
User Values, Product Values
Literal, Referential
Analysis and Report Writing, Slide No 18
Credibility, Relevance, Distinctiveness
DISTINCTIVE
CREDIBLE RELEVANT
Analysis and Report Writing, Slide No 19
Relevance and Credibility
The two boundaries we are examining in ‘Concept
Testing’
Relevance
broadly synonymous with desirability, and operates
at sector, or generic, level
Credibility
believability, operating on two possible levels
generic (sector), that such a product can exist;
brand level, that the particular brand in question
can be as suggested
Analysis and Report Writing, Slide No 20
Relevance and Credibility Example
Canned lager without the metallic taste
Canned lager with a fuller flavour
Canned lager with a bit more strength
Canned lager that gives you X-ray vision
Canned lager that has less gas
Canned lager that fits under the bed
Canned lager brewed specially for the can
Canned lager that refreshes more than others
Canned lager that’s for tall people
Canned lager that tastes like draught
Canned lager that’s not Australian Relevant? Credible?
Analysis and Report Writing, Slide No 21
Attributes
‘Actual’ ‘Associative’
Product What is it (sector)
What is it like … (user experience)*
What it’s made of
How it’s made
Who makes it
Where it’s made
Where it originates from
Philosophy/value cluster
Many attendant
images and
associations *
* Usually physical attributes
Analysis and Report Writing, Slide No 22
Attributes
‘Actual’ ‘Associative’
User Who uses it/buys it
How do they use it
Why they use it benefits
Many attendant
images and
associations §
Usage When it is used
Where it is used
With whom it is used
How are the users when they use it
Many attendant
images and
associations §
§ Projective technique territory!
Images, associations, stereotypes, anthropomorphisms, popular myths and
misconceptions, fantasies.
In short, the ‘left brain baggage’ that comes with each
‘actual’ attribute.
Analysis and Report Writing, Slide No 23
Position in the Cultural Register
What is the sector or brand’s position in the grand
sweep of things?
Its position will in part, determine how it may be
talked about (serious, ‘realistic’, light-hearted,
fantastical, etc.)
As a result of its associations, a brand or sector will
have upper and lower limits to its position.
Analysis and Report Writing, Slide No 24
Position in Cultural the Register
What is it ?
Whence it comes?
What’s it like?
How it features in phrases, quotations, stories,
songs, sayings, folklore
Put the brand in universal perspective
Analysis and Report Writing, Slide No 25
User Values, Product Values
Inner-directed
(product referential)
Outer-directed
(user or occasional-
referential)
Packaging updates are frequently done to increase
user-value levels.
Analysis and Report Writing, Slide No 26
Literal-ness
Figurative / Representational
Different product fields will show different
general conventions
Literal
Analysis and Report Writing, Slide No 27
Advertising Research
Creative Development Research Needs Sensitive
Tools...
Analysis and Report Writing, Slide No 28
Stages of Advertising Development
Strategy Development
Creative Development
Campaign Monitoring & Evaluation
THE BRIEF
THE ADVERTISING
Analysis and Report Writing, Slide No 29
Stages of Advertising
Development
Strategy Development Creative Development
Understand the Market
Users
Usage
Attitudes
Purchasing
The role of brands
Brand positionings
Brand Images
Advertising conventions
Packaging conventions
The Brand
The Experimental Advertising
The idea
The execution
The achieved communication
(The strategy)
The Strategy The Creative Brief
The Creative Response
The Advertising
Analysis and Report Writing, Slide No 30
Intended Message Synopsis (IMS)
Good as discipline
Not a ‘concept’ for showing in groups
Subject and predicate form
E.g. “Smash, the modern sensible convenience mash”.
Analysis and Report Writing, Slide No 31
Good Things to Identify Clearly
(By Interrogating the Ad)
Central Creative Idea
Story Line
Structure Creative Vehicle
Brand Role in Story
Viewer Relationship with Story
Brand Relationship with Viewer
Viewer Takeout (Received Message Synopsis)
Received Story Significance
Equate this with the Intended Takeout
(Intended Message Synopsis)
Analysis and Report Writing, Slide No 32
Vehicle (Central Creative Idea)
This is quite often a metaphor (extended into story
form) for the communicative content illustrating:
brand-derived benefits or
the ‘problem’ the brand is presented as solving
It most often works connotatively, and may also
convey secondary communications (some of which
of course may be unintended and unhelpful)
Analysis and Report Writing, Slide No 33
Isolate the Vehicle!
