TMRE Live 2009
Learning What's Good at Goodyear
Kim White presented on how Goodyear used a variety of qualitative research techniques:
immersio
ns, peer focus groups, and learning connects to fully understand their consumer's retail experience.
ns, peer focus groups, and learning connects to fully understand their consumer's retail experience.
The techniques, developed by MarketVision Research, were creative and insightful...and combined, they allowed the consumer voice to be loud and clear to their c-level management as well as their dealers.
One of the many creative qualitative exercises utilized Grove templates. I have also found these templates helpful in a number of different research projects. (You can go online and download the smaller deck of cards ... or you can order larger, wall-size templates for group facilitation exercises.)
The specific template used in Goodyear's research was an Idea Wheel that helped convey consumer's wishes and ideas around the buying experience.
Another very cool exercise included a "Retailer Personality creation" where participants had to "create" the personality of retailers with available supplies. This was an interesting way to gain insight on how retailers are perceived.
Taking this to CEO gave their upper management an understanding of how consumers view them as a retailer and thus, drove change throughout the organization.