How to Convert Research Findings Into Actionable Results – A Client Perspective
During his talk at the Qualitative360 Europe 2013 event in Berlin, Germany, Andrey Evtenko, consumer insights specialist at Nestle, explained how clients like Nestle use qualitative results forwarded to them by market research firms to enhance the developing and selling of their products.
Aside from the many things Evtenko tackled in his presentation, he proposed that the understanding of how consumers think in an online environment should be readily translatable into a viable means to develop a new or upgraded product. He also emphasized the importance of engendering market research findings that can be converted into actionable measures.
He said that his background before he went onboard with Nestle did not equip him to understand how it was to perform qualitative work–like knowing the differences between online and offline research, for example. However, that did not hinder him to do his job at the Nestle Research Centre and turn qualitative data into real-life ones–tweaks in existing products and new product development ideas that are more likely to be received well by consumers. He illustrated this with several examples. One of them involves combining innovation relevant to consumers with those that can be evidenced by laboratory testing results, and from there, formulating a more ideal mix of product attributes–such as degree of preservation, natural coloring, packaging etc.
Evtenko said that when a consumer decides on whether or not to buy a product presented along with other competing products, he may scrutinize the product category, the strength or weakness of the brand, the manufacturer’s claims, the packaging quality and its general aesthetics, and the list of ingredients. The consumer then weighs whether or not the price meets the “value” equation. If not, then he will move on and evaluate other competing products.
In addition, Evtenko gave two crucial lines of inquiry for R&D scientists. One, the theoretical substantiation of the online qualitative methods used in the marketing study should be clearly stated. And two, proof of the internal validity of the results must be presented.