Good questions to ask when attempting to isolate
creative ideas are:
“What is the name of the activity?”
“Who is engaging in it?”
“Why?”
Analysis and Report Writing, Slide No 34
RECEIVED
MESSAGE
SYNOPSIS
(RMS)
EXECUTION
& EXECUTIONAL
DETAILS
Secondary communications tone, mood, feel, brand
‘attitude’ … Impact, memorability, involvement, humour,
longevity (wear-out) Usually works connotatively.
VEHICLE
(CENTRAL
CREATIVE IDEA)
The form in which the communicative content is conveyed.
This is, quite often, a metaphor (extended into story form)
for the communicative content, for brand derived
benefits or for the ‘problem’ the brand is indicated as
‘solving’. Works most often connotatively, and can also
convey secondary communications.
INTENDED
MESSAGE
SYNOPSIS
(COMMUNICATIVE
CONTENT)
What is indicated about the brand. Frequently denotive
(product sequence, end-line).
Connotive, Denotive Received Message
What the ad is required to convey What the viewer is
supposed to take out What the viewer is supposed to
think/feel about the brand
STRATEGY
(DETERMINED BY
AGENCY/CLIENT)
Analysis and Report Writing, Slide No 35
The Ad’s ‘Value Centre’ or Orientation
Product-centred
User values-centred
User Values I
shown user models
shown behaviour
shown usage environment
User Values II
shared (by ad structure)
brand-in-conspiracy model
often humour about user type, model types,
behaviour, advertising
Analysis and Report Writing, Slide No 36
Apparent Authorial Stance (The deep-structural relationship)
Perceived as sharing/ on a ‘level’ or
perceived as patronising
Good questions to ask are:
“What kind of people do you think wrote this
advertisement?”
“What do you think they think of the intended
viewers?”
“What would the viewers think of them if they met
socially?”
“How well do they understand the viewers?”
Analysis and Report Writing, Slide No 37
Valuing
The brand as ‘valued thing’
People’s relationship with it, either/both:
behaviourally
attitudinally
Is the brand seen to be ‘valued’?
when? where?
how? by whom?
why?
How do consumers feel about the people doing the ‘valuing’?
How do consumers feel about why they value it?
(Remember: Relevance, Credibility)
Analysis and Report Writing, Slide No 38
“Who?” is Asked by the Human Mind
Before “How?”
WHO? HOW?
IDENTITY
Person
Subject
Context
Environment
Situation
Surroundings
(LIKE I AM)
Attitude
Orientation
Demeanour
Belief
Opinion
Behaviour
DISPOSITION
(LIKE I FEEL)
EMOTIONS
FEELINGS
Analysis and Report Writing, Slide No 39
Relationship with Message or
Proposition (R.M.S.)
Adopted (internalised) proposition
vs
Perceived intention
Analysis and Report Writing, Slide No 40
Relationship with Creative Idea
(Viewer Relationship with Story)
Shared fantasy*
vs
Rejected reality
*Usually well cued early in ad
(Remember: Apparent Authorial Stance…)
Analysis and Report Writing, Slide No 41
Purpose of a Report
A record
A reference guide
The physical evidence of your skill
Marketing-friendly
Analysis and Report Writing, Slide No 42
Types of Report
Full written report with verbatims
Summary report
Slide document with annotations
Video report (filmed debrief or comprised of editing
from groups)
Management summary (1-5 pages)
Other methods will emerge as technology permits
multi-media reports
Analysis and Report Writing, Slide No 43
Guidelines on Report Writing
I. Introduction
Synopsis page with all key reference points
1.1 Background
1.2 Objectives and Action Standards
1.3 Sample
1.4 Approach / Methodology
1.5 Stimulus Materials
Analysis and Report Writing, Slide No 44
Guidelines on Report Writing (cont…)
II. Conclusions and Recommendations
2.1 Summary of Main Findings (optional)
2.2 Conclusions and Recommendations
III. Main Findings
3.1 Observation on the Sample
3.2 Numbers as dictated by objectives
Analysis and Report Writing, Slide No 45
INTERPRETING WHAT IT ALL ADDS UP TO
But what on earth do I do now? Thank you….. that was an
interesting presentation
CLIENT
And always remember…….
Analysis and Report Writing, Slide No 46